Despite ongoing economic uncertainty and rising grocery prices, beef has defied expectations at the meat counter. Historically, tighter household budgets tend to push consumers toward more affordable proteins like pork and chicken. Yet, in a surprising shift, beef has not only held its ground—it’s actually increased in value and demand. This unusual trend suggests that consumers still see beef as a worthwhile splurge, prioritizing quality and familiarity even when money is tight.
How has beef maintained its popularity during prolonged economic uncertainty, and can this trend continue? Mike Simone, Executive Director of Market Research and Intelligence at the National Cattlemen’s Beef Association (NCBA), offers insights into current grocery store dynamics. He notes that while consumers are mindful of higher beef prices, they keep bringing it home for the dinner table.
Beef remained the most consumed protein in 2024, holding its top spot in terms of volume. While chicken brought in higher total sales dollars, that figure is influenced by its broader availability and lower price per pound at the meat case.
According to Simone, consumers still feel confident that beef delivers more value for their grocery dollar, even with its traditionally higher price tag. Whether it’s the versatility, flavor, or satisfaction it offers, beef continues to justify the investment in shoppers’ minds. That perceived value plays a key role in its steady demand.
Beef’s resilience in the face of economic pressures highlights a deeper connection between consumers and the product. It’s not just about price—it’s about perceived worth, mealtime satisfaction, and tradition. As long as shoppers continue to see beef as a staple worth the splurge, its place at the center of the plate seems secure.
