In today’s beef buzz, senior farm and ranch broadcaster Ron Hays continues his conversation with David Freelander, Senior Director of Market Research for the National Cattlemen’s Beef Association, about how today’s consumers view beef. Freelander says that even consumers who talk frequently about sustainability still prioritize protein quality and nutrition. “At the end of the day, they want a good, healthy, nutritious meal and want to feel good about buying it and consuming it and sharing it with their families,” he explains.
Freelander notes that consumer attitudes have shifted slightly over the past three years. While sustainability remains part of the conversation, it is no longer the primary driver behind purchasing decisions. “Yes, it’s still there, but it’s not necessarily a driver of consideration and purchase,” he says, adding that consumers increasingly recognize beef for its quality, convenience, and versatility across many meals.
One theme that continues to stand out in consumer research is how highly people value beef and how little they want to waste it. Freelander says sustainability- and food-waste–focused consumers repeatedly told researchers that beef is treated differently. “Consumers saying they don’t waste beef… they’ve invested in it, and they’re not trying to throw that away,” he says, noting that many want ideas on how to stretch beef across multiple meals, especially during times of price sensitivity.
Freelander also discussed the growing attention around GLP-1 weight-loss drugs and how that trend intersects with beef demand. He says those consumers may eat less overall but still crave protein. “They want good source natural protein,” he explains, adding that beef fits well into a desire for “a great, nutritious meal… and still want to feel like I’m being fulfilled when I go and eat.”
The broader “protein craze” is also influencing food choices across food service, grocery stores, and even convenience stores. Freelander observes that protein-enhanced products are everywhere, but he questions how sustainable that trend may be. “As the dietary guidelines are about good source, well-sourced foods… I don’t know that we can put our hat on some of those things that are enhanced for good,” he says.
Finally, Freelander explains how consumer research guides messaging through the Beef Checkoff. He emphasizes the importance of understanding motivations, not just behaviors. “Anybody can get the what,” he says, “but the secret sauce… is understanding the why.” That insight allows teams across marketing, communications, and recipe development to act on the data and “leverage those key drivers to make a change in consumer behavior.”
Coverage of CattleCon26 is powered by Farm Data Services of Stillwater, Oklahoma.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
