For shoppers dining at home , an on-going nationally representative study among consumers ages 18-64 , conducted by NCBA , a contractor to the Beef Checkoff , finds taste and value for their money remains a primary consideration for protein purchase decisions . 1 Other considerations like food safety , preparation familiarity , and great source of protein are also among the top-10 considerations for consumers when choosing protein for dining at home . Rounding out the top- 10 as a consideration for dining at home — quick / fast to prepare .

Whether consumers are heading to the store to stock pantries or pick up a meal , beef is a top protein choice . Another recent nationally representative study by NCBA , a contractor to the Beef Checkoff , found 45 % of respondents purchased beef in their most recent visit to the grocery store , while 43 % purchased poultry , followed by 37 % purchasing pork . 2 Meat alternatives made up just more than 10 % of grocery store purchases .

The average market basket of consumers ’ recent grocery store visit is just less than $ 90 . When consumers add beef , the value increases more than 30 % to just more than $ 115.3 When consumers include both beef and beer in the market basket , the value increases to just more than $ 135 or more than a 50 % increase above the average grocery spend . The inclusion of beef and wine in the shopping cart results in a market basket increase of just more than $ 143 , or an increase of more than 60 % compared to average grocery spend of $ 89 .

Grocery store shoppers are heading to the store online and in-person to stock their shelves , pick up items for the week , or find something to eat that day . The research shows 45 % of consumers purchased beef in their recent visit , the highest noted protein purchase among beef , poultry , pork , seafood and meat alternatives . Beef increases overall shopping basket value by more than $ 25 . When adding any alcohol to the shopping cart , an incremental value can be reached of more than $ 45.3 In short , adding beef to the shopping basket has the potential to generate incremental consumer spend across all areas of the grocery store .

Highlighting successful programs of NCBA as a contractor to the Beef Checkoff .

Considerations When Dining at Home

Taste and value are top considerations when dining at home while great source of protein is also top-ten consideration .

Great tasting

Good value for the money

Fits my budget

Safe to eat

Know how to prepare it

Pleasurable eating experience

Good for many types of meals

Nutritious

Great source of protein

Quick / fast to prepare

Source : Consumer Beef Tracker January – June 2023 . Q9 / 9a : “ How much do you consider each of the following when you are decidingto have a meal at home / at a restaurant with beef , chicken , pork , fish , meat alternatives , or some other source of protein ?”, “ Top 2 Box ” – Always Consider , Often Consider . Analysis : National Cattlemen ’ s Beef Association , a contractor to The Beef Checkoff .

70 %

73 %

72 %

81 %

80 %

79 %

79 %

83 %

82 %

88 %

For sources and other content scan QR code or visit pub . ncba . org .

Check out Chef Lynn ’ s simple , beefy Big Game Day recipes on the enhanced digital version of this page .

www . NCBA . org NATIONAL CATTLEMEN 25