What Will Beef Consumers Want in 10 Years?

Beef Checkoff partnership with Kansas State University examines purchasing potential of future consumers

Published on: Sep 26, 2013

The time from conception to market is crucial for beef animals. With proper nutrition, care and time, calves will grow to become marketable stock that can meet the demands of today's consumers.

Clearly, that doesn't happen in a day. But according to Kansas State University research performed in partnership with the beef checkoff, neither does the development of consumers' needs and wants when it comes to beef products.

The study, which examines the factors consumers use to make beef purchasing decisions, will give insight to how consumers are expected to behave not just now, but also five or ten years from now.

"We're trying to look at what beef demand determinants are five to ten years out," explains Ted Greidanus, California beef board member, in a recent beef checkoff interview. "We'll take that and use it in advertising campaigns, we'll use it in promotional products and so forth."

Beef Checkoff partnership with Kansas State University examines purchasing potential of future consumers
Beef Checkoff partnership with Kansas State University examines purchasing potential of future consumers

The biggest drivers, the research found, are product safety, quality and price. Greidanus emphasizes safety.

"To me the primary key message is: if we don't have a safe product, and we don't have beef safety none of the other drivers matter," he says. "So, safety is priority number one. And after that taste, tenderness, flavor come in very high."

Watch Greidanus' interview below.