Secondary Research Project

Hunter Dunn

Secondary Research Project

Hunter Dunn
2/22/2016

Secondary Research Project

Hunter Dunn

Demographics
It is important to understand the Madison, Wisconsin and Dane County
populations before any research is conducted. With the research done by
the Census Bureau demographic data is easily accessible. The Bureau
provided data on population, income, poverty, education, age, gender and
time traveled to work.
Dane County has more than twice the population of Madison.
Madisons population is 245,691 people compared to 516,284 people in
Dane County. Although the amount of people are different, similar trends
are found between the populations. Below is a chart that helps to show a
visual comparisons between the two populations by the percentages of
population.

% of Population Totals
100
90
80
70
60
50
40
30
20
10
0

Madison

Dane County

The demographics between Madison and Dane County are very similar.
The ratio of male to females for both are within decimals to being 50:50. The
Census Bureau presents that 82.5% of Madisons population are over the age
18, while Dane Countys percentage of people over that age of 18 is 78.3%.
The percentage of population that has graduated High School is only
different by .1 decimal, both can be said to have 95%. While there is a 7.4%
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difference between the two populations when looking at percentage of

population who have a bachelors degree or higher. Madison has the higher
percentage at 55% of their population who have bachelor degree or higher,
and Dane County is at 47.6%. The last comparison on this chart is the
poverty percentages. Madison has 19.6% of its population that is in poverty,
Dane County is at 13.4%. Average income for Madison is $53,933, and Dane
County is $62,303.
There is also another piece of data from the Census Bureau that can
help with the research ahead. The Census found that people in Madison on
average spend 19.4 minutes traveling to work. Dane County is very similar
with an average time of travel being 20.9 minutes to work. All this
information will help to understand who the research participants are.

Psychographics
This next section will cover the psychographic information uncovered
by secondary research. This helps explain consumers thoughts, what they
want, and what they do.

Percent of Adults, By Gender, Who Skip Breakfast

18-34 years old

Males
28%

Females
18%

35-54 years old

55+ years old

18%
11%

13%
10%

Source: The NPD Group/Morning MealScape 2011

Adult females show a higher propensity to skip a morning due to a time
constraint, like being too busy, rushing to get out the door, or running late.
Other useful data the NPD Group found was that the reason individuals
give for not consuming any breakfast before 11 am is that they werent
hungry/thirsty, or didnt feel like doing so. They also found that 75% of
people will have their morning foods and drinks in their home. 20% will have
breakfast both at home and away from home in a typical day. While 14% will
have their morning meals away from home on typical day.
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Protein
The demand for protein at breakfast has increased. A trend discovered by
Nielsen Perishables Group, a Chicago-based fresh foods consulting and
research firm. Shows a drop in volume sales of traditional ready-to-eat
breakfast foods such as cereal and toaster pastries, while breakfast meat
revenues increase in all major segments. Meat is a big source of protein,
which supports people wanting more protein for breakfast.
There are so many different meats to choose from for breakfast entrees.
Traditionally we think of pork for breakfast meat, but with the gaining
popularity of meat for breakfast people have incorporated chicken, turkey
and even fish. Sales from chicken sausage increased 31.5%, even more so
organic chicken sausage went up 60.8%. Turkey took a large growth too,
turkey sausage increased 24.5%, low-fat turkey up 63.2%, and reduced fat
turkey 71.6%. This shows consumers are adapting new meats in their
breakfast rituals.
Mintels September 2012, Breakfast Foods US report shows the
change in bacon trends. Traditional pork bacon still having a strong presence
increased on breakfast dishes at 19.1%, from 2009 to 2012. Although at the
same time turkey bacon breakfast dishes increased 233.3%. This shows that
healthier protein alternatives popularity are increasing. They point out how
salmon and white fish with eggs are on a rise too.
Its important to acknowledge that meat is not the only source of protein.
Other foods such as yogurt, nuts, eggs, cottage cheese, oats, milk, broccoli
and quinoa are all high in protein. Allowing for non-meat options for protein
not only at breakfast but any meal. The Nielsen Perishables Group reports
yogurt was a $4.2 billion industry in 2013, with 49 percent of consumers
regularly starting the day with yogurt. One-third of the market is Greek-style
yogurt.

