Thursday 22 September 2011

Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market


Published: April 2011
No. of Pages: 174
Price: $ 3850





This Packaged Facts report focuses on the market potential of the 26 million “Healthy Consumers” who are 50 years old and over and who are pursuing a wellness regime that includes healthy eating and regular exercise. Anchored by boomers who firmly believe that getting older means getting better, Packaged Facts’ Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market offers marketers a look into the future of an America where 50+ consumers will generate an increasingly large share of consumer spending power.

With an aggregate household income of $1 trillion, Healthy 50+ Consumers are prime targets for marketers of a wide range of consumer goods and services. Compared to others in their age group, they have higher household incomes and are more confident about the economy as a whole as well as their own financial futures. Healthy 50+ Consumers shop more often, dine out more regularly and travel more frequently. Healthy 50+ Consumers represent a demanding but lucrative consumer segment. For example, they look for quality when they buy clothes and seek out natural and organic products in the aisles of supermarkets and on the shelves of drug stores.

The report begins with a chapter on trends affecting the 50+ health and wellness consumer market and opportunities generated by Healthy 50+ Consumers and a chapter assessing the size and growth of the Healthy 50+ Consumer market. A chapter detailing the core values of 50+ consumers who aspire to health and wellness is followed by an analysis of the fitness activities and healthy eating habits of Healthy 50+ Consumers and an overview of their health management practices. The report continues with a chapter analyzing the financial status and financial management practices of Healthy 50+ Consumers and a chapter exploring their shopping and buying habits. The report concludes with an in-depth review of the leisure and entertainment choices of Healthy 50+ Consumers.

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Market Insights: A Selection From The Report
Women in the Vanguard of March to Wellness
Healthy 50+ Consumers are more likely to be women than men (53% vs. 47%). One reason for the gender disparity lies in the fact that women are more numerous in the 65+ age group as a whole because of the shorter life expectancy of men. [Table 3-2]

However, data compiled by Packaged Facts February 2011 Online Consumer Survey suggest that the preponderance of women among Healthy 50+ Consumers results from factors other than purely demographic ones. As seen in Figure 3-1, regardless of age, women are more likely than men to report that they are consciously pursuing wellness goals.

Entertainment Habits Generate Possibilities
As seen in Chapter 5, "Keeping Fit," and Chapter 9, "Leisure and Entertainment," pursuing wellness after 50 involves a higher level of activity than that associated with other consumers in the 50+ age group. Healthy 50+ Consumers account for 15% of those going to a family
restaurant/steak house in the last 30 days and 16% of those attending a live theater event in the past 12 months. At the same time, Healthy 50+ Consumers view reading as a valuable activity. They account for 13% of those buying books at a bookstore in the past 12 months.[Table 2-10]

Aging Boomers and Wellness Concerns Converge to Shift Thinking about Getting Old
Data compiled by Packaged Facts February 2011 Online Consumer Survey confirm the ongoing shifts in perceptions of aging on the part of 50+ consumers, especially among those committed to pursuing wellness. As seen in Table 2-1, respondents 50 years old and over whose daily routine is significantly affected by wellness goals and concerns are most likely to agree with the proposition "60 is the new 50 and 70 is the new 60." Nearly seven in 10 (68%) of 50+ consumers who are concerned with wellness have stretched their definitions of aging, compared to 58% of the 50+ age group as a whole and 62% of those under the age of 50 who are concerned about wellness in their daily lives.


Kids Food and Beverage Market in the U.S.


Published: May 2011
No. of Pages: 252
Price: $ 3500





Many of the more than 43 million kids have become quite food savvy as a result of watching TV cooking shows with their foodie parents and being exposed to new foods while traveling and eating out. This has created both opportunities and challenges for developers and marketers, as kids have become more willing to explore new foods, but at the same time more discriminating when it comes to food selection. Marketers’ greatest concern used to was the gatekeeper, who ultimately made the decision to purchase a product. But today, the little foodies of the world expect more from what they are being served … more in terms of presentation, taste, and quality.

Fact is, the kids’ food market is a broad and complex one, spanning numerous categories and product segments. In Kids Food and Beverage Market in the U.S., Packaged Facts qualifies a food as being a kids’ food when it has a taste kids love; nutrition kids need; or entertainment kids crave. Ideally the product possesses all three of these characteristics. This is accomplished through formulation, packaging, and marketing.

