Meet the Millennials

A recent online discussion with a group of Millennials (the generation born between 1980 and 2000) revealed that this age group likes beef, but they need permission to include it in their meal choices. Results also indicate Millennials need to be provided more information related to beef selection and preparation.

Some questions these Millennials wanted answers to include:
-- How much beef is too much?
-- How can they make sense of the “sea of red” at their local grocery stores?
-- How and where can they learn more about the various cuts of beef?
-- What recipes can they use that have beef as the ingredient?

The research was conducted for the National Cattlemen’s Beef Board, and as NCBA market researcher Wendy Jenkins notes, there’s a definite educational opportunity with this group of consumers, and an opportunity worth pursuing given their size of 80 million strong.

The online discussion group was held on Facebook, and the survey group met specific criteria. Research agency TripleScoop Market Research facilitated the six-week-long discussion about these consumers’ relationship with beef.

For more information visit http://www.beefissuesquarterly.org/millennialssafeplacetotelltheirbeefstory.aspx