APRIL 1968 APRIL1968BULLETIN 378 ~ 9) 4,,, 4 MEAT BUYING HABITS OF URBAN HOMEMAKERS to, a report of attitudes and practices in purchase of selected meafs by homemakers in three Alabama cities - with implications for consumer ecA~cation. ~%,,,, 'I ~p.A ' v s, K UBURN UNIVERSITY bricultural Experiment Station Smith, Director Auburn, Alabama SUMMARY OF MAJOR FINDINGS To learn homemaker knowledge, attitudes, and practices about food, 3,861 homemakers were interviewed in Birmingham, Montgomery, and Anniston, Alabama. Broiler-fryers were used as the test food product, but findings are pertinent to other foods and related consumer behavior. Major findings include the following: 1. Homemakers habitually purchase a broiler nearly every week. They appreciate the low prices of poultry meat and use good criteria in selection. 2. Although frying chicken is still traditional, shifts were evident toward more broiling and other cookery methods. About 45 per cent of the homemakers had used a new recipe during the month preceding the interview. Use of new recipes increased with rising income and education of the homemakers. 3. To become well informed consumers, homemakers need more information about food grades, meat grade and inspection symbols, nutritive value of poultry, and other marketing and nutritional factors. 4. Printed material, such as magazines or newspapers, was the preferred food information source of many homemakers. However, present format and coverage could be improved for greater usefulness. Many homemakers who most need consumer education, such as the young and the low income, often were not reached by these media. CONTENTS Page SUMMARY OF MAJOR FINDINGS-----------3 How THE STUDY WAS MADE ----------- - 6 -7 How RESULTS WERE ANALYZED----- -- WHAT MEATS WERE PURCHASED--9 How COST INFLUENCED MEAT PURCHASES-12 Selections for Prestige Meals-----Actual Meat Purchases---------------WHAT HOMEMAKERS AND MARKETING---KNEW ABOUT NUTRITION --------- -13 -14 ---- --- --- -- 15 - -17 -19 Marketing KnowledgeWHO - - -- - --- - - -- USES NEW RECIPES?---------------- WHERE HOMEMAKERS LIKE TO GET FOOD INFORMATION------22 How MASS MEDIA SUPPLY FOOD NEWS ------------------ 23 LITERATURE CITED------------------------------------27 APPENDIX-------------- - ------- 29 M arket Knowledge Scoring--------------------------29 Nutritional Knowledge Scoring-----------Poultry R ecipes----------------------------- 29 30 U se of Specific Meats -------------------- ---------- 31 ------------------ FIRST PRINTING 3M, APRIL 1968 MEAT BUYING HABITS OF URBAN HOMEMAKERS* RUTH A. HAMMETT, Instructor in Agricultural Economics** stores in a number of cities in the fall of 1966 dramatized the frustrations of homemakers in the face of rising food prices. Much of the irritation resulted from a lack of understanding about the process by which food moves from producer to consumer. Homemakers caught between family needs and increasing costs of major food items were sure that someone was profiting at their expense. Therefore, they protested at the doors of retail food stores as the only visible culprit. Believing that consumers have the right to be informed, a series of eight surveys were made in three Alabama cities from 1963 to 1965. Using broiler-fryers as a typical food, interviewers collected data from 3,361 respondents on homemaker attitudes and buying practices to determine areas where consumers might need information. Findings are being published in two bulletins. The first is a detailed report on the kind of homemakers who noticed and remembered food information placed in food stores, in newspapers, and on the radio (4). To provide a basis for consumer * This study was supported with funds provided by the Agricultural Research and Marketing Act of 1946 and State Agricultural Research Funds. It is a contributing project to the Southern Regional Food Marketing Research Project SM-13 in which Alabama, Kentucky, Mississippi, South Carolina, Tennessee, Texas, and Virginia are cooperating. * * The author acknowledges the assistance and cooperation of personnel of the Extension Service, the 3,361 homemakers surveyed, the SM-13 Regional Food Marketing Research Technical Committee, and the interviewers who collected the data. Helpful suggestions were made by J. H. Blackstone and other staff members of the Department of Agricultural Economics and Rural Sociology. CONSUMER DEMONSTRATIONS and boycotts aimed at retail food 6 ALABAMA AGRICULTURAL EXPERIMENT STATION education, this report emphasizes homemaker attitudes and practices. Both publications are based on the same population, but may be read independently as pertinent information is included in each. Findings should be of interest to persons and agencies concerned with promoting particular food commodities, increasing consumer marketing knowledge, or improving nutritional levels of families. Although broiler-fryers were used as the test vehicle, results may be useful with respect to consumer attitudes about other protein foods. Knowledge of how per capita income and homemaker education relate to attitudes and practices can contribute to a more complete understanding of consumer motivation and receptivity to food information. HOW THE STUDY WAS MADE Cities in which surveys were made and their population according to the 1960 Census are: Anniston, 33,657; Montgomery, 134,393; and Birmingham, 521,380. Each city's population was about 35 per cent nonwhite, and household size averaged 3.4 persons. The major difference in the samples was in per capita income: $1,300 in Anniston, $1,700 in Montgomery, and $2,100 in Birmingham. Compared with the other cities, the Anniston samples had more families with per capita incomes under $900. For this report all respondents were combined into one sample, and no distinction is made as to time of schedule taking. City size was less important than method of respondent selection. In Birmingham, the store display sample was selected from names and addresses of shoppers in 16 Winn-Dixie stores. As is typical of such samples, the respondents were slightly older and better educated, and had higher per capita income than in a random sample of a population. To permit comparisons of three mass media forms of presenting food information, the 933 homemaker respondents from the broiler promotion survey by Van de Mark (5,6) were added to those in the newspaper and radio studies. In Anniston and Montgomery, groups of three adjacent addresses were selected from the city directories. The first address in the cluster was used for the control or pre-study; the other addresses were contacted in surveys following educational events in local newspapers or over the radio station most popular with the pre-study homemakers. Schedules were obtained by per- FOOD BUYING HABITS OF URBAN HOMEMAKERS 7 sonal interview within a month after completion of the particular event. A