MAIN RESULTS OF A STUDY TO THE PROMOTIONAL EFFORTS … · IMOP-Gallup Mexico INTRODUCTION The...
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ICE C REA M MAIN RESULTS OF A STUDY TO THE PROMOTIONAL EFFORTS FOR DAIRY PRODUCTS IN MEXICO PRESENTED TO: NATIONAL DAIRY PROMOTION AND RI!SEARCH BOARD october, 199). Provided by: America', Dairy FarmeI!I through !he NalionaJ Dairy Promotion and Bo:ud 2111 Wll.!on BouIev:ud. Sail< 600 AtlJngton. VA 22Ull nl , (703) (703)
Transcript of MAIN RESULTS OF A STUDY TO THE PROMOTIONAL EFFORTS … · IMOP-Gallup Mexico INTRODUCTION The...
ICE C REA M
MAIN RESULTS OF A STUDY TO THE
PROMOTIONAL EFFORTS FOR
DAIRY PRODUCTS IN MEXICO
PRESENTED TO:
NATIONAL DAIRY PROMOTION AND RI!SEARCH BOARD
october, 199).
Provided by: America', Dairy FarmeI!I
through !he NalionaJ Dairy Promotion
and Rescarc,~ Bo:ud 2111 Wll.!on BouIev:ud. Sail< 600
AtlJngton. VA 22Ull nl, (703) 528~800Fax (703) ~24-9~5a
EXECUTIVE SUMMARY
•
ICE CREAM
Of all the three products, ice cream has the lowest incidence of being consumed at home (36%) and, among those eating it at home, the lowest inciden ce of buying the product in a supermarket (3 1%). The incidence of inhome consumption ;s markedly higher in Monterrey than in the other two areas and among those who shop at Soriana/ Gran 8azar j Superama than in other supermarkets.
Awareness of regular and yogurt ice creams is much higher than that for low fat ice cream. Knowledge of the latter is highest among the highest
socioeconomic stratum. Regular ice cream is purchased much more freQuantly than any other type. Howeve r, there is a strong relati onship between socioeconomi c stat us and the type of ice cream bought. The incidence of purchasing regular and yogurt ice Creams in the past month 1S inver sely re1ated to socioeconomic position . Conversely. the higher one ' s socioeconomic status, the greater the liKel ihood of low fat ice cream purchase.
Taste, quality, high safety standards, variety of flavors, pasteur ization, and being made of pure milk are the crite ria most important in brand preference. Least important are adequate packaging. high nutrition level, and low calorie content. On every attribute, Mexican ice cream is assessed as being superior to American ice cream. The greatest differences between the two are on being preferred by kids and having a fair price. The
difference is narrowest on having high safety standards .
.. ". .
Seventeen percent say they have bought imported ice cream in the past two months, with imported purchase being positively related to socioeconomic status. lack of knowledge and availability, and imported ice cream is not purchased more often. the origin point for imported ice cream.
price are the main reasons Almost all cite the U.S. as
Among the small base of respondents who eat ice cream at home and who
have bought the product in a supermarket, one-tn-three remembers a recent instore promotion for ice cream. A profile analysis indicates those in Monterrey have a higher awareness of ice cream promotions in general and taste samplings/demonstrations in particular than would be expected from the sample proportions.
IMOP-Gallup Mexico
INTRODUCTION
The purpose of this document is to present the main findings of a study to evaluate the purchase and consumption habits of dairy products.in Mexico.
The main objectives of this study were:
• To determine the level of awareness for cheese, yoghun and ice cream;?
Unaided Unaided plus aided
To stablish the awareness of promotions in stores for cheese, yoghurt and ice cream;
Unaided Unaided plus aided
• To determine incidence of consumption of a cheese, yoghurt and ice cream;
•
•
•
To find out which are the main factors that are considered in the purchase of cheese, yoghurt and ice cream;
To stablish the incidence of having purchased imported cheese, yoghurt and ice cream:
To find out what is the image of Mexican dairy products (cheese, yoghurt and ice cream) in comparation to American an European products.
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In order to meet the objectives outlined above we conducted a tow of 798 interviews among housewives, 2) to 60 years of age. in the 3 main mcuopoUtan areas of the country: Mexico, D .F.. GuadaJajara, JaJ . and Monterrey, N.L. All the interviews were conducted among "'spandents of all socioeconomic levels: Al B (High), C+ (Upper Middle) and C (Middle) .
ltis sample allowed us to have a minimum base of analysis for each of the demographic ubgroups. However, to do this the sample was disproportion eli Tbis disproportion was orrected by weighting.
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The following table shows the distribution of the samples -original and weighted-:
O~lGtNAr ~EItAltD , " f-
TOTAL: ----------------- ~ lQQ ll!2
LEVEL: AlB (High) ---------- 259 33 6 C+ (Upper Middle) .----- 251 31 37 C (Middle) ----------- 2BB 36 57
ARE: 21-25 years old -----.- 143 18 13 26-34 years old ------- 167 21 35 35-45 years old ------- 174 22 27 45-54 years old ------- 168 21 18 55-60 years old ------- 146 IB 7
kilY: Mexico, D.r. ._-------. 400 50 52 Guadalajara, Ja 1. --_ .. - 200 25 29 Monterrey, N.L. --.---- 198 25 19
The tieldword was conducted between July 26 to August 19. 1993. A copy of the questionnaire used in this study is found at the end of this repon.
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CONSUMPTION HABITS
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I O. 2 1tUc:b of tbe follow~ productS do you or IOMODt iA yoar boaebold asu&l.ly COJI$UH?
CONSUMED PRODUCTS
-Usually-
Practically all of the respondenLl (94 %) mentione<l they usualJy consume chee~ in their hou~holds.
The majority of the consumption is chee~ in bulk or grams. Three fourth of respondenLl (78") mentione<lthey purch= in this lJWIner. The percentage who do this is slightly lower among tho~ that purchase in Comercial Mexicana (69%) than in the other stores.
One fourth of respondents (24% ) said they purch= factory packe<l chee~ . The percentage of doing so increases while the socioeconomic level is higher (AlB 35%, C+ 29%, C 21 %) . It is also h.ilther in Monterrey (31 %) than in Guadalajara (19%). IJI Mexico City it was 25%.
By place of purchase we fllld that the incidence of purChasing factory packe<l chee~ is higher among tho~ respondenLl that purch= chee~ at supermarkets (49% ).
One fifth (21") of hou~wives mentione<l they purchase packe<l chee~ in slices. The percentage was higher arnong those of AlB socioeconomic level (32%) than those of the C+ (21 %) and C (20 %) groups. The incidence is also higher in Mexico City (23 %) and Monterrey (21 %) than in Guadalajara (II ")' By store we observe a slilthUy higher percentage of people that purch= cheese in this manner among those that buy at Comercial Mexicana (28%) .
It is interesting to point out that some hou~wives purch= cheese in different typeS. On average , each of them buy 1.31 typeS.
8 out of 10 respondents mentioned they or someone in their household usually consume yoghun at home. The incidence of eating yoghun is slighUy higher in Mexico (84 %) than in Monterrey (12%). In Guadal~ara it is 77" .
43" said they purchase yoghun in bulk or grams. The same percentage mentione<l they buy factory packed yoghun. The percentage that purch= in bulk or grams was lower among those that live in Monterrey (26%) and the ones that make their purch=s in Soriana/Gran Bazar/Superama (20%) . The incidence of buying factory packed yoghun is hi&her in the . AlB level (59%), in Monterrey (53%), in Mexico City (47"), among those that purchase Il\ Soriana/Gn.n BaurISuperama (58%), and Comercial Mexican. (50% ).
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Only one third (36 %) of respondents said they eat ice cream at home. The percentage tends to be higher while the age group is older. The exception is the 55 to 60 group where the incidence drops off. The percentage of those who eat ice cream at bome is higber in Monterrey (58 %) than in Mexico City (34 %) and Guadalajara (26 %). By place of purchase it is higber among those that buy in Soriana / Gran Bazar/Superaena (51 %) and lower among the ones that buy in all other stores (II %).
18 % of respondents say that tbey buy factory packed ice creaen, 16 % ice cream in bulk, 9 % ice cream bars in pack: and 4 % pre packed ice cream cones. The incidence of purchasing factory packed ice cream was higber in Monterrey (38 %) than in Mexico City (15 %) and Guadalajara (15 %).
• CHEESE B8S YOGHURT ~ ICE CREAM I
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till I.d V ~ L ! • ! GOlDA- IIJIiT!
rorAL A/8 Ct C 21-25 26-3' 35-" '5-5' 55-60 D.P. LAJlRA -RRIY BAS[: Total interviews (791) (159) (251) 1288 ) (HJ) (167) (171) (168) (146) (.ao ) (200) (198)
I I I I I I I I I I I I
~(K't) II 22 ~ II ~ II ~ ~ ~ ~ 11 22 CIlEES! lJI SOU OR GRAMS -- 78 n 79 78 87 75 . 80 76 82 80 75 79 fACIOR! PACItD tm:SE 2. 35 19 II 19 12 18 29 10 25 19 31 FACIOR! P!CItD tm:SE IX SEPARATE SLlru 21 32 II 20 21 25 17 10 17 16 lJ 13
!llC!II!B'I (H.t) lQ ~ Il1 11 n lZ lZ 11 II li T1. II fACIORY PACItD Ycx;stJRT - H 59 " II 39 12 17 .6 36 17 31 53 ycx;stJRT []( sou: OR GlWIS - Il 39 13 13 .6 .6 .0 38 .5 .3 5. 16
ICZ CUA!! (let) li 11 .IQ II 22 II 11 II II II ~ S fACIORY PAatD It! CRWI - 18 12 21 15 11 18 19 12 18 15 10 38 It! CRWI [J4 sou: 16 15 15 16 13 14 16 23 10 15 15 18 IC! CRWI BARS III PA0:5 - 9 9 8 9 13 9 9 6 • 10 J IJ PRL-P1atD ICt CWM CIlIIF.S - • 5 4 3 5 4 • I I J • 6
:i!!£lRItARm iOllALlI SIIOE <XlIII:R SORllJIAf BOOS!IIOLD moust IT .WAR! Of SPtCIJ1 <IlJ. G.BAW IlIIISIJl!PrIQl! SlIEmARm PROHOIIQ!
AORRt KEII- GI- fSOP! ALl em YO- ICt- C!!t YO- ICE = YO- ICE rorlL -RA C!JIA GlI4TI -RlJIA CIrBtRS -S! CBllRT CRWI -51 GI!OII7 CRWI -S! GI!OII7 CRI:IJI
BAS!: Total interviews (798) (10') (1'6) (266) m O) (51) (766) (635) (291) )598) (525) (97) (266) (1'0) (31 ) I I I I I I I I I I I I I I I
~ (I.t) II 2f n II n ~ 1Q!i ~ ~ 1Q!i ~ II 1Q!i ~ 12 CBlF.S! lJI sou: OR GRAMS - 78 81 69 79 81 90 83 79 79 84 80 76 84 SO 69 PACIORY PACItD C!!EESE - I' 22 23 27 2' I7 26 26 32 .9 59 55 50 5' II
fACIORY 'ACUD CllfESE 1M SEPIDT! SLlCF.S 21 19 28 20 23 14 22 23 25 2. 2. 29 19 22 l7
lQii!l1l!I (I<t) lQ Ii Ii 11 ZQ II 11 1Q!i Ii U 1Q!i 11 U 1Q!i ~ YOGBUR'! lJI sou: OR GlWIS - 13 .6 41 50 20 II Il 5. .2 18 18 31 27 31 II
FACIORY P1CItD YUGIIIIR'I - 13 11 50 37 58 27 .5 54 51 41 50 27 " 16 19
ICI: CRW (Jet) li li II li ~ U 11 11 1Q!i II 11 1Q!i II 11 1Q!i fACIORY 'ICItD ICE CREAM - 18 16 21 18 21 3 18 19 50 19 18 65 16 19 66
ICE CRW4 1M sou: 16 11 lJ 18 21 5 16 17 13 11 18 29 21 18 17
ICE CREAM BI.RS lJI PA0:5 - 9 6 14 1 12 • 9 10 2' 9 10 13 10 10 16
PRL-i'ACUD IC! CRIIJ4 CO!IF.S • • 3 6 3 • • II • 5 12 3 5 •
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Qq. 11/27/42 At vhidl of tbese occasions do you or soteoDe ill your boustbold usually eat cbeese at bote?
