Research Shows Convenience and Nutrition Drive Beef Demand

The primary driver of beef demand has always been its delicious flavor; that's a given. In addition to taste, though, this research revealed two other significant drivers of U.S. beef demand are nutrition and convenience. Learn what the research says for both and check out our suggestions on how you can capitalize on these findings.

Convenience is crucial!
As the pace of life speeds up, people have little time to spend preparing meals. The research shows an increase in female employment outside the home and an increase in food consumed away from home causes the demand for products that can be prepared quickly and easily to increase.

How can retailers respond?
You have a great opportunity to increase beef sales because beef can be extremely convenient and versatile. Consider ground beef – it’s easy to cook and can be used in a variety of dishes from pizza to burgers to lasagna. Provide your customers with recipes that are quick and easy to prepare, like Sweet Hawaiian Mini Burgers. These delicious burgers only take 30 minutes to prepare and are sure to impress guests. Easy Skillet Chili Mac is great for busy weeknights because it only takes 25 minutes to prepare.

In addition to ground beef, show customers other cuts of beef are also versatile and easy to prepare. What can be more convenient than putting a pot roast in a slow cooker in the morning to return home and have dinner ready! A great recipe to give customers is the Lazy Day Beef & Vegetable Soup. It cooks all day in the slow cooker and makes 6 to 8 servings. What could be simpler?

Stir-Fry is another great, convenient way to prepare beef. The Easy Asian Stir-Fry only takes 30 minutes to prepare.

Show customers they can cook once and have beef for two meals. Give them recipes from the Beef It’s What’s For Dinner “Grill Once Dine Twice” section. Grilling a couple extra steaks while cooking dinner can make preparation for breakfast and lunch the next day a breeze!

To give customers a more convenient shopping experience, place recipe cards with recipes highlighting beef's convenience. Consider using cards like those suggested above by the corresponding cuts in the meat case. Customers hoping to solve their dinner dilemmas will love your help!

Research Shows Nutrition Messaging is Vital
The research revealed the awareness of nutrition has impacted beef sales over the last several years. By examining the relationship between articles about nutrition published in medical journals and beef sales, the researchers showed that as the number of articles relating diet and fat consumption to cholesterol, heart disease, or arteriosclerosis increase, the demand for beef declines. Conversely, as the number of articles published regarding Atkins, high protein, or low carbohydrates increases, beef demand responds positively. The third index examined the relationship between beef demand and the publication of health benefits associated with having zinc, iron or protein in diets. Beef demand responded positively to these articles.

What does this mean for retailers?
Because of beef’s great nutritional profile, you can increase profits when you educate customers on the nutritional benefits of beef. Implementing an on-pack nutrition labeling program is beneficial to show customers how beef can add important nutrients to their diet.

Tell customers that beef is a high-quality protein. Its nutrients are important for muscle development, healthy bones, normal metabolism and balanced blood sugar. Beef is an excellent source of protein. It is also a naturally rich source of essential nutrients like iron, b-vitamins and zinc. These nutrients help give energy for daily activities and maintain a healthy immune system.

Visit Nutrition Central for resources to help you implement an on-pack nutrition labeling program in your stores, so you can communicate the nutritional benefits of beef to your customers.

The Beef Training Camp section on Nutrition includes a list of the 29 cuts of beef that meet the USDA definition of lean. By their definition, “lean” beef contains less than 10 grams of total fat, 4.5 grams or less of saturated fat and less than 95 milligrams of cholesterol per serving (85 grams = 3-ounce cooked portion) and per 100 grams. Show customers the nutritional value of these lean cuts!

Source: “U.S. Beef Demand Drivers and Enhancement Opportunities,” Kansas State University Agricultural Experiment Station and Cooperative Extension Service, June 2009.