Factors affecting meat preferences among American consumers

Family Economics and Nutrition Review, Spring, 2002 by Arbindra P. Rimal

Americans are consuming less red meat such as beef and more non-red meats such as poultry. In 1999 the per capita consumption of red meat was 117.7 pounds, an 11-percent drop since 1970 (U.S. Department of Agriculture [USDA], 2001a; USDA, 2001b). Poultry consumption, however, increased 102 percent during the same period (up to 68.3 pounds per person). In general, trends in consumption of animal products during the last 30 years involve more use of poultry, fish, lowfat milk, yogurt, and cheese and less use of red meat, whole milk, eggs, butter, and lard (USDA, 2001a). Although the decrease in the consumption of red meat has been compensated by an increase in the consumption of poultry to a certain degree, overall consumption of red meat has declined. Price, income, taste, and preferences are the key variables affecting the levels of meat consumption (Putnam & Gerrior, 1997).

Differences in retail price between beef and poultry may explain some of the decline in the consumption of red meat. For example, per pound prices of retail beef and poultry have remained at an average of $3.70 and $1.50, respectively (Bureau of Labor Statistics, 2001). Changes in income have relatively little or even a negative effect on the demand for red meat. For example, a report on food spending in American households in 1997-98 revealed that higher income groups, compared with the middle-income groups, decreased their total spending on beef (Blisard, 2001).

Besides relative prices and income, many other factors played key roles in changing the demand for red meat. According to a report by the U.S. Department of Agriculture's (USDA) Economic Research Service (ERS) (Putnam & Allshouse, 2001), consumer concern about cholesterol and saturated fat, inconsistent quality, and lack of convenience in preparation are associated with the negative trend in beef demand. Increasingly, associations between consumption of red meat and the onset of chronic disease have been reported. Examples include links between (1) metastatic prostate cancer and intakes of red meat and dairy products (Michaud et al., 2001) and (2) colon and other types of cancer and high consumption of red meat combined with low intakes of dietary fiber, fruits, and vegetables (Law, 2000).

Additional research has shown that people reduce their risk for colon cancer when they substituted lowfat dairy products for high-fat versions, margarine for butter, poultry for red meat, and whole grains for refined grains (Slattery, Boucher, Caan, Potter, & Ma, 1998). These findings exemplify the enormous body of literature linking patterns of overall dietary intake with increased risk for cancer and other chronic diseases.

Specific dietary patterns that begin during childhood--such as the consumption of high-fat dairy products and red meats--are likely to increase age-specific rates of cancer and other diseases in adult life; however, the risk may be reversed with later dietary change. For example, a reverse in childhood dietary patterns is demonstrated by more younger Americans becoming vegetarians. About 15 percent of the 15 million U.S. college students eat vegetarian meals during a typical day (Walker, 1995). In a similar study of 158 British undergraduate students, more females than males had avoided red meat. The main reason given was related to concerns for health and sensory factors (Santos & Booth, 1996).

Our study analyzed socioeconomic and nutritional factors affecting consumers' preferences for meatless meals and, specifically, meals with less red meat. Nutritional concerns related to meat were examined. A regression analysis was performed to identify statistically significant socioeconomic and demographic characteristics, as well as nutritional concerns influencing consumer preference.

Methods

Data and Sample

The data set used in this study was part of a nationwide telephone survey of 2,880 U.S. households conducted by the Gallup Organization in 1997 for the National Peanut Association (National Peanut Council, 1997). The survey used a probability sampling method and included adults only. Gallup used a multiple-call-back method to eliminate bias in favor of those easy to reach by telephone. A 95-percent confidence interval revealed a maximum expected error range from the sample at [ or -] 3.1 percent.

Survey questionnaires included consumers' stated changes in meat consumption (if any), as well as nutritional concerns while selecting foods. Four market regions (West, Midwest, Northeast, and South) were identified, and these divisions were consistent with the designations of geographical regions by the U.S. Bureau of the Census. Demographic sample means compared well with population averages. For example, 85 percent of the U.S. population is White; 51 percent is female. The sample population was 84 percent White and 57 percent female. The regional distributions of the sample and the U.S. population were nearly identical.

Variables

The dependent variables were developed from consumers' stated changes in meat consumption based on their responses to a 5-point scale: strongly disagree, somewhat disagree, neither agree nor disagree, somewhat agree, or strongly agree. The change in overall meat consumption was measured with the statement: "You are eating more meatless meals than you used to." The change in the consumption of red meat was measured with the statement: "You are eating less beef, pork, or lamb than you used to." Although most of the respondents either strongly disagreed or somewhat disagreed that they were eating more meatless meals or less red meat, more than 38 and 30 percent somewhat agreed or strongly agreed that they were eating more meatless meals and less red meat, respectively (table 1). These percentages represent an important change in the preference for meat, particularly red meat, considering the large percentage of respondents who were eating meat and dairy products. Gallup poll data showed that 90 percent of the respondents normally consumed red meat, 93 percent consumed fish and poultry, and 94 percent consumed dairy products (National Peanut Council, 1997).