The March 2012 wave of the Consumer Beef Index found that perceptions of beef have stayed strong or are improving on a host of measures, including safety, nutrition, taste/quality and convenience.
But value measures for beef have declined. Value perceptions are the only variable moving in a negative direction for beef, and thus are very likely to be the primary reason for a drop in average reported weekly servings of beef.
Background
The checkoff-funded Consumer Beef Index (CBI) is a semi-annual online survey begun in 2007 which is designed to identify and track key consumer perceptions of beef and to spotlight key consumption trends. The 11th wave of the survey was conducted in March 2012 with more than 1300 consumers.
To read the rest of the story, please go to: Beef Issues Quarterly
