In Detroit, the changes are to tomato sauce 

 hd percent; olive oil, 19 percent; and 

 natural oil, 15 percent. Those who switch 

 said they did so mainly because they "like 

 variety . " 



Sardines packed in olive oil are 

 considered to be of the best quality by all 

 three groups of Negro ssu-dine-user respond- 

 ents. Soybean oil and cottonseed oil packs 

 were named also by significant percentages 

 of these respondents. 



Sardine Size Preference 



Nearly three-quarters of the 

 Orangeburg County respondents prefer gmaii 

 rather than large sardines. The leading 

 reasons given were "better taste" and 

 "sweeter." More than one-third of these 

 homemakers did not know the length of the 

 sardines they liked best. Another third 

 stated a preference for 2- to 5-inch fish 

 and the remainder, 2 inches or less. 



Danestic versus 

 Imported Sardines 



Only danestic sardines are used by 89 

 percent of the Orangeburg County respond- 

 ent households. In Birmingham, 57 percent 

 of the Negro respondents used domestic 

 sardines and in Detroit, 67 percent. About 

 30 percent of the homemakers in the urban 

 areas served both dcanestic and Imported 

 sardines, cooipared with 6 percent in the 

 rural group. Lack of awareness of other 

 kinds (imported) was by far the most impor- 

 tant reason given by Orangeburg County 

 respondents for their preponderant use of 

 the domestic product. 



Serving Habits 



More than three-quarters of the 

 Orangebvirg County hanemakers sometimes 

 served sardines for dinner, ccanpared with 

 63 percent of the Negro group in Birmingham 

 and only 3'* percent in Detroit. 



Two-thirds of the rural respondents 

 served only 1 or 2 small sardines per suiult 

 for a snack. The over-all average was only 

 2.2 sardines for a snack portion. Servings 

 made by the comparable group in Birmingham 

 average 3.9 sardines; In Detroit, 5.3. 

 Only 2.5 8«u:dlnes were served per adult 

 for a meal in the Orangeburg County group; 



5.6 and 5-5 sardines were the average per 

 adult meal in Birmingham and Detroit, 

 respectively. 



Nine out of ten rural homemakers 

 report that sardines were served in their 

 homes when they were children. About 8 

 out of 10 Negro urban respondents made the 

 same repoirt. 



Tliirty-slx percent of the Orangeburg 

 County homemakers indicated that they 

 seiTred sardines often enough at the pre- 

 sent time. An additional 7 percent indi- 

 cated that nothing would induce them to 

 serve more sardines. A lessening or 

 elimination of unpleasant odors was named 

 as a reason for increased use by 15 per- 

 cent. Better cleaning and removal of 

 bones was listed by 11 percent. 



"Lower price" was mentioned as an 

 inducement for increasing their sardine 

 consvmiptlon by 22 percent of the Negro 

 respondents in Birmingham and 2k percent 

 in Detroit. Only in Detroit was the odor 

 problem mentioned by as many as 10 percent 

 of the homemakers. Of the Birmingham 

 group, 23 percent indicated that present 

 servings of sardines were about the amoxint 

 they would want; in Detroit, the propor- 

 tion was 17 jjercent. Twenty-one percent 

 in Blrmlnt^am and ik percent in Detroit 

 were of the opinion that nothing would 

 Induce them to serve more saxdlnes. 



Maine versus 

 California Sardines 



Eighty- seven percent of the Orangeburg 

 County domestic-sardine users usually 

 bought Maine sardines; 13 percent, the 

 California product. The proportions for 

 Negro households using Maine sardines in 

 Birmingham were 7!* percent, emd 16 percent 

 using California sardines; those in Detroll^ 

 72 percent and ik percent, respectively. 



Ifesu-ly 60 percent of the rural 

 respondents had no opinion whether appear- 

 ance of California sardines was pleasing 

 to them in the open can. In the Birmingham 

 Negro group, 59 percent indicated that the 

 product's appearance was satisfactory; in 

 Detroit, k9 percent expressed this opinion. 



More than 90 percent of the Negro 

 respondents in the rural area cmd in 



11 



