Dry Bean Value Proposition Study Results

In March, the U.S. Dry Bean Council commissioned a research project designed to identify the value proposition of U.S. dry beans. This is a critical part of the global marketing strategy to help define and tell the story of what makes U.S. dry beans stand out. This information will be incorporated into future marketing plans. 
Consumers in Spain tend to display the strongest recognition scores of the various types of beans. Overall, beans are perceived to be versatile, as they are used for many different occasions in each of the EU countries. In Spain and France, they are used as an entrée/in the center of the plate. The UK scores highest “as an ingredient to use in everyday home-cooked meals”, as well as “a healthy addition to their diet/meals”.
Get the full details here.

USDBC Completes COVID-19 Global Consumer Survey

The U.S. Dry Bean Council commissioned a study from Rose Research to better understand the effect the COVID-19 pandemic is having on consumer attitudes, perceptions and behavioral practices towards dry beans in some of our export markets. Specifically, the following areas of investigation were measured and included behavioral patterns from six months ago, currently and six months from now:
  • Purchase frequency
  • Outlets purchasing from
  • Amount spent in a typical month
  • Types of dry beans purchased
  • Purchase intent
The study also looked at whether changes made to shopping habits will continue in the future and the best way to promote dry beans now. A total of 3,771 interviews were completed online, from China, Europe/EU and Mexico.
The study concluded that the COVID-19 pandemic will have long-term impacts on consumer behavior around the world, as many of the consumers indicate that the changes that they’re making today will stay with them. According to the study, dry beans have a number of opportunities to position for success now and in the future. Consumers are more apt these days to be looking for products with a longer shelf life, while alternative sources of protein are also in demand – two key attributes that can potentially differentiate dry beans from other food products/ commodities. The full study with detailed questionnaire results and charts per region is available to USDBC members upon request.