Industry At A Glance: Millennial Parents – Chicken vs. Beef

A beef checkoff-funded survey of the millennial generation (born from 1980-2000) indicates that this U.S. population segment prefers serving chicken to their families over beef.

Nevil Speer

June 12, 2013

1 Min Read
Industry At A Glance:  Millennial Parents – Chicken vs. Beef

Recent research funded by the national beef checkoff reveals some important findings among parents who are “millennials” (born between 1980 and 2000). Primarily, the research indicates that millennial parents find cooking beef to be cumbersome and difficult.  

Perhaps most telling, though, were responses to why the millennial generation of parents might be limiting the amount of beef in their children’s diets. First, they perceive chicken as a more favorable choice when preparing meals for their children. More troubling is 57% of respondents said their children prefer the taste of chicken over beef.

millennial parent meat demand

On the favorable side, however, survey participants indicate they would like to receive more information about beef and how to more effectively prepare it. As such, one of the primary conclusions outlined by the research includes the reality that, “making millennials more confident about beef, from pasture to table, needs to be a priority.”

How do you perceive such trends among millennial parents? Are your personal experiences with millennials similar to the survey findings? What do you think needs to be done to more favorably position beef within families headed by millennial parents? Leave your thoughts below.



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About the Author(s)

Nevil Speer

Nevil Speer serves as an industry consultant and is based in Bowling Green, KY.

Nevil Speer has extensive experience and involvement with the livestock and food industry including various service and consultation projects spanning such issues as market competition, business and economic implications of agroterrorism, animal identification, assessment of price risk and market volatility on the producer segment, and usage of antibiotics in animal agriculture.
Dr. Speer writes about many aspects regarding agriculture and the food industry with regular contribution to BEEF and Feedstuffs.  He’s also written several influential industry white papers dealing with issues such as changing business dynamics in the beef complex, producer decision-making, and country-of-origin labeling.
He serves as a member of the Board of Directors for the National Institute for Animal Agriculture.
Dr. Speer holds both a PhD in Animal Science and a Master’s degree in Business Administration.

Contact him at [email protected].

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