Do Socially Conscious and Other Consumer Niche Groups Buy Beef

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Do Socially Conscious and Other Consumer Niche
Groups Buy Beef?

• May 18, 2009

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• Animal Welfare How Big a Group, Beef Eating
  Behavior
• Socially Conscious Consumers
• The Coming of Age of Millenials

Drilling Down Into The Story
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Animal Welfare How Many Ascribe?
Nix certain proteins (1)
6-7
2
Strict Vegetarians (1)
(1) Consumer Beef Index - How important is each
of the following characteristics when choosing
whether to have beef, chicken, fish, pork or
other main dish alternatives for dinner at home/a
full-service restaurant? (2) BBMG Conscious
Consumer Report - 2007
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The Converse
If cattle farmers and ranchers provide good care
for their animals and treat them humanely, do you
support raising cattle for food?
IPSOS, November, 2008, Beef Safety Tracker
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Comes from Animals That Were Humanely Raised
Extremely/ Somewhat Important in Dinner Choice (1)
Extremely Important in Dinner Choice (1)
Nix certain proteins (1)
23
48
6-7
2
Strict Vegetarians 1
(1) Consumer Beef Index - How important is each
of the following characteristics when choosing
whether to have beef, chicken, fish, pork or
other main dish alternatives for dinner at home/a
full-service restaurant? (2) BBMG Conscious
Consumer Report - 2007
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Comes from animals that are humanely raised
In another survey 65 of women wanted their beef
to come from animals that were humanely treated,
43 of men (2)
(1) Consumer Beef Index - How important is each
of the following characteristics when choosing
whether to have beef, chicken, fish, pork or
other main dish alternatives for dinner at home/a
full-service restaurant? (2) Technomics, The
Center of the Plate, 2008
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Socially Conscious All Animals
Extremely/ Somewhat Important in Dinner Choice (1)
Extremely Important in Dinner Choice (1)
Desired Company Practice Committed to Animal
Rights and Cruelty Free Practices (2)
23
Nix certain proteins (1)
48
6-7
82
2
Strict Vegetarians (1)
(1) Consumer Beef Index - How important is each
of the following characteristics when choosing
whether to have beef, chicken, fish, pork or
other main dish alternatives for dinner at home/a
full-service restaurant? (2) BBMG Conscious
Consumer Report - 2007
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Socially Conscious Factors
Socially Conscious Consumer
Animal welfare
Natural/organic (NHTC), grass-fed (no corn)
Socially Conscious Consumer
Antibiotic usage
Supports consumer health and safety
Supports local economy, jobs
Sustainable production
Local Production (not factory farmed)
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of Consumers Indicating Total or Frequent
Limiting of Beef When Micro Issues are Rolled
Up to Macro Issues
Hormones
Production Practices
Corn
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SUSTAINABILITY

• Perceptions are that beef production is bad for
  air, water, land, animal welfare and public
  health
• Beefs carbon footprint is being indicted
  reducing beef consumption to reduce greenhouse
  gas emissions
• 29 of consumers say they are likely to cut back
  on beef to reduce greenhouse gas emissions 16
  say they already have cut back
• Consumers rethinking what is a healthful diet
• Dialogue starting in nutrition community can
  we promote animal protein in light of
  environmental concerns

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Millenials
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Millennials

• As big in numbers as the baby boom
• 80 million potential new parents

Boomers
2005

• 45-64 years old
• Appx 76 million

Millennials

• 8-28 years old
• Appx 80 million

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Distribution of the Labor Force by Generation
2007-2014
Exhibit 13 - The Consumer Generations Report,
Technomics, 2008
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Those Eating Organic and All-Natural Foods, by
Generation
Exhibit 136 - The Consumer Generations Report,
Technomics, 2008
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Key Take-Aways

• Animal welfare concerns, by themselves, are not
  significantly reducing beef demand
• Animal practices, for some consumers, are
  intertwined with nutrition
• A host of socially conscious factors can tip
  the scales against beef for a much larger group
  of consumers
• Millenials will be a whole new ballgame

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• Thank you