total of 3,861 urban homemakers was interviewed: 933 in Birmingham, 1,219 in Montgomery, and 1,209 in Anniston. All were asked the basic schedule questions, with added inquiries about recall of items from the educational material. Some groups, identified by number and city, were asked about specific practices or attitudes. Descriptions of families in the combined samples are given in Tables 1 and 2. HOW RESULTS WERE ANALYZED As in other SM-13 consumer research in Alabama (1,2,3,5,6) homemakers' food attitudes and practices were influenced by levels of per capita income and extent of homemaker education. Other characteristics of homemakers, such as race, annual income, family type, age of youngest family member, income source, and size of household, also were studied. Although these characteristics were interrelated with income and education, they exerted less direct influence on the food knowledge and attitudes. For the sake of brevity, "income" in this study refers only to per capita income (annual income divided by the number of persons dependent upon it). Families with low per capita income were characterized by: (1) grade-school educated homemakers, (2) about two-thirds were nonwhite, (3) family incomes were under $5,000, and (4) income was largely from nonwork sources or the homemaker was the sole earner. In families with per capita incomes over $3,200: (1) half the homemakers had education beyond high school; (2) over two-thirds had family incomes over $8,000, and (3) two-fifths had working wives. Similar differences existed by educational level of the homemakers. Family and personal characteristics of the homemakers at four levels of income (low, average, high, and liberal) are given in Table 1. Characteristics of four levels of education of the homemakers (grade school, some high school, high school graduate, and education beyond high school) are recorded in Table 2. Since the major purpose of food is to nourish the human body, a nutritional knowledge score was developed. In this, 12 functions or sources of food were to be paired by the respondents with the four major nutrients: protein, carbohydrates, fats, and vitamins. Marketing knowledge scores were based on recognition 8 ALABAMA AGRICULTURAL EXPERIMENT STATION of the shield outline used as a background for Federal Government food grades, and the use of package-size comparison. Detailed information about scoring procedures is compiled in the Appendix. TABLE 1. PERCENTAGE OF HOMEMAKERS HAVING SELECTED FAMILY AND PERSONAL CHARACTERISTICS, BY PER CAPITA INCOME, 3,352 HOMEMAKERS', THREE ALABAMA CITIES, 1963-65 Family or personal characteristic Proportion in each per capita Total with income group Under $900- $1,800- $3,200 characteristic 1,799 3,199 & more $900 Pct. Pct. Pct. Pct. No. " Pct. 76 24 8 19 27 30 16 22 21 34 23 7 49 26 18 55 31 14 22 23 29 26 37 35 28 21 29 33 17 100 Race 38 81 94 98 2,558 White 19 2 794 Negro 62 6 Age of homemaker, years Under 25 .... 9 6 5 259 8 643 25-34 -- - - - - - - - - - - - - - - - - - 20 24 19 10 35 -4 4- - - - - - - - - - - - - - - - - - - - - 26 17 901 30 31 45-59 33 52 1,008 25 21 11 16 532 60 and over. 21 16 Education of homemaker, years Under 9 (grade school) 6 741 10 48 21 30 15 8 25 690 9-11 (some high school) 1,114 38 38 19 39 12 (high school graduate) 778 37 48 3 15 13 or more (beyond high school) Source of income 4 2 241 6 Homemaker only 15 53 50 1,662 56 Male head of house 38 859 39 31 Homemaker and male head 22 16 All or part from nonwork ...... 12 9 590 31 16 Size of household, persons 2-3 (small family) 91 1,863 39 44 63 4-5 (average family) 28 43 1,037 33 9 4 0 452 6 or more (large family) ...... 13 33 Annual family income, dollars Under 3,000 (very low) ....... 0 0 742 14 70 3,000-4,999 (low)_ 756 13 26 40 5,000-7,999 (average) ........ 38 30 974 4 41 5 49 70 880 0 8,000 and over (high) Marketing knowledge score 0-3 (low) 32 29 1,257 48 39 4-5 (average) 32 1,158 37 36 32 36 6-8 (high) 39 937 25 15 Nutritional knowledge ranked score 0-2 (very low) 22 35 13 11 696 3 (low) 24 22 36 30 964 39 44 1,109 4 (average) 22 31 5 (high) 24 23 583 17 7 Per cent of homemakers ......... 28 16 25 31 Number of homemakers 3,352 930 532 851 1,039 1No information on annual income for nine Birmingham homemakers. 2Totals of numbers may vary as "no information" is not included. 3Some families, but less than 1 per cent. FOOD BUYING HABITS OF URBAN HOMEMAKERS 9 TABLE 2. PERCENTAGE OF HOMEMAKERS HAVING SELECTED FAMILY AND PERSONAL CHARACTERISTICS, BY OF HOMEMAKERS, 3,325 HOMEMAKERS', THREE ALABAMA CITIES, 1963-65 EDUCATION Proportion in each homemaker Family or personal characteristic education group Under Tac h Pet. Race White__________________________________ 54 70 85 92 2,542 76 Negro ._______________________________________ 46 30 15 8 783 24 Age of homemaker, years Under 25______________________________________ 2 12 10 6 259 8 25-34 --------------------------- 24 - 11 20 21 643 19 35-44 ---------------------------------------19 29 29 30 896 27 45-59 -_______________________________________ 35 27 27 32 1,000 30 60 and over ---------------------------------33 12 10 11 527 Income source Homemaker only --------------------------11 9 5 5 236 Male head 33 51 57 54 1,658 16 7 9 yr. Pet. 9-11 yr. Pet. yr. Pet. 12 or more Pet. No.2 13 yr. characteristic Homemaker and male head _____ 21 22 29 29 856 All or part from nonwork.__________ 35 18 9 12 575 Size of household, persons 2-3 (small family) 64 50 53 55 1,847 4-5 (average family) 18 31 35 36 1,026 6 or more (large family) __________ 18 19 12 9 452 Annual income, dollars Under 3,000 (very low) -------------10 53 29 4 730 3,000-4,999 (low) ------------------------ 742 29 33 20 9 5,000-7,999 (average) ---------------- 25 14 29 41 952 8,000 and over (high) 4 6 18 32 885 Per capita income, dollars Under 900 (low) _________________________ 14 55 37 4 840 900-1,700 (average) ____________________ 29 37 36 20 1,026 1,800-3,199 (high) ----------------------12 20 32 44 923 3,200 and over (liberal) 4 6 18 32 527 Marketing knowledge score ------------------------------------50 26 17 -----------------------------------------55 31 14 -------------- 22 22 29 16 25 31 16 37 35 28 -----------53 35 12 37 39 24 36 34 30 25 31 44 28 0-3 (low) 4-5 (average)________________ 6-8 (high)------------------- ------------------- 1,242 1,150 933 Nutritional knowledge ranked score 0-2 3 (very low)--------------- 69 25 25 38 16 27 7 18 916 887 27 27 (low)--------------------- 4 (average)-----------------5 (high) -------------------- 5 1 22 26 11 21. 37 20 34 43 32 23 961 561 29 17 100 Per cent Number 1 of of homemakers---------- homemakers._________ 740 690 1,115 780 3,325 2 of numbers may vary as "no information" Totals No information on education for 36 Birmingham homemakers. is not included. WHAT MEATS WERE PURCHASED The surveyed homemakers were interested in serving varied meat dishes, and they could However, they had bought mainly pork, beef, and poultry during afford to purchase desired meats. 