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8 February 2007
Hong Kong
According to ACNielsen, a unit of The Nielsen Company and the world’s leading market research provider, consumers’ concern about an outbreak of a bird flu is likely to renew along with changes in their eating habits and travel plans; and appetite for chicken or poultry is likely to be shaken should reports of the number of bird flu cases elsewhere continue to rise, resulting to the likely benefit of fish, white meat and canned food sales.
The ACNielsen Global Consumer Online Survey which interviewed 22,781 internet users in 41 countries in the middle of 2006 revealed that globally, nine in 10 consumers globally claimed to eat chicken or poultry, as a result of the bird flu threat in early 2006, a fifth were eating less. Similarly 97 percent of Hong Kong consumers eat chicken or poultry with a third claimed to be eating less in view of the bird flu threat.
Chart 1
Interestingly in the UK where bird flu cases were reported and chicken exports to major markets like Russia, Japan and Hong Kong are banned, 94 percent of UK people claimed to eat chicken or poultry while only one in 10 claimed they would eat less chicken despite a threat of bird flu. "Our survey results indicate that bird flu has been on consumers’ radars for a while. With the most recent outbreak in the UK which, the level of concern is set to escalate to new heights and we are likely to see consumers' eating habits adjust to the situation in the next few months." said Ms. Fanny Chan, Managing Director, ACNielsen Hong Kong.
Most likely in Asia Pacific to have avoided poultry were the Vietnamese (68%), where avian flu first emerged in 2003, followed by the people in Taiwan (63%). North Americans were least affected, with 92 percent continuing to eat chicken or poultry, although leading the world with the most 'die hard' poultry fans were Norwegians, New Zealanders and Danes, who were least concerned about the bird flu threat and their tastebuds.
Chicken is a major ingredient in many of the cuisine, it is also a main course for Chinese feast particularly during festive seasons. In Hong Kong, for those who claimed they would avoid chicken or poultry because of the threat of bird flu, three quarters said they missed it from their diet. Globally eight out of the top 10 markets that claimed to miss eating chicken hailed mostly from Asia Pacific, led by Thailand (95%), followed by China (89%) and Korea (79%).
Chart 2
So what are people switching to?
Those who claimed to be eating less chicken or poultry were most likely to switch to fish (53%), red meat (38%) and vegetarian diets (37%). A quarter also indicated they would switch to seafood. Among the various alternatives, fish emerges to be Hong Kong people’s first choice followed by vegetarian diet and red meat, as they turned away from chicken or poultry.
Chart 3 “While fish, red meat and vegetarian diet seem to be natural alternative for people in Hong Kong, it’s also worth watching the sales of frozen and canned foods which will also come in handy for the fast-paced Hong Kong consumers,” Ms Chan added. “As the Chinese New Year is fast approaching, chicken will remain a popular dish unless the situation is worsen in Hong Kong.”
Regionally, North Americans (49%) were more likely to switch to red meat, while Asians (57%) and Europeans (52%) were switching to fish. Eight of the world's top 10 countries likely to go with vegetarian diets hailed from Asia Pacific (46%), led by India, Japan and Malaysia.
Other implications –travel plans and the economies
Besides changing eating habits, the renewed bird flu threat is also likely to affect people’s travel plans, with some likely to avoid high risk bird-flu zones. Leading the world, 69 percent of people in Asia Pacific indicated that they would adjust their travel plans and avoid places where bird flu cases were reported, compared to a global average of 57 percent. At 68 percent, Hong Kong people’s intention to adjust their travel plans. Among all, Vietnamese (88%) are the world’s most conscious about where to travel amidst of a renewed threat of bird flu, followed by Malaysia and Korea (78%).
Chart 4 “Pandemic like bird flu that can be carried across borders over borders by migrating birds has struck an alarming cord among consumers globally and for markets which export poultry, the renewed threat is going to have an adverse impact on farming and their local economies,” added Ms Chan
Globally, over 80 percent of the online population believed bird flu would affect local or global economies while 86 percent of Hong Kong people think the same. It is most likely to be the case for people in Asia Pacific, especially those who have suffered at the hands of a bird flu outbreak in the past such as Vietnam (95%).
Chart 5
Markets Covered
Australia, Austria, Belgium, Canada, China, Czechs Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Korea, Latvia, Lithuania, Malaysia, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Thailand, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey, United Kingdom, US and Vietnam.
About ACNielsen
ACNielsen, a division of the Nielsen Company, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek) and trade shows. The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA.
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