The 2009 Consumer Beef Index, a study conducted on behalf of the beef checkoff, shows a positive increase in consumer attitudes about beef. The study surveyed more than 1,000 consumers ages 13-65 to track changes in consumer attitudes, and help checkoff planners better understand the market and how to optimize national communication strategies.

Consumers continue to rate beef number one on taste and “craveability.” Beef also is gaining ground in the nutrition category. The study revealed consumers are beginning to recognize beef’s positive nutritional aspects. They are more aware of the lean cuts that are available. In fact, 30% of “beef loyalists” put beef on par with chicken as far as nutritional value. According to John Lundeen, executive director of market research for NCBA, a contractor to the beef checkoff program, this is a victory for beef.

“The numbers tell a story. One that helps the beef checkoff tailor programs in order to ultimately help drive demand,” said Lundeen.

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