he March 2014 wave of the Consumer Beef Index (CBI) found that the vast majority of consumers are still in the market for beef. Most of the tracking measures in the CBI remain very strong, including taste scores, and perceptions that beef is the protein that really sets a meat case apart. There are, however, demand challenges among a small percentage of consumers. With record high prices, one can only expect this result. Specifically, scores related to beef’s value are down, nutritional perceptions were a bit depressed in this most recent study, and we will need to continue monitoring the reaction of consumers to our production story.
Background
The checkoff-funded CBI is a semi-annual online survey started in 2007, which is designed to identify and track key consumer perceptions of beef and to spotlight key consumption trends. In the 15th wave of the survey, which took place in March 2014, 1079 respondents completed it. The sample is national in scope and is tested for balance with national demographic data, including gender, ethnicity, region of the country and age (ages 13 to 65 were included in the sample). A very small minority of consumers with absolutely no food decision making authority, either at-home or in restaurants, are excluded.
To read the rest of the story, please go to: NCBA/Beef Issues Quarterly
