Ham Trends Provided by: National Pork Board
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Ham Trends
Provided by:
National Pork BoardContents
Ham definitions
Ham nutritional profile
In-home ham consumption
In-home ham intake development indices
Ham sales at retail
Away-from-home ham consumption
2Ham definitions
Ham defined
Hind leg of a hog
Types: Wholes, halves, portions, boneless,
bone-in, semi-boneless skinless shankless,
spiral sliced, steak/slices, country hams,
canned
Formats: Fresh, cured, cured-and-smoked,
ready-to-eat (fully cooked hams, canned and
prosciutto), luncheon and deli ham
Source: www.fsis.usda.gov
4Ham label designations
Ham
contains no added water is at least 20.5% protein
Ham with Natural Juices
contains at least 18.5% protein
Ham - Water Added
contains 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”
5Butt end, half or portion
Upper, meatier part of whole leg
Butt portion has some center slices removed
for sale separately as ham steaks or center cut
ham slices. The half includes this meat.
Semi-boneless Ham Half Ham Portion Ham
Source: www.fsis.usda.gov; www.cooksham.com
6Spiral sliced
Bone-in ham that is pre-sliced
Honey Baked Ham had exclusive patent on
spiral slicing process (expired in 1981)
Source: Business Courier, June, 2001; www.cooksham.com
7Skinless, shankless
Skin and shank removed
Leg bone and hip bone remain
Source: www.fsis.usda.gov; www.cooksham.com
8Curing solutions
Addition of salt, sodium nitrate, nitrites and
sometimes sugars, seasonings, phosphates and
ascorbates
For preservation, color development and flavor
enhancement
Nitrate and nitrites contribute to cured flavor and
reddish-pink color of cured pork
Nitrite and salt inhibit bacteria growth
Can be added by injection by needle or
tumbling/massaging/soaked
Source: www.fsis.usda.gov
9Dry curing
Country hams and prosciutto
Fresh meat is rubbed with a
dry-cure mixture of salt and
other ingredients
Process draws out moisture and results in more
concentrated ham flavor
Aged from a few weeks to more than a year, six
months is common
Can be injected with curing solutions or placed in
curing solutions but they may not be smoked
Source: www.fsis.usda.gov
10Wet curing or brine cure
Brine curing is most popular way of producing
hams
Wet cure whereby fresh meat is injected with a
curing solution before cooking
Smoke flavoring (liquid smoke) may also be
injected
Source: www.fsis.usda.gov
11Smoking and smoke flavoring
After curing, some hams are smoked
Process where hams are hung in a smokehouse
and allowed to absorb smoke from smoldering fires
Gives added flavor and color, slows development
of rancidity
Flavor depends upon what
wood is used
Source: www.fsis.usda.gov, Albuquerque Journal, December, 2001
12Ham nutritional profile
Nutritional Profile
Ham is a lean protein
3.4-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-12
Low and reduced sodium products available
Ham steaks 94 % lean
14 Source: www.cooksham.comIn-home ham consumption
24% of individuals consume entree ham at
least one time in an average two week
period
S IZ E O F M A R K E T
H a m (E xc l L u n c h m e a t)
% o f In d ivid u a ls C o n s u m in g a t L e a s t O n c e in T w o W e e k s 2 0 0 6 /2 0 0 7
76
24
C onsum e D o N ot C onsum e
P e rc e n t o f In d ivid u a ls C o n su m in g a t L e a s t O n c e in T w o W e e k s b y Y e a r
Y r. E n d in g F e b . 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
H a m (E x cl L u n c h m ea t) 1 9 .3 2 0 .9 1 9 .5 1 7 .0 1 8 .8 1 9 .2 1 7 .8 2 2 .0 2 4.1 2 4 .0
A ll d a ta is fo r ye a r e n d in g F e b ru a ry. Page 5
16And, almost 30% of individuals
consume ham lunchmeat regularly at least one
time in an average two week period.
