b"BEEF Beef demand has remained strong as consumers repeatedly claim they willeefRAISED & GROWN i n. Consumer Perception of Beef ing how cattle are STATE PROGRAM purchase beef, both in retail and foodservice settings. Consumers continue to rank beef as a top source of protein, superior in taste, nutrition and agree that it is good for social gatherings and special occasions.Overall, 90% of consumers express aWhen consider F E AT U R E : W YOM I NGpositive to neutral sent ment about beefraised for food, 80% respond positiveEATING EXPERIENCE as a protei to neutralConsumer Perceptions: Great Tasting (%)Overall Perception of Beef Perception of How Cattle Are Raised for FoodBeef consistently tops chicken as a protein providing great taste. In 2023, bINDUSTRYsurpassed chicken as great tasting by more than 20 points and as recent as Q4Positive Negative Neutral PositiveNegativeBeef for Backpacks:10%'23 by nearly 30 points. 20% A Collaborative EffortBeef Chicken Pork Meat Alt. 20% 43% to Combat Childhood55 56 56 57 58 56 59 57 56 57 56 57 56 57 59 58 54 58 58 70%CONSUMER 31 30 53 29 27 27 30 26 29 30 28 29 30 29 31 28 29 32 31 30 Source: Consumer Beef Tracker, 2023 Neutral Food Insecurity 37%34AT-HOME DINING INSIGHTS INSIGHTS8 8 8 9 9 7 9 8 7 9 8 9 8 9 7 7 7 7 6 6 When deciding what protein to have with a meal at home, consumers prioritize taste, 7 6 6 6 8 7 6 7 6 6 7 6 6 7 6 6 6 7 5 6 value for the money and their budget. Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4 '19 '19 '19 '19 '20 '20 '20 '20 '21 '21 '21 '21 '22 '22 '22 '22 '23 '23 '23 '23 Meals Cooked at HomeSource: Consumer Beef Tracker, 2019 - 2023 Nearlyof consumers are cooking their meals at home while nearly 90% say they plan to cook the same or more meals at home.Positive Beef Eating ExperienceFUTURE AT-HOME COOKING BEHAVIORUNDERSTANDING HOW CONSUMERWhether dining out or eating beef at home, a majority of consumers report a73% More Less About the Samepositive eating experience when consuming steak, ground beef or roast beef.DEMAND DRIVERS, VIEWS,OF MEALSPREFERENCES AND BUYINGAt Home At Restaurant ARE COOKED40% 12% 48% The Beef for Backpacks Program, HABITS DRIVE BEEF DEMAND. 92% 89% 92% 90% 89% 89% AT HOME launched by the Wyoming Hunger Source: State of the Consumer Survey, 2023 Initiative, arose from a discussion between the Wyoming Beef Councils From identifying shifting trends toSteak Ground Beef Roast Beef IN-STORE PURCHASING BEHAVIOR Ann Wittmann and Wyomings anticipating emerging consumerSource: Consumer Beef Tracker, 2023 Anticipating Changes to Shopping & Dining Habits in Next 6 Months First Lady Jennie Gordan to provide FUTURE MARKETPLACE EXPECTATIONS FOR BEEFLooking ahead to the next six months, nearly 50% of consumers anticipate dining outhigh-quality protein snacks to preferences, research helps theless and using coupons to maximize their dollar. food-insecure schoolchildren. Beef Checkoff make informedFuture Consumption of Beef Starting with a pilot program in Less dining out 47% early 2023 in Laramie County that decisions. By understandingAsked about the future consumption of beef, 80% of consumers respond theyLook for deals or use coupons more often 46%will maintain or increase current levels, while just 14% are planning to eatdistributed 1,100 beef sticks weekly, consumer demand drivers, views,less. Driving increased consumption of beef: taste, protein in the diet andStock-up/freeze items more often 37% it has since expanded statewide quick and easy preparation. Find more ways to use leftovers 37% through partnerships with various preferences and buying habits,Buy store or private label brands instead of name brands 30%Checkoff contractors can developEat None Eat Less Eat the Same Eat More Search more recipe ideas using chicken 30% organizations including the Wyoming Shop at different stores than I normally wouldBeef Council, 307 Meat Company and execute targeted strategiesBeef 6% 14% 65% 15% (i.e, less expensive/more discounts stores) 25% and the Wyoming Stock Growers and programs to successfullySource: State of the Consumer Survey, 2023 Association. The program relies on Reasons to Eat More Beef Reasons to Eat Less Beef donations from businesses, ranchers drive demand for beef. Check outMost Common Locations Where Beef is Purchasedand volunteers to process, package the following key takeaways15% Plan to eat more 14% Plan to eat less When purchasing beef to eat at home, consumers are most likely to make purchasesand distribute beef sticks to ensure from a grocery store or mass merchandiser.from the 2024 Beef IndustryYou enjoy the taste of beef 6.8% Price is too expensive 5.8% weekend meals for at-risk youth Grocery Stores (Such as Kroger, Safeway, etc.) 76% across Wyoming. Review of Consumer Insights.Adding protein to your diet 3.8% Other meats are healthier 3.7% Mass Merchandiser (Such as Target, Walmart, etc.) 36%A beef meal is quick and3.7% Concerned beef will negatively3.0%easy to prepare impact long-term health Club Store (Such as Costco, Sam's Club, etc.) 23%Eating less beef is better for To view the full report, visitGrilling more often 3.7% the environment 2.8% Natural Foods Store ( Such as Whole Foods, Sprouts, etc.) 17% Consumers Cutting back due to healthshopping 2.2 www.beefresearch.org/ Greater availability of beef 3.4% conditions such as heart. 2.6% Order online and pick up at local grocery store 13% channels/month programs/market-research Beef has too much fat 2.6% Order online from your local grocery store and have delivered 11% on averageSource: Consumer Beef Tracker, 2023 Source: State of the Consumer Survey, 2023"