Consumer Demand and Market Trends
Comments on Data
Helen H. Jensen
Iowa State University
Data for analysis
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Consumer survey, scanner, intake data
provide
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Form of food eaten
Location of eating
Factors associated with food choice
Useful for program design and evaluation
Food supply/availability provide
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Historic trends, cross country comparisons
New technical data bases for users
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Pyramid food servings
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Technical data bases on commodities (EPA)
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Converts foods as eaten to pyramid group
servings
Converts foods to amounts of basic
“commodities”
Food supply – servings data
Individual diet analysis (CNPP)
ISU study of trade data on wheat
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Goal: to investigate losses in system due to
omissions of wheat trade (imports and exports)
Current trade estimates include wheat flour and
wheat flour in pasta, macaroni, etc.
We estimated amount of wheat in other traded foods
(breads, cereals and mixes)
Results:
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Amount of wheat in other food products was a significant
component of both exports and imports but net effect is
relatively small
Distribution among products differs between exports and
imports
1000 cwt
Figure 3. Current and New Estimates of
Wheat Flour Exports (2000)
25000
20000
15000
10000
5000
0
Current
Wheat flour
Pasta
New
Mixes, cereals, bread and similar products
Source: Current estimates ( USDA, Food consumption prices and expenditures http://www.ers.usda.gov/Data/FoodConsumption/spreadsheets.asp)
New estimates: Calculated by Iowa State University (Batres-Marquez and Jensen, 2002). Data for new estimates: http://www.fas.usda.gov/ustrade
Food commodity Intake database (FCID) and Technical support files (from CSFII 1994-96,98)
Figure 7. New Estimates Wheat Flour Exports from
Value Added Products by Commodity Groups (2000)
Gro up 3 (Cereals )
11%
Gro up 2 (Pas ta)
24%
Gro up 4 (Bread and
s imilar p ro d .)
42%
Gro up 1 (M ixes )
23%
Source: Batres-Marquez and Jensen, 2002. Data for new estimates: http://www.fas.usda.gov/ustrade/, Food commodity Intake database (FCID)
and Technical support files (from CSFII 1994-96,98)
Note: Pasta includes uncooked, canned and frozen (stuffed, nesoi pasta); and couscous
Bread and similar products includes corn chips and similar savory snack foods and pizza and quiche
New estimates: http://www.census.gov/foreign-trade/schedules/b/2002/schdb.txt., Food commodity Intake database (FCID) and Technical support
files (from CSFII 1994-96,98)
Figure 9. Current and New Estimates of
Wheat Flour Imports (2000)
20000
1000 cwt
15000
10000
5000
0
Current
Wheat flour
Pasta
New
Mixes, cereals, and bread and similar products
Source: Current estimates ( USDA, Food consumption prices and expenditures http://www.ers.usda.gov/Data/FoodConsumption/spreadsheets.asp)
New estimates: Batres-Marquez and Jensen, 2002. Data for new estimates: http://www.fas.usda.gov/ustrade/, Food commodity Intake database
(FCID) and Technical support files (from CSFII 1994-96,98)
Figure 13. New Estimates Wheat Flour
Imports from Valued Added Products by
Commodity Group (2000)
Group 1 (Mixes)
9%
Group 4 (Bread and
similar products)
39%
Group 2 (Pasta)
49%
Group 3 (Cereals)
3%
Source: Current estimates ( USDA, Food consumption prices and expenditures http://www.ers.usda.gov/Data/FoodConsumption/spreadsheets.asp)
New estimates: Batres-Marquez and Jensen, 2002. Data from: http://www.fas.usda.gov/ustrade/, Food commodity Intake database (FCID) and
Technical support files (from CSFII 1994-96,98)
Note: Pasta includes uncooked, canned and frozen (stuffed, nesoi pasta); and couscous
Bread and similar products includes corn chips and similar savory snack foods and pizza and quiche
Discussion
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Commodities are not “foods”
New markets and technologies mean continuing
changes
Increasing demand for consumer information and
education on use of labels.
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Dairy vs. orange juice as source of calcium
Color of bread vs. label as indicator of whole wheat
Regulatory challenge of new food products
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Biofortification with benefits for consumers
Increased use of specialty grains (e.g.,high protein, altered
fatty acid composition, other functional properties)