The Beef Checkoff recently highlighted the results of a late 2012 survey focusing on Millennial consumers – those born between 1980 and 2000 – in effort to improve beef marketing and preferences.
Millennials already account for about a fourth of the U.S. population and about a third of all adults, the Checkoff says, representing a big chunk of the current consumer population.
Previous studies have found that this generation really enjoys beef, but they also have some beef issues, many of which relate to consumer education.
Millennials in general know very little about shopping for and cooking beef – which is a primary deterrent to purchasing it. They acknowledge beef benefits, like building muscle and helping maintain energy but lack nutritional facts to understand how beef, especially in terms of an appropriate number of servings, fits in a healthy diet and active lifestyle.
The earlier study met Millennials where they are found most often – on social media sites. Using Facebook, researchers developed a panel of Millennials who shared videos and diaries about their beef experiences in restaurants, at home and in grocery stores to provide depth and texture to the findings. Additionally, there was a quantitative survey of 2,000 Millennials to provide statistically sound measures and make the findings more representative of this group.
Among the findings:
•Millennials see food as an adventure, a route to diverse cultural and social experiences. They want beef to be part of these experiences.