S IZ E O F M A R K E T
H a m L u n c h m e a t (P o rk B a s e d )
% o f In d iv id u a ls C o n s u m in g a t L e a s t O n c e in T w o W e e k s 2 0 0 6 /2 0 0 7
72
28
C onsum e D o N ot C onsum e
P e rc e n t o f In d ivid u a ls C o n s u m in g a t L e a s t O n c e in T w o W e e k s b y Y e a r
Y r. E n d in g F e b . 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
H a m L u n c h m e a t (P o rk B a s e d ) 3 5 .7 3 8 .8 3 7 .5 3 8 .0 3 7 .5 3 6 .9 3 8 .1 3 2 .4 2 6 .8 2 8 .4
A ll d a ta is fo r ye a r e n d in g F e b ru a ry. Page 5
17Ham entrée consumption has rebounded
from 2004.
T R E N D IN P E R C A P IT A C O N S U M P T IO N
H am (E xcl Lunchm eat)
An n u al E atin g s P er C a p ita
12.89
12.42
11.17
10.31 10.07
9.10 9.29
8.48
8.02
7.46
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
A ll data is for year ending F ebruary. P age 6
18Ham consumed most at
dinner meal; lunchmeat at midday
Ham entrees - % of Eatings
In-Hom e Dinner 41
In-Hom e Lunch 38
In-Hom e Breakfast 12
Carried From Hom e 8
Ham lunchmeat - % of Eatings
In-Hom e Snack 1
In-Hom e Lunch 53
Carried From Hom e 20
In-Hom e Dinner 19
In-Hom e Breakfast 7
In-Hom e Snack 2
Two Years Ending February 2007
Source: The NPD Group, Inc. National Eating Trends
19Entrée ham consumption
skews to holiday months
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 E
H a m (E x c l L u n c h m e a t)
% o f E a tin g s 2 0 0 6 /2 0 0 7
69
29 31
27
22 22
S p rin g Sum m er F all (S O N ) W in te r (D J F ) W e e k en d (S - W e e kd ay
(M AM ) (J JA) S) (M -F )
In d e x to S a m p le In d s : E a tin g s
10 8 88 88 1 16 10 8 97
A ll d ata is fo r ye ar en d in g F e bru a ry. Page 8
20Ham lunchmeat consumption skews
to spring/summer; weekday meals
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 E
H a m L u n c h m e a t (P o rk B a s e d )
% o f E a tin g s 2 0 0 6 /2 0 0 7
74
30
24 26
23 23
S p rin g Sum m er F a ll (S O N ) W in te r (D J F ) W e e k e n d (S - W eekday
(M A M ) (J J A ) S) (M -F )
In d e x to S a m p le In d s : E a tin g s
92 120 96 92 91 104
A ll d a ta is fo r ye a r e n d in g F e b ru a ry. Page 8
21s5
Vegetables served most
often with ham entrees
% of In-Home Ham Entree Meals Which Include
Vegetables 49.9
Potatoes 37.5
Eggs/Omelettes 16.0
Bread 15.2
Salads 12.9
Fruit 12.6 Corn 13.0
Buns/Rolls 11.3
Green Beans 12.6
Macaroni & Cheese 6.4
Rice (Plain) 4.6 Peas 5.8
Cheese 3.9 Mixed/Combo 4.0
Cakes 3.7
Biscuits 3.4
Pies 3.3
Baked Beans/Pork & Beans 3.2
Cookies 3.0
Corn Bread/Muffins 2.5
Stuffing 2.4
Source: The NPD Group, Inc. National Eating Trends 2006
22Slide 22
s5 NOT UPDATED
schafers, 3/27/200755% as ingredient ;
43% eaten as an entrée
U S A G E P R O F IL E
H a m (E xcl L u n ch m e a t)
H o w U se d ?