OCCASIONS AT WHICH CHEESE IS USUALLY EATEN AT HOME
Cheese is usuaUy consumed during meals. 77 % mentioned they eat it at lunch, 55 % during dinner and S I % at breakfast These figures show that on average each respondent eats each at 1.83 meaj~
The incidence of eating cheese during breakfast and lunch is lower in Monterrey than in Mexico City and Guadalajarll However, the perceotage of eatiog it at dinner is higher in Monterrey_
The greatest incidence of eating yoghurt is at brealcfast (64 %). The percentage is bigher while the age group is lower. Olber occasions where a significaot percentage of people consume yoghurt is at dinner (36%). before brealcfast (28 %) and as an afternoon snack (24 %).
Ice cream is usually coosumed after lunch before dinoer (82 %). The percentage who consume in this occasioo is h igher while the socioeconomic level is lower (A I S 61 %, C + 79%, C 86%).
>: I!l LPOL ! • E GI)..IJ>A· ){()H1£
roTAl AlB C+ c 21-25 26-34 35-44 45-5. 55-60 0.1. 'AJAR! -RREY BASE: Total wbo COnsUl!!: cheese (766) (253 ) (2411 (212) (136) (159) (166) (163) (1'2) (391) (180) (1951
! ! ! ! ! I I ! ! ! ! !
SEIOR! BRIlKFAST 1 6 10 6 2 1 9 10 1 1 12 2 AT BRLWAST - 5) 52 46 5. 56 .8 50 52 51 53 58 36 1l'!l:R BRillFAST BIlT maRl LUNCli - 5 9 1 • 6 1 5 • 6 5 5 5 AT UIlICll ----- 71 81 11 71 10 82 18 14 18 85 75 60 Il'!ER LUNCll BIlT maRl DIHJ(ER - 6 11 8 • 1 3 9 6 6 1 5 • AT DIHJ(ER ------------- 55 6) 59 52 54 41 61 62 54 41 56 14 mER DIHlfER ----------- • 3 • 4 4 4 3 • 1 • 3 • AT P/.RTIES -------------- i3 12 13 1) 10 16 11 U 13 16 14 3 AT R!UJIIOKS ISIWJ, IJiFORlIAL GArIll-RING OF FRIEHDS) --------------- 16 16 16 16 14 16 18 16 15 21 16 3
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OCCASIONS AT WHICH YOGHURT IS USUALLY EATEN AT HOME
un u'n ! • E (;>J},!)A· HOm
roTAL A!B C. C 21·25 26· 3< 35·« <\·54 55·60 O.F. LlJARA 'RR!Y BASE: Toul vbo consUl, yogllurt (635) (215) (191) (227) (113) (1 40) (142) (141) (106) (118) (154) (143) , , , , , , 1 , , , , , BEFORE BRJ:mAST .• -.- 28 11 12 24 17 28 11 25 14 11 29 9 AT BRJ:mAST _ •••••••• --- 6< 7J 65 61 79 66 61 55 59 67 65 57 !J'TER BRJ:mAST BUT BEFORE LJlIiCB - 15 15 11 16 II 12 20 16 5 14 14 16 AT LOJiCB ----- 9 11 11 7 18 6 6 11 6 11 7 1 AllER LDlICB BUT moRt OlJlKIR -' 24 19 18 28 JJ 25 14 10 21 21 27 29 AT OI!lllER -36 35 19 14 26 11 4l 17 16 16 n 28 !J'TlII OIlll£R - 6 12 7 5 4 6 6 8 8 5 5 15 O'I'I!!J< 2 1 4 2 7 1 2 5 5 4 1
~mAmT 2S!!!L,Y SHOP rotU:R SORIAXA! BOOSEIIOU> poRCIIS! AT AiAR! OF SPtclAL -<UL G.WAR >lI.IISOl!l'!!1lI! SIlE1RI!ill1l PRC!IO!! 011
AURRl MEII· GI· !SUP! ALl CREE YO- ICE· CREE YO- ICE CEll YO- ICE WE: total who cons\DIe roT AL • R.\ c.w. GAIITt· RAXA I1I'mS • S! GIIORT CR!A!I ·S! GlIlJRT CRtAM oS! GIIORT CRtAM
yogllurt (615) (168) (129) (210) ( 94) (14) (614) (615) (2481 (485 ) (525) (76) (241) (240) (22) , , , , , , , , , , , , , , , BEFORE BRLill AST .--. 28 28 11 29 9 42 28 28 20 27 l7 26 28 28 II
AT BRJ:m.\ST -64 73 65 58 62 18 66 64 65 65 67 61 M 71 52 AllER BRLUFAST BUT BEFORE LJlIiCB -15 14 11 15 11 6 II 15 11 14 16 11 14 16 8 AT LJlIiCll .- 9 10 11 7 3 II 8 9 10 8 10 6 9 II 1 AflER LOJiCB BUT BEFORt Oll'llER .--.. -- 24 18 26 19 23 17 21 24 23 25 22 21 30 22 18 AT 01l'l1ER - 36 4l 28 14 40 33 16 16 38 14 19 40 36 35 1< !J'TER OOO/Dl --_.-- 6 2 7 10 II 1 6 6 9 6 1 11 4 7 9
OIBIR - .---- 2 1 1 2 2 1 1 3 1 2 2 1
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1KOP-Gallup Mexico
OCCASIONS AT WHICH ICE CREAM IS USUALLY EATEN AT HOME
nil LPn ! • ~ CUADA- Hom
rom A/8 C! C 21-25 26-l4 l5-44 45-54 55-60 D.f. Will -RRlY WE; Total wbo COnsUlt Ice creu 12921 I 881 11001 11041 I 41 1 I 6l) I 68) I 1l) I 41 ) 11ll) I 5l) 11061
I I I I I I I I I I I I
AT 8RWT!.ST ------- 4 8 2 5 8 • 4 2 1 • 6 2 mER BRillf AS) BUT mORE I.OlICli --- 9 8 1) 6 15 8 8 1 11 12 7 5 AT l.OlICB ------------ 6 18 6 5 10 1 U 6 6 7 9 l IJ')!! l.OlICB BUT BEfORE DI/lljER ----- 82 61 19 86 66 92 15 85 13 85 76 80 AT DlJill!! ----------- - 5 11 6 10 1 5 2 1 5 2 8 IJ')ER DIJllfER ----- 11 11 16 7 12 11 1) 9 1) 2 5 lO AT PARTIFS ------------- 8 16 11 4 6 6 1) 6 1 12 , I AT RElJlIIOilS ------------- 8 4 8 8 6 11 12 , 10 5 1 ALL TINE or DAY ------ - 1 )
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IMOP-Gallup Mexico
O. 49 About ~ often you say that you ut out It nstaurant. It least once a week two to tbree tileS a IOnth, once a IOnth, every couple ot IODtbs. or less often?
FREQUENCY OF EATING AT RESTAURANTS
6 out of 10 respondents (60%) mentioned they eat out at restaurants at least on", a month. Furthennore, 19% do so at least on", a week, 24% two or three times a month and 17% once a month.
The incidence of eating out, at least once a week is higher while the socioeconomic level is higher (AlB 33%, C+ 22%, C 15%). It is also higher in Monterrey (27%) than in Mexico City (19%) and Guadalajara (15%).
Ull H VU A • I GOIJIA- JIOI!T!
rom AlB c. c 21-21 26-34 31-44 41-14 11-60 D.I. LlJARA -RR!! BASE: Total lntervievs (798) (219) (211) (218) (10) (167) (17 4) (168) (146) (400) (200) (198)
I I I I I I I I I I I I
AT LUST OIiCI A wm: 19 II 12 11 21 2J 20 10 16 19 15 27 1'>10 !O =! lIKES A HOIITII 24 2J 30 19 24 25 25 l.l 18 28 18 12 ClllCI A 110m 17 15 H 20 20 17 11 21 14 17 18 11 t'IJJI! OJIJPU Of IIO!l'RS 7 • • 9 ! • 10 I I 7 8 • WS orm 2t 21 12 l! 20 12 23 21 Jt 2t 12 2! I!t'IDI 9 t 1 11 t 9 1 12 12 t 19 6 OOM'!!lI1l/ 1 1 1 1 1 1
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IMOP-Gallup Mexico
CREAM
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AWARENESS
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IMOP-Gallup Mexico
Qq. 34 / 35 llhat types of iet crw do you _ or lIave you bwd about? Imll; llhicb other do yOll kn .. ? ibicb of tbest types of ice creaa do you bov or bave beard about?
AWARENESS OF ICE CREAM TYPES --Total unaided mention--
When respondents were asked in an unaided manner what type of ice cream they knew, 56 % mentioned Regular Ice Cream. 17% said Yoghurt Ice cream, 8 % cream / milk ice cream and 5 % low fat ice cream. Other types were recailed by 2 % or less of bousewive~ 25 % could not menti on any type;
un LPn A • E GOiJ)!- HOm
BASE: Total interviews TOT!1 A/B C+ C 21-25 26-34 35-44 45-54 55-60 O.F. LAJARA -RR!Y (798) (259) (251) (288) (143) (167) (174) (168 ) (146) (.00) (200) (198) 111111111111
RfGUlJ.R IC! CJU:!J4 - 16 56 53 58 62 53 59 53 54 58 59 45 YIlG1URT lC! CJU:!J4 -- 17 19 16 18 15 20 19 15 11 18 18 12 CJU:!J4/H[l! IC! CJU:!J4 ---- 8 6 8 8 9 11 7 • 2 6 11 9 UJW FAT IC! CJU:!J4 5 7 7 4 4 7 4 6 2 3 9 6 SHIRBtT(WATtR-1C, 2 3 I 3 5 4 1 I 3 6 BOI.\JID' --------- I 2 1 I I 2 I I I 3 B1NG ----------- 1 2 I I I I 2 2 • YOM YOM --------------- I I I I 2 I 5 0TItIR ------- 2 I 4 1 1 1 2 5 3 2 6
A,er'ge nUiber ... tioned--- 0.93 0.96 0.92 0.95 0.97 0.99 0.97 0.85 0.77 0.88 1.00 0.96
HONE/DON'T !HOW -- 25 28 26 24 23 27 21 30 33 26 26 25
BOOS, HOLD PURCltASE AT AWARE OP SPECIAL ~IAL COIi.IIH?!IQ~ S!l'ERl!ARKtT IROHO!IQH
Aom HEX!- GI- ill Cl!EE vcr ICE- Cl!EE vcr ICE CIl!: vcr tCE TOTAL -RA CANA GOOE 0lI!l:RS-S! GlIOR'l CJU:!J4 -S! GBURT CJU:!J4 -s! GlIOR'l CJU:!J4
BASE: Total interviews (798) (204) (146) (266) (52) I I I I I
(766) (635) (292) (598) (525) (97) I I I I I I
(286) (2'0) (32) I I I
mOLAR ICE CJU:!J4 ---- 56 62 50 59 .0 60 57 58 62 54 58 47 54 63 34 YIlG1U!IT ICE CJU:!J4 -- 17 19 18 16 17 12 17 19 21 16 18 20 19 23 16 CJU:!J4/HILK Ict CRW -- 8 10 9 6 9 3 8 7 8 7 6 5 9 6 6 UJW fAT ICE CJU:!J4 --- 5 7 3 7 5 6 6 6 6 6 8 7 7 12 SI!IJIBET /"fER' ICE ---- 2 2 1 3 5 2 2 I 3 2 1 3 2 HOI.\JIDA ------------- 1 1 I 2 6 1 1 2 1 2 5 BING --------------- 1 1 4 1 1 2 I 1 2 1 YOM YOM ------------ I 1 6 1 1 3 I 1 4 1 1 5 anu:R --------------- 2 1 4 2 3 1 2 2 3 3 2 5 2 1 9
Average nUiber aentioned 0.93 1.01 0.86 0.96 0.91 0.82 0.95 0.97 1.08 0.92 0.94 0.94 0.95 1.04 0.87
HOHE ------------------- 4 4 J J 5 8 4 4 1 5 • 6 5 DON'! !HOW ----------- 20 17 25 20 28 20 20 21 16 22 21 27 20 16 29
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AWARENESS OF ICE CREAM TYPES
--Unaided & Aided mention--
IMOP-Gallup Mexico
In an aided manner, 87 % of respondents said they knew of regular ice cream. 81 % yoghurt ice cream and 47 % low fat ice cream
The incidence of being aware of low fat ice cream was higher in the A l B group.
