Millennial Parents and Beef - Beef Checkoff

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Research funded by the Beef Checkoff Program takes a look at how Millennial parents perceive beef and how they prepare beef meals for their families. These insights will help retailers better understand this growing consumer demographic. www.BeefRetail.org has more information on beef marketing and merchandising.

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Millennial Parents and Beef - Beef Checkoff

  1. 1. Millennial Parents andBeefDecember 2012
  2. 2. Millennial parents• 80 million Millennials in the U.S. –those born between 1980 and 2000• 50% are responsible in some way forcooking for children• Millennial Parents – those with at leastone child in the house aged 3 or above• By 2020, Millennials over 25 willrepresent almost 20% of population• Up from 5% in 2010
  3. 3. Millennial parentsMillennial Parents:• Are looking for ideas on how to makebeef convenient or versatile to cook forchildren• Often serve chicken over beef to theirchildren• Need more information about the healthof beef and its role in an every dayhealthy lifestyle for them – and theirchildrenSOURCE: Millennial Parents and Beef, December 2012
  4. 4. Types of Beef Information SoughtSOURCE: Millennial Generation and Beef, December201142%43%45%52%53%58%60%65%80%38%33%38%44%61%54%66%59%80%30%27%28%39%57%50%67%49%76%Information about how beef is processedThe impact of beef farming on the environmentInformation about how cattle are raisedAnimal welfare or humane treatment of animalsInformation about the different cutsThe nutritional content in beef e.g. vitamins, mineralsetc.Information about how to cook the different cutsMore "sophisticated" recipes about beefEasy recipes about beefBoomers Gen X MillennialsDriven byMillennialsEveryoneisinterested!
  5. 5. Beef meals commonly servedSOURCE: Millennial Parents and Beef, December 20123%5%5%5%15%16%20%21%23%28%45%53%59%ON A SALAD SUCH AS STEAK SALAD OR TACO…SANDWICHES (EXCLUDING BURGERS)GROUND BEEF ON PIZZABBQ STYLE LIKE BRISKETSTEWS, GOULASH, CHILICASSEROLESMEATBALLSMEATLOAFPOT ROASTSSTEAK WITH SIDES LIKE A SALAD/VEGETABLESITALIAN DISHES LIKE PASTA OR LASAGNAMEXICAN DISHES LIKE TACOS OR FAJITASHAMBURGERS/CHEESEBURGERSPlease check out this list and tell us the three most common ways you servebeef to your child/childrenMentioned in Top 3
  6. 6. Lack of ConfidenceLack of Understanding,Need for InformationSOURCE: Millennial Parents and Beef Conversion, November201275%would like information about steaksand how to cook and prepare them50%would buymore beef ifthey knewmore aboutthe differentcuts67%would like tosee trainedbutchers onstaff to providecooking advice55%would like moreinformation on preparingand serving beef tochildren54%say it’s hard to know whatcuts to choose in the meatcase
  7. 7. Top 5 opportunities For Retailers1. Communicate beef’s versatility and convenience2. Emphasize beef’s nutrient profile3. Boost Millennials’ confidence in the kitchen4. Provide the information they seekContact the Beef Checkoff to learn moreabout marketing to Millennials

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