% o f E a tin g s
2006/2007
55
2
43
B a s e D is h In g re d ie n t Ad d itive C o o k in g Aid
A ll data is for year ending F ebruary. P age 10
23Most ham entrees prepared
in oven or on the stove top
A P P L IA N C E B Y P R E P A R A T IO N M E T H O D
H a m (E x c l L u n c h m e a t)
% o f E a tin g s 2 0 0 6 /2 0 0 7
T o p A p p lia n c e /P re p a ra tio n M e th o d s
N o A p p l/N o P re p M e th o d /N r 40
M ic ro w a v e 11
O v e n : B a k e d /R o a s te d 9
S to v e T o p : F rie d /P a n B ro ile d 8 Summary
S to v e T o p : W a rm e d /H e a te d 7 No Appliance (leftover): 40%
N o A p p l: C h ille d /F ro z e n 5 Stove Top: 19%
O v e n : W a rm e d /H e a te d 5 Oven: 14%
S to v e T o p : B o ild /S te w e d /S im m r 4 Microwave: 11%
N o A p p l: U n c o o k e d /R a w 3
A ll d a ta is fo r ye a r e n d in g F e b ru a ry. Page 11
24Ham Entree
consumption skews to…
In-Home - Based on Index to Total Sample >120 – 2006/2007
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
Empty Nesters, Single Active Seniors, and Married
Life Cycle Segments:
Active Seniors…not Affluent Trad. Families
Age/Sex of Eater: Adults 55+ … not kidsHam Lunchmeat consumption
skews to...
In-Home - Based on Index to Total Sample >120 – 2006/2007
HH Income: All income breaks are average
HH Size: Not 1 member households, remainder are average
Age of Female Head: NotEntrée consumption
skews to South Central
R E G IO N A L P R O F IL E
H a m (E x c l L u n c h m e a t)
% o f E a tin g s In d e x e d to S a m p le 2 0 0 6 /2 0 0 7
146
128
112 110
100
93
71 75
63
N ew M id A tla n tic E a s t N o rth W e s t N o rth S o u th E a s t S o u th W e s t S o u th M o u n ta in P a c ific
E n g la n d C e n tra l C e n tra l A tla n tic C e n tra l C e n tra l
% 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 tin 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 r e d a v e r a g e
A ll d a t a is f o r y e a r e n d in g F e b r u a r y . Page 15
27Ham lunchmeat consumption skews to
Mid-Atlantic and West North Central
REGIONAL PROFILE
Ham Lunchmeat (Pork Based)
% of Eatings Indexed to Sam ple 2006/2007
115 113 109 108
99 103
92
74
66
New M id Atlantic East North W est North South East South W est South M ountain Pacific
England Central Central Atlantic Central Central
% of Sam ple 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
NO TE: An index of 80-120 is considered average
All data is for year ending February. Page 15
28Ham is the number
one sandwich
Percent of In-Home Lunches That Include Sandwiches
8
7
Ham
6
5 Poultry
4
3
Salad*
2
1
0
85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '00 '01 '02 '03 '04 '05 '06 '07
*Includes: Ham Salad, Chicken Salad, Egg Salad, Tuna Salad etc.
Source: The NPD Group, Inc. National Eating Trends 2006
29In-home ham intake development indices
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 older
Results showed the likelihood of consumption,
measured as “intake development indices”
31Intake 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
advantage
For example smoked ham development is 12%
higher with “at most high school” than the
average across education levels
32Intake development
demographic differences
Smoked Canned
Canned ham and smoked Education Ham Ham
At Most High School 112 132
ham development is
Some College 93 82
highest with “at most high
At least Undergraduate Degree 92 73
school”
Smoked Canned
Canned ham intake is Income Ham Ham
highest at lower incomes Less Than $10,000 74 177
Smoked ham intake is Between $10,000 and $20,000 92 177
highest at mid-income Between $20,000 and $30,000 104 76
levels Between $30,000 and $40,000 97 82
Ham intake is highest for Between $40,000 and $50,000 112 83
Between $50,000 and $60,000 114 101
individuals over 50
