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Agricultural News

Consumers say Beef is King

Wed, 03 Sep 2014 14:38:28 CDT

Consumers say Beef is King

Beef ranks supreme among protein choices. That's according to Lindsay Chichester with University of Nebraska extension. She did her doctoral research in West Texas A & M on consumer preferences in the meat industry. Nearly half of the participants put beef as their number one protein choice and 97 percent indicated they ate beef between one and 12 times each week.

"Overwhelming consumers indicated they wanted a high quality tasty product that was something they would spend money or so they indicated," Chichester said.

The term Angus outweighed any other branding term including prime, tender, organic and grassfed in consumers perception, but words are not enough. Consumers are looking for performance to back up those terms and choose specification based brands like Certified Angus Beef.

"When they are willing to spend their money on steak they want to know they want to make sure its a quality product," Chichester said. "So they are willing to spend a little more money to get something they know will be guaranteed tender, flavorful, juicy, the things CAB markets for and targets specifically in their product."

Consistent beef is also important in building long term demand. It's also key to keeping customers as prices climb.

"Consumers -- millennials specifically, are not good at understanding how to pick out a good product and how to cook it at home, so if their cooking experience at home is not a positive one, its going to be hard to continue to keep them as consumers," Chichester said. "By purchasing a high quality product to begin with that certainly helps the experience at home"

The research indicated grocery store purchases were based on four main drivers - quality, price, color and yield.

Click below to watch a Angus video news release "Consumers say beef is king"



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