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.
2. Millennial parents
• 80 million Millennials in the U.S. –
those born between 1980 and 2000
• 50% are responsible in some way for
cooking for children
• Millennial Parents – those with at least
one child in the house aged 3 or above
• By 2020, Millennials over 25 will
represent almost 20% of population
• Up from 5% in 2010
3. Millennial parents
Millennial Parents:
• Are looking for ideas on how to make
beef convenient or versatile to cook for
children
• Often serve chicken over beef to their
children
• Need more information about the health
of beef and its role in an every day
healthy lifestyle for them – and their
children
SOURCE: Millennial Parents and Beef, December 2012
4. Types of Beef Information Sought
SOURCE: Millennial Generation and Beef, December
2011
42%
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 processed
The impact of beef farming on the environment
Information about how cattle are raised
Animal welfare or humane treatment of animals
Information about the different cuts
The nutritional content in beef e.g. vitamins, minerals
etc.
Information about how to cook the different cuts
More "sophisticated" recipes about beef
Easy recipes about beef
Boomers Gen X Millennials
Driven by
Millennials
Everyone
is
interested!
5. Beef meals commonly served
SOURCE: Millennial Parents and Beef, December 2012
3%
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 PIZZA
BBQ STYLE LIKE BRISKET
STEWS, GOULASH, CHILI
CASSEROLES
MEATBALLS
MEATLOAF
POT ROASTS
STEAK WITH SIDES LIKE A SALAD/VEGETABLES
ITALIAN DISHES LIKE PASTA OR LASAGNA
MEXICAN DISHES LIKE TACOS OR FAJITAS
HAMBURGERS/CHEESEBURGERS
Please check out this list and tell us the three most common ways you serve
beef to your child/children
Mentioned in Top 3
6. Lack of Confidence
Lack of Understanding,
Need for Information
SOURCE: Millennial Parents and Beef Conversion, November
2012
75%
would like information about steaks
and how to cook and prepare them
50%
would buy
more beef if
they knew
more about
the different
cuts
67%
would like to
see trained
butchers on
staff to provide
cooking advice
55%
would like more
information on preparing
and serving beef to
children
54%
say it’s hard to know what
cuts to choose in the meat
case
7. Top 5 opportunities For Retailers
1. Communicate beef’s versatility and convenience
2. Emphasize beef’s nutrient profile
3. Boost Millennials’ confidence in the kitchen
4. Provide the information they seek
Contact the Beef Checkoff to learn more
about marketing to Millennials