Between $60,000 and $70,000 104 66
Between $70,000 and $100,000 111 89
Intake Development Indices:
Between $100,000 and $150,000 81 34
= High Development = Low Development
Greater than $150,000 65 51
Source: Texas A&M Econometric Analysis 2003
33Intake development
demographic differences
Smoked Canned
Ham intake is highest for Age Ham Ham
individuals over 50 18 TO24 78 48
25 TO 29 86 84
Ham, and overall pork
30 TO 39 83 73
intake development, is
40 TO 49 95 83
greater in males
50 TO 59 105 125
60 TO 64 123 111
65 AND UP 127 150
Smoked Canned
Gender Ham Ham
Male 121 106
Female 82 95
Intake Development Indices:
= High Development = Low Development
Source: Texas A&M Econometric Analysis 2003
34Intake development
demographic differences
Hispanic intake strong for Ethnicity
Smoked
Ham
Canned
Ham
canned hams Hispanic 58 121
Canned hams have high Non Hispanic 102 99
development among Smoked Canned
Race Ham Ham
African Americans and low
White 103 84
development with
Black 101 305
Caucasians and Orientals
Oriental 29 65
Smoked ham intake is Other 34 67
above average in rural
Smoked Canned
areas Urbanization Ham Ham
SMSA 94 101
NONSMSA 117 97
Intake Development Indices:
= High Development = Low Development
Source: Texas A&M Econometric Analysis 2003
35Ham sales at retail
Ham dollar sales are back up
after a slight decline in 2006
This was driven by increased tonnage (+1.2%) and a slight increase in price
Ham Dollar Sales - % Change
2005 2006 2007
2.0% 2.0%
-0.9%
2005 vs. 2004 2006 vs. 2005 2007 vs. 2006
Source: Fresh Look syndicated data; calendar year 2007 vs. prior years
37In 2007, entrée hams continued to
generate the greatest sales
Total Ham $ Sales Entrée Hams $ Sales
RFG All Other
Quarter
Dinners 4%
7%
1%
Ham
2007 % Share
Steaks Whole Note: Within Entrée
14% Entrée
17% hams, whole hams
Hams Halves have lost share (-2
81% Within Entrée Hams 57%
Portion
share points versus last
19% year) to more
convenient halves,
portions and quarters
Total Ham Pounds Sold Entrée Ham Pounds Sold
All Other Quarter
RFG Ham 4% 4%Most ham segments show
good growth
Entrée hams sales (dollars and pounds) are up after a slight decrease in 2006
Ham steak sales continue to grow
Refrigerated ham-based dinners (RFG dinners), although a small segment, are
showing continued growth
Two Year Trend - % Change
2006 (2006 vs. 2005) 2007 (2007 vs. 2006)
506%
$ Sales Pounds Sold 165%
143%
123%
6%
1%
1% 1% 2% 7%
-2%
-1% -7% -3% -1%
-6%
Entrée Ham RFG All Other(3)
Ham(1) Steaks Dinners(2) Entrée Ham RFG All Other(3)
Note: (1) Entrée Ham = whole hams, portions, halves and quarters Ham(1) Steaks Dinners(2)
(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.
39 Source: Fresh Look syndicated data; calendar year 2007Within 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
Calendar Year 2007 Two Year Trend - % $ Sales Change
Non-
Spiral
Hams
Share of Spiral 65% 11%
$ Sales 35%
6%
5%
-1%
Non-
Share of Spiral -5% -6%
Spiral Hams
Pounds Sold 69%
31%
Spiral Non-Spiral
2006 vs. 2005 2007 vs. 2006 2 year growth
Source: Fresh Look syndicated data; calendar year 2007. Note: This represents share of spiral
cuts WITHIN entrée hams.
40Bone-in hams represent largest
share of volume…
…yet boneless hams are more profitable
Calendar Year 2007 Boneless “profit per
Sem i-BL
pound” Advantage
6%
Share of Boneless Bone-in
$ Sales
27% 67% 106%
Sem i-BL
9%
Share of Boneless
Bone-in
20%
Pounds Sold 71%
Vs. Bone-In
Source: Fresh Look syndicated data; calendar year 2007 Source:NPB Composite Database
41Ham sales are strongest
during the holiday months
Index of Ham $ Sales vs. Average Month in 2007
327
208
174
Average Month
Index = 100
77
67 66 58
54
47 45 45 46
Jan Feb Mar Apr (Easter) May Jun Jul Aug Sep Oct Nov Dec
(Thanksgiving) (Christmas)
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.
