A quintessential American summer just isn’t complete without the sound of juicy beef burgers sizzling on the grill. As warm weather approaches and COVID-19 restrictions begin to ease, consumers have another reason to embrace the start of summer: Their beloved burger doesn’t just taste delicious, it packs a nutritional punch! So what better way to kick off Memorial Day weekend than by celebrating National Beef Burger Day on May 28?
After all, now is the perfect time to remind consumers of beef’s rightful place on the plate as part of a wholesome meal. Coming out of the pandemic, health and wellness sit at the forefront of American minds. In 2020, over two-thirds of consumers put some or a lot of effort toward nutrition, with 72% of consumers buying “better for me/my family” meat and poultry options.1 Additionally, the coronavirus has driven a sharper focus on personal health, with 3 in 5 consumers indicating they plan on eating healthier.2 Timing is also of the essence as the push for plant-based meat alternatives continues – the category grew 83.9% in 2020.1 More than one-half of flexitarians have increased their frequency of eating vegetable/plant proteins according to a 2019 study. Of those, increased consumption is linked to perceptions of improved health, with two-thirds claiming “I consider it healthy for me.”3
This confluence places all meat players in a position to capitalize on this unique moment. The opportunity is clear and immediate: Protect market share by promoting the nutritional value of meat – including the classic beef burger – in a relevant way that addresses consumers’ health and wellness goals.
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