2
Contents
Ham definitionsHam nutritional profileIn-home ham consumptionIn-home ham intake development indicesHam sales at retailAway-from-home ham consumption
4
Ham defined
Hind leg of a hogTypes: Wholes, halves, portions, boneless, bone-in, semi-boneless skinless shankless, spiral sliced, steak/slices, country hams, cannedFormats: Fresh, cured, cured-and-smoked, ready-to-eat (fully cooked hams, canned and prosciutto), luncheon and deli ham
Source: www.fsis.usda.gov
5
Ham label designations
Ham contains no added water is at least 20.5% protein
Ham with Natural Juicescontains at least 18.5% protein
Ham - Water Addedcontains at least 17% protein, with 10% added solution
Ham and Water Product may contain any amount of water but the label must state the percent of “added ingredients”
6
Butt end, half or portion
Upper, meatier part of whole legButt portion has some center slices removed for sale separately as ham steaks or center cut ham slices. The half includes this meat.
Source: www.fsis.usda.gov; www.cooksham.com
Half Ham Portion HamSemi-boneless Ham
7
Spiral sliced
Bone-in ham that is pre-slicedHoney Baked Ham had exclusive patent on spiral slicing process (expired in 1981)
Source: Business Courier, June, 2001; www.cooksham.com
8
Skinless, shankless
Skin and shank removedLeg bone and hip bone remain
Source: www.fsis.usda.gov; www.cooksham.com
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Curing solutions
Addition of salt, sodium nitrate, nitrites and sometimes sugars, seasonings, phosphates and ascorbates For preservation, color development and flavor enhancementNitrate and nitrites contribute to cured flavor and reddish-pink color of cured porkNitrite and salt inhibit bacteria growth Can be added by injection by needle or tumbling/massaging/soaked
Source: www.fsis.usda.gov
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Dry curing
Country hams and prosciuttoFresh meat is rubbed with a dry-cure mixture of salt and other ingredientsProcess draws out moisture and results in more concentrated ham flavorAged from a few weeks to more than a year, six months is commonCan be injected with curing solutions or placed in curing solutions but they may not be smoked
Source: www.fsis.usda.gov
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Wet curing or brine cure
Brine curing is most popular way of producing hamsWet cure whereby fresh meat is injected with a curing solution before cookingSmoke flavoring (liquid smoke) may also be injected
Source: www.fsis.usda.gov
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Smoking and smoke flavoring
After curing, some hams are smokedProcess where hams are hung in a smokehouse and allowed to absorb smoke from smoldering firesGives added flavor and color, slows development of rancidityFlavor depends upon what wood is used
Source: www.fsis.usda.gov, Albuquerque Journal, December, 2001
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Nutritional Profile
Ham is a lean protein3.4-ounce serving of roasted extra-lean ham
145 calories 5.5 grams fat 21 grams of protein 53 milligrams cholesterol
Significant amount of thiamin (vitamin B-1) and vitamin B-12Low and reduced sodium products availableHam steaks 94 % lean
Source: www.cooksham.com
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24% of individuals consume entree ham at least one time in an average two week
period
Yr. Ending Feb. 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
19.3 20.9 19.5 17.0 18.8 19.2 17.8 22.0 24.1 24.0
All data is for year ending February. Page 5
Ham (Excl Lunchm eat)
24
76
C onsum e D o Not C onsum e
SIZE O F M A R K ETHam (Excl Lunchm eat)
% of Individuals Consum ing at Least O nce in Tw o W eeks 2006/2007
Percent of Individuals Consum ing at Least O nce in Two W eeks by Year
17
And, almost 30% of individuals consume ham lunchmeat regularly at least one
time in an average two week period.
Yr. E nd ing Feb . 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
35.7 38.8 37.5 38.0 37.5 36.9 38.1 32.4 26.8 28 .4
A ll data is for year end ing F ebruary. P age 5
H am Lun chm eat (P ork B ased)
28
72
C onsum e D o N ot C onsum e
S IZE O F M A R K E TH am Lunchm eat (P ork B ased)
% of Ind ividuals C onsum ing a t Least O nce in Tw o W eeks 2006/2007
P ercent o f Ind ividua ls C onsum ing a t Least O nce in Two W eeks by Year
18
Ham entrée consumption has rebounded from 2004.