Source: Fresh Look syndicated data; calendar year 2007
42Ham feature activity mirrors key
sales periods
Index of # of Ham Features vs. Average Month in 2007
330
244
175
Average Month
Index = 100
87
70 64
52 61
42 46 50
32
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Easter Thanksgiving Christmas
Source: Leemis Promo Data ad activity analysis across 169 Grocery Accounts/Market combinations; calendar year 2007
43Holiday sales are driven by
entrée hams*
Index of Entrée Ham $ Sales vs. Average Month in 2007
376
234
189
Average Month
Index = 100
72
61 56
38 42 46
34 34 34
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
*Entrée Hams = wholes, quarters, portions and halves
Source: Fresh Look syndicated data; calendar year 2007
44However, seasonality has less
impact on ham steaks…
…making them a great year-round meal option
Index of Ham Steaks $ Sales vs. Average Month in 2007
Average Month
Index = 100 108 110 111
106
98 100 99 101
96 96
89 88
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: Fresh Look syndicated data; calendar year 2007
45Away-from-home ham consumption
Trends in Operators Menuing Ham
Overall, Category Incidence Rising # Ham Items/Operator Menuing
(Category Incidence is % Operators Menuing):
▲ Chains: Casual, Fast Casual, QSR ▲Chains: Casual, Fast Casual, QSR
Indep: Cut Edge
▼Family Dining Chains, Cut Edge
▼ Family Dining Chains
Category Incidence Ham Items/Operator
Ham, All Menu Parts 2007 2004 2001 2007 2004 2001
Market Sectors % % % # # #
Casual Chains 44 42 37 2.3 2.1 2.2
Fast Casual Chains 53 53 47 4.6 4.0 3.2
Family Dining Chains 73 74 71 7.5 7.9 7.8
QSR Chains 49 48 40 5.2 4.6 4.8
Cutting Edge Independents 43 39 34 1.9 1.9 2.0
Casual 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**
** No earlier data available
47
MenuMine, Foodservice Research InstituteHam menuing is increasing
19% of pork menu mentions are ham
Ham menu mentions increased 21% from 2000
to 2005
Source: The NPD Group, Inc. CREST 2005
48Ham entrees served most at
breakfast meal
Distribution of Ham Entrée Servings
YE Dec 2007
PM Snack
2% +% PCYA*
Supper
18%
-5% PCYA
Morning Meal
Lunch
Supper
PM Snack
Lunch
17%
Morning Meal
15% PCYA 63%
9% PCYA
49 Source: The NPD Group / CREST *Low Sample = Cannot TrendHam sandwiches served most
at lunch meal
Distribution of Ham Sandwich Servings
YE Dec 2007
PM Snack Morning Meal
7%+% PCYA* 7%
+% PCYA*
Morning Meal
Lunch
Supper
26% Supper
-5% PCYA PM Snack
Lunch
60%
0% PCYA
50 Source: The NPD Group / CREST *Low Sample = Cannot TrendHam entrée served equally at chains and
independents
Distribution of Ham Entree Servings
YE Dec 2007
Major Chains
42%
Independents
17% PCYA
46%
1% PCYA
Major Chains
Small Chains
Independents
Small Chains
12% 4% PCYA
51 Source: The NPD Group / CRESTHalf of ham sandwiches served
at chains
Independents
30%
-5% PCYA
Major Chains
53%
5% PCYA
Major Chains
Small Chains
Independents
Small Chains
17%
7% PCYA
Source: The NPD Group, Inc. CREST 2005
52.
Ham - Product Profiles
Demographic and Regional Indices* - Yr. Ending Nov. '07
Demographics Census Regions
Index Index
Dist. Yr Ago Index Dist. Yr Ago Index
Gender East 16% 87 87
Male 57% 119 117 Central 25% 117 112
Female 43% 82 84 South 37% 99 102
West 22% 94 95
Age of Eater.
Ham Sandwich - Product Profiles
Demographic and Regional Indices* - Yr. Ending Nov. '07
Demographics Census Regions
Index Index
Dist. Yr Ago Index Dist. Yr Ago Index
Gender East 19% 100 104
Male 51% 106 105 Central 26% 114 119
Female 49% 94 95 South 35% 103 98
West 19% 81 82
Age of EaterYou can also read
