Who is today’s meat consumer?

Purchasing trends and expectation of today’s meat consumers.


BEEF Magazine 

Jul 15, 2021


Beef is the protein 46% of consumers are most likely to order on their next foodservice trip. “Consumers missed going to a restaurant and sitting down to eat that incredible steak, so they learned to bring it home,” said Michael Uetz, Midan Marketing principal. Uetz discussed meat consumer purchasing trends and expectations at the recent 2021 Beef Improvement Federation (BIF) Symposium in Des Moines, Iowa.


During his presentation, Uetz explained his company’s meat consumer segmentation study, how the COVID-19 pandemic changed meat consumers, and the expectations today’s consumers have for the meat industry.


Meat consumer segmentation 2.0


From “Protein Progressives” to “Aging Traditionalists” to “Wellness Divas,” today’s protein eaters all engage differently with meat. During January 2019, Midan Marketing completed the first Meat Consumer Segmentation Study. The company surveyed a population of individuals to learn their stated behaviors, attitudes and perceptions, with the goal of grouping different consumers that have similar behaviors and attitudes towards meat into different segments. The study resulted in five segments of meat consumers that could not be more different than the next. In September 2020, Midan Marketing did the second round of the segmentation study and found positive increases in consumer demand of meat products, an unintended benefit of the COVID-19 pandemic.


“We conducted this research to understand the perspective when we try to target a consumer, not just looking at general consumers and how they’re feeling. We want to figure out who is your target? What are you producing for? How do we serve up the right product, at the right time, at the right place, with the right messaging for that customer? We need to get more specific with consumers,” Uetz said.


COVID-19 changed meat consumers ...


Consumer expectations ...