Redefining Value
Consumers increasingly define value as more than price alone. While budget remains a key consideration when choosing a meal with protein, consumers also prioritize taste, quality, nutrition and versatility. 3 For beef, this means competing on more than cost per pound. Value is not simply about finding the lowest-priced option; it is about whether consumers believe a product is worth the money. Despite higher prices, consumers continue to choose beef when it delivers the attributes they value most, including taste, quality, protein and meal satisfaction.
Convenience has also become an important part of that value equation. As households balance busy schedules with ongoing budget pressures, consumers are looking for foods that simplify meal planning and preparation without sacrificing quality or satisfaction. Consumer Beef Tracker data show that quick weeknight meals and grilling occasions remain central to meal routines, while younger consumers are more likely to incorporate meal prep, air fryer cooking and other time-saving approaches into their routines. 3 For beef, this creates opportunities for products that deliver value, convenience and flexibility across a variety of meal occasions.
Weekly + Beef Consumption by Generation In part, Millennials and Gen Z protein preferences are driving the overall increase in weekly + consumption.
90 %
80 %
70 %
60 %
50 %
LEGACY SUB- CATEGORY
NATIONAL SALES- 52 WEEK ENDING 7 / 12 / 2026 52-WEEK DOLLAR SALES 52-WEEK VOLUME SALES
Current
% Change vs YA
Weekly + Beef Consumption by Generation
Gen Z MIllennial Gen X Boomer
Current
Millennial, 78 %
Boomer, 67 %
2018 2019 2020 2021 2022 2023 2024 2025 2026
% Change vs YA
Gen Z, 75 % Gen X, 71 %
Source: Consumer Beef Tracker, 2019 – June 2026. Q1:“ Thinking about all of your meals – breakfast, lunch, dinner and snacks – how frequently do you eat each of the following types of food?” Analysis provided by National Cattlemen’ s Beef Association, a contractor to the Beef Checkoff.
52-WEEK PRICE PER VOLUME
% Change Current vs YA
Aisle-Fresh Meat |
$ 82,102,214,011 |
7.1 % |
17,298,587,847 |
1.8 % |
$ 4.75 |
5.2 % |
Beef |
$ 47,119,777,037 |
9.7 % |
6,335,402,349 |
2.1 % |
$ 7.44 |
7.4 % |
Beef Steaks $ 16,091,035,752 |
4.0 % |
1,424,467,125 |
-2.4% |
$ 11.30 |
6.6 % |
Beef Fresh Ground |
$ 17,511,958,238 |
13.3 % |
2,910,159,296 |
1.3 % |
$ 6.02 |
11.9 % |
Beef Roast $ 4,835,474,383 |
8.9 % |
708,520,912 |
4.0 % |
$ 6.82 |
4.7 % |
Beef Value Add |
$ 4,351,304,245 |
8.9 % |
653,534,891 |
5.7 % |
$ 6.66 |
3.0 % |
Beef Brisket |
$ 707,669,268 |
13.5 % |
144,354,148 |
3.3 % |
$ 4.90 |
10.0 % |
Chicken |
$ 21,035,954,147 |
4.6 % |
6,787,258,450 |
3.0 % |
$ 3.10 |
1.6 % |
Turkey |
$ 3,450,874,322 |
5.2 % |
1,239,778,043 |
-1.4% |
$ 2.78 |
6.7 % |
Pork |
$ 8,800,388,360 |
2.3 % |
2,712,614,222 |
0.2 % |
$ 3.24 |
2.0 % |
Meat Alternatives |
$ 244,023,559 |
-8.8% |
27,416,703 |
-9.3% |
$ 8.90 |
0.5 % |
Source: Circana, Fresh Meat Sales by Volume and Value, Data Ending 7 / 12 / 2026. |
These priorities are reflected in beef purchasing behaviors. Consumers continue to prioritize freshness and quality when purchasing fresh beef, reinforcing that value is about balancing cost with the overall eating experience. 3 Ground beef remains the most commonly consumed beef item at home,
32 NATIONAL CATTLEMEN DIRECTIONS 2026