All data is for year ending February. Page 6
TREND IN PER CAPITA CONSUM PTIONHam (Excl Lunchmeat)
Annual Eatings Per Capita
10.31 10.079.10
7.468.48
9.298.02
11.17
12.89 12.42
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
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Ham consumed most at dinner meal; lunchmeat at midday
Ham entrees - % of Eatings
Source: The NPD Group, Inc. National Eating Trends
1
12
8
38
41
In-Home Snack
Carried From Home
In-Home Breakfast
In-Home Lunch
In-Home Dinner
2
7
19
20
53
In-Home Snack
In-Home Breakfast
In-Home Dinner
Carried From Home
In-Home Lunch
Ham lunchmeat - % of Eatings
Two Years Ending February 2007
20
Entrée ham consumption skews to holiday months
Index to Sam ple Inds: Eatings108 88 88 116 108 97
All data is for year ending February. Page 8
2722 22
29 31
69
Spring(M AM )
Sum m er(JJA)
Fall (SO N) W inter (DJF) W eekend (S-S)
W eekday(M -F)
W EEKPAR T VS. SEASO N ALITY PRO FILEHam (Excl Lunchm eat)
% of Eatings 2006/2007
21
Ham lunchmeat consumption skews to spring/summer; weekday meals
In d ex to S am p le In d s: E atin g s92 120 96 92 91 104
A ll da ta is fo r year end ing F ebruary. P age 8
2330
24 23 26
74
S p rin g(M AM )
S u m m er(JJA)
F all (S O N ) W in ter (D JF ) W eeken d (S -S )
W eekd ay(M -F )
W E E K P A R T V S . S E A S O N A L IT Y P R O F IL EH am Lunchm eat (P ork B ased)
% of E a tings 2006 /2007
22
49.937.5
16.015.2
12.912.6
11.36.4
4.63.93.73.43.33.23.02.52.4
Vegetables Potatoes
Eggs/Omelettes Bread Salads
Fruit Buns/Rolls
Macaroni & Cheese Rice (Plain)
Cheese Cakes
Biscuits Pies
Baked Beans/Pork & Beans Cookies
Corn Bread/Muffins Stuffing
Vegetables served most often with ham entrees
% of In-Home Ham Entree Meals Which Include
Source: The NPD Group, Inc. National Eating Trends 2006
Corn
Green Beans
Peas
Mixed/Combo
13.0
12.6
5.8
4.0
s5
23
55% as ingredient ;43% eaten as an entrée
All data is for year ending February. Page 10
USAG E PRO FILEHam (Excl Lunchm eat)
How Used?% of Eatings
43
55
2
Base D ish Ingredient Additive Cooking Aid
2006/2007
24
Most ham entrees prepared in oven or on the stove top
A ll da ta is fo r year end ing F ebruary. P age 11
Top App liance /P rep aration M ethods
3
4
5
5
7
8
9
11
40
N o Ap p l: U n co o ked /R aw
S to ve T o p : B o ild /S tew ed /S im m r
O v en : W arm ed /H eated
N o Ap p l: C h illed /F ro zen
S to ve T o p : W arm ed /H eated
S to ve T o p : F ried /P an B ro iled
O ven : B aked /R o asted
M icro w ave
N o Ap p l/N o P rep M eth o d /N r
A P P L IA N C E B Y P R E P A R A TIO N M E T H O DH am (E xc l Lunchm eat)
% of E atings 2006 /2007
SummaryNo Appliance (leftover): 40%Stove Top: 19%Oven: 14%Microwave: 11%
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Ham Entree consumption skews to…
In-Home - Based on Index to Total Sample >120 – 2006/2007
Source: The NPD Group, Inc. National Eating Trends 2006
HH Income: Under $10k, not $60K-$69K
HH Size: Not 1 member
Age of Female Head: 55+
Employ. Of Fem. Head: All averages
Occupation of HH Head: Out of the Work Force
Race: Black, not Asian
Census Regions: Mid Atlantic… not New England, E.N. Central, Pacific
Life Cycle Segments: Empty Nesters, Single Active Seniors, and Married Active Seniors…not Affluent Trad. Families
Age/Sex of Eater: Adults 55+ … not kids <6
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Ham Lunchmeat consumption skews to...
