Perception Study of Foods
Containing Potassium
Chloride in US Households
Cargill Salt Consumer Research
May 2013

Cargill ...
Study Objectives
Cargill Salt set out to understand:
1. How the inclusion of
potassium chloride (KCl) in
reduced-sodium fo...
• E-survey (Omnibus) sample of 1,000
US households for each survey
• Each respondent is a corresponding
product buyer
• Re...
STUDY 1 – Stealth Sodium Reduction
No Package Claim

Different Nutrition
Facts
Identical
Product Images
Without
Potassium ...
STUDY 2 – Reduced Sodium Claim
Front of Package Claim

Different Nutrition
Facts

Different Product
Images
Without
Potassi...
PRODUCT SUB-SAMPLES –
# of Respondents Reviewing Each Food
Product Based on Self-Reported Purchase
STUDY 1 STEALTH SODIUM ...
Survey Results

7

Cargill Salt: Consumer Study Of Products Containing KCl

© 2013 Cargill, Incorporated. All rights reser...
SURVEY RESULTS –
Based on product labels, which product
would you be more likely to purchase?
STUDY 1 STEALTH SODIUM REDUC...
SURVEY RESULTS –
Why did you choose…?
Product A –
Fully Salted
100

Product B –
Reduced Sodium
100

Combined All Products
...
Most
Consumers

< 5%
Of respondents
who are
selecting
Product A (fully
salted) because
it has less KCl.

Do not express
an...
Reduced
Sodium
Claims

90%
Of respondents
in both studies
choose product
B due to lower
sodium

Taste

Causes an increase
...
For More
Information
Please contact your Cargill Salt
sales representative or request
more information HERE

Cargill Salt:...
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Consumer Perception Study of Foods Containing Potassium Chloride

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Consumer Perception Study of Foods Containing Potassium Chloride