C I II LEV E LA G E GOAD!- IIOHTE
rom. AlB C+ C 11-2126-3' 35-" '5-5. 55-60 D.P. Will -RREY BAS!: ToW interview, (798) (259) (211) (28B) (W) (167) (1") (168) (U6) ('00) (200! (198)
11111I111111
RECULIJI ICE CRWt 87 YOGBUIlT ICE CRWt --- 81 l.C'1 FAT IC! CRW -- "
90 89 89 81
65 "
86 81 .5
" 85 92 86 85 84 83 83 82 78 7J 86 41 53 45 .7 38 "
90 83 50
92 66 50
IOIAL BASE: Tot.) intervie .. (798)
I
RrGOLlJ< ICE CRWt -- 87 YOGBUIlT ICE CRWt - 81 l.C'1 rAT ICE CRWt --- 17
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SOPERI!.IRKrT OSO/JJ.j SEQ? cn!EI! WRillJ,f !OOSIJiQlJ) PllRCIl!.SE AT !WAn or SPECIAL ,ill G.BAZ!R CQl!S!Il!Pl'IQJ! SUPEl!l!lJ!KET PRQl!(J!IOH
!ORRJ: KEXI- GI- fSOPE ALL em Y<r ICE- em Y<r IC! WE Y<r ICE -RA CAl!! G!JIT! -RAIlA cmrru -SE = CR!!H -SE = CRW -SE G!!ORT CRWt
(20') (146) (266) (130) (52) (766) (635) (292) (598) (515) (97) (186) (2.0) (ll) 11111111111111
90 79 82 84 51 41
91 79 49
86 74 49
85 96 37
88 87 92 82 83 84 " .9 52
Page ... 79
87 87 85 89 86 74 80 8) 87 8.
81 " 50 '9 5) 55 " 41
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IMOP-Gallup Mexico
PUR C H A .s E
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Qq. 36/37 What types of ice CIW have you bought in the past IOntb to use at bole? About bow' JaIly tiles have you purchased ...... in tbe past lonth?
TYPES OF ICE CREAM BOUGHT IN THE PAST MONTH AND NUMBER OF
TIMES EACH ONE WAS PURCHASED
Among those that have purchase ice cream at home, 71 % said they have bought regular ice cream in the past month 18 % mentioned they have purchased yoghurt ice cream, 4 % low fat ice cream and 4 % cream /milk ice cream.
The incidence of having purchased regular ice cream is lower among AlB housewives (58%) than the C+ (74%) and C (71 %) groups. The same tendency was found for yoghurt ice cream (AlB 8%, C+ 15%, C 21 %). However, low fat ice cream and creamlmilk ice cream were purchased by significan~y more by the AlB group. (LOW FAT ICE CREAM AlB 16%, c+ 5%, c 2%, CREAMIMILK ICE CREAM AlB 10%, C+ 3%, C 4%).
On average. respondents who purchased regular ice cream, yoghurt and cream Imilk ice cream did so around 4.2 times (ICE CREAM 4.24 TIMES, YOGHURT ICE CREAM 4.20 TIMES, CREAM IMILK ICE CREAM 4.62).
Among those that bought low fat ice cream the average number of times was lower; 2.07 times.
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un LPn ! G I GOADA - HONTE
BASE: Total wbo consume TOTAL AlB C+ C 21,25 26-3' 35-'4 ,5-54 55-60 D. r. Will -RR!Y Ice creall (292) ( 88) (100) (10') ( '7) I 63) ( 68) ( 73) ( 'I) (133) ( 53) 1106)
I I I I I I I I I I I I
REGULAR ICE CRE!J! - 71 58 7' 71 56 73 75 7' 60 68 73 76 Kean (I) 4.24 3.78 3.79 4.67 3.36 5.28 3.84 3.76 3.04 4.26 4.26 4.21 YOGElJR! ICl CRE!J! -- 18 8 15 21 15 17 21 14 26 24 11 13 Kean (I) 4.20 2.48 2.99 5.04 3.83 4.00 4.10 5.16 3.64 4.22 2.~ 5.12 WI FA! ICl CRE!J! ----- 4 16 5 2 3 4 4 3 6 4 3 4 Hean (I) 2.07 l.52 2.12 2.58 1.29 2.49 ).20 2.00 3.50 1.87 1.00 2.95 CRJ:AH/KHJ( leI CRJ:AH ------ 4 10 3 4 10 2 4 5 3 4 7 Kean (II 4.62 6.09 2.91 5.24 6.47 6.62 3.17 3.18 4.00 3.61 5.43
OiIl!ERIWlKET i,iALll §!IQE CO!!!JI SORIJJlAI BOUSEIIOLD PIlRCl!l.IE AT AWARE or SPECIAL -em G.8AZAR >l!HlOl!P!lQH lOPERIWlKET PRD!IO!lQl!
!ORR! KElI- GI- ISOPE ALl CHIE YO- ICE- CIIIE YO- ICE CHIE YO- ICE BASE: Total who TOTAL -RA CJJ!.\ GiJflE -RAll\ 0!I!lJIS -SE GJIURT CRJ:AH -SE GJIURT CRE!J! -SE GJIURT CREAK consume Ice creal! (292) ( 64) ( 57) ( 99) ( 63) I 9) (286) (248) (292) 1229) (206) (97) (1lS) (103) (ll)
I I I I I I I I I I I I I I I
REGULAR ICE CRE!J! --- 7l 74 62 74 73 62 73 69 71 7l 72 61 73 70 61 llean III 4.24 3.82 5.23 4.43 3.75 2.25 4.25 4.46 4.24 3.7l 4.25 3.51 3.03 3.20 3.27 YOGElJR! ICE CRE!J! ---- 18 19 27 13 14 33 17 20 18 17 18 27 21 20 22 Kean (I) 4.20 3.95 3.29 4.20 5.97 6.86 4.38 4.38 4.20 4.02 4.60 3.35 4.70 5.22 2.79 WI fAT ICE CRE!J! ---- 4 6 5 2 4 , 4 5 5 9 7 6 10 llean (II 2.07 1.83 2.48 1.83 2.07 2.U 2.07 2.07 2.11 2.13 1.71 1.92 1.59 CRWi/HILK ICE CRE!J! - 4 8 I 12 4 I I I I 3 I 3 2 Kean (I) 4.62 '.00 4.30 '.00 4.95 - 1.62 3.81 1.62 5.27 4.11 3.69 3.55 1.90 2.07
{*I The nan indicates the average nuaber of tiJeS each cbeese was purcbased ill the past tonth
National Dairy Board Page _ •• 82 Promotional Efforts
IMOP-Gallup Mexico
SHARE OF ICE CREAM CONSUMPTION IN THE PAST MONTH
Considering incidence of purchase in the past month and the number of times each one bas been bought. we estimated the share of purchases of ice cream. 74 % corresponds to regular ice cream and 29 % to yogbun ice cream.
The sbare of regular ice cream was bigber in Guadalajara, while the share of purchases of yogbun ice cream was bigber in Mexico City and Mooterrey.
This data does oot oecessarily represeot sbare of market siDce volume purcbased in eacb occasion is not included
TOTAL
t
REGULAR ICE CREAM --------- 74 YOGHURT ICE CREAM --------- 29 CREAM(MILK ICE CREAM -----
LOW FAT ICE CREAM ---------
5
2
National Dairy Soard Page •. . 83
CIT Y
GUADA- MONTE
D.F. LAJARA -RREY
% % %
70
25
3
2
91
B
1
73
15
9
3
Promotional Efforts
IHOP-Gallup Mexico
Q~ 38 Do you ever buy .ice creal tbat you CODSUle at bOle at a superlarket?
INCIDENCE OF PURCHASE ICE CREAM AT SUPERMARKETS
31 % of housewives that purchase ice cream for home consumption said they have ever purchased it at a supermarket .
The incidence was significantly higher in Mexico City (37 %) and MODlerrey (36 %) than in Guadalajara (10%).
CITY LEV E LAG E GUADA" HOIITI
BASt: Total wbo COnsUl' TOTAL AlB C+ C 21"25 26"3. 35" ••• 5"5. 55-60 D.I. LlJARA "RREY Ie, or... (292) ( 88) (100) (10.) ( H) ( 63) ( 68) ( 73) ( H) (lJJ) (53) (106)
111111111111
ns - II NO ""---""-"""""""""-- 68 OCIH'T [HOW - 1
29 33 30 31 28 39 71 67 69 69 n 61
I
26 23 n 77 2
37 10 62 90 I
36 6.
SUfEll!\\RK!'! USUALLY SBOP COMER SORUJUI HOOSIJiOLD P!IRO!ASE AT Aliill 01 SPECIAL -em G.ll.\ll.R CQj!SQHPIIQl! SQFEll!\\RK!'! MOTION
BASt: Total wbo consUie Ice cream
AURRE KE!I" GI" fSOP! ALL CEIl YO- IC!" CH!E YO- ICE CHII YO- let rom "RA CAlIA G.!II!t"RAJ!!. 0lI!IIIS "SE GHURT CRF.AJI "Sf GHURT CRF.AJI "Sf GHURT CRF.AJI (292) (6.) ( 57) ( 99) ( 63) (9) (286) (2.8) (292) (ll9) (206) (97) (118) (103) (32) 111111111111111
YES """""""""""""""--""" 31
NO " "-----"---" 68 DON'T KNOW --"""""------ 1
National Dairy Board
30 68 2
36 6.
26 7.
36 6.
