Demand for beef has remained strong as consumers repeatedly claim they will continue purchasing beef, both in retail and foodservice settings.  Consumers continue to rank beef as a top source of protein, superior in taste, nutritious, and good for social gatherings and special occasions. At the same time, the beef industry is observing some decline in demand, as retail sales begin to slip in terms of volume of beef sold while prices trend higher.  

The National Cattlemen's Beef Association invests beef checkoff dollars to find out about consumer trends and help guide the research, information and promotion they guide.  Mike Simone is the Executive Director of Market Research at the National Cattlemen's Beef Association.  He explains decisions consumers are making today about their beef consumption habits.