Young adults in the “Millennial” demographic do eat beef and might eat it more often if given more information on selecting and preparing it, according to new research by the Cattlemen’s Beef Board.
Millennials, defined as those born between 1980 and 2000, grew up in the age of the Internet and tend to have a social network profile and use cell phones more than other age groups. The Beef Board conducted a six-week research project via an online discussion group on Facebook to better understand the group’s relationship with beef.The research, discussed in Beef Issues Quarterly, identified some of the questions Millennials wanted answered, including:
How much beef is too much?
How can they make sense of the “sea of red” at the grocery store?
Where can they learn more about the various cuts of beef?
What recipes can they use that have beef as an ingredient?
The researchers concluded there is an educational opportunity with this group of consumers “worth pursuing given their size of 80 million strong.”
Source: Meatingplace.com 7/4/11