There are a number of reasons why food marketers are developing products specifically for the 2- to 12-year-old age group. For starters, this demographic represents about one-seventh of the population. It is also the most influential demographic for marketers. Life-long dietary habits are established during this 10-year age span, and brand loyalty begins. These factors and more are influencing the $10 billion market for children’s food and beverages.

Scope of Report
This report focuses on retail-packaged food and beverage products, or simply foods, targeted to children in the 2- to 12-year-old age group. Packaged Facts divides the kids market into three segments:
• 2- to 5-year-olds, or preschoolers;
• 6- to 9-year-olds, or younger kids; and
• 10- to 12-year-olds, or tweens.

Report Methodology
The information contained in this report was obtained from primary and secondary research. Primary research entailed consultations with food and beverage market sources and on-site examination of retail venues. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports, press releases, and investor conference calls; company profiles in trade and consumer publications; government reports; and other food and beverage market reports by Packaged Facts.

Our consumer demographics analysis draws primarily on data compiled by Experian Simmons, New York. Each year, Experian Simmons surveys a large sample of consumers about their personal and household buying habits. The results cited in this report are based on the Spring 2010 survey (April 2009 to June 2010), and on a sample size of 23,572 adults, which represents approximately 115 million households. Of these households, 22%, or 25,085, have children under the age of 12-years old.

Additionally, data from the National Health and Nutrition Examination Survey (NHANES) provides insight into children and the obesity epidemic. Data on new product introductions are based on Product Launch Analytics, a Datamonitor service. Various sales estimates and data pertaining to marketers of children’s food and beverage products are partially derived from figures based on SymphonyIRI sales tracked through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart, but excluding Walmart) with annual sales of $2 million or more.

Market Insights: A Selection From The Report
Traditional vs. Better-for-You Shares
The $10 billion kids' market can also be broken down into traditional and better-for-you products. Packaged Facts estimates that in 2010, 40%, or $4 billion of the kids' food market, could be described as having some better-for-you element. This includes products with claims such as "made with whole wheat" and "lower sugar." The other 60%, or $6 billion of products, are described as traditional. The primary sub-category that keeps the traditional segment in the lead is ice cream/novelties. Even most fruit chews/gummies now sport a "contains 100% of the Daily Value for vitamin C" claim, while about a half of aseptic
juice/fruit drinks are now described as "lower sugar." Packaged Facts anticipates that this share of sales will flip-flop by 2015. [Figure 3-3]

"The Power of Protein at the Breakfast Table"
That's the phrase used to introduce the section of Sara Lee's 2010 annual report that is devoted to the Jimmy Dean brand, which is named after the country singer and sausage entrepreneur whose business the company acquired in the 1980s. Sara Lee describes the brand as a "protein breakfast platform."

According to Packaged Facts' Frozen Foods in the U.S., 3rd Edition (January 2011), Jimmy Dean corners the breakfast hand-held market, with a year-over-year gain of $43 million for the 52 weeks ending October 5, 2010 in channels tracked by SymphonyIRI; a total of $214 million in sales; and a 57% share of the breakfast hand-held category. And Frozen Convenience Foods in the U.S. (Packaged Facts, December 2010) reports that Sara Lee also leads the breakfast entrees category. Together, the Jimmy Dean products grew 5% in the 52 weeks ending July 11, 2010 to reach sales of $133 million. That constituted a 35% share of breakfast entrees. The main difference between Sara Lee's fortunes in the two categories is that while it leads in frozen breakfast entrees, it completely dominates in frozen breakfast hand-helds.

Where Consumers Buy Kids' Foods and Beverages
In terms of purchasing kids' foods, Packaged Facts estimates that the majority of America shops traditional supermarkets (60%) followed by mass merchandisers (25%). However, just as mainstream America shops a variety of retail outlets, so do parents purchasing kids' foods. In fact, thanks to organic/natural/specialty foods stores' efforts to appeal to parents with "more-healthful" kids' products, this outlet is giving more traditional venues some serious competition when it comes to kids' foods. It controls 10% of the market.

