Consumer demand for red meat has started to pick up again, reversing a two-decade trend of falling meat consumption. According to research conducted by the University of Missouri, consumption of beef has risen 6.4% in the last two years, while demand for chicken fell by 2.7%.
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US consumers are still cooking more chicken than any other meat, but red meat is slowly making a menu comeback, a particular achievement in light of rising prices, BSE publicity and a slowing economy.
Changes in consumer trends even prompted Chicken giant Tyson Foods to preserve its top spot among meat producers with a US$3.2bn buyout of the nation’s largest red meat manufacturer IBP Inc.
Reasons for this turnaround are many fold. Firstly, the influence of nutritionists cannot be underestimated, particularly in their recent rediscovered leniency towards munching on steaks. High calorie fatty meat was once anathema to the doctor, but now anything is good for you in moderation and the meat is significantly leaner. Also, some respected dieticians are now advocating high-protein diets as opposed to high-fiber and low-fat dinner choices.
The result of all this has been an upsurge in the number of restaurants that specialise in beef in the US. Market research company NPD Group counted 462 new upscale beef restaurants, and new steakhouse chains include Dylan Prime, Jack Rose, Michael Jordan’s, Montana Steak and Strip House. Eating beef at home is also easier as marketing officials thought up quick-fix beef meals; precooked roasts for example.
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By GlobalData
