Introduction
The Consumer Beef Index (CBI) was established in early 2007 to track perceptions about beef, to provide a mechanism for determining which issues were increasing or decreasing in importance, and to spotlight key consumption trends. In July 2011 the 10th wave of this study was conducted, identifying key shifts in consumer reactions observed since the use of this tool was inaugurated.
Background
The CBI is an online semi-annual study of 1000 consumers between the ages of 14 and 65, balanced demographically to meet national norms for age, gender, geography, income and other key demographic variables. A very small minority of consumers with absolutely no food decision making authority, either at-home or in restaurants, are excluded.
Because the survey has been conducted twice a year since 2007, there is a wealth of data showing consumer trends regarding beef, including perceptions of taste, enjoyment, nutrition, safety and beef production as well as comparisons with chicken on a wide range of attributes.
To read the rest of the story, please go to: Beef Issues Quarterly