Club stores have a mere 3% share of dollar sales of kids' foods, as offerings are mostly limited to juice boxes and some snacks. All other channels make up the remaining 2% share.

Kids' foods, as defined in this report, are often too segmented for many of these other channels to carry many SKUS, if any. [Figure 6-4]


Trends in U.S. Military and Correctional Facility Food and Foodservice


Published: May 2011
No. of Pages: 134
Price: $ 3995





For food and foodservice manufacturers, suppliers and operators, speaking the language of the military is big business, which Packaged Facts’ Trends in U.S. Military Food and Foodservice helps participants translate into increased sales. In particular, we believe the future of military foodservice contracting is bright, fueled by governmental needs to increase efficiencies and consolidate contracts. Current Marine Corps and the Air Force contracting trends foreshadow significant upside potential for foodservice contractors over the next several years.

More broadly, the U.S. Department of Defense is the nation’s largest employer—and a gateway to more than 3.2 million people. But the scope of military reach extends to the more than 12 million military members, families and retirees who depend on its wide net of retail, military installation, and combat food and foodservice operations, which have an international reach that incorporates everything from food and beverage supply to foodservice management to restaurant franchising.

By mirroring much of what foodservice can mean to people in the civilian world, military foodservice can—and does—play a role beyond just subsistence, providing food via structures, methods and atmospheres that meet—and enhance—lifestyle needs ranging from convenience-driven solutions to increased food variety to emotional uplift.

And with the Armed Services framing “nutritional fitness” as a military services priority, the report provides insight on the significant trends afoot related to soldier health and wellness, including obesity challenges, menu changes, educational initiatives, combat ration modifications, and day part trends.

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The report also assesses attitudes toward various on-installation and off-installation foodservice options, and it analyzes off-site foodservice spending among military service members, military spouses, civilians and retirees.

The report covers food and foodservice operations at military installations, including mess halls, exchanges and recreational facilities; and food and foodservice field training and contingency operations. While it focuses primarily on domestic military food and foodservice, the report also presents global U.S. military foodservice sales and trend analysis.

It contains market size estimates for a range of military food and foodservice categories and programs, including military clubs and exchanges; food and foodservice contracts; prime vendor food and foodservice sales; military commissary sales; military exchange sales; and Military Morale, Welfare, and Recreation program sales.

As a bonus, the report also includes an overview of the U.S. correctional facilities foodservice market, including growth drivers, market sizing and forecasting, prison cost trends, state correctional facility budgeting trends, state prison count reduction strategies, foodservice cost analysis, and foodservice cost cutting initiatives.

Market Insights: A Selection From The Report

Foodservice at U.S. Corrections Facilities
In this section, we provide an overview of the U.S. correctional facilities foodservice market,including growth drivers, market sizing and forecasting, prison cost trends, state correctional facility budgeting trends, state prison count reduction strategies, foodservice cost analysis, and foodservice cost cutting initiatives.

Packaged Facts estimates that U.S. correctional facilities foodservice sales reached $1.74 billion in 2010, a 2.2% increase from 2009, and a compound annual growth rate of 2.6% from 2005 to 2010. However, we forecast that the market will decline in 2011 and 2012, driven downward by incremental reductions in the overall prison population and significant budget cutting initiatives at the state level.

Joint Services Prime Vendor Program
The Joint Services Prime Vendor Program (JSPVP) provides quality food and food-related supplies on a pre-negotiated basis to more than 1,000 military (Morale, Welfare, and Recreation) MWR and exchange foodservice operations at 235 installations around the world. The primary customers of the JSPVP are MWR and Naval Air Facility (NAF) foodservice activities from the Army, Navy, NEXCOM, Marine Corps and Coast Guard. Its buying power allows the JSPVP to achieve savings over street pricing and to establish pricing agreements with manufacturers for bulk purchases. In fiscal 2010, program purchases
totaled $147 million.

Military Deli & Bakery Services, Inc.
Incorporated in 1996, Military Deli & Bakery Services, Inc. (MDBS) is the largest operator of deli and bakery departments in military commissaries. Privately owned and managed by Tim Howard, MDBS has revenues exceeding $70 million. Our overall business strategy is to increase sales by attracting more customers and finding more items that our current customers want to buy.


