Supermarket Perimeter - October 2020 - 16

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When it comes to beef...consumers have options
2019 % VOLUME SOLD AT RETAIL
Conventional vs Grass Fed

By Claim

Total Claims

5.3 Billion Lbs. (98.18%) Conventional
98 Million Lbs. (1.82%) Grass Fed

155 Million Lbs. (71.4%) No Antibiotics
49 Million Lbs. (22.5%) Organic
13 Million Lb. (6.1%) Other*

5.2Billion Lbs. (96%) Beef without Claims
217 Million Lbs. (4%) Beef with Claims

*Other includes Halal, Kosher and Kobe-Style Beef

Source: IRI, MULO, 2019 Retail Claims Data

weeks of food at home. Another 20% have at least five weeks of meals,
with very few indicating they have less than a week of food in their
house. In addition, well over half of consumers agree that they will
continue to stock up on groceries for the foreseeable future.
One-third of consumers have at least five meals of ground beef or
chicken breast at home. At least 20% of consumers are also stocking
up on beef roasts and steak, specifically sirloin steaks, strip steaks and
ribeye steaks.
Stocking up on steak grew 7% between mid-April and the height of
the summer grilling season. Over the same time period, chicken breast
saw seen an 8-10% decline in future stocking up behaviors. Couple that
with the fact that consumers plan to grill nearly seven times a month,
and that consumers' ideal grilling experience is "all about beef and
family," and a surge in grilling is the result, according to the association.
For those not stocking up on beef, price is the largest hindrance,
particularly for roasts and steaks, the association found.
When it comes to ground beef, the biggest reason consumers are not

stocking up is because they already have enough stored at home. That
said, consumers are looking for easy recipes and preparation ideas to
help them cook the beef they have on hand. Some are even looking for
specific recipes for grilling or ways to use pantry items they have on
hand. The association's website, Beef. It's What's For Dinner, has recipes
and cooking lessons available to help excite consumers about eating
beef this summer.
As beef continues to garner positive perceptions from consumers
for its taste, value and nutritional benefits, the category also provides
several options when it comes production claim labels to highlight how
cattle are raised and processed.
First and foremost, the vast majority (over 98%) of beef is raised
conventionally, meaning the cattle are raised on grass and finished on
grain. The balance of beef produced each year (less than 2%) is sourced
from cattle who spend their entire lives eating grass. While that's a very
small percentage of the total, it does provide consumers that option if
they choose.

STOCKING UP BEHAVIOR

STOCKING UP DYNAMICS

Just over half of consumers have been stocking up on
groceries since April, with almost a third stocking up on
beef steaks and half on ground beef specifically.

Most consumers have at least a week of food on hand,
but few with more than four weeks' worth.

59%

Chicken

55%

Ground Beef

30% 30%

Beef Steaks
Plant-Based

13% 13%

Source: Beef Behaviors and COVID Report, April-July 2020; Average of results

16 - OCTOBER 2020

SP_Oct20.indb 16

Estimated Time Currently Have Stocked up
Less than a week

7%
34%

1-2 weeks

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35%

3-4 weeks

12%

5-6 weeks
6-8 wees

5%

2+ months

6%

Source Beef Behavior and COVID Report, April 2020

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9/25/2020 9:13:50 AM
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Supermarket Perimeter - October 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - October 2020