3. 10 66 69
1
Page ". 84
28 31 36 71 68 63 I I 1
32 100 68
J. 65 I
JJ 100 67
Promotional Efforts
IMOP-Gallup Mexico
Q. 43 Dsing a this card, I would like to tell Ie ~Oil iIportant do you consider each of the following attrilJlttes wilen you are selecting a brand of ice cr .... IRW BY iO!!TlOliI
IMPORTANCE OF ATTRIBUTES FOR SELECTING A BRAND OF ICE CREAM
-Top two-
(In LPn ! G & GU)J)A - HONTE
ro1U AlB C+ C 21-25 26-3. 35-44 45-5. 55-60 0.1. !J,J!RA -RRf'{
BASE: Total interviews (292) (88)(100) (104) (47) (63) (68) (73) (41) (J33) (53) (106)
I I I I I I I I I I I I
GOOD TASTE ------------------- 100 100 100 100 100 100 100 100 100 100 100 100 _ III - 3.96 3.96 3.93 3.98 3.95 3.97 3.95 3.95 3.96 3.97 3.89 3.98 BJGH SAfETY ST!J!D.\RDS -------- 99 lOa 100 98 96 100 98 100 100 99 100 98 _ III 3.91 3.95 3.91 3.91 3.86 3.90 3.91 3.96 3.97 3.91 3.93 3.92 GOOD QOi.LITY !II GEliIJW, ------ 99 100 99 100 100 100 98 100 100 99 lOa lOa _ III 3.95 3.95 3.95 1.9. 3.95 3.98 1.90 1.96 1.97 3.93 3.96 1.96 KADE or PURl MIll ------------ 98 100 97 99 100 100 95 97 100 97 97 99 _ III 1.8. 3.82 3.83 3.85 3.8. 3.89 3.80 3.80 3.93 3.87 3.72 3.88 WIDE nRIETY 01 FlJ.VORS ---- 98 100 99 97 96 99 96 100 100 97 100 99 _ III 3.88 3.88 3.93 3.8. 3.78 3.88 3.86 3.93 3.9. 3.88 3.96 3.82 PASTEURlZATIOM --------------- 98 100 96 99 92 100 98 97 100 100 96 97 _{Ii 3.87 3.93 3.8. 3.89 3.70 3.98 3.83 3.85 3.91 3.90 3.89 3.83 GOOD TElTOR.! --------------- 96 100 95 96 96 99 95 9. 100 95 lOa 96 _ III 3.78 3.88 3.n 3.n 3.78 3.82 3.7. 3.7. 3.88 3.72 3.85 3.82 mR PRICE --------------- 95 99 96 H 100 92 95 96 99 93 98 95 _ III 3.76 3.8. 3.81 3.71 3.ll 3.72 3.81 1.73 3.92 3.n 3.87 3.68 GOOD OONTAIX!R SIZE -------- 9. 98 93 " 99 98 90 91 92 92 90 '8 _ III 3.71 3.82 1.73 3.68 1.72 3.78 3.6. 3.67 3.n 3.70 3.67 3.76 ADEQOATE PACKAGE ------------- 91 97 89 90 9. 90 90 88 100 88 90 95 _ III 3.63 3.n 3.67 1.58 3.63 3.68 3.55 3.58 3.87 3.58 3.66 3.67 PREfERRED B~ IUDS ------------ 91 93 93 91 80 95 92 89 95 9l 87 90 _ III 3.70 3.n 1.75 1.65 1.51 1.71 3.76 1.66 3.78 3.72 3.59 3.13 HIGH NUTRITIOK!1 lZ/EL ------- 91 97 89 92 91 9. 86 n 97 91 87 95 _ III 3.6. 3.70 3.6. 3.6. 3.52 3.67 1.58 3.69 3.83 3.71 3.51 3.62 l.QiI C.\l.()RlE CONTENT -------- n 73 72 81 70 8. 67 80 88 80 63 83 _ III 3.19 2.95 3.12 3.28 3.05 3.ll 3.05 l.ll 3.68 3.27 3.01 3.20
It I Very i.portanl {.I. So_I i>portanl Ill. nol goo i>portanl 121. 101 UportanI.1 all III
National Dairy Board Page ... 85 Promotional Efforts
IMOP-Gallup M~~co
SOP&lIJWIKJ:T Q,UillY SH01 COHER SORIIJU./ HOUSEHOLD PURCIlASE AT AWARE 01 SPECIAL -eIAL G.B.\ZAR COHSUl!P!ION SOPERlIARKL'I' 1RO+KYrION
AURRE KEX!- GI- /SOPE ill CHEE YO- ICE- CHEE YO- ICE CHEE YO- ICE rom -RA CAlI'A GA1fi'1:: -ROO C1I'HIRS -Sf GI!UR'l CREIJI -Sf GI!UR'1 CREIJI -SE GI!URT CREIJI
BASE: Total interviews (292) (64) (57) I (99) (63)'1 (9) (286) (248) (292) (229) (206) (97) (118) (103) (321 I I I I I I I I I I I I I I I
GOOD TASTE ----------- 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Mean [II 3.% 3.93 3.97 3.97 3.99 3.81 3.% 3.95 3.% 3.99 3.95 3.98 3.98 3.96 3.99 EIGlI S!]E'l'Y STIHDARDS 99 100 100 100 93 100 99 98 99 99 99 100 100 100 100 Mean (II 3.9l 3.90 3.91 3.98 3.81 3.% 3.n 3.90 3.9l 3.n 3.90 3.95 3.95 3.98 3.99 GOOD QU/.LITY III GEiIDW. 99 98 100 100 100 100 100 99 99 100 99 98 99 99 100 Mean 3.95 3.n 4.00 3.98 3.87 3.% 3.94 3.94 3.95 3.94 3.93 3.94 3.96 3.95 3.99 WE 01 PURE IULK ---- 98 99 100 97 96 100 98 98 98 97 97 98 97 99 100 Mean [II 3.84 3.85 3.95 3.79 3.79 3.81 3.84 3.82 3.84 3.83 3.83 3.92 3.87 3.90 3.99 WIDE VARIE'l'Y 01 FLAVOR 98 98 100 100 91 100 98 98 98 98 98 98 99 99 100 Mean (II 3.88 3.89 3.97 3.94 3.63 3.% 3.87 3.87 3.88 3.87 3.85 3.87 3.91 3.85 3.84 PASTruRIZATION ------- 98 99 100 97 97 79 98 98 98 97 98 99 97 100 100 Mean (/1 3.87 3.89 3.95 3.87 3.82 3.40 3.87 3.87 3.87 3.88 3.89 3.90 3.90 3.95 3.97 GOOD TElTURE --------- 96 97 100 98 90 80 96 96 96 95 95 97 94 95 100 Mean(/) 3.78 3.76 3.86 3.88 3.58 3.n 3.78 3.76 3.78 3.80 3.75 3.83 3.81 3.78 3.92 liJR PRICE ------- 95 92 100 95 9l 100 95 94 95 94 9l 99 98 94 100 Mean (II 3.76 l.74 3.90 3.79 3.57 3.81 3.75 3.74 3.76 3-76 3.73 3.88 3.84 3.75 3.87 GOOD COllTAlliER sm -- 94 88 97 96 94 100 94 94 94 95 91 97 93 9l 100 Mean (II 3.71 3.62 3.73 3.81 3.62 l.81 3.71 3.69 3.71 3.74 3.66 3.81 3.70 3.58 3.82 ADEQUATE PACKAGE ----- 91 81 93 96 90 100 91 89 9l 93 89 94 9l 90 96 Mean (/1 3.63 3.51 3.~ 3.76 3.50 3.60 3.63 3.59 3.63 3.7U 3.61 3.76 3.74 3.60 3.80 PREfERRED BY KIDS ---- 91 88 97 93 87 85 91 92 91 93 91 02 9J 92 97 Mean (II 3.70 3.60 3.78 3.74 3.66 3.66 3.72 3.6i 3.70 3.77 3.71 3.75 3.84 3.70 3.80 EIGlI liU'l'RlTlONlL LEVJJ. 91 93 9l 88 93 64 92 " 91 94 n 9l 93 91 80 Mean (II 3.64 3.75 3.77 3.58 3.49 3.25 3.67 3.64 3.64 3.69 3.64 3.71 3.70 3.65 3.48 LOll CIJ.ORIE COllTElIT -- 77 73 84 75 78 79 77 76 77 79 80 80 82 75 81 Mean (II 3.19 3.18 3.36 3.16 3.05 3.52 3.17 3.11 3.19 3.20 3.26 3.35 3.23 3.18 3.20
National Dairy Board Page ." 86 Promotional Efforts
IMOP-Gallup Mex~co
IMPORTANCE OF ATTRIBUTES FOR SELECTING A BRAND OF ICE CREAM -Top box and mean-
Wilb Ibe exception of low calorie content, whicb was considered very important by 50%, the majority of respondents thought that the attributes for selecting Ice cream were very important
Tbe ones mentioned by90% or more of bouse wives were: Good Taste (96%), Good Quality in General (95 %), Higb saftey Standards (93 %). Wide Variety of Flavors (90 %) and Pasteurization (90 %).
nil ~ c v ~ L A !i I GOIJJA- 110m
rom AlB C+' C 21-25 26-34 35-44 45-54 55-60 D.P. Will -RRE'i BASE: Total interviews (292) (88) (100) (10<) ('7)1 (63) (68)1 I (13) (41 ) (133») (53) (106)
1 1 1 I I I I I I I I I
GOOD TISI'E - --- 96 96 93 98 95 97 95 91 96 97 89 98 !lean (II 3.96 3.96 3.93 3.98 3.91 3.97 3.91 3.95 3.% 3.97 3.S9 3.98 GOOD QOlUT'l III G!NW.L --- 95 95 96 94 95 98 91 % 97 91 96 96 !lean (I) 3.95 3.95 3.91 3.94 3.91 3.98 3.90 3.96 3.97 3.93 3.96 3.96 1!IGl! SlJ'et'Y STIJII)AIlllS ---- 93 95 91 93 91 90 93 96 97 92 ;2 93 !lean (I) 3.91 3.95 3.91 3.91 3.86 3.90 3.91 3.% 3.91 3.91 3.93 3.92 IlIDE villm Of fLAVORS -- 90 89 94 88 81 90 91 93 94 92 96 84 !lean (I) 3.88 3.88 3.93 3.84 3.78 3.88 3.86 3.93 3.94 3.88 3.% 3.82 PASlEURI!AI'ID.'t - 90 93 88 91 84 98 84 88 92 90 92 88 !Iean(/} 3.81 3,93 3.84 3.89 3.70 3.98 3.83 3.81 3.91 3,90 3.89 3.83 KIJ)& Of PURl KILl: ------- 87 88 86 88 84 89 87 82 93 90 7. 90 !lean (I) 3.84 3,82 3.83 3.85 3.81 3.89 3.80 3.80 3,93 3.87 3.12 3.88 GOOO T£l'IVRl --- 83 88 81 84 85 81 82 80 88 80 85 87 !lean II} 3.78 3.88 3.11 3.11 3.78 3.82 3.74 3.1. 3.88 3.12 3.85 3.82 fUR mCE -------- 82 84 85 78 74 80 86 79 92 84 88 13 !lean {I} 3.76 3.81 3.81 3.71 3.74 3.72 3.81 3.73 3.92 3.11 3.87 3.68 mr£RUDB1KlDS 79 83 81 76 73 76 86 78 83 79 73 84 !lean (I) 3.70 3,11 l.TI 3.65 l.51 3.71 3.76 3.66 3.78 3.12 3.59 3.73 GOOD CO!!TAOOR sm -------- 11 85 78 74 73 79 75 11 85 7J 76 11 !lean (I) 3.71 3.82 3.73 3.68 3.72 3.78 3.6. 3.67 3.11 3.70 3.61 3.16 IJJIQOAIE PACKAG& ----------- 74 82 11 10 69 79 70 71 81 73 76 74 !lean (I ) 3.63 3.11 3.67 3.58 3.63 3.68 3.55 3.58 3.87 3.58 3.66 3.67 i!IGB I/UTRlIIOllAL L£VlL ---- 74 13 76 73 61 71 73 78 87 81 64 70 !lean (I) 3.64 3.70 3.64 3.64 3.52 3.67 3.58 3.69 3.83 3.71 3.51 3.62 WI C!J.(lRIE alh"lEliT ------ 50 38 50 52 54 46 45 55 78 55 ,1 Il !lean (I) 3.19 2.95 3.U 3.28 3.OS 3.21 3.05 3.ll 3.68 3.27 3. 01 l.2O
National Dairy Board Page .. _ 87 Promotional Efforts
IMOP-Gallup Mexico
!il!I'1:!IIWUlfl' USUALLY SiOE COIIIJ! SORllJIAI HOOSlllOLD PORc&s! AT AWill OF SP!CUL
,.~ -~ -... ;- G.B.\Z.\R CQNSMlllL _ _ .>l!l'.tJ1i'J\.'Ji:l.- EROIIOTjON !0RRr Kr.XI- ,.