Wednesday 21 September 2011

Functional and Natural Ready-to-Drink Beverages in the U.S.


Published: May2011
No. of Pages: 242
Price: $ 3500




Packaged Facts’ Functional and Natural RTD Beverages in the U.S. offers a comprehensive look at the $21 billion market for single-serve, ready-to-drink (RTD) beverages across three categories and several competing product segments: (1) energy drinks/shots, sports drinks, and nutrient-enhanced waters, in itself a $15 billion category; (2) RTD tea and coffee, and (3) refrigerated yogurt drinks and juice/fruit smoothies. A 7% aggregate compound annual growth rate for these products over the most recent five-year period is a testament to the strength of the market before 2007 and since 2010. In the recessionary years of 2008 and 2009, most of these product segments flat-lined in sales growth, in keeping with the overall sales slump in foods and beverages as well as in the U.S. consumer economy overall. By 2010, nonetheless, energy/sports drinks and RTD tea/coffee showed renewed dynamism, signaling the onset of a new cycle of sales growth for these convenience, refreshment and re-charge beverages. However controversial some energy drinks may be, this lively product segment continues to call the shots in the market, accounting for 44% of the total product introductions in 2010. Many new product introductions in rival “pick up, pick me up” beverage segments are clearly marching to the beat of energy drinks or energy shots, and the newest product segment in this market, nutrient-enhanced waters, competes as a lighter re-mix of energy/sports drinks.

Functional and Natural RTD Beverages in the U.S. examines sales and trends across the retail spectrum, using proprietary primary data from Packaged Facts' March 2011 food shoppers Insights survey as well as retail sales-tracking data from Information Resources, Inc. InfoScan Review for mass channels and SPINSscan Review for the natural channel. This report tabulates market composition by product category and retail channel, as well as marketer/brand shares within and across product segments. The analysis pays special attention to cross-category trends in new product development, drawing on comprehensive new product data from Datamonitor’s Product Launch Analytics database, and analyzes consumer usage (including demographic and psychographic context) based on current and five-year-trended Experian Simmons national consumer survey data.

Market Insights: A Selection From The Report
Convenience Stores Claim Half of Category
Convenience stores are the leading channel for the energy drinks, sports drinks, and functional waters category, according to Packaged Facts estimates, accounting for half (50%) of overall sales. Supermarkets and mass merchandisers/supercenters follow with about 19% of sales each. [Figure 1-3]

A Boost from Antioxidants
Antioxidants have a reputation of protecting against cellular damage and a variety of ailments as well as promoting bodily defenses against aging. Antioxidant ingredients are present in numerous products in the market, and tea especially is naturally high in antioxidants. In a Packaged Facts 2011 online survey of consumers who had shopped for groceries within the last 24 hours, 8% indicated that they had purchased grocery products with high antioxidant claims, making high antioxidants a top ten consumer nutritional concern, and one that consumers either purchase more avidly or remember more vividly than the traditional high
vitamin/mineral claim, checked off by 6% of grocery shoppers. Obviously, this strong level of consumer interest this is a plus for the RTD beverage market. [Figure 2-3]

Functional Water: Like Water, Only Better

T raditional bottled water did not weather the recession unscathed, but another type of water beverage has taken off despite the economic conditions. Functional water gives consumers a reason to buy water again, providing benefits that they can't get out of
the tap. While many functional waters provide flavor enhancement, their main value-added benefit is health-oriented. The segment is characterized by the addition of strategic ingredients or claims of nutraceutical benefits. Varieties include vitamin additives, energy boosters or calming ingredients. Although there are plenty of "enhanced" waters and"infused" waters available, Packaged Facts defines this segment as bottled water products that are marketed on the basis of some added health benefit or promise a "function" beyond simple hydration or flavor. Functional waters are typically lighter alternatives to products in the energy or sports beverage segments, although they may contain similar ingredients.

