Are Consumers Still Buying Beef? Dr. Glynn Tonsor

MID-WEST FARM REPORT - MADISON

With escalating prices everywhere, what decisions are consumers making with their dollars at the grocery store? That's the question posed to Dr. Glynn Tonsor, Professor, Dept. of Agricultural Economics at Kansas State University. Tonsor works cooperatively with the beef checkoff and pork checkoff programs to survey consumers on a monthly basis for the Monthly Meat Demand Monitor.

Tonsor tells Pam Jahnke that consumers are still investing in beef at the grocery store, but there are conflicting opinions that could bring changes to that scenario. Tonsor says broader issues like tariffs and potential unemployment worry consumers. On the other hand, he says consumers want meat protein in their diet and that more respondents self declare as 'meat consumers'.

Tonsor says retail demand is holding firm for beef, but food service purchases have taken a hit. Tonsor also notes that even consumers who are purchasing beef may be changing which cut of beef they're buying to reflect a tighter pocketbook.

Tonsor's Monthly Meat Demand Monitor also helps gauge what consumers know about the food system. He explains that survey respondents have confidence in the food inspection service, and that taste and freshness are the most important elements shoppers are looking for. That remains the biggest decision maker for customers, even overriding price.

Checkoff chat brought to you courtesy of the Wisconsin Beef Council and underwritten by Equity Livestock Cooperative.

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