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Millennial Parents and Beef - Beef Checkoff
- 2. Millennial parents • 80 million Millennials in the U.S. – those born between 1980 and 2000 • 50% are responsible in some way for cooking for children • Millennial Parents – those with at least one child in the house aged 3 or above • By 2020, Millennials over 25 will represent almost 20% of population • Up from 5% in 2010
- 3. Millennial parents Millennial Parents: • Are looking for ideas on how to make beef convenient or versatile to cook for children • Often serve chicken over beef to their children • Need more information about the health of beef and its role in an every day healthy lifestyle for them – and their children SOURCE: Millennial Parents and Beef, December 2012
- 4. Types of Beef Information Sought SOURCE: Millennial Generation and Beef, December 2011 42% 43% 45% 52% 53% 58% 60% 65% 80% 38% 33% 38% 44% 61% 54% 66% 59% 80% 30% 27% 28% 39% 57% 50% 67% 49% 76% Information about how beef is processed The impact of beef farming on the environment Information about how cattle are raised Animal welfare or humane treatment of animals Information about the different cuts The nutritional content in beef e.g. vitamins, minerals etc. Information about how to cook the different cuts More "sophisticated" recipes about beef Easy recipes about beef Boomers Gen X Millennials Driven by Millennials Everyone is interested!
- 5. Beef meals commonly served SOURCE: Millennial Parents and Beef, December 2012 3% 5% 5% 5% 15% 16% 20% 21% 23% 28% 45% 53% 59% ON A SALAD SUCH AS STEAK SALAD OR TACO… SANDWICHES (EXCLUDING BURGERS) GROUND BEEF ON PIZZA BBQ STYLE LIKE BRISKET STEWS, GOULASH, CHILI CASSEROLES MEATBALLS MEATLOAF POT ROASTS STEAK WITH SIDES LIKE A SALAD/VEGETABLES ITALIAN DISHES LIKE PASTA OR LASAGNA MEXICAN DISHES LIKE TACOS OR FAJITAS HAMBURGERS/CHEESEBURGERS Please check out this list and tell us the three most common ways you serve beef to your child/children Mentioned in Top 3
- 6. Lack of Confidence Lack of Understanding, Need for Information SOURCE: Millennial Parents and Beef Conversion, November 2012 75% would like information about steaks and how to cook and prepare them 50% would buy more beef if they knew more about the different cuts 67% would like to see trained butchers on staff to provide cooking advice 55% would like more information on preparing and serving beef to children 54% say it’s hard to know what cuts to choose in the meat case
- 7. Top 5 opportunities For Retailers 1. Communicate beef’s versatility and convenience 2. Emphasize beef’s nutrient profile 3. Boost Millennials’ confidence in the kitchen 4. Provide the information they seek Contact the Beef Checkoff to learn more about marketing to Millennials