Food consumption

National Food Review, April-June, 1989 by Judith Putnam

Food Consumption

Some of the most marked changes in American eating habits during the last 20 years have occurred in the consumption of meat, poultry, and fish. Such consumption patterns have shifted significantly since 1966 because of increasing food prices, greater total food supplies, higher incomes, new information on nutrition and food safety, changes in lifestyles, and technological advances in food production and marketing.

Poultry's substantial gains have been one of the most notable consumption trends. The projected rise in per capita consumption (retail weight basis) of poultry between 1976 and 1989 is 33 pounds, or 64 percent. During the same period, the projected decline in red meat consumption is 17 pounds per capita, or 11 percent.

Per capita beef consumption in 1989 (retail weight basis) may be 24 pounds, or 26 percent, below the record high 94.3 pounds consumed in 1976, when beef supplies were at record levels because of the liquidation of the Nation's beef herd. Forecasts for the 1987-89 period put red meat and beef consumption at the lowest level since the early 1960's. In contrast, per capita chicken consumption (retail weight basis), which totaled less than half of beef consumption in 1966 and 1976, is forecast to rival beef this year.

However, when looking at consumption data converted to boneless weight equivalents, the consumption of chicken remains below that of beef and just edges out pork. In fact, in 1989, total poultry consumption on a boneless weight equivalent is expected to significantly trail total red meat consumption, 60 pounds per capita compared with 112.4 pounds.

Consumption of fish and shellfish in 1989 is expected to be 15.4 pounds per person, the same level as the last few years. Between 1966 and 1987, Americans increased their consumption of these items by 41 percent. Fresh and frozen fish and shellfish accounted for most of the growth, rising 64 percent, while canned products--primarily canned tuna--went up 19 percent.

Price Effects

Food prices, particularly those of substitute products, strongly influence food consumption. Shifts in consumption of beef and veal, pork, and poultry appear to strongly reflect such price changes. For example, while pork prices increased the most between 1966 and 1976, pork consumption fell slightly. Poultry prices, on the other hand, rose the least, and poultry consumption climbed 19 percent (retail weight basis). Beef price increases during the period were modest, slightly more than poultry's. Even so, beef consumption grew 21 percent, primarily because per capita disposable income climbed 26 percent, after accounting for inflation.

Since 1976, pork has become more economically attractive than beef to many consumers, while poultry has become more attractive than all red meats, especially beef. Between 1976 and 1988, beef and veal consumption fell 24 percent, pork rose 18 percent, and poultry increased 56 percent, mostly because of changes in the relative prices of the meats.

Technical advances have increased production, creating cost savings at farm and processing levels, which have kept retail prices of poultry well below those of red meats. The Consumer Price Index shows that while retail pork prices climbed 210 percent and beef and veal prices rose 164 percent between 1966 and 1988, poultry prices increased only 130 percent. In 1988, consumers paid, on average, 85 cents a pound for broilers, while Choice beef averaged $2.55 a pound and pork, $1.83 a pound.

Dairy Product Use

Per capita consumption of all dairy products in the United States hit a low point in the mid-1970's and continued to stagnate until the early 1980's. Since then, the gain in per capita consumption of items such as lowfat milk and cheese has more than offset losses in other products, and has led to an 11-percent increase in overall dairy product consumption.

In 1987, consumption of lowfat fluid milk (1-2 percent fat, skim, buttermilk, and flavored drinks) surpassed whole fluid milk (plain and flavored) for the first time. Consumption was 113.6 pounds per capita versus 109.9 pounds, which translates into 13.2 gallons and 12.8 gallons, respectively. In 1972, 78 percent of the milk we drank was whole milk. By 1987, the percentage had dropped to 49. Lowfat milk has made up the difference, and of that total in 1987, 79 percent was milk with 1-2 percent fat, 12 percent was skim milk, and 9 percent, flavored drink or buttermilk.

Cheese consumption has also risen considerably. Per capita use reached 24 pounds in 1987, almost double the 13 pounds recorded in 1972. From 1972 to 1987, consumption of America's favorite cheese--cheddar--rose 75 percent to 10.6 pounds per person. As a group, Italian cheeses almost tripled during the same period. Mozzarella alone gained 4 pounds, reaching 5.6 pounds in 1987, making it America's second favorite cheese. While much of the rise in mozzarella consumption comes from its use on pizzas, more Italian cooking in general has probably broadened the market. Cream and Neufchatel cheese use also rose sharply, with cream cheese passing Swiss in 1986 to become the third most popular cheese in the United States.