A checkoff-funded consumer research study completed in January 2013 analyzed at home protein consumption patterns by overall consumption, frequency of types of beef and chicken consumed, typical household meals and what is consumed during the week vs. weekend and special occasions. The analysis also examined average monthly meat & beef expenditures, where and how proteins are purchased and reported changes in beef consumption.
The study was conducted online with a sample of 750 consumers who met a set of screening criteria including consuming beef and chicken at least 2-3 times a month, doing at least half the grocery shopping, having input into meal planning and falling into one of three beef favorability segments called Buckets (see below). A quota of 75 Millennials per bucket was recruited.
Consumer consumption behaviors were differentiated by Millennials vs. non-Millennials and by the standard market research beef favorability segmentation (Buckets 1 – 3). Although this is an attitudinal segmentation, these segments are strongly correlated with beef consumption. Descriptions of consumer attitudes by bucket are:
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