The State of the Current Beef Consumer
January 25, 2021
The COVID-19 pandemic has resulted in consumer shopping shifts unlike any the industry has ever seen. That’s why the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, sought to better understand how domestic consumers have responded to these unprecedented events and to determine which food shopping behaviors will be temporary and which may be permanent, especially for the beef category.
Key take-aways include:
- Online ordering for both groceries and meal ordering is here to stay;
- Consumers are cooking more meals at home;
- Beef demand has remained strong to-date; and, more.
BEEF AND THE RECENT INCREASE IN ONLINE GROCERY SHOPPING
Online grocery ordering has expanded its reach and popularity over the past several years, but current events have recently aided its growth. Progressive Grocer and a study by Brick Meets Click report the household penetration for online grocery shopping hit its highest at 33% in May of 2020.
To say consumer behavior around food has shifted this spring due to COVID-19 would be an understatement. One of the most jarring examples of the changes were empty store shelves across the country, caused by consumers stocking up on food and supplies. While this dynamic was short-lived, the widespread magnitude was something many generations in the U.S had never faced before.
2020: CONSUMER’S HOLIDAY MINDSET AMID A PANDEMIC
The holiday season is in the not so distant future. This time of year, shopping begins to ramp up and gatherings are top of mind, but with a year like no other, how will COVID-19 impact the holiday spirit? In an effort to understand this better the National Cattleman’s Beef Association, on behalf of the Beef Checkoff, launched a consumer survey with over 1,000 consumers to better understand how the 2020 holiday season may be different than any other year.
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HINDSIGHT 2020: BEEF’S MARKET TRENDS THROUGH THE PANDEMIC
There is no doubt that COVID-19 has disrupted, changed, and damaged many industries across the country. The Beef Checkoff is tracking beef in retail and foodservice markets and tracking consumer beef-buying behavior during the pandemic as reported below.