10 ALABAMA AGRICULTURAL EXPERIMENT STATION 10 ALABAMA AGRICULURLEPIMN ST IO the week preceding their interviews. Only 2 per cent of the families had purchased lamb, 15 per cent (largely in had used cold cuts, and 44 per cent served some form of fish or seafood. Poultry or beef had been purchased by an equal number of families, 82 per cent. Pork purchases were reported by 95 per cent of the respondents, largely because of the wide use of bacon or sausage for breakfast. In Anniston and Montgomery during the 7 days before the interviews, meats from four classifications had been used by onethird of the 2,428 homemakers and from three classifications by one-fourth. Major meats purchased in each case were beef, pork, and poultry, with the fourth meat being seafood, lamb, or cold cuts, as shown below. Anniston) Meat classes purchased previous week Beef, pork, poultry, other------Beef, pork. poultry----------------------Beef, poultry, other---------------------------Beef, pork, other------------------ ----------Beef, pork -------------- -------------- ------Pork, poultry, 2other-------56-------------------2-----One m eat only ------- ------- ------- ------- Beef, poultry-------------------- No. 854 662 365 213 158 54 44 22 2,428 - Per cent 35 27 15 9 7 2 2 1 100 One m eat, other-----------1 1 ------------ ----- Other meats: seafood or fish, cold cuts, game, lamb. Pork only, 32 families; poultry only, 14 families; beef only, 8 families. Meats purchased were reported by cut when known by the homemaker. As shown below, some forms were much more often named: Most popular meat forms' Per cent Poultry-broiler-fryers-----------------------------91 Beef roast- chuck--------------------------------47 Beef steak R ou nd -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - -3 8 T -bone, sirloin --------------------------------31 C ube, m inute --------------------------------17 Other beef-ground, hamburger--------------------68 Fresh pork- chops-------------------------------68 Cured ham-whole, half, canned-------------------83 Other pork Bacon and sausage-----------------------------47 Bacon only --- -- - - --- - -- - -- - ---- - -- -- - - - - - - -- -46 L iver- beef, calf----------------------------------76 Seafood and fish Freshw ater fish ------------------------------28 Canned tuna, salm on --------------------------- 23 Cold cuts- wieners -------------------------------Two or more form s .------------------------------. 1'A detailed listing is given in the Appendix. 33 26 FOOD BUYING HABITS OF URBAN HOMEMAKERS 11 With "increase in education," there was a slight decrease in use of beef-pork-poultry and pork-poultry combinations. A more marked trend was the relationship of the beef-pork-poultry-other combination that rose from 15 to 30 per cent with "increase in education" of the homemaker, indicating a wider choice of meats by the more highly educated women. About three-fourths of the respondents had purchased a broiler during the 7 days before the interview. Whole broilers accounted for about half the purchases, followed by cut-up chicken and parts. Nearly two-thirds of the women habitually bought broilers. Purchase by most of the remainder had been influenced by some form of price reduction in the store or by newspaper advertisements. The effect of inducements to buy was not related to income level. Half the respondents usually served broilers once a week, onefourth served poultry several times a week, and most of the remainder used this meat less frequently. Broilers were predominantly purchased because the family liked them, or because they TABLE 3. PERCENTAGE OF HOMEMAKERS REPORTING BROILER PURCHASE, BY PER CAPITA INCOME, 3,352 FAMILIES, THREE ALABAMA CITIES, 1963-65 Proportion in each per capita Broiler purchase by families income group Under $900 Pct. 79 8 12 1 73 20 6 1 42 43 11 4 36 42 7 4 9 2 $9001,799 Pct. 75 10 14 1 54 27 18 1 53 25 16 6 41 32 10 8 6 3 $1,8003,299 Pct. 74 10 15 1 44 26 27 3 58 16 20 6 41 23 13 11 8 4 $3,200 & more Pct. 73 9 17 1 42 27 29 2 58 15 20 7 39 17 18 14 9 3 Average Pct. 75 9 15 1 54 25 19 2 52 26 16 6 39 30 11 9 8 3 When last broiler purchased W ithin last 7 days-........... 8-13 days 14 or more days ago Don't purchase-gift, grow own _. Form of last broiler purchase Whole chicken Cut-up chicken Parts Several forms, part in freezer-. Frequency serve broilers Once a week Twice a week Every two weeks Less frequently Reason buys broilers, first mention Family likes it Economy Variety of ways to prepare..... Protein, food value_.......... Easy to prepare. Other: package, size, appearance of other meats 12 ALABAMA AGRICULTURAL EXPERIMENT STATION were an economical protein source. Most broilers were purchased in units sufficient for one or two meals. The relationship of per capita income to purchase and use of broilers is shown in Table 3. Homemakers with low per capita incomes usually purchased a whole broiler, and served them more than once a week. Economy and family preference were the major reasons for purchase. Women with higher incomes were more likely to use broilers once a week or less frequently, and to purchase parts. They more often mentioned food value or the many ways broilers could be cooked as reasons for their purchase than did the lower income women. Low income homemakers believed that whole broilers at 85 cents a pound was the best way to buy broilers, and had backed up the belief with actual purchases. Conversely, high income women were more likely to prefer chicken breasts at 79 cents a pound. Cut-up chicken was more often purchased by average and high per capita income families. Size or weight was the most important criteria in broiler selection. A chunky appearance with a broad breast was the next most important consideration, and yellow skin was important to some persons. Buyers also looked for a clean bird with no pin feathers, hair, bruises, or broken bones. A heavy fat layer and a firm breast bone were also mentioned by some respondents as being desirable. None mentioned grade or inspection labels. HOW COST INFLUENCED MEAT PURCHASES From a list that included round steak, hamburger, pork chops, hens, whole fryers, and broiler legs or thighs, respondents were asked to select those meats not purchased because of poor quality, high price, kitchen preparation required, dislike by family members, or never used. Consumer concern about price, quality, and convenience is indicated by percentages of respondents who checked one or more meats, as shown in the following table: Reasons given when one or more meats checked Quality m ight be poor------------------ --------Price considered high ------------------ --------Requires too much kitchen preparation.. Some family member does not likeNever uses, unfamiliar meat ---------------------- Per