Thursday 8 September 2011

Omega-3: Global Product Trends and Opportunities


Published: September 2011
No. of Pages: 190
Price: $ 3500





Omega-3 fatty acids are some of the most important nutrients to human health. The number of consumers globally who are aware of omega-3 fatty acids and their role in health is high, and the number of people who are specifically consuming omega-3 for health has increased dramatically over the past few years. Consumer demand for omega-3 products will continue to grow briskly over the 2011-2015 period, and will influence the activities of manufacturers and marketers worldwide in supplying omega-3 products across various categories and segments of consumer packaged goods (CPGs), including private label products.

In Omega-3: Global Product Trends and Opportunities, Packaged Facts analyzes the future of the global omega-3 market, and pinpoints opportunities in a $13 billion industry that is far from reaching its saturation point. The link between “dietary supplements” (the traditional method for boosting omega-3 intake) and consumer diets and grocery store food products is becoming ever stronger. Moreover, consumers increasingly regard the health and beauty products they use as extensions of the foods they eat and the nutritional supplements they take. What has emerged, therefore, is a continuum of nutrient-positioned products extending from whole foods (including natural and organic products) and fortified/functional foods through to nutritional supplements and personal care products. In the case of pet owners, this continuum also extends to pet foods (which are inherently functional), treats, supplements, and grooming products—essentially replicating the range of human products available.

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Moreover, a significant amount of nutrient-based new product development is driven by the concept of “superfoods.” Although the concept of foods with pharmaceutical-grade benefits flies in the face of a strong medical and regulatory community distinction between food and drugs, “superfoods” has emerged as a powerful marketing concept—in part because it builds on age-old conventional wisdom and nutritional adages such as “an apple a day helps keep the doctor away.” Omega-3’s widely accepted status as a “superfood,” in combination with a globally expanding range of nutrient-based new product development across CPG markets, means that the market for omega-3 products will remain lively and opportunity-rich for years to come.

Scope of Report
This report Omega-3: Global Product Trends and Opportunities focuses on packaged retail products that are marketed as high in omega-3 fatty acids, whether these products are inherently high in omega-3 or purposefully enhanced or fortified with this nutritional content, and whether the omega-3 content is docosahexaenoic acid (DHA), eicosapentaenoic acid (EPA), or alpha linolenic acid (ALA).

A number of marine and non-marine food sources inherently contain these omega-3 fatty acids, such as fish and fish oil, algal oil, canola oil, soybean oil, flaxseed, and walnuts. Therefore, packaged food products such as fish, breads (particularly those with seeds and nuts), and nut or hemp milks may naturally contain high levels of omega-3. In addition, high omega-3 ingredients are commonly added to a range of packaged products to enhance their omega content.

The geographic scope of this report is global, and the packaged consumer product categories covered are: foods and beverages, which account for the bulk of the market; health and beauty care (HBC) products, primarily consisting of supplements; and pet products, primarily dog or cat food.

Report Methodology
The information contained in this report was obtained from primary and secondary research. Primary research entailed participation in GOED Exchange 2011, the first international conference held by Global Organization for EPA and DHA Omega-3 (GOED Omega-3); Packaged Facts surveys of U.S. consumers; consultations with manufacturers and industry insiders; and an on-site examination of retail products. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company information including annual reports, press releases, and conference calls; company profiles in trade and consumer publications; government reports; and other food and nutrition market reports by Packaged Facts. Sales estimates are based on analysis of data from the above sources.


Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 3rd Edition

Published: September 2011
No. of Pages: 234
Price: $ 3500




The U.S. sweetener market is the largest and most diverse in the world, and Americans are the heaviest consumer of sweeteners. Dozens of sweetener choices are available at the retail/consumer level and for food manufacturers, ranging from sugar and its many variations to controversy-attracting high fructose corn syrup, and from a menu of artificial sweeteners to new plant-based sweeteners that offer the advantage of being natural products. In Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 3rd Edition, Packaged Facts quantifies and analyzes the size and growth of the retail market for kitchen/tabletop sugar and sweeteners, as well as tracking emerging product and marketing opportunities. The roll-out of new products containing stevia, as well as accelerated purchase of new and existing stevia products by consumers, will continue to spur market growth, while saccharin will continue to lose ground. The market will also see changes in the organic and less-refined sugar categories, including organic evaporated cane juice.

