A checkoff-funded market research study of more than 3,000 consumers conducted in May 2012, analyzed issues and concerns that cause consumers to limit their beef consumption. The study assessed the limiting effects of 89 issues and concerns divided almost equally into beef issues consumers may have seen, heard or read about, and issues they may have experienced with beef that led to unsatisfactory experiences.
The study found the highest impact limiters of consumption currently all relate to price. The effects of the recession, which caused many consumers to adopt and retain frugal behaviors, combined with recently rising beef prices were the strongest reasons for limiting beef consumption.
Price was closely followed by concerns about the healthfulness of beef relative to other proteins and concerns that it is unhealthy to eat beef too often.
To read the rest of the story, please go to: Beef Issues Quarterly