Consumers and Antibiotic Use: Perspectives and Marketing January 29, 2014
Today s agenda: Discuss consumers view of antibiotic use in livestock. 2
Topic has been in news for years, trending slightly higher each year. Source: Google Trends 3
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Information from two proprietary research studies: & Quarterly Tracker Q1 Spring 2013 5
Awareness of antibiotic use in livestock has risen significantly in the last year. 88% 79% 2014 2013 Source: Meat Matters Midan Marketing, March 2013 & Quarterly Tracker, Q1 Midan Marketing, January 2014 6
Consumers are hearing about antibiotic use in livestock from many sources. 34% Local news 27% Social media 27% Friends/colleagues/ relatives 46% National news 26% T.V. talk show Source: Quarterly Tracker, Q1 Midan Marketing, January 2014 7
14% very concerned 41% concerned Source: Meat Matters Midan Marketing 2013 8
They think antibiotics and growth hormones are the same thing 72% of consumers said they knew the difference between the two Only 54% of them provided factual definitions for both Source: Meat Matters Midan Marketing 2013 9
When asked what they were more concerned about: 22% are not concerned about either 24% are more concerned about antibiotics Source: Meat Matters Midan Marketing 2013 10 54% are more concerned about growth hormones
19% - Keep animals healthy 15% - Consumers think that antibiotics 24% - Prevent disease Cure illness 13% - Increase animal size Source: Meat Matters Midan Marketing 2013 11
Primary concern: 23% What effect will antibiotics have on my family? Source: Meat Matters Midan Marketing 2013 12
43% primary concern is negative effect on humans 18% concerned about creating an antibiotic resistance in humans Source: Meat Matters Midan Marketing 2013 13
What did consumers do after hearing about antibiotic use in livestock? 14
Actions after learning about antibiotics use in livestock 46% started paying more attention to packaging 28% looked up information on livestock given antibiotics or GH 19% asked others opinions on the use of antibiotics or growth hormones in livestock 19% told others about livestock being given antibiotics or growth hormones 17% stopped buying meats where they thought antibiotics and/or growth hormones were used 28% did nothing Source: Quarterly Tracker, Q1 Midan Marketing, January 2014 15
72% interested in fresh meat that has not been treated with antibiotics or growth hormones Source: Meat Matters Midan Marketing 2013 16
When asked if their grocery store carries meat free of antibiotics or growth hormones: 55% said I don t know 7% said No 38% said Yes Source: Meat Matters Midan Marketing 2013 17
What do consumers really know about antibiotic use in livestock? We provided a series of statements and asked them what they thought was true or false to learn what they know. Source: Quarterly Tracker, Q1 Midan Marketing, January 2014 18
Antibiotics are only administered when livestock are susceptible to getting sick, are exposed to illness, or show specific signs of being sick Only 33% knew this was a true statement. Source: Quarterly Tracker, Q1 Midan Marketing, January 2014 19
Livestock antibiotics make our food supply safer Only 33% knew this was a true statement. Source: Quarterly Tracker, Q1 Midan Marketing, January 2014 20
By the time fresh meat is sold at the grocery store, there are no longer any antibiotics in it Only 14% knew this was a true statement. Source: Quarterly Tracker, Q1 Midan Marketing, January 2014 21
Next, we shared a paragraph of factual information then asked the participants how believable the statements were. 22
Today, American farmers are working hard to feed a growing global population expected to reach nine billion by 2050. In order to be as efficient and successful as possible, they are learning to embrace scientific innovations. Antibiotics are an innovation that farmers have used to help treat their sick animals for the past 50 years. Like doctors and their patients, veterinarians and their farmer clients share responsibility for the proper use of antibiotics. In agriculture today, antibiotics are only administered when animals are susceptible to getting sick, are exposed to illness, or show specific signs of being sick. All antibiotics used to treat animals are approved by the U.S. Food and Drug Administration (FDA), and are safe with regard to human health, animal health and the environment. The U.S. government monitors antibiotic resistance and mandates that meat entering the food supply can have no signs of antibiotic use (residues) exceeding scientifically-developed FDA standards. All of these precautions ensure that the safest meat in the world ends up on your dinner table. Source: Meat Matters Midan Marketing 2013 23
61% said In agriculture today, antibiotics are only administered when animals are susceptible to getting sick, are exposed to illness, or show specific signs on being sick was not believable. Source: Meat Matters Midan Marketing 2013 24
50% said The U.S. government monitors antibiotic resistance and mandates that meat entering the food supply can have no signs of antibiotic use (residues) exceeding scientifically-developed FDA standards was not believable. Source: Meat Matters Midan Marketing 2013 25
58% said The Food Safety Inspection Service (FSIS) also regularly tests for signs of growth hormone misuse in meat through residues and has not found any instances of this was not believable. 26
62% said Like doctors and their patients, veterinarians and their farmer clients share responsibility for the proper use of antibiotics eases their concerns. Source: Meat Matters Midan Marketing 2013 27
60% said All antibiotics used to treat animals are approved by the U.S. Food and Drug Administration (FDA), and are safe with regard to human health, animal health and the environment eases their concerns. Source: Meat Matters Midan Marketing 2013 28
After reading the paragraph, 37% of consumers decreased their level of concern. 37% Source: Meat Matters Midan Marketing 2013 29
Common thread of misconception Consumers seem to have some understanding of the drawbacks without knowing any of the true benefits. 30
Myths that have taken root in consumers minds The overuse of antibiotics in livestock creates superbugs that are resistant to antibiotics FALSE (16% answered this correctly) Scientists have found almost the same bacteria in livestock given antibiotics as livestock not given antibiotics TRUE (43% feel this is false) Antibiotics stimulate growth in livestock FALSE (48% feel this is true) Source: Quarterly Tracker, Q1 Midan Marketing, January 2014 31
What are our options? 32
Educate or eliminate use 33
Organizations and individuals doing their part U.S. Farmers & Ranchers Alliance Peterson Farm Brothers o Parodies o Life on the Farm video series November video addresses antibiotic use 34
Outstanding Farm Family Blogs 35
Thank you For further discussion please contact: Danette Amstein Phone: (704) 872-6562 Email: d.amstein@midanmarketing.com 36