Missouri's Beef Advantage: Understanding Consumers and Driving Demand
Missouri’s Beef Advantage: Understanding Consumers and Driving Demand
Missouri loves beef, and the numbers prove it. Over the past couple of years, the Missouri Beef Industry Council has invested in consumer market research to better understand how Missouri consumers compare to those across the nation. The results? Missouri stands out as a beef-loving state, with high consumption rates, strong trust in the industry, and a growing focus on animal welfare. With these insights in hand, MBIC and beef producers can refine their efforts to ensure beef remains the top protein choice in Missouri homes by reaching consumers in ways they are most receptive to.
Missouri’s Appetite for Beef
More than 77% of Missourians eat beef at least once a week, surpassing the national average by 7%. Even better, they aren’t planning on changing that habit anytime soon. The top motivators for beef consumption include:
Taste – Beef’s rich flavor continues to be a major driver of demand.
Budget & Value – Consumers prioritize affordability and getting the best value for their money.
Quick & Easy Meals – Simple, time-saving beef recipes, particularly those using ground beef, attract high interest.
Additionally, many Missourians are looking for new ways to incorporate ground beef into their meals, revealing an opportunity for recipe inspiration tailored to busy families and home-cooked, meals.
Consumer Trust & Perception
Missouri consumers hold a favorable view of beef and its production. They trust beef to be safe, nutritious, and responsibly raised. Compared to the national average, Missourians are 12% more familiar with the "Beef. It’s What’s For Dinner" campaign, reinforcing the strength of existing marketing efforts. However, the study also revealed that knowledge about beef production is limited. While trust in beef remains high, there’s an opportunity to educate consumers on:
How cattle are raised and cared for
The safety and sustainability practices in beef production
The steps producers take to ensure high-quality meat
By sharing transparent information in digestible, consumer-friendly formats, such as social media content, farm tours, and community events, we can strengthen trust and confidence even further.
Animal Welfare: A Key Decision Factor
Sustainability matters to Missouri consumers, and within that, animal welfare stands out as a top priority. In fact, Missouri consumers prioritize animal welfare 8% more than the national average when making protein choices. This reinforces the importance of Beef Quality Assurance (BQA) certification, which reassures consumers that their beef is produced in a safe, humane, and responsible manner. By increasing awareness of BQA and encouraging more Missouri producers to become certified, the industry can further build consumer trust and confidence in beef.
Turning Insights into Action
With these findings in mind, Missouri’s beef industry is taking action to reach consumers in ways that resonate with them. The focus will be on:
Promoting BQA Certification & Transparency-
Expanding awareness of BQA to show consumers that beef is produced ethically and sustainably. Sharing real stories from Missouri farmers and ranchers to build trust and provide transparency. Providing Quick & Easy Beef Recipes-
Offering simple, budget-friendly, and family-friendly recipes featuring ground beef and affordable cuts.
Promoting healthy beef recipes to attract health-conscious consumers.
Sharing recipes on social media, at community events, and through local partnerships.
Strengthening Beef’s Presence in Key Markets-
Continuing collaborations with Chiefs Radio Network, Race to the Plate with Cardinals Nation, Bass Pro Fitness Series, and KY3 (Springfield) to keep beef in the spotlight.
Expanding outreach to younger consumers, particularly Millennials and Gen Z, through social media campaigns, influencer partnerships, and beef in the classroom.
Engaging consumers where they already interact—whether it’s at sporting events, grocery stores, or online platforms.
The Bottom Line: Missouri Consumers Care
Missourians love beef—but they also care deeply about where it comes from, how it’s raised, and how it fits into their lifestyle. By reinforcing trust, promoting sustainability, and making beef more accessible through easy meal solutions, Missouri’s beef industry can continue to thrive.
The demand is strong. The trust is there. Now, it’s time to build on that momentum and ensure beef remains the #1 protein choice in Missouri. Through targeted marketing, education, and outreach strategies, MBIC will use this valuable data to better connect with consumers in ways they are most receptive to, ensuring that beef remains a trusted and preferred choice.
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