Endorse Beef’s Positive Attributes in Stores

Inspire shoppers to choose beef for health and wellness

In-depth consumer research evaluated how in-store efforts can drive fresh lean beef sales at retail. The findings revealed that recipe sampling, hands-on cooking classes and personal interaction with supermarket dietitians are the most effective ways to stimulate lean beef sales.
Apply the research findings to attract shoppers to your meat case.

Key Findings


The Opportunity

Consumers rank supermarkets as one of their most used sources on nutrition

RDs have a strong influence on shoppers’ purchase decisions; 71% of consumers rank RDs and nutritionists as “very credible” sources of nutrition information.

    Employ Registered Dietitians in stores and/or at the corporate level to offer shoppers personal nutrition counseling, advice on healthy food choices, cooking classes and easy and nutritious recipes.
  Arm meat department staff with knowledge that empowers them to be a resource on beef’s nutrition, versatility, value and convenience

Refer to research-based resources on beef's nutrition and role in a healthy, everyday diet.
Health and nutrition are important to consumers, but taste, value/ price and versatility play a larger role in protein purchase decisions.     Lead brief in-store cooking demonstrations that feature healthy beef recipes.
    Offer shoppers cooking classes endorsed by your dietitian or meat department to show how to easily prepare healthy beef meals

33% of consumers said that programs focused on the taste of lean beef, beef as a family favorite or beef’s 10 essential nutrients would encourage them to purchase beef up to 3X more often per month.

25% said these concepts would increase their beef consumption by at least one additional beef meal per week.


Offer consumers easy, healthy beef recipes in materials such as brochures, recipe cards and signage.

    Use handouts, signage, interactive kiosks and web links to share the latest research on lean beef.
    In POS, promote beef’s 10 essential nutrients, such as protein, iron, zinc, B12, B6 and niacin.

Participants: 800 consumers between the ages of 23 and 65 — balanced demographically to meet national norms for age, gender, geography, income and other key variables.

Source: All statistics and information are from the Supermarket RD Concept Evaluation Study, November 2012, funded by The Beef Checkoff.

Funded by The Beef Checkoff
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