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Scope of Report
The sugar and sweetener market comprises sugar (including refined white sugar, brown sugar and other powdered, flavored and less-refined sugars); honey, molasses, corn sweeteners (including high-fructose corn syrup) and other caloric or nutritive sweeteners; non-caloric sugar substitutes, also called artificial sweeteners or high-intensity sweeteners; and polyols, also called sugar alcohols, used as sweeteners. The sweetener category also includes plant-based products relatively new to the sweetener market, including stevia extracts, which are plant-based, processed sweeteners, agave nectar or syrup and monk fruit. This report estimates and analyzes the size, growth rate and composition of the sugar and sweetener market in the United States. Because so much sugar and sweetener is sold for foodservice and industrial use, sales are provided for the retail market for kitchen/tabletop sweeteners as well as the market in its entirety.

Report Methodology
The information in this report was obtained from both primary and secondary research. Primary research entailed Packaged Facts surveys of consumers as well as on-site examinations of supermarkets, drugstores, mass merchandisers, convenience stores, health/natural foods stores, specialty stores and club stores. Company, distributor and retail interviews were conducted to obtain information on new products and packaging trends, marketing programs, distribution methods and technological breakthroughs. Secondary research entailed data gathering from sources including consumer and industry publications, newspapers, government reports, financial reports, company literature and corporate annual reports.

The Latino Household Products Shopper


Published: September 2011
No. of Pages: 128
Price: $ 3500
With a population of 51 million that accounted for more than half of the growth of the American population in the past decade, Latinos continue to expand their influence in the American consumer market. Packaged Facts The Latino Household Products Shopper shows how Latino Household Market have an especially significant impact on the market for household products. Latino households spend more than any other population segment on laundry and household cleaning supplies. In the past decade their spending on these products grew at a rate that was nearly three times faster than that of other households. On average, Latino households are 40% larger than other households, and they are much more likely to use high volumes of a broad range of household products.
Experian Simmons National Consumer Study (NCS) data analyzed in The Latino Household Products Shopper demonstrate that Latino shoppers are a prime audience for marketers of household products. For example, they are less likely to select store brands and more likely to buy national brands for most categories of household products. Yet, Latino shoppers are highly discriminating in their purchasing decisions. The data also reveal that some national brands resonate exceptionally well while others underperform in Latino households.
The report opens with a presentation of topline findings, including an overview of which national household products brands perform best in Latino households. The next chapter analyzes current spending by Latino households on household products and projects total spending by Latinos on household products through 2016. The report continues with individual chapters on usage in Latino households of floor cleaning products, general household cleaning products, kitchen and bathroom cleaning products, laundry and dishwashing products, kitchen products and paper products. Each chapter analyzes the volume and type of products used by Latino households and assesses the comparative success of major national brands among Latino shoppers.
The Latino Household Products Shopper analyzes the usage within Latino households of 32 household products tracked by Experian Simmons NCS. These include floor cleaning products (disposable wipes, rug cleaners/shampoos, carpet deodorizers/fresheners and floor wax or polish); general household cleaning products (household cleaners, window/glass cleaners and air freshener sprays/room deodorants as well as light bulbs); kitchen and bathroom cleaning products (abrasive cleaners, scouring pads/sponges, drain cleaners, oven cleaners, metal polishers/cleaners and toilet cleaners); laundry and dishwashing products (boosters/pre-soaks/pre-cleaners, laundry soaps/detergents, fabric softeners, bleach, spray starch, automatic dishwasher detergent and dishwashing liquid); kitchen products (aluminum foil, plastic wrap, plastic freezer/sandwich bags, disposable food containers and plastic garbage bags/trash liners); and paper products (picnic products—including disposable cups and plates and charcoal—paper napkins, paper towels, facial tissues and toilet paper).
The principal source of primary research data used in the report is the Fall 2010 Experian Simmons NCS, which was fielded between October 2009 and December 2010. The report also includes data from Packaged Facts March 2011 Food Shopper Insights (FSI) Survey, an online survey of 2,000 U.S. adults who had shopped for groceries within 24 hours of being surveyed. U.S. Government sources include the 2010 Census and 2009 American Community Survey of the Census Bureau and data from the Consumer Expenditure Survey of the Bureau of Labor Statistics (BLS).