cent 78 76 56 35 10 Hamburger and pork chops were often passed by because of poor quality, especially in the smallest city. Round steak and FOOD BUYING HABITS OF URBAN HOMEMAKERS 13 broiler breasts were considered expensive meats. Pork chops and broiler legs or thighs topped the list of meats not liked by some family member. Hens and whole fryers were not purchased because of the home preparation required. Hens were the most frequently mentioned unfamiliar meat, followed by round steak. Too much preparation was the apparent reason for unfamiliarity with the use of hens, but expense might explain nonpurchase of round steak. Selections for Prestige Meals In a hypothetical situation, respondents selected from a prepared list the meat most suitable for four meals of varying prestige: Family meal, informal meal for church friends, a special dinner for the husband's birthday, and a guest meal for a business friend. Chicken was most often selected for a typical family TABLE 4. PERCENTAGE OF HOMEMAKERS REPORTING MEAT CHOICES FOR MEALS OF VARYING PRESTIGE, BY PER CAPITA INCOME, 3,352 HOMEMAKERS, THREE ALABAMA CITIES, 1963-65 Meat choices for meals of varying prestige Proportion in each per capita income group Under $900 Pct. $9001,799 Pct. 30 22 20 9 13 6 40 26 16 9 9 47 22 12 12 7 33 25 22 10 10 $1,8003,199 Pct. 26 24 17 16 10 7 48 15 19 7 11 41 28 13 10 8 41 31 15 8 5 Average $3,200 & more Pct. 24 26 12 23 5 10 51 14 17 7 11 43 30 11 6 10 43 29 16 8 4 Pct. 30 23 17 13 11 6 39 24 15 12 10 46 24 13 11 6 35 25 21 11 8 Family meal Chicken -- -- - -- - -Beef roast Hamburger ............... S te ak .................. .. Pork-chops, ham, roast ..... Oth er' ............... .... Husband's birthday dinner S te ak .................... C hicken .................. B eef roast ........... .... Pork-ham, chops, roast ..... Hamburger, other' Church friends are guests Chicken .. Beef roast------------ --Hamburger, steak Pork-chops, ham, roast Other' Business acquaintance is guest Steak .... B eef roast ------------ --Chicken .... Hamburger, other' Pork-chops, ham, roast .---1 Fish, 36 21 18 6 14 5 22 39 10 18 11 53 17 14 13 3 24 17 30 15 14 ----- seafood, lamb, miscellaneous 14 ALABAMA AGRICULTURAL EXPERIMENT STATION meal or for church friends, followed by beef roast. Steak was the most popular meat for the husband's birthday dinner and for serving when the guest was an important business friend, presumably male. Chicken was selected because it was an economical protein source and easy to prepare. Beef roast was chosen because cooking failure was almost impossible, and beef is equated with prestige. Steak was considered the man's favorite meat, and brought compliments for the cook from honored guests. Level of per capita income was closely related to meat choices in which men's preferences were to be considered. Selection of beef for the husband's birthday dinner or the guest meal for a business acquaintance rose 30 percentage points with increase in per capita income from low to liberal. With a decrease in per capita income, selection of chicken for the dinners for men increased 25 points for the husband and 14 points for the business friend. With "increase in income," roast beef or steak would be most popular at all the meals. Chicken, pork, or hamburger increased in popularity as per capita income decreased. Other meats such as fish, seafood, lamb, and casseroles were more often the choice of homemakers with per capita incomes over $1,800, Table 4. Actual Meat Purchases All meats used by the families were classed as low, moderate, and high-cost on the basis of price per pound. Low-cost meats included most forms of poultry, hamburger, some pork cuts, and fish that retailed under 50 cents per pound. Moderate-cost meats retailed for 50 to 75 cents per pound and included such items as chuck roasts, ham, sausage, wieners, or bologna. High-cost meats retailed for over 75 cents a pound, and were represented by steaks, roasts, boneless beef, cold cuts, and center slices of ham. To find out how many families were using poultry for other than economy reasons, analysis was made including and excluding poultry forms selling for less than 50 cents a pound. About half the families in the three-city sample had used meats at all three cost levels, and had included another low-cost meat if broilers had been purchased. One-fourth had bought high and moderate cost meats, with poultry the only low-cost purchase. Eighty per cent of the families had used at least one high-cost FOOD BUYING HABITS OF URBAN HOMEMAKERS 15 TABLE 5. PERCENTAGE OF HOMEMAKERS REPORTING COST PATTERNS OF MEATS PURCHASED THE PREVIOUS 7 DAYS (WITH RESPECT TO POULTRY AS THE ONLY LOW-COST MEAT USED), BY PER CAPITA INCOME, 3,349 HOMEMAKERS, THREE ALABAMA CITIES, 1963-65 Cost pattern of meats purchased during previous 7 days Proportion in each per capita income group $1,800$3,200 Under $900$900 1,799 3,199 & more Pct. Pct. Pct. Pct. 36 14 53 17 57 22 47 30 Total average Pct. 49 21 High, moderate, low cost ................ . High, moderate + low cost poultry' Moderate, low cost High, moderate only 2 Moderate + low cost poultry'--......... High, low cost Low only Moderate only 2 High +low cost poultry1 ° High only - ----- 33 4 6 2 3 1 - 19 4 3 2 1 1 -_ 9 6 1 3 . 7 9 3 0 2 13 6 4 3 2 1 1 . .-- 'Inthese families, poultry wasmeat only low-cost meat purchased. 2No poultry or other low-cost the purchased. Dash indicates some families, but less than 1 per cent. meat, 93 per cent had bought a moderate-cost meat, and 67 per cent purchased at least one low-cost meat. Exclusive use of moderate and low-cost meats tended to increase as income level diminished. Purchase of high and moderate priced meats, with poultry as the only low-cost meat used, rose as income level increased. Higher income families appeared to be using broilers for variety rather than economy. Major users of the high, moderate, and low-cost meats were the middle income groups (per capita incomes between $900 and $3,200), Table 5. WHAT HOMEMAKERS KNEW ABOUT NUTRITION AND MARKETING Homemakers' knowledge of nutritional terms and the function or source of the major nutrients was determined by using a special scoring system. Respondents were given a list of the four nutrients, protein, carbohydrates, fat, and vitamins, and a list of 12 functions or sources to be paired with the nutrients. They were also asked to rate the adequacy of a serving of broiler meat with that of beef, pork, dry beans or peas, and milk. Chicken was identified as a protein food by 84 per cent of the white and 64 per cent of the Negro women. Slightly over half of the respondents said chicken was a good source of the B vitamins, 16 ALABAMA AGRICULTURAL EXPERIMENT STATION such as thiamin, riboflavin, and niacin. About one-third stated that a serving of broiler meat was the nutritional equivalent of a serving of