In-Home - Based on Index to Total Sample >120 – 2006/2007
Source: The NPD Group, Inc. National Eating Trends
HH Income: All income breaks are average
HH Size: Not 1 member households, remainder are average
Age of Female Head: Not <34 … others average
Occupation of HH Head: Blue collar…not professional
Race: Hispanic … Whites are average … not Asian, Black, or Other
Census Regions: Mid-Atlantic….not New England or Pacific
Age/Sex of Eater: Low/Mid Income Empty Nesters not kids <6
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Entrée consumption skews to South Central
% o f S a m p le 3 .9 % 1 5 .1 % 1 6 .3 % 9 .2 % 1 8 .7 % 6 .8 % 9 .7 % 7 .7 % 1 2 .7 %
% o f E a t in g s : 2 .8 1 5 .1 1 5 .2 1 0 .3 2 0 .5 9 .9 1 2 .5 5 .7 8 .0
N O T E : A n in d e x o f 8 0 -1 2 0 is c o n s id e re d a v e ra g e
A ll d a ta is fo r y e a r e n d in g F e b r u a ry . P a g e 1 5
7 1
1 0 0 9 3
1 1 2 1 1 0
1 4 6
1 2 8
7 56 3
N e wE n g la n d
M id A t la n t ic E a s t N o r thC e n tr a l
W e s t N o r thC e n tr a l
S o u thA t la n t ic
E a s t S o u thC e n tr a l
W e s t S o u thC e n tr a l
M o u n ta in P a c i f ic
% o f E a t in g s In d e x e d to S a m p le 2 0 0 6 /2 0 0 7
R E G IO N A L P R O F IL EH a m (E x c l L u n c h m e a t)
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Ham lunchmeat consumption skews to Mid-Atlantic and West North Central
% of Sample 3.9% 15.1% 16.3% 9.2% 18.7% 6.8% 9.7% 7.7% 12.7%
% of Eatings: 2.5 17.5 16.1 10.4 19.2 7.4 10.5 7.1 9.4
NOTE: An index of 80-120 is considered average
All data is for year ending February. Page 15
66
115
99
113103
109 108
92
74
NewEngland
Mid Atlantic East NorthCentral
W est NorthCentral
SouthAtlantic
East SouthCentral
W est SouthCentral
Mountain Pacific
% of Eatings Indexed to Sample 2006/2007
REGIONAL PROFILEHam Lunchmeat (Pork Based)
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*Includes: Ham Salad, Chicken Salad, Egg Salad, Tuna Salad etc.
Percent of In-Home Lunches That Include Sandwiches
Ham is the number one sandwich
Source: The NPD Group, Inc. National Eating Trends 2006
0
1
2
3
4
5
6
7
8
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '00 '01 '02 '03 '04 '05 '06 '07
Ham
Poultry
Salad*
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Intake development indices
An econometric analysis conducted by Texas A&M University provided insight on consumption of meats over a six year period, among individuals 18 years and olderResults showed the likelihood of consumption, measured as “intake development indices”
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Intake development indices
“Intake development” represents the relationship between intake (in grams over a 2-week period) and individuals (both eaters and non-eaters)Above average development is when the share of intake is greater than the share of individuals (index >100) and translates to a percent advantageFor example smoked ham development is 12% higher with “at most high school” than the average across education levels
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Intake development demographic differences
EducationSmoked
HamCanned
Ham
At Most High School 112 132
Some College 93 82
At least Undergraduate Degree 92 73
IncomeSmoked
HamCanned
Ham
Less Than $10,000 74 177
Between $10,000 and $20,000 92 177
Between $20,000 and $30,000 104 76
Between $30,000 and $40,000 97 82
Between $40,000 and $50,000 112 83
Between $50,000 and $60,000 114 101
Between $60,000 and $70,000 104 66
Between $70,000 and $100,000 111 89
Between $100,000 and $150,000 81 34
Greater than $150,000 65 51
Canned ham and smoked ham development is highest with “at most high school”Canned ham intake is highest at lower incomesSmoked ham intake is highest at mid-income levels Ham intake is highest for individuals over 50
Source: Texas A&M Econometric Analysis 2003
Intake Development Indices:= High Development = Low Development
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Intake development demographic differences
AgeSmoked
HamCanned
Ham
18 TO24 78 48
25 TO 29 86 84
30 TO 39 83 73
40 TO 49 95 83
50 TO 59 105 125
60 TO 64 123 111
65 AND UP 127 150
Ham intake is highest for individuals over 50Ham, and overall pork intake development, is greater in males
