Ranking heterogeneous US consumer beef attribute preferences

Abstract

Abstract Consumer preferences for beef products are diverse and progressing with societal changes. Long-standing product quality attribute preferences are being extended with increased attention to sustainability – especially environmental impacts and social concerns of cattle and beef production. Cattle producers need to understand this evolution to make informed production and marketing decisions. This study reports results of a nationally representative survey of 3,001 US consumers measuring beef product preferences. While beef product freshness, safety, price, and flavor are most often cited as most important, environmental and societal concerns are important to a notable segment of consumers. Heterogeneous consumers suggest multiple strategies to satisfy diverse preferences will be most successful.