,01- ISOFE ALL ClII! YO- la .. ~r.t li). _ ICE CIltE YO- re! }'-- ,
\;"1 "'- -RA <':)'!~- G!.'ilT -RlJiA ()J'I!IJI5 -SE GI!1JRT Cl!f!.\ ~~ f -~!" :'1:: - - ID>t oS! GB1IR'I CWJ< BASt: 10tal interviews «292) (64) (57) «99) (63) (9) (206) (248) (292) (229) (206) (97) (118) (103) (32)
I \ I I I I I I I I I I I I
GOOU TASTE ----------- 96 93 97 97 99 81 96 95 96 99 96 98 98 96 97 IIw II) 3.96 3.93 3.97 3.97 3.99 3.81 1.% 3.95 3.% 1.99 3.95 3.98 3.98 1.96 1.99 COOO Q(II.LITY IN GOOR.\L 95 93 100 98 87 96 95 9' 95 95 91 95 97 97 99 IIw 3.95 3.92 '.00 3.98 3.87 3.% 1.9' 1.9' 3.95 3.94 3.93 3.94 3.96 3.95 3.99 HIGB S.lJm STlJIDlJIDS 93 90 92 98 87 96 91 91 93 94 91 95 95 98 99 IIw II) 3.91 3.90 3.91 3.98 1.81 1.% 1.92 3.90 3.91 3.92 3.90 3.95 3.95 3.98 3.99 IilDE v!RIm Of fLAVOR 90 90 9) 94 75 96 90 90 90 90 88 88 93 87 ' 84 MeaD II) 3.88 3.89 1.97 3.94 3.63 3.% 1.87 3.87 1.1a 3.87 1.85 3.87 3.91 3.85 3.84 PASTEURIZATION ------- 90 90 95 90 87 60 90 89 90 91 90 91 93 94 97 IIw II) 3.87 1.89 1.95 1.87 3.82 1.40 1.87 1.87 1.87 1.1a 1.89 1.90 3.90 3.95 1.97 WE Of PURE H11J( ---- 87 87 95 82 86 81 87 85 87 86 86 93 90 91 99 IIw II) 1.8. 1.85 1.95 1.79 3.79 1.81 3.8' 3.82 3.8' 3.83 3.83 1.92 3.87 3.90 3.99 GOOD T!XlVRl --------- 81 79 86 91 7. 61 84 83 83 86 81 88 88 84 92 MeaD II) 1.78 1.76 3.86 3.88 1.58 1.l2 1.78 1.76 1.78 3.80 1.75 1.81 1.81 1.78 1.92 PIJR PRICE -----••••• - 82 85 90 83 6. 81 81 81 82 82 81 89 86 80 8) IIw III 3.76 1.7. 1.90 3.79 1.57 1.81 1.75 1.74 1.76 1.76 3.73 3.88 3.84 1.75 3.87 PRlF= BY UDS --•• 79 7. 81 82 81 81 81 78 79 85 80 83 88 79 81 IIw II) 1.70 3.60 3.78 3.7' 3.66 3.66 3.72 3.68 3.70 3.77 3.71 3.75 1.84 3.70 3.80 GOOD CQ1I1AlJI1:R sm -. 77 7' 76 85 69 810 77 76. 77 80 7. 84 77 67 82 IIean II I 3.7l 3.62 3.73 3.81 3.62 3.81 3.71 3.69 3.71 3.74 3.66 1.81 3.70 1.58 3.82 ADEQUATE PACKAGE ---.- 74 69 79 80 66 60 7. II 74 79 " 82 81 71 8. IIean III 1.61 1.51 3.68 3.76 3.50 3.60 3.63 3.59 1.63 3.70 1.61 1.76 3.7' 3.60 3.80 HIGB NUTRlTIONI.L LEVEL 7. 81 84 69 62 60 76 7. 7' 77 13 81 76 7. 69 IIw II) 1.6' 1.75 1.77 3.58 3 •• 9 1.25 3.67 1.6' 1.6. 1.69 3.6' 3.71 1.70 1.65 3.'8 l.OO CALORIE CONTENT -. 50 51 58 .9 37 75 .9 SO 50 52 54 62 51 .9 56 IIw III 3.19 J.l8 3.36 3.16 1.05 3.52 3.17 3.18 1.19 1.20 1.26 1.15 3.21 3.18 3.20
National Dairy Board Page ... 88 Promotional Efforts
IKOP-Gallup Mexico
O. 46 Have you purchased i.ported ice cte.a.J in tile past two .ODUs?
INCJDENCE OF HAVING PURCHASED IMPORTED ICE CREAM
--In the past 2 months--
17% of respondents said they have purchased imponed ice cream in the past 2 months.
The incidence 01 having purchased imponed ice cream was lower in the C group ( II %) than in the AlB (29%) and C+ (23%).
By city. the incidence was significantly higher in Monuorrey (31 %) than in GuadaJajan (18%) and in Mexico City (11%).
CITY L ! v £ L ! G E GOAD!- MONJE
TOTAL AfB c+ C 21-25 26-J~ )5-41 ~5-5~ 55-60 D.f. Will -RRr'i W£: Total interviellS (798) (259) (251 ) (288) (10) (1671 (171) (168) (H6) (400) (2DO) (198)
11111111III I
ru -,-------- 17 29 23 II 21 15 17 15 21 11 18 )1 69 NO ------ 8) 71 T1 89 19 85 83 85 19 89 82
SVPrw.&UT OSQ!LLY SHOP = SORUlU/ BOOSllIOLD PORCIlI.SE AT !Will or SP£CL\1 -au. C.B!.llJ< CQlfSIIl!I'lION SUFrw.&UT PlIOt!OII~ ,= Mm- CI- {SOPE ill. CI
DMOP-Gallup Mexico
Q. 47a iby haven't you purcba.sed isported ice cre.aJ lore frequeIlUy?
REASONS FOR NOT HAVING PURCHASING IMPORTED ICE CREAM
--More frequently--
Among those that have not purchased imponed ice cream in the past 2 months, the main reasons were: Lack of knowledge (34 %). Not available regularly (20%) and High Price (18%).
Ull LIV tL A • & GlIi.DA- HOlfll
BASt: Total who do not purchase TOTAL AlB C+ C 21-2S 26-34 35-41 45-54 .SS-60 D.F. WAPJ. -RID ilported Ice creaa (627) (IS9) (IS9) (249) (107) (132) (140) (130) (llS) (342) (IS5) 1Il0)
t t t t t t t t t t t t
LAC!: OP ~£ 34 29 34 34 42 28 39 33 32 33 32 40 IlOl AVUWLE/RELUllfUTY 20 22 16 21 24 22 14 11 22 11 25 IS BJGl! PUC! IS IS 17 II 11 24 16 13 13 11 16 21 rooR QOALlT/ 3 6 4 2 2 3 3 4 l 5 1 tm'T un THEM 3 5 2 l l 2 4 4 4 5 1 I Tl!lY OOII'T CALL MY ATTUTIOI 2 1 2 2 2 I 2 4 5 J J
lL/!!QR (let) 1 1 2 1 ~ 1 1 2 Artificial flavor I I I 2 I 1 others related to flavor 2 2 I l 2 I 2
D!GR&D1&iTS (Bet) 1 1 2 2 1 1 Bas conservatives I I 1 I others related to ingredients I 2 2 2
roBTunR SIZE lOO IJ.I!GB I 1 I I I 3 !.!BEL A!D IlIGREDlliIIT LIST IlOl III SP!I1SB 1 I I I I I I I I All OSEO TO JIlllCAII PRODOC! I I 1 4 1 2 0'lHZRS 4 4 6 4 J 1 8 5 10 4 2 6 OOIf'T ~ J I J 3 1 4 1 4 4 2 6 IlVlR fflCJ!!SE 10 10 9 11 1 12 1 14 1 12 II 5
National Dairy Board Page ••• 90 Promotion.l Efforts
rMOP-Gallup Mexico
,2fEJl!!AR);cr I!IQAm ,iop COHrR SORIIJ<! I BOO5!l!OLD PORClliE A1 AWARE or SPECIAL -{:!I.L C.B.\ZAR I:2HSUMPTIQH ,1IPEJl!!AR);rr PR<JH0110H
BASE; Total who do not AORR! HtII- CI- ISIIPE ill ruE YO- ICE- CEIE YO- ICE CREE YO- ICE purcbased i.ported ro!AL -Rj ClJ<A CIJ<1E -IW\\ O1BERS -Sf GlIORT CRID -5E GmT CRDJI -5E GmT CRDJI ice creal (627) (174) 1121) (206) ( )7) 141) (6001 (494) (191) (418) (402) (60) (215) (179) 122)
I I I I I I I I I I I I I I !
l.Ill: Of !n'UDCf 34 34 28 34 46 30 35 33 35 34 32 29 26 11 25 JIO! AVllWlZI m.llBIUTY 20 11 21 2l II 25 20 II 24 II 21 24 24 21 16 ilGB Pllet 18 2l 19 II 21 1 1) 17 14 19 18 21 II 11 24 1Xl!I'1 Lm l'I!E!I 3 1 3 1 14 1 1 1 4 ) 1 5 2 POOR Q!J!LITY 1 2 7 1 1 1 1 2 2 4 1 5 rm 008'1 CALL K! ATmlTIOIi 2 ) 2 2 5 2 2 2 1 1 ) 1 1 8
n.A£QR (Jet) 1 1 1 1 • 1 1 1 1 l 1 1 1 Artificial flavor 1 1 1 1 1 1 1 1 1 Others related to flavor 2 1 1 1 1 1 1 1 1 I
DlGRtDIIlTS (Het) 1 l ! 1 1 Bas conservatives 1 1 others related to ingredients 1 1 4 1 1
I IJ< OSED TO JIEIlCJJI PRQoocr 1 2 1 1 1 1 2 2 1 1 I 1 WEL AiD D=I!llT US! HC1f D SPillSH 1 1 ) 1 1 2 1 1 1 1 CXIIi'lAmR sm TOO LARGE 1 1 1 ) 1 1 Il'!Hl:RS 4 II II 5 5 ) 8 6 9 7 5 7 8 6 4 OOlf''l'~ ) 2 I 6 1 2 3 2 2 1 7 2 5 II lIlV!R !'ORCllif 10 10 8 14 8 II 10 11 8 10 10 5 12 II 1
National Dairy Board Page ... gl Promotional Efforts
XHOP-GallUp ~exico
I Q. 47b iby doD't you ever purrbase ilported iet aw?
REASONS FOR HAVE NEVER PURCHASED IMPORTED ICE CREAM
The reasons for not ever having purchased imponed ice cream were the same as for not having purchased recently. The main answers were: Lack of knowledge (17%) and High Price (14 %).
