Millennial Consumers Remain an Important Market for Beef Industry

Millennial Consumers Remain an Important Market for Beef Industry

Latest Consumer Beef Index surveying round shows millennial consumers, especially those with children, are likely to appreciate tips on cooking and selecting beef

According to the most recent round of surveying for the Consumer Beef Index, the taste of beef remains the strongest driver of main meal selection decisions, but is moderated by budget.

The review, conducted July 18-28, found also that perceptions of beef are still at historically high levels, with a slight softening in the last 12 months. The CBI summary suggests this could be because of weakness in underlying measurements of beef value likely reflecting higher beef prices.

Related: Checkoff's Market Research Focuses on Younger Consumers

For the latest round of surveying, older adults, ages 66-68, were added to the review to track generational differences as the "Baby Boomers" have aged out of the previously tracked range of 13 to 65. (USDA photo)

Millennials, particularly those with children living in the household, have "encouraging views" of beef's taste, value and product integrity. Millennial parents also are interested in food, health and nutrition, the survey showed. They are more likely than other consumers to enjoy cooking, require convenience and exercise regularly to stay healthy.

This group also appreciates information on preparing and selecting beef, the survey said.

For the latest round of surveying, older adults, ages 66-68, were added to the review to track generational differences as the "Baby Boomers" have aged out of the previously tracked range of 13 to 65.

Related: Beef Checkoff's Digital Efforts Gaining Traction

Sample populations have also been altered to reflect the growing group of millennials in the 22-29 years of age range, as well as those living with parents.

The Consumer Beef Index has been in place since 2006. It is used to track changes in consumers' perceptions of beef and demand for beef relative to other meat proteins, as well as assessing the impact of the industry's communications efforts.

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