beef, pork, dry beans, or milk. Somewhat more than one-third of the homemakers believed that broilers were not an adequate replacement for beef or pork, and the remainder had no idea about the exchange values. A listing of the nutritive values of these foods is in Appendix Table 1. Knowledge of equivalent food values increased with "increase in education" of the homemakers. The better educated respondents also had a clearer understanding of the use of low-calorie broilers in weight control. They also knew that fresh and frozen broilers were nutritionally equal. Grade school educated homemakers were most likely to think that fresh broilers were superior. The nutritional knowledge scores in Tables 1 and 2 were based on ranked points in which 3 was given for correct and 2 was accumulated for partially correct answers. A perfect score for the 12 paired instances was 36 points, or a ranked score of 5 for 30 to 8.6 points. A list of the foods or functions is given in the Appendix, together with the scoring and ranking procedures. How education of the homemaker was related to score is shown in Table 6. The widest difference in knowledge between the grade school and the college or business school educated TABLE 6. PERCENTAGE OF HOMEMAKERS CORRECTLY IDENTIFYING FUNCTION OR SOURCE OF NUTRIENTS, BY EDUCATION OF HOMEMAKERS, 3,325 HOME1 MAKERS , THREE ALABAMA CITIES, 1963-65 Proportion in each homemaker Correct identification of function or source of nutrients Under 9 yr. education group 9-11 12 yr. yr. 13 yr. or more Pct. 96 93 87 88 93 88 82 83 77 74 59 26 780 Average Pet. 94 93 79 80 79 83 80 70 56 51 41 21 3,325 Pct. General good health-protein, vitam in s ---- - - - -- -- - - -- -- - -Bacon-protein, fatCottage cheese-protein, vitamins Cantaloupe-carbohydrates, vitamins Chicken-protein, vitamins ........ Pecans-protein, fatGrowth and repair-protein, vitamins Tomatoes-vitamins Potatoes-carbohydrates, vitamins Bread-carbohydrates, vitamins .... Quick energy-carbohydrates ...... Concentrated energy-fat Number of homemakers1 Pct. 94 95 78 79 71 82 83 Pct. 96 85 82 83 85 83 80 72 60 56 45 23 1,116 89 86 69 68 64 79 76 58 36 31 34 14 740 65 48 42 33 18 689 No information on education of homemaker for 36 Birmingham homemakers. FOOD BUYING HABITS OF URBAN HOMEMAKERS 17 homemaker was in identification of the major nutrient in bread or potatoes. This was followed by differences in knowledge about chicken, tomatoes, quick energy, and cantaloupe. The most frequently missed items were pairing of concentrated energy with fat, and quick energy with carbohydrates. These terms should be familiar ones to the homemaker if she is calorie conscious, or if she is aware of advertisements for soft drinks. Many homemakers said they tried to supply their families with "balanced meals," but findings of this study indicate that they do not plan menus in terms of protein, carbohydrates, or concentrated energy foods. Marketing Knowledge Meat forms the backbone of menu planning, and as much as one-third of the food money may be spent for meat. Most homemakers were sure they bought only the best meats, and many chose a food store on the basis of quality of meats carried. However, only one-third of the respondents could name at least one meat grade, while an equal number suggested incorrect designations, such as A-1 or Grade A. Homemakers were more familiar with the grades used on eggs and milk, as about three-fourths could mention "Grade A" for these foods. Respondents were shown an outline of the shield used as the background for Government meat grades, and to a limited extent in the continuous inspection of fruit and vegetable products. One-third did not remember seeing the shield, an equal number though it was a brand name or seal of approval, and most of the DEPARTMENT OF AGRICULTURE P-42 An outline of the shield indicating USDA meat grades (left) was shown to the homemakers for identification. An actual shield from graded poultry meat is at center. The inspection mark, which refers to wholesomeness, is shown at right. 18 TABLE ALABAMA AGRICULTURAL EXPERIMENT 7. STATION PERCENTAGE OF HOMEMAKERS HAVING KNOWLEDGE OF FOOD GRADES OR LABELS, BY PER CAPITA INCOME, 3,352 FAMILIES, THREE ALABAMA CITIES, 1963-65 Knowledge of food grades and labels Proportion in each per capita income group $3,200 $1,800$900Under & more 3,199 1,799 $900 Pct. Pct. Pct. Pct. 25 37 38 35 1 2 33 29 1,039 44 31 25 45 2 2 29 22 930 54 22 24 44 2 2 31 21 532 Average Pct. 33 32 35 34 1 2 32 31 3,352 Meat grades (Prime, Choice, Good, Standard, Utility) 10 One or more correct 41 Wrong answer' 49 Don't know Meaning of shield outline 18 Government inspection -----------Other inspection 1 Meat grade 34 Wrong answer, don't know ........ 47 Did not recall seeing symbol-...... Number of homemakers------------------. 851 1Homemakers were usually quite positive that only the "best" meat was purchased. Suggested grades, in order of number of mentions, were: A-l, Grade A, Excellent, Best, U.S. Certified, Premium, First Quality. "Some families, but less than 1 per cent. remainder said it meant government inspection of meats As indicated in the illustrations, the shield carries the grade for meat, poultry, eggs, and a growing list of other foods. The inspection seal is round. 2 Grade and inspection labels are often found together on meats and poultry. Of course not all meats have these labels, and they are not always on every retail cut or package. More than half the "low income" homemakers had never noticed the grade label shield. (See the Appendix for marketing knowledge scoring procedures.) In the total sample of 3,861 homemakers, 11 per cent named one grade, 14 per cent named two, 7 per cent named three, but only 1 per cent, or 31 homemakers, gave correct names for four or more meat grades. Greater knowledge of grade labeling and checking of package size and cost was related to "increased per capita income or educational level" of the homemaker. Better educated homemakers and those in higher income families were better informed about names of the most used grades of beef, Table 7. "The inspection mark refers only to the wholesomeness of the product, not to the quality of the product. The grade mark refers to the quality of the product. Before poultry may be graded it must first have been inspected for wholesomeness." USDA Poultry Inspection-A consumer's safeguard. PA-299 USDA Consumer and Marketing Service. September 1965. FOOD BUYING HABITS OF URBAN HOMEMAKERS 19 Average per capita incomes and years of homemaker education were less in the Anniston sample than in the Birmingham sample, and this showed up in differences in meat grade knowledge between the cities. In Anniston, 13 per cent of the total homemakers mentioned one meat grade, and 9 per cent mentioned two grades. In the Birmingham sample, 9 per cent of the respondents named one grade, but 35 per cent could name