CIT Y LEV E LAG E GOIJ)A- MOm
BAS[: Tota l libo never purcbase Ice creat
L.la:or~ nCB PRICE lOT AVl.ILlBLE/lELUBlLll'I FOOR OOALlTY ronl.IJll! Slit roo wet 00II'1 Lm TBlII WEI. llCiEDIEn LIST IIOT II SPAlIS!
TOTAL AlB Ct C 21-25 26-)' )5-1' '5-5' 55-60 0.1 . LlJ;~ -RRrY ( 60) ( 17) ( (9) ( 24) ( 8 ) ( Il ) I 14) ( (6) I 9 ) I l1) I (7) ( 16) 111111111111
17 26 14 20 9 8 • 8 8 17
5
I 12 15 8 22 I 2 10
12 16 )
JO 12 8 16
19 II
IB 9 2l 9
JO 9 17 • 22 16
)1 5 9 17 8 B 2
20 B 8 15 6 19
12 6 IJ 8 10
7
22 18
I All eSED TO IIEIICIJ PROlIIJe! 5 7 7
U U 7
lWQE Iwetl ArtIfICial lavor Others related to flavor
arms OOff'f ~
! ~ 1 2 1
12 12 12 II 15 19 19 Il
SUPIJI!!.\WT OSQALLI SlIQP
1 1
II
16
1 1
II 26 8 2 14 8 512 924 JOll 16
)1 )1
COHER SOIIAJlA I HotJSOOLD PtlRCIlAS! AT AWARJ: or SPECIAL -<IAl G.B.l1AR CQIISOlIPllQ! SIIPERIIAMt'! PROIiQlIOl!
AORR! MEn- GI- ISIIPE ALL C!!IE YO-CE- CHII YO- tCE e!!IE YO- ICE BASI: Total wbo Dever purcbase Ice creal
TOTAL -RA CAlIA GAJI'IE -R!JtA 0'l'IlJ:RS -SE GHORT CRl!J( -SE GlIUR! CRl!J( -SI GlIUR! CJlW I 60) I 16) I 7 ) I 25) I 6 I I 6) I 57 ) I SO) I 14) I 47) I 40) (4) (22) ( 18 ) ( 1) 111111111111111
L.lat 01 ~ 17 18 5 14 nCB PRICE 14 15 16 IIOT lVIJLlBLEI R!LIlBILlTY 9 II 16 FOOR QOlLITY 8 8 JO ClJIITl.III!lI sm roo L.lRGI 8 10 9 OOII'! Lm TBlII 8 18 wa 11=100 LIST IIOT IX SPAIIIS! 5 19 I All OSED TO MEIlCAll PROOOCT 5 17
lW!lI! (Wet) i XItillcul flavor )
1
Otbers related to flavor 1 1
12 8 1
7 52 18 14 II 16 16 7 7 15 U W II 15
10 8 l7 10 8 8)91413
)2491566 ))97710
5 5 8
5 5 19
} 1 4 1 1
i 1 5 1 1
57 9 10 1
15 4 )
10 12
15 8
8 II 100 6
14
12
12 15
6 17 U 13 II 7 II 8 )9 )2 8 5 15 21 17 16 17 12 20 19 20 17
Page ._. 92 ~r~tion.l Efforts
IMOP-Gallup Mexico
Q. 48 WbatJ s the country or origin of the i.ported ice creal you purchased?
PLACE WHERE IMPORTED ICE CREAM IS FROM
Those who purchased imported ice cream were asked what country is the origin of the product The great majority (86%) mentioned the United States. 3% said Holland and 11 % did not recall
BASE: Total wbo purchase iJporte<l Ice creal
D.S.A. _. ___ ~.~~. __ ~ ____ ~w __ w __
BOLLlJ1l) ~._. ___ w _________ • _____
LEV E LAG E GUADA- MOIITE TOTAL A/B C+ C 21-25 26-3' 35-'4 '5-5' 55-60 D.r. LAJARA -RREY (Ill) ( 10) ( 62) ( 39) ( 36) ( )5) ( )') ( )8) ( 28) ( 51) ('5) (61) lllllllllill
86 9. 89 80 88 96 15 82 92 17 91 17 ) 11 3 I 6 5 4
= ------------------------- 1 1 3 • 1 3 DON'T KN~ -------------------- 11 5 8 11 12 4 11 12 8 18 3 10
SIlPIRI!.IRD:T DSOlLLj SHOp COlIER SORIANA/ BOUS'l\O{.D PURC!!ASE AT l'I.JtE OF SPECIAl -{;ill G.B.\!I.R CQNS!!l!P!/oN SUFERI!I.RKI'! Pl!QtIOTIOK
10RRr HEXI- GI- /SUPE lLL eHIE YO- ICE- cm:E YO- ICE em YO- ICE BASE: Total who purelias,TOTAL -RA CAlIA GAJm -R!J!A 0TlIDtI -SE =1 CRL\I! -SE = CRL\I! -SE =1 CREAK i'port,d lee ereao (l1l) ( 30) ( 21) ( 3D) ( 53) (1) (166) (141) ( 91) (110) (123) (31) (71) ( 61) (10)
111111111111111
D.S.A. ----------------- 85 91 65 89 81 9' 86 85 90 86 8. 81 89 89 100 BOLLlJ1l) ---------------- 3 12 4 3 4 3 4 5 6 3 OTHER ------------------ 1 2 1 1 2 2 2 1 3 • DO!'! KN~ ------------- 11 9 23 5 lJ 6 10 10 5 10 12 lJ 5 5
National Dairy Board Page ... 93 Promotional Efforts
IMOP-Gallup Mexico
PRO MOT ION S
National Dairy Board Page ... 94 Promotional Effo~ts
!MOP-Gallup Mexico
O. 19a Rave you reeenUy SeeD any kind of special supenarket pro.otian for ice creu, or not?
SPECIAL SUPERMARKET PROMOTION FOR ICE CREAM
One third (32 %) of housewives that purchase in supermarkets and consume ice cream remembered having seen a supermarket promotion for this product.
nIl L IV n ! , I GOADA - 110m
mAL I{B c. C 21-25 26-34 35-44 45-54 \\-60 D. f, Will -RID I I I I I I I I I I I 1
YES ------- 32 31 27 37 29 36 38 23 26 27 10 47 BO- 65 69 73 60 71 64 57 17 14 10 90 53
OOB'! !lIOW -- 3 3 5 3
8ASf: lata! who bought fn supermarket and consume ice cream (95)
SOPERl!,lRX!1 oSQAL!'y SII0r C!lH!R SORlllt.\/ BOOS!l!OlJ) PORCB!.SE !! ,Will or SPECIAL -<:ll.L G.SmR m;SQHP
IMOP-Gallup Mexico
Q. )9b What kind of prolotion for ice creal did you see?
KIND OF PROMOTION
Half of those that recalled an ice cream promotioo voluntarily mentioned price discounts. 17 % mentioned taste samplingldemonstratioo aDd II % recipe books l brochures.
, E v ! , I G E GUIJ)A- MOII'1E BASE: Total wbo bave seen any TOTAL A/B c+ C 21-25 26-)4 )5-4' 45-5' 55-60 O.r. L!JIRA -RREY
llid of prolotio. I )2) I 10) I 11) ( 11) I 7 ) I 6 ) ( 10) I 6 ) ( ) ) ( 14) ( 1) (17) 111111111111
OrYER 2 I 1 - 38 16 ,4 35 11 29 52 3) 42 2) 53 DISCIltIlITS OF 201 1301/ 401 --- 9 )8 20 12 21 2 20 DISCIltIlIT OM PRICE 2 3 49 3 S!.LIS ---------- I II 5 2 I
T!SF! SlKPLrRG/DEHOHSTRATDlG -- 17 24 17 17 72 RECIPE BOOKS OR BROCBURlS -- 11 5 18 cmrR - 10 8 II 9 DOH'T ~OW _____ n ---- 11 11 18 11
SPl'WIARm QSOAIJ.X SHOP
3 32
15
10
2J II
4 22
9 23 24 10
100
13
10 22
Cll4!IR SCRIW/ BOOSEliOLD PORClUSE AT mn or SPECIAL -ru.r. C.8AUR COHSQKPIIOH SIlPWIARm PRQl\OIlo!!
IORRJ: HEII- CI- /SUP! ALL em: Xi)- ICE- em Xi)- IC! em Xi)- ICE BAS!: Total wb<l bave seenTOTAL -RA CAlli G!liTl -IWU 0TB:r:RS -SE GI!lIRf CRE.\II -SE GBORT CRE.\II -SE GBORT CREIJI any kind of prolotion I 32) ( 4 ) ( 7 ) ( 9 ) ( 12) I - ) I 31) ( 22) I 32) I 28) I 19) (32) (22) I IS) (32)
111111111111111
OFF!]! 2 I I -- - 38 OI5alIJNTS or 20113011401 9 • DIsa>oliT 011 PRICE -- 2 SIJ.l:S 1
TAST! S!l6'L1HC/ ODIONSTRATIHC ------ 17 66 RICIP! BOOKS OR BROCHlIRIS 11 om:R -------------- 10 30 DOH'! !lKlI ------ 14
National Dairy Board
U 32 55 6 22
5 1 1
2 3 22 46 1 2 16
25 20
42 41 38 40 10 14 9 10 2 2 1 I I 1
19 17 17 21 16 11
11 7 10 12 16 6 14 17
Page ... 96
49 38 41 53 38 5 9 II 5 9
2 2 1 1 I
27 17 20 25 17 1 11 I 11
11 10 15 11 10 9 14 12 7 14
Promotional Efforts
IMOP-Gallup Mexico
Q. 40 .Did you recenUy see a spedal supenarket prolotioD for ice creaa usibq .... (READ BY ROI'!TIotI) '" ?
KIND OF PROMOTION
-Una i ded & Aided--
In an aided manner, 19 % of those who purchase ice cream at supermarkets (2 % of total sample) recalled having seen an ice cream tasting/sampling demonstrating and 9 % of ice cream purchasers of ice cream in supermarkets (1 % of total sample) remembered recipe books or brochures.
SASt: Total who purchase Ice creal at supe.narxet
YES -----------------
NO ----------------------
YES ----------------------
CITY LEV E LA G £ GOAD,- MOIITE
\'O!!L l /B C+ C 21-2526-)4 35-41 45-54 55-60 D.r. WAR!. -RR£Y ( 97) ( 30) ( 36) ( 31) ( 18) I 17) I 29) I 22 ) ( ll ) ( SO) ( 5) « (2 ) IIIIIIIIIII I
TASTE SAJ(l'!.!ICfDI'IIOIS!RATIJIG
19 19 14 l( 21 6 81 81 76 86 76 91
RECll'E !ro[S OR BIIOCIJURES
9 8 5 12 2 18
27 23 7J 77 100
( 35
18 82
10
I; 85
21 79
KG ------------------------- 91 92 95 88 98 82 96 100 65 90 100 8
92
SllPERl!Wrt OSUALLY SI!OJ' COMER SORIAlIA/ BOOSIlIOi.D PURCl!.\.SE AT ,Will or SPECIIJ. -<:UL G.B/.ZAR glNS!IH!'llON Sl!PIRII.\Mrt PJ!(J!!OTloN
AIJRRI 1Il1I- G[- /SOPE l.LL em YO- [CE- CllI! YO- ICE CllEJ: YO- ICE WE: Total wbo purcbase ice creal at superurket
IWIJ. -RA CAXA GAJm: -RAJ!! = -SE GIIORT CREAlI -SE GIIORT CREAlI -5t GBORT CRIAlI I 97) ( 17) ( 11 ) ( 25) I 311 I 3) I 95) I 76) I 97) I 87) I 70) (97) ( 16) I J7) (31) IIIIIIIIIIIIIII
TASTE SAl/P!.!ICfD!IIlI<STRATiliG
YES ---------------- 19 17 23 17 19 17 15 19 19 17 19 31 )0 45 NO -------------------- 81 83 77 83 81 100 83 85 81 81 83 81 69 70 55
RECll'E 1I0O«.I OR BI!OC!llJRES
YES -------------------- 9 5 18 1 lJ 5 10 9 6 7 9 6 11 2) NO --------------------- 91 95 82 99 17 100 95 90 91 9< 93 91 94 88 77
National Dairy Board Page .•. 97 Promotional Efforts
IKOP-Gallup Mexico
o. U As far as you knOll' I wbo was the sponsor of the pro.otlon?
