While Americans will be eating a great deal more turkey, ham and breakfast sausage on Thanksgiving, little of it will be labeled natural or organic, according to data provided by Nielsen. We will be spending over $500M on fresh turkey over Thanksgiving week, but only 5% will be natural or organic. Less than 1% of the fresh ham and about 5% of the fresh breakfast sausage bought this week will be natural or organic. Consumers buy 4.65 times more conventional turkey this week than on average, but only 2.5 times more natural or organic turkey. Similarly, they will buy 2.8 times more conventional ham and 1.7 times more natural or organic ham. Consumers do favor natural or organic breakfast sausage during Thanksgiving. They buy 21% more conventional breakfast sausage and 36% more natural or organic sausage.
100% Stacked Bar Chart and a Cluster Bar Chart
How To Create This Chart
The Nielsen data consisted of just 12 numbers (dollar sales and index to average week) for two types (conventional and natural/organic) of three proteins (fresh turkey, hams, and breakfast sausage). The Nielsen Insights report summarized the data in a table. I felt than two charts would bring out the message more clearly. The 100% stacked bar chart shows the percentage or each protein that is conventional versus natural/organic. I used a brighter color to emphasize the smaller natural/organic sector. I only showed percentages in the chart. The reader can calculate the dollar sales of each type by using the total market shown in the bar totals.
The second chart shows how much more of each of type of each of these proteins are purchased during Thanksgiving week than during other weeks. The Nielsen report showed this as an index and I followed their lead. The index data indicates that consumers are less likely to buy natural/organic turkey or ham, but more likely to buy natural/organic breakfast sausage during Thanksgiving week than during other weeks. It also shows how much more of these proteins are purchased for Thanksgiving.
I made the two charts the same size, displayed them side-by-side and used the same colors to make it easier to compare them. I also used similar chart attributes. Neither chart has axes lines or segment borders, for example. I also used one legend for both charts. These tweaks make it easier for the reader to understand both charts and discern their message.
Take This Chart And Make It Your Own
You can download this chart and edit it using Mekko Graphics.