three or more. That the selected food stores in Birmingham were advertising and selling beef by grade at the consumer level is also a possible reason for the greater knowledge of meat grades by the surveyed homemakers who were selected from a list of shoppers in the stores. WHO USES NEW RECIPES? Each year promoters of food products invest many millions of dollars in campaigns centered on recipe ideas. Homemakers are virtually flooded with recipes and many of them have kitchen drawers filled to overflowing with clippings, leaflets, and booklets. To most women, recipes are a source of interest and excitement. But what kind of homemakers are likely to use a new recipe? Homemakers in the entire study were asked if they had tried a new recipe during the past month, and if so, what it was for, where they found it, and if an ingredient had to be specially purchased. Of the total number of homemakers, 44 per cent had TABLE 8. PERCENTAGE OF HOMEMAKERS HAVING SELECTED FAMILY AND PERSONAL CHARACTERISTICS, BY NUMBER OF NEW RECIPES TRIED, 1,416 HOMEMAKERS, THREE ALABAMA CITIES, 1963-65 Family and personal characteristics Proportion according to number of new recipes tried Three Two One Pet. Pet. Pct. Per capita income, dollars.... Under 900 (low ) ...............--. ... 900-1,799 (average) .-.. 1,800-3,199 (high)3,200 and over (liberal) Education of homemakers, years-------. Under 9 (grade school) 9-11 (some high school) 12 (high school graduate) 13 or more (beyond high school)--Per cent of homemakers-------------Number of homemakers.. 77 59 45 46 80 64 51 39 56 998 17 30 37 36 17 28 34 39 32 267 6 11 18 18 3 8 15 22 12 151 20 ALABAMA AGRICULTURAL EXPERIMENT STATION tried a new recipe. Analysis of first mentions showed that nearly half of the new recipes had been for desserts, mostly cakes. Friends and relatives were the most frequent source of the new recipe, 42 per cent, with printed materials (newspapers, magazines, cookbooks, and package labels) accounting for the remainder of the mentions. Spices and flavorings were most often the specially purchased ingredient, but fruits, vegetables, and combinations, such as mixes or soups, were also purchased. "Increase in income or educational level" was closely associated with greater use of a new recipe, Table 8. About twice the percentage of homemakers with per capita incomes over $1,800 had tried a new recipe as compared with those having lower incomes. Differences were greater among those who had tried several new recipes. New recipes were used largely by homemakers between 35 and 59 years of age whose family size fitted the servings in the usual recipe - 4 to 6. Cake and cookie recipes appealed more to homemakers with less than 12 years of education. Casserole and salad recipes were more popular with homemakers with education beyond high school. In each series of radio programs, specific recipes that would be sent on request to listeners were mentioned by title and use. In Montgomery, 34 women phoned in requests for recipes, and 29 were interviewed to learn something about the characteristics of homemakers who would call in for free recipes. The following listing presents the results: 1. Half of the respondents were between 45 and 59 years of age. 2. Two-thirds were high school graduates. 3. Two-thirds had families of 2 or 3 adults. 4. Two-thirds had per capita incomes over $1,800. 5. Most homemakers had the following habits or attitudes: They used complete shopping lists and food store advertisements in planning shopping, enjoyed entertaining guests for meals, liked to try all kinds of food suggestions and new products, and often made up their own recipes. They had regular (predictable) times for meals, and usually shopped the same day of the week. The most appealing of the 18 recipes was "Easy Oven Chicken," which featured broiler parts baked with mushroom soup in aluminum foil. Five of the 29 women had prepared this dish. Half of the recipients had tried at least one recipe. Three had prepared "Corn Crisp Chicken," cut-up chicken dipped in evaporated milk FOOD BUYING HABITS OF URBAN HOMEMAKERS 21 and coated with cornflake crumbs before baking. Several had prepared "Baked Chicken with Peaches" and cold "Chicken Loaf." Homemakers asked for a recipe because it sounded different or interesting, they wanted a new way to fix chicken, or the suggested use interested them. Half of the women put the typed mimeographed recipe in the active file - a favorite cookbook, a looseleaf binder, a "try soon" file, or on the bulletin board. The remainder "saved" the recipes in a box or drawer. Homemakers had phoned in for a certain recipe, but the entire series of 18 was mailed to them. These homemakers were typical of recipe users in other consumer studies by the author (1). The 3,361 homemakers in the ,entire study were asked about the method used to cook the last broiler as compared to their usual habit: Cookery method for broiler Fried Broiled, barbecued -------------------------Baked Stewed, salad, casserole------------------Most recent, Pct. 52 21 12 15 Usual, Pct. 69 15 7 9 Fewer homemakers had fried the last chicken than usually used this way of cooking, and a variety of other methods had been used. Per capita income level was closely related to methods the homemaker usually used, as well as the most recent one, Table 9. Compared with "low income" homemakers, "higher inTABLE 9. PERCENTAGE OF HOMEMAKERS REPORTING LAST AND USUAL COOKERY METHODS USED FOR BROILERS, BY PER CAPITA INCOME, 3,352 HOMEMAKERS, THREE ALABAMA CITIES, 1963-65 Last and usual cookery method for broilers Proportion in each per capita income group $3,200 $1,800$900Under 3,199 & more $900 1,799 Pct. Pct. 57 18 11 14 75 12 6 7 Pct. 46 24 12 18 66 19 7 8 Pct. 38 31 15 16 51 27 13 9 Average Pct. 52 21 12 15 69 15 7 9 Cookery method used last Fried Broiled Baked Other-stewed, salad, casserole Cookery method usually used Fried Broiled Baked Other-stewed, salad, casserole 63 14 11 12 76 9 4 11 22 ALABAMA AGRICULTURAL EXPERIMENT STATION come" level women were twice as likely to have broiled the last fryer and three times as likely to use broiling or baking as the usual method. However, percentage differences between the usual and the last method showed comparable shifts at all income levels. WHERE HOMEMAKERS LIKE TO GET FOOD INFORMATION Some 367 homemakers in Montgomery were asked to match hypothetical situations about food with suitable information sources. Nearly half believed their own experiences would be sufficient. A child's menu for a week or a covered dish for a supper would be taken care of by the respondent. Advice on a company size roast would be asked from the butcher. Cookbooks would take care of most unusual situations, such as an unfamiliar meat, a prestige dinner, or refreshments for a woman's group. Friends, the church hostess, or a professional home economist would be