Beef producers must understand and adapt to evolving consumer preferences by focusing on transparency, authenticity and meeting consumers’ diverse needs. This was the message shared by Mandy Carr Johnson, National Cattlemen’s Beef Association senior executive director of scientific affairs, at the Beef Improvement Federation (BIF) Symposium .
Johnson says for the beef consumer, value is related to things like nutrition and how it’s raised and grown, as well as convenience and versatility.
“It’s more about the value it brings to my family; not just how much I paid for it,” she explains.
Consumer Demographics and Protein Preferences
Johnson compares the consumer generations from Gen Alpha to the Silent Generation, highlighting that Millennials and Gen X are the most significant consumer groups related to disposable income. While chicken remains the top protein choice, beef is a close second. Plant-based proteins represent less than 0.5% of the market, despite media attention.
She explains different generations have varying priorities. Gen Z and older generations show the most interest in animal welfare, while Gen X has the most significant buying power.
Key Purchase Drivers
Johnson says consumers make protein choices based on five critical factors:
- Eating experience
- Convenience
- Price
- Understanding how cattle are raised and grown for food
- Nutrition
Beef satisfaction is high, with more than 90% of consumers reporting a positive eating experience for steaks and ground beef at home or at a restaurant. Convenience is crucial, with 73% of consumers preparing more meals at home.
“If you have a bad eating experience — if your steak is tough — then for a consumer, it might cause them not to come back and eat steak the next time,” Johnson says.
Shopping Behaviors
Consumers are increasingly embracing online shopping, particularly younger generations. They typically shop at multiple outlets, including grocery stores, mass merchandisers and club stores. Online grocery shopping has stabilized, with most consumers using these platforms monthly or weekly.
Nutrition and Health Perceptions
While beef is recognized as a high-quality protein source, consumers still perceive chicken as healthier. The rise of high-protein diets and weight loss medications has created opportunities for beef to position itself as a nutritious protein option.
Animal Welfare and Sustainability
Johnson says a quarter of consumers claim to be familiar with food production practices. They want to hear directly from farmers and ranchers about their practices. She says the Beef Quality Assurance (BQA) program has been effective in helping to address consumer concerns.
Media and Perception
Media coverage of beef production is mostly neutral, with traditional media being less negative than social media. Sustainability stories about beef are relatively small compared to overall sustainability discussions.
Consumer Trust
Authenticity is key. Consumers trust information from farmers and ranchers most. They want to understand how their food is produced and appreciate transparency about production practices.
“It’s not about telling your story. What I think is important is being able to be open to questions,” Johnson says. “It is seeing there are real life people behind the production of their food.”
As an example, she shares a video of chef Esther Choi of Mokbar NYC visiting Ric Coombe and Thunder View Farms to see his 250 head Angus operation that serves local New York residents.
Johnson summarizes the beef industry must continue to:
- Improve eating experience
- Enhance online presence
- Educate consumers about nutrition and production practices
- Address concerns about animal welfare and sustainability
- Provide authentic, transparent communication
“The beef industry must be adaptable, transparent and consumer-focused,” Johnson says. “By understanding and addressing consumer preferences, concerns and shopping behaviors, beef producers can maintain and grow their market position.”
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