Shoppers Want Less Turkey and Butterball Market Share Down

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The Purchase Decision Network and Shopper, a leading mobile shopping list application with more than one million installs, surveyed smartphone shoppers to determine what brand of turkey they were cooking for Thanksgiving.

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With Butterball warning of a turkey shortage, it is interesting to note that both fewer people are cooking turkey and Butterball’s share is down.

Noteworthy findings included:

  •     80% of those surveyed have decided what brand, if any, to select. That is dramatically up from last year at this point, where only 60% had decided.
  •     Butterball, which has warned of a Turkey shortage, is indeed down from last year’s dominant 36% market share to 30%. Fully 22.5% of respondents are not planning to cook a turkey, which is 8% higher than last year.
  •     Again this year, while discussions of organic and free-range turkeys dominate foodie websites, there was no statistically significant mention of these choices in the mainstream shoppers surveyed.

“We’ve run this survey three years in a row mainly to understand brand choices and driving factors, but this year we are surprised by the percentage of shoppers not planning to cook a turkey at all,” said Adam Caplan, President of the Purchase Decision Network, “With Butterball warning of a turkey shortage, it is interesting to note that both fewer people are cooking turkey and Butterball’s share is down. We plan to dig into the data a little deeper to see if we can confirm what seems to be going on.”

Shopper saves users time and money every day by organizing shopping lists, suggesting great recipe ideas, and suggesting grocery coupons and store flyers. Shoppers can visit http://www.MyShopperApp.com for more information and to download the application.

Retailers and Brands can reach Sean at the contact info below to discuss further details of the study.

About The Purchase Decision Network and Shopper
The Purchase Decision Network (New York) owns Shopper, which has been downloaded by over 1 million users from the iPhone, Android, Blackberry and now Intel AppUp stores, where it continues to delight consumers with a simple and intuitive interface. Shopper saves time and effort on everyday shopping, automatically matches shopping lists to savings offers, and shares lists, recipes, tips and savings with friends and family.

Contacts
Sean Flynn, CEO
The Purchase Decision Network
(888) 816-8125
pr(at)pdnmedia(dot)com

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Sean Flynn
The Purchase Decision Network
+1 (888) 816-8125 Ext: 111
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