The Butterball Holiday Survey
Toronto, ON - According to a new Ipsos Reid survey conducted on behalf of Butterball, women are likely to be cooking the holiday turkey again this year. The survey finds that when Canadians have turkey in their household, 68% say it's a woman who cooks it. This compares to 17% who say a man in the household usually cooks it and 6% who say both men and women do.
Moreover, more than twice as many women than men declare themselves a "Turkey Pro" (65% of women vs. 29% of men). Men, on the other hand, are more likely than women to take the title of "Turkey Rookie" (28% of men vs. 13% of women), "Turkey Team Player" (22% vs. 16%), or "Carving Captain" (18% vs. 1%).
Finally, the survey also reveals that most Canadians prefer the breast, with 55% who say it's the part of the turkey they like to eat best. Two in ten (20%) say they go for a thigh, 13% like the leg best, and 4% opt for a wing.
These are the findings of an Ipsos Reid/Butterball poll conducted from November 8th to 10th, 2005. For the survey, a representative randomly selected sample of 1001 adult Canadians was interviewed by telephone. With a sample of this size, the results are considered accurate to within +/-3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census data.
Please open attached files to view full press release and detailed tables.
For more information on this news release, please contact:
Jennifer McLeod
Senior Research Manager
Ipsos Reid
416.324.2900
[email protected]
Ipsos Reid
Ipsos Reid is Canada's market intelligence leader and the country's leading provider of public opinion research. With operations in eight cities, Ipsos-Reid employs more than 300 researcher professionals and support staff in Canada. The company has the biggest network of telephone call centres in Canada, as well as the largest pre-recruited household and on-line panels. Ipsos Reid's Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada - including the Ipsos Trend Report, the leading source of public opinion in the country - all of which provide clients with actionable and relevant information. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.
To learn more, please visit www.ipsos.ca.
Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2004, Ipsos generated global revenues of 605.6 million Euro ($752.8 million U.S.).
Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.
