NATIONAL
CHECKOFF NEWS
Recent results from market research conducted by the National Cattlemen ’ s Beef Association , a contractor to the Beef Checkoff , were presented during Click Here for CattleCon 2025 in San Antonio , Texas , in the Full Report February .
Despite high retail beef prices and ongoing economic uncertainty , consumer demand for beef remains strong . In 2024 , meat department sales hit new records , with fresh beef retail sales surpassing $ 40 billion and accounting for more than 55 % of all fresh meat sales . As we move into 2025 , projections of tighter beef supplies and slightly higher prices , coupled with concerns about the future path of inflation , will continue to challenge consumers ’ ability and willingness to pay for the superior beef eating experience they have come to value and appreciate .
While beef demand remains robust , consumers are cutting back on discretionary spending , dining out less , and enjoying more meals at home . They are also adjusting their budget priorities and finding ways to maximize their beef purchases . This includes seeking deals and using coupons more frequently , stocking up and freezing items , opting for store or private label brands , shopping at different stores like mass merchandisers and creatively using leftovers . These strategies align with the value and versatility demand driver and the
Highlighting successful programs of NCBA as a contractor to the Beef Checkoff .
2025 INSIGHTS INTO TODAY ’ S BEEF CONSUMER
Value ($)
Volume ( lbs .)
Retail Beef Market Shares by Form Fresh Ground Steaks Roasts Brisket Other
Value ($)
Fresh Meat Retail Market Shares by Protein
Beef Chicken Pork Turkey Other
55 % 27 % 12 %
36 % 38 % 16 %
Note : Other is comprised of proteins that alone occupy less than 1 % of the market . These include Bison , Fowl , Lamb , Meat Alternatives , Mixed , Veal , and Remaining Protein . Source : Circana , YTD Retail Protein Sales ending 12 / 29 / 2024 . Analysis : National Cattlemen ’ s Beef Association , a contractor to the Beef Checkoff .
36 % 35 % 11 %
2 %
4 %
8 %
2 %
1 %
17 %
Volume ( lbs .)
47 % 23 % 11 %
2 %
17 %
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Over 1 / 3 of consumers say beef is their top protein of choice .
43 %
13 %
Source : Consumer Beef Tracker , 2024 .
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36 % |
4 %
4 %
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Note : The “ Other ” category is comprised of offals , other beef , ribs , and value-added products . Source : Circana , YTD Retail Protein Sales ending 12 / 29 / 2024 . Analysis : National Cattlemen ’ s Beef Association , a contractor to the Beef Checkoff .
focus on recipe development at www . beefitswhatsfordinner . com .
Looking ahead , emphasizing beef ’ s competitive advantages — such as being a top source of protein , superior in taste , nutritious , ideal for social gatherings and special occasions , and offering convenience and versatility — will remain crucial .
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www . NCBA . org |
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NATIONAL CATTLEMEN 23 |