  1. 1. Perception Study of Foods Containing Potassium Chloride in US Households Cargill Salt Consumer Research May 2013 Cargill Salt: Consumer Study Of Products Containing KCl www.cargillsaltinperspective.com CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside Cargill, to or by those employees who do not have a need to know is prohibited except as authorized by Cargill in writing. © 2013 Cargill, Incorporated. All rights reserved. © 2013 Cargill, Incorporated. All rights reserved.
  2. 2. Study Objectives Cargill Salt set out to understand: 1. How the inclusion of potassium chloride (KCl) in reduced-sodium food products impacts consumer preference (Study 1& 2) 2. If reduced-sodium packaging claims on food products impacts consumer preference (Study 2) Cargill Salt: Consumer Study Of Products Containing KCl Cargill Salt: Consumer Study Of Products Containing KCl CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside Cargill, to or by those employees who do not have a need to know is prohibited except as authorized by Cargill in writing. © 2013 Cargill, Incorporated. All rights reserved. © 2013 Cargill, Incorporated. All rights reserved.
  3. 3. • E-survey (Omnibus) sample of 1,000 US households for each survey • Each respondent is a corresponding product buyer • Respondent is instructed to read Nutrition Facts of two similar products (fully salted & reduced sodium) • The reduced sodium product’s Nutrition Facts reflected at least 25% less sodium than the standard product • The Nutrition Facts were the same in study 1 & 2 Cargill Salt: Consumer Study Of Products Containing KCl Cargill Salt: Consumer Study Of Products Containing KCl CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside Cargill, to or by those employees who do not have a need to know is prohibited except as authorized by Cargill in writing. © 2013 Cargill, Incorporated. All rights reserved. Study Methodology Studies 1 & 2 © 2013 Cargill, Incorporated. All rights reserved.
  4. 4. STUDY 1 – Stealth Sodium Reduction No Package Claim Different Nutrition Facts Identical Product Images Without Potassium Chloride (Fully Salted) With Potassium Chloride (Stealth Sodium Reduction) Products presented: Ham, Crackers, Cheddar Cheese Cargill Salt: Consumer Study Of Products Containing KCl © 2013 Cargill, Incorporated. All rights reserved.
  5. 5. STUDY 2 – Reduced Sodium Claim Front of Package Claim Different Nutrition Facts Different Product Images Without Potassium Chloride (Fully Salted) With Potassium Chloride (Sodium Reduction Claim) Products presented: Crackers & Cheddar Cheese Cargill Salt: Consumer Study Of Products Containing KCl © 2013 Cargill, Incorporated. All rights reserved.
  6. 6. PRODUCT SUB-SAMPLES – # of Respondents Reviewing Each Food Product Based on Self-Reported Purchase STUDY 1 STEALTH SODIUM REDUCTION STUDY 2 SODIUM REDUCTION CLAIM Cheddar Cheese Crackers Ham Cheddar Cheese Crackers 564 buyers 572 buyers 530 buyers 927 buyers 960 buyers Maximum Margin of Error (+ / -) @ 95% Level of Confidence 4.13% 6 4.10% 4.26% Cargill Salt: Consumer Study Of Products Containing KCl 3.21% 3.16% © 2013 Cargill, Incorporated. All rights reserved.
  7. 7. Survey Results 7 Cargill Salt: Consumer Study Of Products Containing KCl © 2013 Cargill, Incorporated. All rights reserved.
  8. 8. SURVEY RESULTS – Based on product labels, which product would you be more likely to purchase? STUDY 1 STEALTH SODIUM REDUCTION Cheddar Cheese Crackers Ham Cheddar Crackers Cheese Product A (no KCl) 18% 13% 12% 30% 24% Product B (with KCl reduced sodium) 50% 63% 66% 50% 59% Either/No Difference 8 STUDY 2 SODIUM REDUCTION CLAIM 32% 24% 22% 21% 17% Cargill Salt: Consumer Study Of Products Containing KCl © 2013 Cargill, Incorporated. All rights reserved.
  9. 9. SURVEY RESULTS – Why did you choose…? Product A – Fully Salted 100 Product B – Reduced Sodium 100 Combined All Products Percent of Respondents 80 70 60 50 38 40 30 29 20 35 34 0 70 60 50 40 31 30 27 20 13 11 10 6 10 0 0 2 3 4 0 More Sodium Less Potassium Taste Other Health Study 1 (stealth) Study 2 (pkg claim) 9 Combined All Products 90 80 Percent of Respondents 90 90 90 Cargill Salt: Consumer Study Of Products Containing KCl Less Sodium More Potassium Taste Other Health Study 1 (stealth) Study 2 (pkg claim) © 2013 Cargill, Incorporated. All rights reserved.
  10. 10. Most Consumers < 5% Of respondents who are selecting Product A (fully salted) because it has less KCl. Do not express any concern with potassium chloride on ingredient list Primary grocery shoppers match total sample 10 Cargill Salt: Consumer Study Of Products Containing KCl Consumers select a KCl containing product when given a choice & focusing on Nutrition Facts © 2013 Cargill, Incorporated. All rights reserved.
  11. 11. Reduced Sodium Claims 90% Of respondents in both studies choose product B due to lower sodium Taste Causes an increase in preference for fully salted products & reduces the amount of respondents with “no preference” Is mentioned rarely in the stealth study as a reason for choosing product A & more frequently in the reduced sodium claim study.* Potassium Enrichment Only 17% of respondents are trying to include more potassium in their diets. * Taste was perceived solely based on product labeling; consumers did not taste product. 11 Cargill Salt: Consumer Study Of Products Containing KCl © 2013 Cargill, Incorporated. All rights reserved.
  12. 12. For More Information Please contact your Cargill Salt sales representative or request more information HERE Cargill Salt: Consumer Study Of Products Containing KCl www.cargillsaltinperspective.com CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside Cargill, to or by those employees who do not have a need to know is prohibited except as authorized by Cargill in writing. © 2013 Cargill, Incorporated. All rights reserved. © 2013 Cargill, Incorporated. All rights reserved.

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