information sources for a church supper for 200 persons. Home economists have not been thought of as food information sources, if this survey is an indication, Table 10. Although 70 per cent of these 367 Montgomery homemakers said they were satisfied with their food buying ability, 87 per cent suggested a favorite method of receiving food information. One-third of the suggestions were for timely food news and ideas TABLE 10. POSSIBLE INFORMATION SOURCES THAT WOULD BE CONSULTED IN SPECIFIC FOOD SITUATIONS, 367 HOMEMAKERS, MONTGOMERY, ALABAMA, SPRING 1965 Percentage choosing for specified food situation Possible information Rump Unfami- Child's menu liar source, prepared list roast for day meat for 12 Pct. Own experience_..... Cookbook Friends, organized groups Professional home economist Store employees----Relatives Mass media-newspaper, radio, television, magazines 1 Dash Prestige meal Pct. 55 27 6 7 1 Refresh-Covered dish menforts women supper Pct. 58 27 10 2 2 1 Pct. 66 25 5 1 0 2 1 Church supper for Pct. 12 9 51 21 2 5 Pct. 8 44 25 5 5 12 1 Pct. 71 10 10 3 0 3 3 26 21 8 5 33 7 4 . indicates some families, but less than 1 per cent. FOOD BUYING HABITS OF URBAN HOMEMAKERS 23 in newspapers that could be read leisurely, and possibly clipped for future reference. A considerable number liked cooking schools or demonstrations on television that would show them how to prepare and serve the dish. The third most popular source was magazines, which added to newspapers accounted for over half the suggested ways to get new food ideas. Two-thirds of the women in the Birmingham sample suggested newspapers as the most important source of information about all phases of food purchase and preparation. Magazines were considered most helpful in meal planning and preparation of food. In the purchase of foods, radio, newsletters, television, and instore information were all useful. Friends and magazines were most important in supplying new recipes and food hints. Details about the Birmingham survey were reported by Van de Mark (5,6). Both in Anniston and Montgomery, homemakers were much more concerned with buying and preparation of food than with nutritive value, food storage, and economics of food production and processing. Meal planning and food buying information (specials) were most important to the Anniston homemakers. Montgomery homemakers were more interested in recipes and food preparation methods. HOW MASS MEDIA SUPPLY FOOD NEWS The weekly food section of the newspaper was useful in providing homemakers with current prices of some foods in the trading area. About half of the Anniston homemakers were influenced in store choice by food store advertising, but Montgomery women were less responsive to this source. Relatively few women used advertisements in making shopping lists or planning meals. Several issues of large daily newspapers in Georgia and Alabama were analyzed for food section content. Even the most informative devoted more than half the space to food prices. Single food advertisements, often with price reduction coupons, occupied about one-sixth of the total area. Nonfood advertising, news, or syndicated columns might occupy one-fourth of the section. Consumer lures, such as news about prizes, games, winners, or stamp coupons, took up most of the remaining space. There were virtually no articles that would help the consumer under- 24 ALABAMA AGRICULTURAL EXPERIMENT STATION stand the food marketing system and the economics of supply and demand, or other information that would enable the homemaker to better fill the job of food buyer for her family. The food section of the smaller dailies normally carried one page of recipes, usually tied to a personality whose picture was featured. Perhaps homemakers were suggesting that food advertisers should take on the task of supplying consumer information. Some said advertisements would be more useful if they carried news about food innovations, nutritive values, how to use such new ideas as meat tenderizers, lists of plentiful or seasonal foods, and helpful hints in buying and cooking meats. There was considerable criticism of pricing policy in advertising, particularly with regard to lack of information about previous price, brand, size, or grade. Placing food information in the food section of newspapers could be highly effective since four-fifths of the homemakers with access to newspapers read the food store advertisements and nearly as many read the food section. However, young homemakers, employed homemakers, and those with education beyond high school are likely to be nonreaders of the food section. In addition, about 20 per cent of the Anniston and 11 per cent of the Montgomery samples did not regularly read a daily newspaper of any kind. As presently constituted, radio is depended on for news and music. Queries as to what form food information programs should take, or how long they should be, brought little response. Many Negro women listened to a radio station in Montgomery that carried some food information. Interest shown by Negro women in the experimental programs indicates that radio might be used effectively for these groups if there was regular programming and more publicity. Store displays were most effective in informing consumers about prices. In view of their socioeconomic level, homemakers who recalled nutrition information were probably checking previous information rather than acquiring new ideas. Since they provide the only contact most homemakers have with the marketing system, retail food stores have a unique opportunity to present marketing information to consumers in a receptive atmosphere. The utmost care needs to be used to ensure that such information is free from pressure or hidden motives, and that the source is acknowledged. FOOD BUYING HABITS OF URBAN HOMEMAKERS 25 Each media had a characteristic audience, but the degree of recall of the messages was related to the proportion of homemakers with upper levels of income and education who were attracted. In presenting food information, it is necessary to keep firmly in mind that the more socioeconomic restraints the homemaker has, the less likely she is to be aware of food news or be willing to use it. The more closely the information fits the homemaker's need, the more likely she will be aware of, remember, and use the material. Few homemakers can resist "saving money" approaches if they do not interfere with family preferences or their standards of quality. In many cases, whether the family will eat a food is of more importance than nutritive value. Variation of a familiar recipe with a new twist is more appealing than exotic combinations that are difficult to visualize in terms of flavor combination or appearance. Many homemakers were using near optimum quantities of broilers, but new and easy ways to prepare this meat might cause the less frequent users to add