Source: Texas A&M Econometric Analysis 2003
Intake Development Indices:= High Development = Low Development
GenderSmoked
HamCanned
Ham
Male 121 106
Female 82 95
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Intake development demographic differences
EthnicitySmoked
HamCanned
Ham
Hispanic 58 121
Non Hispanic 102 99
RaceSmoked
HamCanned
Ham
White 103 84
Black 101 305
Oriental 29 65
Other 34 67
UrbanizationSmoked
HamCanned
Ham
SMSA 94 101
NONSMSA 117 97
Source: Texas A&M Econometric Analysis 2003
Hispanic intake strong for canned hamsCanned hams have high development among African Americans and low development with Caucasians and OrientalsSmoked ham intake is above average in rural areas
Intake Development Indices:= High Development = Low Development
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Ham dollar sales are back up after a slight decline in 2006
2.0%
-0.9%
2.0%
2005 vs. 2004 2006 vs. 2005 2007 vs. 2006
Ham Dollar Sales - % Change
Source: Fresh Look syndicated data; calendar year 2007 vs. prior years
2005 2006 2007
This was driven by increased tonnage (+1.2%) and a slight increase in price
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In 2007, entrée hams continued to generate the greatest sales
Total Ham $ Sales
Total Ham Pounds Sold
Entrée Hams $ Sales
Entrée Ham Pounds Sold
2007 % Share
Within Entrée Hams
Within Entrée Hams
Source: Fresh Look syndicated data; calendar year 2007Note: RFG dinners are refrigerated ham-based prepared dinners (e.g. maple brown sugar ham entrees)
Entrée Hams81%
Ham Steaks14%
RFG Dinners
1%
All Other4%
Quarter7%
Whole17%
Portion19%
Halves57%
All Other4%RFG Ham
<1% Ham Steaks
8%
Entrée Hams87%
Quarter4%
Whole18%
Portion27%
Halves51%
Note: Within Entrée hams, whole hams have lost share (-2 share points versus last year) to more convenient halves, portions and quarters
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1%
-1%
165%
2%
-3%
7%
123%
-6%
EntréeHam(1)
Ham Steaks
RFGDinners(2)
All Other(3)
-2%
1%
506%
1%
-7%
6%
143%
EntréeHam(1)
Ham Steaks
RFGDinners(2)
All Other(3)
-1%
Most ham segments show good growth
Two Year Trend - % Change
Note: (1) Entrée Ham = whole hams, portions, halves and quarters(2) RFG Dinners = refrigerated ham-based prepared dinners- exceptionally strong growth due to very low base(3) All Other = cubes, ends and pieces, fat and bones, hocks, skins, etc.
2006 (2006 vs. 2005) 2007 (2007 vs. 2006)
Source: Fresh Look syndicated data; calendar year 2007
$ Sales Pounds Sold
Entrée hams sales (dollars and pounds) are up after a slight decrease in 2006Ham steak sales continue to growRefrigerated ham-based dinners (RFG dinners), although a small segment, are showing continued growth
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Within entrée hams, spiral cuts show continued strength
While spiral cuts have experienced strong growth over the past several years, non-spiral hams still represent largest share of sales
Share of $ Sales
Share ofPounds Sold
6%
-5%
5%
-1%
11%
-6%
Spiral Non-Spiral
2006 vs. 2005 2007 vs. 2006 2 year growth
Spiral35%
Non-Spiral Hams65%
Spiral31%
Non-Spiral Hams69%
Source: Fresh Look syndicated data; calendar year 2007. Note: This represents share of spiral cuts WITHIN entrée hams.
Two Year Trend - % $ Sales ChangeCalendar Year 2007
41
Bone-in hams represent largest share of volume…
…yet boneless hams are more profitable
Share of $ Sales
Share ofPounds Sold
Source:NPB Composite Database
Boneless20% Bone-in
71%
Semi-BL9%
106%
Vs. Bone-In
Source: Fresh Look syndicated data; calendar year 2007
Boneless27%
Bone-in67%
Semi-BL6%
Calendar Year 2007 Boneless “profit per pound” Advantage
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Ham sales are strongest during the holiday months
54 58
174
327
46454547
208
776667
Jan Feb Mar Apr (Easter) May Jun Jul Aug Sep Oct Nov(Thanksgiving)
Dec(Christmas)
Index of Ham $ Sales vs. Average Month in 2007
Source: Fresh Look syndicated data; calendar year 2007
Note: An index over 100 means the month is out performing vs. the average month. An index below 100 means the month is under-performing. For example: January ham sales are 33% less than the average month and April sales are 108% more than the average month.
