More Consumers Purchasing Beef During Pandemic

The number of consumers who say they intend to eat beef at least weekly increased from 67 percent to 72 percent compared to 2019, and consumer positive perceptions of beef reached 70 percent for the first time, according to a new report released by the National Cattlemen's Beef Association.

"The impact of the pandemic has been transformative in every corner of our economy," said Buck Wehrbein, 2020 NCBA Federation Division Chair. "The good news is that consumers are choosing beef more often as they adapt to cooking more at home."

The report outlines what consumer behaviors have changed, what behaviors may be permanent and how the beef industry has and continues to respond. With support from the 44 state beef councils and the Beef Checkoff program, current market and consumer research provides insight into the past year and helps inform programming and response in order to keep beef as the top protein choice for consumers.

"NCBA's checkoff-funded market research program allows us to evaluate and understand the consumer landscape, especially as its dynamics continue to shift," NCBA Senior Director of Market Research Shawn Darcy said. "As a result, this helps all checkoff programs be more efficient, whether through promotion, education or information distribution."

With unemployment rates climbing higher during the pandemic than they have in decades, 65 percent of consumers remain very concerned about the impact of COVID-19, especially with its effects onto the economy. Despite not knowing how this pandemic will continue to shape the consumer landscape, the "State of the Consumer" report provides valuable information to help the beef industry better understand the quickly changing environment.

Source: NCBA