SPONSOR OF THE PROMOTION
When asked who sponsored the promotion, 38% mentioned a brand ofice cream, 26% did not know and 36 % mentioned other sponsors.
nn .1' lL ! • , GOIJ)I- MOI!TE
BASE: Total who have seen IWAL A/B Ct C 21-25 26-34 35-44 45-54 55-60 0.1. Will -RR£'{
the prolotion ( 25) ( 7 ) ( 11) ( 7 ) ( 4 ) ( 4 ) ( 8 ) ( 5 ) ( 4 ) ( 14) ( 1 ) ( 10) I I I I I I I I I I I I
B.WIlS. (let) ~ ~ ~ ~ I H li :m Jl ~ - -- -BOlJ.l(lJA -------------- 18 14 24 13 8 14 70 31 YOM YOM -.-------- 14 14 15 13 24 19 36 DANOHE ------------- - 6 14 2l 16
OTI!ER 36 2l 32 40 63 50 30 57 46 25 OOI/'T IJIOWjRD'llSED 26 49 15 34 29 4 38 30 43 2l 100 24
:ll!fERl!lJlm D,QALLj SHOE ClJI(!R SORIIJII/ BOOS!J!OLD PlJRCI!lSE AT AWARE 01 SPECIlI -crJ.L G.RAll.R COHSUI!P!IQl! SDEERl!IJIm 1EDMOflDH
AiIRRE l!EU- GI- ISOPE ALL CBEE YO- ICE - CII£E YO- ICE CBtE YO- ICE BASE: Total who have IWAL -R,\ CIJIl G!l!TE -RAl!l = -SE G!!URT CWl! -Sf G!!URT CREAl! -SE G!!URT CREAl! seen the prollotion ( 25) ( 3 ) ( 9 ) ( 5 ) ( 8 ) ( -) ( 23) ( 19) ( 25) ( 22) ( 18) (25) ( 16) ( 14) (21)
I I I I I I I I I I I I I I I
~ (Het) ~ fi II II ~ fi II ~ fi ~ ~ >l1 2i !l1 BOlJ.l(lJA --------------- 18 69 15 23 24 18 23 30 18 23 25 15 YOM YOM ---------------- 14 4 52 18 20 14 18 25 14 26 29 18
DANDHE ----------------- 6 33 8 6 8 6 11 7
OTI!ER 36 31 55 37 27 31 36 27 14 36 11 1J 41 OON'TIJiOW 26 30 63 11 24 25 26 24 31 26 29 33 19
National Dairy Board Page ". 98 Promotion.l Efforts
IMOP-Gallup Mexico
IMAGE
National Dairy Board Page ... 99 Promotional Efforts
Qq . H / 45
IHOP-Gallup Mexico
OSibq a scale 1 to 10 where I '10' aeans it describes i.leriw ice c:reu very weU and ' I I teUS it does DOt describes Aeriw ice creal at ill, even if you've Diver tzied theI, bow would you nte AleIica.n ice c:rw for eacb of tbe folloviDg attributes? (WD !TI'RIBDTlS BY aarUIOl j OSing this Sale scale 1 to 10, eve if you've DeVer tried their bow would you rite Meliw ice ""ea. for .. ell of tbe foU .... inq attri.J>lrus? (WIl 1r!iII!IJ'ltS BY 1IOT1TI0Il )
GRADING OF AMERlCAN AND MEXICAN ICE CREAM -Top (wo·
Respondents graded Mexican ice cream bener lha.n American Ice cream m all attributes, particularly Preferred by Kids, and Fair Price ,
The annbuu: wilh Ihe smalle" difference is High SafeI)' Slandards.
HIGH SAFETY STANDARDS ------_____ _
HeaD (Ii -------------------------GOOD QUALITY IN GENERAL -------__ _
HeaD (I i ----------------.---WIDE VARIETY OF FLAVORS ---------_ HeaD (I i -------------------------GOOD TASTE ------------__________ _
Hean (I i ------------------PASTEURIZATION -----------------__
Hean (Ii -----------------------GOOD TEXTURE --------------------Hean (Ii ------. --------------ADEQUATE PACKAGE ----------------Hean (Ii ----------------------PREFERRED BY KIDS ---------------Hean (, J ----------------MADE OF PURE MILK ----------------Hean (,) -----------------LOW CALORIE CONTENT --------------Hean (Ii -------.- ----------FAIR PRICE -----------------------
AMERICAN MEXICAN \ ,
54 8.38
54 8.38
52 "
60 lI.73
67
8.90 72
8.32 •• 9.05 49 • • 68
8.~6 • . 8.9~
49 61
8.18 " 47
8.04 47 ••
8.13 ••
42 " 7.79 ••
42
7.94 38
7.60 •• 38
Hean (Ii ----------------------- 7.67
8.78 62
8.73 61
8.76 68
B.94 61
8.70 47
B.llI 58
8.63 53
8.47 59
8 . 76
HIGH NUTRITIONAL LEVEL------------ 45
Hean (Ii ------------------------- 7.93 GOOD CONTAINER SIZE -------------- 45
Hean Iii ------------------------- 8.~~
laUon.l Oa iry Board Page . . . 100 Promotional Efforts
IMOP-Gallup Mexico
GRADING OF AMERICAN ICE CREAM
-Top two-
nn uvn ! G ~ GU)J)!- HOI/IE
roTAL !{B c+ C 21-25 26-34 35-44 45-54 55-60 D.F. L!JAR! -RREY BASE: Total interviews (798) (259) (251) 1288) (W) (167) (174) (168) (146) (400) (200) (198)
I I I I I I I I I I I I
HIGH S!FITI ST!J1DARliS --- 54 54 55 53 59 51 56 55 50 40 7J 65 14Wl(1I 8.38 8.32 8.41 8.37 8.33 8.34 8.39 8.67 7.92 7.81 8.87 9.04 GOOD QUAL!fI IN GENERAL - 54 55 53 56 54 55 53 59 50 44 68 67 I4Wl (I) 8.38 8.23 8.44 8.37 8.34 8.40 8.30 8.75 7.80 7.89 8.76 9.05 WIDE VARIETY OF FLAVORS - 52 35 54 50 55 53 48 52 54 40 64 63 I4Wl (Ii 8.32 8.31 8.38 8.29 8.27 8.38 8.23 8.57 7.90 7.83 8.75 8.93 GOOD TASTE - 49 47 50 48 54 46 46 56 47 38 60 60 I4Wl (II 8.16 8.04 8.25 8.U 8.07 8.27 7.93 8.64 7.49 7.73 8.43 8.82 PASTEURI!!T[oN 49 53 49 47 50 49 49 44 52 36 61 64 I4Wl (I) 8.18 8.25 8.19 8.17 8.12 8.21 8.19 8.18 7.90 7.64 8.56 8.98 GOOD TEXTURE 47 55 50 45 46 52 42 48 43 37 60 57 I4Wl (II 8.04 8.25 8.U 7.97 7.99 8.12 7.84 8.40 7.63 7.56 8.38 8.73 )J)EQO!TE PACKAGE 47 56 53 43 50 49 44 49 48 35 62 60 Mean III 8.13 8.30 8.24 8.04 8.06 8.20 7.97 8.46 7.72 7.64 8.46 8.88 PREFERRl:D BY KIDS ---- 42 52 47 38 45 38 42 46 48 31 54 55 !lean III 7.79 8.U 7.97 7.63 7.73 7.60 7.75 8.32 7.69 7.41 7.90 8.60 IIIJ)E or PORE MILK - 42 42 45 41 44 40 40 47 48 34 45 63 Mean II) 7.94 7.85 8.01 7.91 8.03 7.96 7.77 8.18 7.54 7.48 8.09 8.91 [.()4i C!LORIE OOI/IENT - 38 47 37 39 44 37 35 38 44 30 46 49 I4Wl (I) 7.60 7.94 7.57 7.SS 7.76 7.48 7.41 8.07 7.41 7.15 7.89 8.29 FAIR PRICE - 38 34 36 39 39 37 33 44 39 28 44 51 Mean (II 7.67 7.59 7.63 7.72 7.73 7.58 7.52 8.26 7.2J 7.31 7.76 8.52 HIGH NUTRITIONAL LEVll---- 45 41 43 46 51 41 40 51 45 33 52 60 I4Wl (II 7.93 7.80 7.80 8.04 8.00 7.81 7.85 8.40 7.SS 7.43 8.13 8.94 GOOD 001/l!lJ!ER sm ---- 45 53 49 43 54 41 42 54 45 36 54 62 Mean (II 8.11 8.29 8.23 8.02 8.ll 8.10 8.00 8.48 7.70 7.60 8.45 8.90
National Dairy Board Page ... 101 Promotional Efforts
IKOP-Gallup Mexico
GRADING OF AMERICAN ICE. CREAM
-Top two-
SllEE:RXARf\E'r 2gJALiJ mlOe COlIER SORIARAI ROOSEliOLD PURCI!!.SE AT A~ARE OF SPECIAL -ern G.BAZAR QlJ!~OKPTIQJ! ~OPERl!I.RJTI fROllOTIQN
AORR! !!EXI- GI- ISOPE ALL CI!El YO- ICE- em YO- ICE CREE YO- ICE TOTAl -RA CAlIA CIJflE -R.\KA 0!I!tRS -SE GI!lIRT CRt\II -SE GI!UII'l CRt\II -SE GlIORT CRt\II
BASE: Total interviews (798) (201) (116) (266) (130) (52) (766) (615) (292) (598) (525) 197) (286) 1210) (32) I I I I I I I I I I I I I I I
