STUDY FINDS TURKEY MOST POPULAR WITH OLDER CONSUMERS

AMY I. STICKEL

RESTON, Va. -- Older Americans are eating more turkey, but a lack of interest from younger generations has contributed to flat turkey consumption figures for four years in a row.

That is the finding of a recently released study commissioned by the National Turkey Federation here, which also said more turkey is being used in sandwiches than ever before. The study, done by the NPD Group in Chicago, found females over age 65 and males over 55 are the only age groups that consistently increased the amount of turkey they bought during the last four years. In all other age categories, sales remained constant or fell. Average per capita consumption is 18 pounds per year, the survey found. "Children are not as fond of turkey, and they're tomorrow's consumer," said Teresa Farney, vice president of marketing and consumer information for the Turkey Federation. "We need to get them involved."

Many consumers simply do not know the natural health benefits of turkey, with its high protein and low fat content, Farney said; nor are they aware of the varieties available.

People who buy a turkey-substitute product like turkey bologna tend to think of it as bologna, not turkey, she added.

Farney attributed some of the blame for flat sales on food service sectors, which she said favor chicken over turkey. She said products like rotisserie chicken have given chicken a higher profile than turkey. "Turkey has been relegated to sandwiches in the deli," she said.

Although turkey sales have doubled since 1985, Farney said many consumers still think of turkey only at Thanksgiving and Christmas. According to the survey, nearly one-quarter of all turkey consumed in the U.S. is bought during the holiday season, which was defined as one week before Thanksgiving through New Year's week.

The report also reflected how turkey consumption patterns have changed in the last 15 years. As of February 1994, consumers ate more turkey for lunch than they did for dinner. The report found that 51% of all turkey bought is used in sandwiches. One-third of all turkey is used as a base dish, or the main part of a dish. Eleven years ago in 1983, those figures were reversed. One-half of all turkey bought was used as a base dish and 35% was used in sandwiches.

The report found consumers consider turkey a convenience food, and mostly eat it cold. But when it is cooked, it is just as likely to be in a microwave as in an oven or on the stove.

The NPD Group's National Eating Trends Service compiled the study by monitoring 2,000 households. Each household kept a daily record of all foods and beverages consumed during a 14-day period. The households were evenly distributed throughout the year. The group tracked turkey consumption throughout the 1980s for the report.