broilers to their weekly list. These respondents might profit from more knowledge about the equivalent food values of broilers and other meats. If homemakers ought to consider sources and functions of nutrients in planning meals for their families, nutritionists must devise educational programs that incorporate methods used by practicing homemakers in food selection, preparation, and service. Studies are needed to determine how homemakers at various income and homemaker educational levels plan meals. This would provide a firm base from which nutritionists and the food marketing system could motivate consumers to improve food buying skills. Much remains to be done to make nutritional aspects of food as important as price, convenience, or family preference, especially if income is limited. Lack of recognition of grade and inspection labels could result in confusion as to the role of the USDA Consumer and Marketing Service in supplying wholesome food and aiding the shopper in selection of quality foods. Food grades are widely used in the marketing system. Consumers should learn to read labels and understand their meaning if they are serious about wanting the most nutrition and quality for their food dollars. FOOD BUYING HABITS OF URBAN HOMEMAKERS 27 LITERATURE CITED (1) 1964. Alabama RUTH A., AND J. HOMER BLACKSTONE. Urban Homemakers and What They Know About, How They Use, What They Think About Milk Products. Auburn University Agr. Exp. Sta. Bull. 352. . 1964 How Homemakers Select Foods. A Study of Influences Affecting Food Buying of Urban Homemakers. Auburn University Agr. Exp. Sta. Bull. 353. . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . 1 9 65 . R e s p o n s e by Urban Homemakers to Mailed Advertising. Auburn University Agr. Exp. Sta. Bull. 359. HAMMETT, RUTH A. 1968. Response of Homemakers to Food Information in the Mass Media. Auburn University Agr. Exp. Sta. Bull. 377. VAN DE MARK, MILDRED S. 1965. Homemaker Response to Poultry Promotion. Auburn University Agr. Exp. Sta. Bull. 364. 1966. Homemakers' Response to Poultry --. Promotion in Retail Food Stores in Birmingham, Alabama, and Greenville, South Carolina. Southern Cooperative Series Bull. 113. HAMMETT, (2) ( 3) (4) (5) (6) FOOD BUYING HABITS OF URBAN HOMEMAKERS FOOD BUYING HABITS OF URBAN HOMEMAKERS 29 29 APPENDIX Market Knowledge Scoring Item Symbol identification (shield outline) U.S. Government or other inspection Grades of meat -- - - - - - - Labels of various foods Food where find symbol Fresh meat, poultry Canned fruits, vegetables, juices Labels of foods containing meat Egg grades Four letters correct One to three letters correct ......... Meat grades Three to five grades correct One or two grades correct Milk grade G rad e A ....................... .. Compares package size with price Often, occasionally Total cumulative points............. Score points Each Maximum 1 1 1 1 1 1 2 1 2 1 2 Nutritional Knowledge Scoring Function or source of nutrients General good health Bacon Cottage cheese Cantaloupe Chicken .... Pecans Growth and repair .. Tomatoes Potatoes Bread Quick energy Concentrated energy Ranked scores 0-2 3 4 5 Score 3 Protein Fat Protein Vitamins Protein Fat Protein Vitamins Carbohydrates Carbohydrates Carbohydrates Fat Score 2 Vitamins Protein Vitamins Carbohydrates Vitamins Protein Vitamins Vitamins Vitamins Total score 0-19 20-24 25-29 30-36 30 30 ALABAMA, AGRICULTURAL EXPERIMENT STATION Poultry Recipes Baked Baked Chicken with Peaches Cabbage, Apple, Chicken Casserole Chicken Pie Chick-n-Rice Bake Corn Crisp Chicken Country Captain Easy Oven Chicken Cooked chicken Chicken Chicken Chicken Chicken Crunchy Curry Pie Loaf Tetrazzini Party Chicken Stew Brunswick Stew Two methods Fried Chicken Supreme Picnic Chicken Delight Broiled Lemon Broiled Chicken Barbecued Chicken Waikiki Chicken EQUIVALENT Foon VALUES OF SERVINGS OF BROILER MEAT, DRY BEANS, BEEF, PORK, AND MILK' Food value per serving2 Item Item No., Handbook No. 8. Nutrients Water, per cent_-_---Calories, DyLean hamDryns bas burger 155 69.0 118.0 7.8 .6 50.0 148.0 2.7 0 .14 .07 .7 368 60.0 219.0 27.4 11.3 12.0 230.0 3.5 20.0 .09 .23 6.0 Lean pork 1685 57.2 236.0 28.0 12.9 12.0 292.0 3.6 0 .61 .28 5.5 Whole milk 1321 87.2 176.0 9.4 9.8 312.0 244.0 0 400.0 .08 .46 .27 Broiler meat 685 71.0 136.0 23.8 3.8 9.0 202.0 1.7 90.0 .05 .19 8.8 Protein, grams_-------Fat, grams number ------- Calcium, Iron, ----------- milligrams---Phosphorus, milligrams-milligrams-------- Vitamin A, I. units ---Thiamin, milligrams---- Niacin, milligrams 1Composition Riboflavin, milligrams---_-- of Foods, Raw, Processed, Prepared. Agriculture Handbook No. 8. Consumer and Food Economics Research Division, ARS USDA. December 1963. 2A serving is 100 grams, or 31/2 ounces, of cooked beans or meat and 8 ounces of milk. FOOD BUYING HABITS OF URBAN HOMEMAKERS 31 3 Use of Specific Meats Meat forms used previous 7 days Poultry Broiler-fryers--------------------------------91 Baking or stewing hen---------------------------------8 Tu rk e y - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -1 Beef roast Chuck, English cut, boneless ------------------- Not specified, more than one form------R um p, sirloin ------------------------------21 Beef steak Ro un d .-- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -3 T-bone, sirloin ------------------------------ -31 Cube, m inute-------------------------------17 All other or tw o form s----------------------------- .14 Other beef Ground beef, hamburger, meat loaf------Tw o or m ore form s ----------------------------------- -20 Stew beef, all. other--------------------------------12 Fresh pork P ork chop s - - -- - - -- - --- - ----- -- ---- - - --- --- -- --- -68 Two or more forms, all other -----------Loin, shoulder roast, spare ribs---------------13 Cured ham Whole, half, canned, center cut--------------P icn ic - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -1 Two or more forms, chops ------------------------Other pork Bacon and sausage-----------------------------47 B acon only ----- -----------------------------Sa u sage - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - -7 Liver Be ef, calf - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - -7 Po rk - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - -1 C hick en -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Seafood Shrimp, lobster, saltwater fish -----------------Freshw ater fish .-----------------------------Canned tuna, salmon---------------------------23 Tw o or m ore form s---------------------------.20 Cold cuts Wien e rs-- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -3 Tw o or m ore form s.--------------------------.26 L oaf, sausage --------------------------------B o log na -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -14 C anned meat---------------.------------------11 Per cent 47 32 8 68 19 83 1 6 46 6 2 12 29 28 3 16