Health
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Deanna Jordan, senior research analyst, Technomic, a research and

consulting firm. (The Breakfast Balance Beam, Provisoneronline.com) Healthy
options are desired by todays consumers. Consumers view of whats
healthy has shifted somewhat from low calories and sodium to good duality
and fresh product. Their interests have started to shift with the desire for
made from scratch, real, homemade, premium and local assertions. They
seek more fresh and nutritious options. Health conscious consumers are
trending towards the non-meat protein options, they are looking at the
calories and fat content. This is also why we can see a growth in healthier
meats options like turkey bacon over traditional pork bacon.
There are personal health benefits that come from eating breakfast
regularly. There is an app that tracks users daily eating habits called Eatery.
The app was created by Massive Health, they found that people who
regularly eat breakfast are 12% healthier throughout the day than people
who dont partake in breakfast. While a University of Missouri-Columbias
study found that people who eat a protein-rich breakfast are less likely to
indulge on unhealthy snacks later in the day. The University of Minnesota
found that eating breakfast regularly will significantly lower risk of obesity,
high-blood pressure and diabetes compared to the subjects who would
routinely skip breakfast.
Breakfast plays a key role in weight management. A study from Wolfson
Medical Center and Hebrew University of Jerusalem found when women eat
their largest daily meal at breakfast they are far more likely to lose weight
and reduce their waist circumference compared to women whose largest
meal is dinner. Studies conducted from Tel Aviv University supports Wolfsons
findings. Tel Aviv found dieters who ate a big breakfast and a modest dinner
lost 240% more weight than others in the study who had a big dinner and a
modest breakfast. Other studies conclude that skipping breakfast can have
a negative impact on their athletic performance later, which reduces the
effectiveness of daily workouts.

Convenience
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Convenience of breakfast plays a role in whether or not consumers will

eat breakfast. This is the time of the day when you have the largest to do
lists for the day. People want something that they can grab and go, so they
can get right into their to-do lists. With consumers working more hours,
delaying families and wanting convenient meal solutions, on-the-go handheld
options are becoming increasingly popular, says Sarah Schmansky, Nielsen
Perishables Group Director of account services.
Things that people can move and eat with at the same time are often
chosen because of their convenience. Fruit like bananas and apples, bagels,
sausage biscuits, hot pockets, juice and coffee are easy to eat while on the
go. Fast food has jumped in too, they provide high convenience for people
trying to not be late for work. Other people are just not morning people and
dont want to do all their morning tasks and cook a meal on top of that.

Options and Choices

The choices for consumers at breakfast time is a large and deep range of
options. Items that once were not considered a breakfast food are chosen,
this has also been reversed were people will eat traditional breakfasts for
dinner. A study done by the NDP Group, found the top ten most commonly
consumed options for breakfast. 1) Coffee; 2) Cold Cereal; 3) Juice; 4); Milk;
5) Bread; 6) Eggs; 7) Fruit; 8) Hot Cereal; 9) Tea; and 10) Breakfast
Sandwiches. Restaurants noticed the untapped market segment of breakfast
back in the early 2000s. According to the firm Datassential yogurt, frittatas,
oatmeal, burritos, and huevos rancheros had the largest increased in
popularity for restaurant orders, 2008 to 2013.

Key Insights
According to the secondary research collected these are the following key
insights.
All the data and research presented in the health section leads to assume
breakfast is the key to healthy living. We can conclude that breakfast has a
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serious impact on your short and long term health. Healthy benefits such as
reduced chance of stroke, heart disease, and diabetes come from eating a
sound breakfast. The calories gained during breakfast are used through the
day while dinner calories sit and are stored.
The protein section suggest that protein breakfasts are on the rise and
give you more energy throughout the day. Protein sources are widely
available, meats are not your only option. Low fat and alternative meat
selections such as turkey will provide you with protein and be healthier than
some traditional meats.
Convenience and availability of breakfast options play a big role in which
is chosen. Having a big breakfast will help suppress your appetite for other
meals. According to the Census Buerea this demographic has a long drive to
work, convenience for them may be a quick drive thru breakfast stop. People
who skip breakfast do so because they dont have enough time, or they were
just not hungry.

Secondary Research Project

Hunter Dunn

Reference Page

Demographic Census bureau (Madison city/Dane county)

http://www.census.gov/quickfacts/table/PST045215/5548000,55

Daily Natural Remedies

http://dailynaturalremedies.com/10-foods-high-in-protein/3/

Provisioneronline.com , Breakfast , November 23rd 2014. Copyright Of

National Provisioner is the property of Ascend Media
Protein and meat for breakfast

Provisioneronline.com , The Breakfast Balance Beam, November 24th 2013.

Copyright Of National Provisioner is the property of Ascend Media
Convenience and healthy options

Mrbreakfast.com
Breakfast research & Statistics.

31 Million U.S. Consumers Skip Breakfast Each Day, Reports NPD

https://www.npd.com/wps/portal/npd/us/news/press-releases/pr_111011b/
Kim McLynn
The NPD Group, Inc.