Average Month Index = 100
43
Ham feature activity mirrors key sales periods
5270
87
175
42 46 5032
61 64
244
330
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Index of # of Ham Features vs. Average Month in 2007
Source: Leemis Promo Data ad activity analysis across 169 Grocery Accounts/Market combinations; calendar year 2007
Easter
Average Month Index = 100
Thanksgiving Christmas
44
61 5672
234
38 34 34 34 42 46
189
376
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Holiday sales are driven by entrée hams*
Index of Entrée Ham $ Sales vs. Average Month in 2007
*Entrée Hams = wholes, quarters, portions and halves
Source: Fresh Look syndicated data; calendar year 2007
Average Month Index = 100
45
However, seasonality has less impact on ham steaks…
Index of Ham Steaks $ Sales vs. Average Month in 2007
10199111110
100989688
96106108
89
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Average Month Index = 100
Source: Fresh Look syndicated data; calendar year 2007
…making them a great year-round meal option
47
Trends in Operators Menuing Ham
Ham, All Menu Parts 2007 2004 2001 2007 2004 2001
Market Sectors % % % # # #Casual Chains 44 42 37 2.3 2.1 2.2Fast Casual Chains 53 53 47 4.6 4.0 3.2Family Dining Chains 73 74 71 7.5 7.9 7.8QSR Chains 49 48 40 5.2 4.6 4.8Cutting Edge Independents 43 39 34 1.9 1.9 2.0Casual Independents 50 50 na** 2.7 2.6 na**Midscale Independents 58 60 na** 6.5 6.4 na**QSR Independents 43 na** na** 5.5 na** na**Non Commercial 74 74 na** 3.2 3.6 na**
Category Incidence Ham Items/Operator
Overall, Category Incidence Rising(Category Incidence is % Operators Menuing):
▲ Chains: Casual, Fast Casual, QSRIndep: Cut Edge
▼ Family Dining Chains
** No earlier data available
# Ham Items/Operator Menuing
▲Chains: Casual, Fast Casual, QSR
▼Family Dining Chains, Cut Edge
MenuMine, Foodservice Research Institute
48
Ham menuing is increasing
19% of pork menu mentions are hamHam menu mentions increased 21% from 2000 to 2005
Source: The NPD Group, Inc. CREST 2005
49
Ham entrees served most at breakfast meal
Morning Meal63%
Lunch17%
Supper18%
PM Snack2%
Morning Meal
Lunch
Supper
PM Snack
9% PCYA
+% PCYA*
-5% PCYA
15% PCYA
Distribution of Ham Entrée ServingsYE Dec 2007
Source: The NPD Group / CREST *Low Sample = Cannot Trend
50
Ham sandwiches served most at lunch meal
Morning Meal7%
Lunch60%
Supper26%
PM Snack7%
Morning Meal
Lunch
Supper
PM Snack
0% PCYA
+% PCYA*
-5% PCYA
+% PCYA*
Source: The NPD Group / CREST *Low Sample = Cannot Trend
Distribution of Ham Sandwich ServingsYE Dec 2007
51
Ham entrée served equally at chains and independents
Major Chains42%
Small Chains12%
Independents46%
Major Chains
Small Chains
Independents
17% PCYA
1% PCYA
4% PCYASource: The NPD Group / CREST
Distribution of Ham Entree ServingsYE Dec 2007
52
Half of ham sandwiches served at chains
Source: The NPD Group, Inc. CREST 2005
Major Chains53%
Small Chains17%
Independents30%
Major Chains
Small Chains
Independents
5% PCYA
-5% PCYA
7% PCYA
53
.
Ham - Product ProfilesDemographic and Regional Indices* - Yr. Ending Nov. '07
*Indexed to Panel. Index of 100=Average Usage
Demographics Census RegionsIndex
Yr Ago
11982
146
8595111104105109
477698114141
Dist.
Gender57%Male43%Female
Age of Eater
17%65+
HH Income18%Under $25,00020%$25-$44,99913%$45-$59,99912%$60-$74,99915%$75-$99,99922%$100,000 and more
13%<187%18-24
14%25-3424%35-4925%50-64
Dist.
16%East25%Central37%South22%
IndexYr Ago
871179994West
Index
11784
141
889796104113106
5372102107144
Index
8711210295
Source: The NPD Group/NPD Foodservice®/CREST®. For the exclusive use of CREST subscribers.
54
.
Ham Sandwich - Product ProfilesDemographic and Regional Indices* - Yr. Ending Nov. '07
*Indexed to Panel. Index of 100=Average Usage
Demographics Census RegionsIndex
Yr Ago
10694
63
809695104111120
83138121107103
Dist.
Gender51%Male49%Female
Age of Eater
9%65+
HH Income19%Under $25,00019%$25-$44,99912%$45-$59,99912%$60-$74,99916%$75-$99,99922%$100,000 and more
19%<1810%18-2418%25-3425%35-4919%50-64
Dist.
19%East26%Central35%South19%
IndexYr Ago
10011410381West
Index
10595
75
949493101120103
78107130110110
Index
1041199882
Source: The NPD Group/NPD Foodservice®/CREST®. For the exclusive use of CREST subscribers.