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Knowing your Beef Customer
Do you know the demographics of your beef customers? Are the customers who purchase ground beef and round roast the same? By knowing the demographic profile of your beef purchasers and reviewing it along side your sales data you can better understand and then target these profitable customers.
While the research tells us beef is popular with all consumer groups, certain groups seem to prefer certain cuts. |
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Typical Beef Consumer Demographics by Cut |
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Cut |
House-hold
Size |
Presence of Children |
Age of Female Head of Household |
Income |
Ethnicity |
Female Head of Household Education Level |
Head of Household Occupation Category |
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Ground Beef |
3+ |
Yes, Tweens (6-12) and Teens (13-17) |
45-64 |
$50,000 to $70,000 |
Hispanic |
Some High School or High School Grad |
Blue Collar |
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Rib/
Ribeye Roasts |
3-4 |
Yes, Teens (13-17) |
45+ |
$40,000+ |
Asian |
High School Grad or College Grad |
Professional/Managerial |
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Round Roasts |
3+ |
Yes, Young Kids (< 6) and Tweens (6-12) |
45-64 |
$30,000 TO 40,000 and $70,000+ |
Hispanic |
Some High School or High School Grad |
White or Blue Collar |
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Beef for Stew |
3+ |
Yes, Tweens (6-12) and Teens (13-17) |
< 35 and 45-64 |
$20,000 TO $30,000 and $50,000 TO $70,000 |
Hispanic, African-American or Asian |
Some High School, High School Grad or Some College |
Blue Collar |
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Source: ACNielsen HomeScan Fresh Foods Consumer Panel, 2005. |
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Looking for Steak Demographics? Check them out! |
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Putting this information to use:
Look at individual store demographics and your advertising zones. You can target your best customers by keeping the meat case filled with the cuts they want to buy.
· While all stores carry ground beef sections, stores with primarily White and Hispanic blue collar shoppers should expand their sections to make sure they are in stock on the most popular varieties. Because of the number of children present, family pack sections will be popular.
· Most stores feature rib/ribeye roasts during the holidays. The demographics suggest that these cuts can be featured regularly in stores with primarily White and Asian shoppers, especially those with teens at home.
· Stores who cater to Hispanics should keep the round roasts well stocked in the case.
· Beef Rib should be part of the regular store planogram so their popularity can be capitalized upon at all stores.
Contact us for more information on this study or other Beef Checkoff-Funded research. |
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