The latest 2012 checkoff-funded Millennial Parent study dug deeper into why this generation limits beef in their children's diets.
Among those findings:
• Chicken is perceived to be easier to prepare, a big favorite with children and widely available as strips and nuggets, so parents know there is always a kid-friendly option, whether eating at home or away from home.
• Millennial parents also perceive other meats as more heart-healthy than red meat.
• Older Millennials (age 25-32) are cautious about preparing family beef meals and 46% say they do not find beef convenient to cook for kids.
However, these findings offer opportunity, not just challenge. The 2012 study confirms that Millennial parents want to make the best food choices for their families and are willing to learn. Getting the news out about healthy beef benefits and convenience is critical in fully convincing this generation to feel comfortable and confident in choosing beef.
Checkoff Millennial research so far offers both positive news and important details for future strategic marketing efforts.
In particular, special attention should be focused on Millennial parents, who tend to be more concerned about the healthfulness of beef than those without children. Children raised on less beef are likely to be less beef focused in their own dietary choices later in life.
Source: Beef Checkoff