PREfERRIJ) BY KIDS -- 12 39 27 52 52 39 13 II 46 42 13 13 17 38 56 Mean 7.79 7.16 7.39 I.ll 1.59 7.31 7.11 7.71 7.95 7.81 7.81 7.93 1.01 7.78 8.95 LOW CALCRJE COII'I'EIIT - 38 36 29 15 II 31 39 3S 10 39 39 36 13 36 44 Mean 7.60 7.31 7.17 7.91 7.97 6.93 7.62 7.56 7.66 7.61 7.60 1.00 7.99 7.16 8.73 GOOD TEXTURE ---- 17 44 37 51 52 44 18 17 51 17 19 16 50 13 51 Mean 1.04 7.73 7.11 1.21 8.70 7.61 1.06 1.01 1.15 1.07 S.U 1.27 1.35 7.92 9.11 FAIR PRlCE ----- 38 31 27 15 17 33 38 38 13 39 39 45 43 37 15 Mean 7.67 7.10 7.26 7.92 1.17 7.10 7.72 7.67 7.11 7.73 7.71 8.07 7_94 7.66 1.71 GOOD TASTE ---- 19 19 36 55 52 43 50 51 56 50 50 61 51 48 70 Mean 8.16 8.08 7.90 8.21 1.71 7.69 1.19 8.19 1.10 1.16 8.23 1.65 1.10 8.10 9.39 ADEQDATE PACKAGE --- 17 44 33 58 53 10 18 17 50 18 49 55 52 17 56 Mean 8.13 7.95 7.71 1.13 8.75 7.39 1.15 I.ll 1.20 1.15 8.17 1.51 1.13 8.13 9.07 IWIE Of PIlRE KIU: -- 12 35 35 19 55 36 II 12 46 II II 19 17 38 53 Mean 7.91 7.60 7.76 1.16 1.66 7.51 7.91 7.91 1.15 7.99 7.97 8.52 1.23 7.83 9.08 WIDE VARIETY OF FLAVOR 52 16 13 60 63 II 53 52 52 53 51 51 59 51 56 Mean B.32 1.02 8.17 B.55 1.% 7.81 1.35 1.30 1.35 8.31 1.37 8.55 B.61 8.32 9.25 P}'sTEUlUZATION --- 19 II 39 55 59 39 50 18 52 50 19 53 55 15 61 Mean 1.18 7.77 1.04 1.12 1.99 7.75 1.21 1.17 1.37 B.16 B.18 8.65 8.17 1.07 9.12 l!lGH NOTRlTIO/IAL LEVEL 15 13 30 50 59 ·36 15 12 15 15 13 52 48 10 61 Mean 7.93 7.57 7.67 1.11 1.97 7.33 7.% 7.15 1.03 7.92 7.16 1.18 1.09 7.75 9.12 GOOD COlITAli!tR SIZE -- IS 13 35 50 58 16 17 II 17 16 16 50 50 I! 56 Mean 1.11 7.B2 7.93 B.21 1.90 7.70 I.ll 1.06 1.26 I.ll 8.07 1.13 1.15 1.95 9.13 RIGH SAFETY STANDARDS 51 51 36 61 63 53 51 53 58 53 53 61 55 51 65 Mean B.38 1.05 1.08 1.67 9.07 7.% 1.38 1.35 8.53 1.30 1.35 8.71 8.55 8.26 9.50 GOOD QUALITY IN GENERAL 51 53 39 63 66 17 56 55 58 55 56 58 57 56 65 Mean 8.31 8.18 8.U 8.56 9.13 7.81 I.I! 8.36 1.52 8.31 1.39 1.69 8.52 1.13 9.35
National Dairy Board Pa.ge .. _ 102 Promotj~nal Et fp rts
BASE: Total intervie~s
GRADING OF MEXICAN ICE CREAM
-Top two-
Hvn I G ~
IMOP-Gallup Mexico
C I I ~ GUADA- HONTE
TOTAL A/B Ct C 21-25 26-)4 )5-44 45-54 55-60 D.P. Will -RRrY (798) (259) (251) (288) (14)) (167) (174) (168) (146) (400) (200) (198)
I I I I I I I I I I I I
WIDE VlRll'lY or fL}.VORS --- 72 76 71 72 71 68 78 70 70 68 77 75 Mean (I) 9.05 9.14 9.09 9.01 9.07 8.90 9.21 9.14 8.89 8.99 9.08 9.16 PREYI:RRlJ) BY KIDS 68 7) 69 67 72 66 72 64 65 65 68 76 Mean (I) 8.94 8.98 8.97 8.92 9.01 8.91 9.12 8.81 8.57 8.90 8.88 9.15 GOOD TASTE - 68 74 72 64 65 68 70 68 65 6) 72 74 Mean (I) 8.91 8.99 9.04 8.82 8.8) 8.89 8.97 9.01 8.74 8.85 8.89 9.12 GOOD QDALITY III Goo:RA1 67 71 69 66 70 66 70 64 64 66 66 74 Mean (I) 8.90 8.95 8.99 8.84 9.04 8.n 9.00 8.99 8.70 8.90 8.74 9.17 GOOD TE!l'URl 62 7) 6) 60 6) 56 66 66 66 59 62 71 Mean (II 8.7) 8.98 8.85 8.62 8.n 8.55 8.82 8.91 8.7) 8.66 8.64 9.04 PASll:URIZAIION - 61 70 6) 60 64 61 67 54 55 60 57 71 Mean (I) 8.78 8.95 8.86 8.71 8.93 8.70 8.93 8.66 8.65 8.74 8.61 9.18 ADEQUATE PACKAGE --- 61 73 65 57 60 62 65 55 61 56 64 72 Mean ( I) 8.76 9.04 8.92 8.62 8.68 8.73 8.91 8.71 8.57 8.62 8.70 9.22 MADE or PURE MILl 61 67 64 60 64 59 67 54 61 64 55 65 Mean (I) 8.70 8.74 8.78 8.65 8.79 8.61 8.92 8.55 8.56 8.76 8.41 9.01 RICH illETY ST!lIE!RDS - 60 68 63 57 62 56 64 60 60 58 55 73 Mean (I) 8.73 8.87 8.82 8.65 8.88 8.59 8.82 8.84 8.51 8.64 8.56 9.24 GOOD CONTAINER SIZE - 59 70 62 57 60 58 65 55 6) 55 59 76 Mean (I) 8.76 8.93 8.82 8.70 8.87 8.71 8.87 8.68 8.53 8.64 8.64 9.26 FAIR PRICI 58 72 60 56 65 57 58 58 58 57 54 68 Mean (II 8.6) 8.88 8.70 8.56 8.76 8.61 8.58 8.70 8.56 8.69 8.32 8.95 RICH IlUTRITION.\L L!VEL 53 57 55 52 52 50 58 54 59 52 46 68 Mean (I) 8.47 8.52 8.48 8.45 8.57 8.31 8.55 8.59 8.4) 8.42 8.18 9.05 LOW CALORIE CONTIJIl 47 55 .8 45 51 41 51 " 56 .5 .2 62 Mean {II 8.19 8.34 8.16 8.19 8.'5 8.11 8.17 8.ll 8.26 8.06 8.03 8.76
National Dairy Board Page ... 103 Promotional Efforts
I'C7AL
IKOP-Gallup Mexico
GRADING OF MEXICAN ICE CREAM
-Top two -
0lII'ERMARX!:T i.iloL.r ,iQ1 COI!DI SORLIHAI BOOSEllOlJ) Plll!Cl!!.SI AT -<1.IL G.WAR IllIfSIJKl'!IQ~ SUPflIX!Rrn
AIJRR£ WI- GI- ISOP! ALL CI!Di YIr ICE- CI!Di fir ICE -RA CAlIA G.\JIt! -R!J(.I. cm!ERS -Sf GJ!llR1 CWJ( -SE GJ!llR1 CWJ(
A~ARI Of SPECIAL _QII0~
em YIr ICE -Sf GJ!llR1 CWJ(
BASE: Total interviews (79S) (204) (146) (266) (130) (52) (766) (635) (292) (598) (525) (97) (286) (240) (32) I I I I I I I I I I I I I I I
WIllE vwm or fUVORS 72 74 70 7l 72 79 72 70 73 71 70 67 76 63 70 IIwI 9.05 9.09 9.08 1.95 9.08 9.19 9.08 9.03 9.07 9.04 9.03 8.91 9.24 8.82 9.18 PR!l't:RRIJ) BY KIDS - 68 71 68 67 70 54 69 67 69 67 70 65 69 71 . 69 IIwI 8.94 8.91 9.04 8.94 9.06 8.52 8.95 8.95 8.19 8.93 9.02 8.76 9.00 1.96 8.93 GOO!) lAST! ---- 68 II 62 69 65 61 68 68 7l 67 68 65 75 67 68 IIwI 8.91 8.99 8.90 8.90 &.84 8.86 8.95 8.89 8.96 8.92 8.U U6 9.03 8.74 9.05 GOOD QUALITY IN GOORAL 67 70 62 69 72 57 67 68 73 69 70 68 74 72 75 IIwI 8.90 8.93 8.85 8.85 9.17 8.74 8.94 8.92 9.08 8.95 8.95 8.96 9.U 8.92 9.25 GOOD I'IXTURJ: ---- 62 64 58 62 64 57 62 60 66 62 62 67 64 58 65 IIwI 8.ll 8.64 8.n 8.74 1.85 1.63 8.78 8.71 8.15 1.73 8.73 8.70 8.88 8.61 I.n fAIR PRICE ---- 58 55 S4 64 57 60 58 59 61 57 58 51 60 56 53 IIwI 8.63 8.45 8.70 8.70 8.64 8.83 8.67 8.66 8.73 8.62 8.67 8.55 1.74 8.55 8.74 Pl.STruRllATION ------ 61 62 58 61 70 55 62 61 68 61 63 65 67 62 ·64 !lean 8.78 8.62 8.79 8.79 9.U 8.79 8.81 8.79 8.90 8.78 a.84 8.15 8.95 8.n 9.07 AOJ:QUAfE PACKAGE ---- 61 65 51 63 68 52 62 61 65 61 64 63 65 59 59 IIwI 8.76 8.82 8.li 8.78 9.03 8.41 1.79 8.76 8.U 8.73 8.78 8.78 8.88 8.5.\ 8.87 IWlI Of PURE I!ILK -- 61 62 66 60 59 52 62 61 64 62 63 58 67 61 56 !lean 8.70 8.60 8.U 8.63 1.85 8.71 8.76 1.7l 8.80 8.74 8.75 8.74 8.90 8.62 8.92 B1Gl1 SAfm STAJ!I)ARDS 60 62 54 59 71 51 61 61 65 62 63 66 68 61 72 I4eal> 8.73 8.65 8.72 8.73 9.11 8.34 1.76 1.74 1.93 8.n 8.76 8.93 9.00 8.66 9.21 GOOD IllIfTAIHElI SIZE - 59 61 52 60 74 51 59 60 62 61 61 61 68 54 61 I4eal> 8.76 8.71 8.65 8.75 9.19 8.49 8.n 8.77 8.89 8.77 8.78 8.85 8.98 8.59 8.99 1ITGl! HiJ1'RITIOIIAL LEVEl 53 55 .. 56 63 45 55 54 57 55 55 62 59 53 60 IIwI 8.47 8.39 8.42 8.52 8.91 7.80 8.19 I." 8.61 8.47 8.47 8.66 8.61 8.42 9.02 I.DW CALORIE COl!TDIT - 47 47 42 so 51 39 48 45 51 48 47 60 52 .. 55 I4eal> 8. 19 8.14 1.04 1.28 I.SO 7.73 8.22 8.15 6.27 8.24 8.16 8.43 8.19 7.98 8.46
Page ... 104 Proootion.1 Efforts National Dairy Board -
IMOP-Gallup Mexico
PROFILE
,QH,OHER Sl!l'tRXARKIT OSOARj SHoE AWARE AWARE ICE IHPORTED OlHl:RClAL or PRO- or
SAHPLE CREiJ! ICE CREiJ! AORRru KEXlCANA GIGmE HOTIONS TASTING I I I I I I I I
S: 122 122 lQQ lQQ 122 lQQ lQQ lQQ
w:tI.:
AfB (Righ) ---- 6 6 10 3 6 9 9 6 C+ (HodiUl-Righ) -- 37 H 51 <l II 16 37 56 C (Hedi",) 57 53 39 51 53 1\ \6 ).
W: 21·25 years 0 Id -~. 12 10 16 8 12 6 10 12 26-)1 YeMS old --- 31 33 32 29 3\ 3) 3) 12
35-15 years 0 ld --- 26 29 28 27 32 33 10 50
15-\1 years old 21 22 16 31 12 18 13 26 55·60 years 0 Id --~~- 7 6 8 5 9 6 I
illY: Mexico, D.F. 52 19 33 73 92 15 17 50
Guadalajara, Jal. -- 29 21 32 27 7 36 3 6 Monterre't, N. L. --.. 19 30 35 I 19 50 "
National Dairy Board Page ... 105 Promotional Efforts
