BEEF... Consumer Use and Preferences

Scientists asked 513 Denver housewives about buying and using

Modern merchandising methods play im- portant part in meat purchasing

A choice slice of beefsteak is a favorite American dish

Colorado Agricultural and Mechanical College Fort Collins, Colorado Colorado Agricultural Experiment Station in Cooperation with Agricultural Experiment Stations of the Western States and with the U. S. Department of Agriculture April 1956 Bulletin 495 S About this Problem of Meat

Returns from cattle sales represent the largest single item of agricultural income in Colorado and Wyoming. Likewise, meat purchases make up the largest single item of a family's food budget.

Recent studies have shown that consumers don't choose the highest grades of beef, even when all grades are priced the same. That indicates that consumers prefer something less than the top U. S. grades, but many of our producers are trying to produce the top grades. They receive encouragement by the price advantages of cattle that grade high.

Such inconsistency suggests that U. S. grades aren't neces- sarily based on what consumers want. If consumers' wishes aren't reflected back to the producer, it's time to study the reasons why. The following pages report a survey made of 500 families in the Denver area.

Research workers set up these objectives for study: 1. What do consumers want in the way of beef products? 2. How much fat do they want? 3. Is color of fat important? 4. How much marbling do they want, if any? 5. Is the color of lean important? 6. What other factors do they consider? 7. What relation is there between consumer wants and graders' standards?

Surveys have been going on in several western states- Arizona, Colorado, Oregon, Washington, Texas, and Wyoming. Scientists have used three methods at least—consumer prefer- ence tests in stores with home-interview follow-ups; a "pilot- methodology" study with taste tests of certain cuts; and use of colored photographs of meat to measure consumer reactions to fat distribution, color, amount of outside covering of fat, and USDA grade. It is the third method which this material reports. Who Likes Beef?

NEARLY EVERYBODY likes beef. Families with incomes of $6,000 a Of 513 homes contacted, only six fam- year and higher say 85 percent of the ilies say they don't eat beef. Three time, "Beef is our favorite meat." of these say they don't eat it because When the family income drops to less of health reasons; one family says its than $3,000 annually, only 62 percent religion does not permit eating beef; say beef is their favorite. one says it cannot afford it; and the Of people who complete grammar other gives no reason. school, 70 percent choose beef as their Most folks like beef better than any favorite. The folks with high school other meat. Chicken stands second in training are 75 percent in favor of preference, pork third. All other types beef. Folks with college training of meat combined—lamb, mutton, choose beef 85 percent of the time. , turkey, fish, and luncheon meats Families with three or four mem- —account for the other meats that bers choose beef as their favorite meat people eat. Only about 6 percent say more often than either smaller or they prefer them over other types. larger families.

What Are the Favorite Cuts? Chances are that if someone asked About a third of the time, folks you which cut or dish your family mention and likes best, you'd answer simply, "roast as their third choice. Stew meat is or ." mentioned frequently, and roasts and Sometimes we found it necessary to again are similar in mention. probe for the kind of roast or steak. Families where the mother is under Most folks mention T-bone and sir- 40 prefer steaks over roast. There's steaks; among roasts, rump, or, in not much difference in preference for general, pot roasts. Steaks seem to be steaks over roasts by middle-aged a little more popular than roasts. groups, but the older folks prefer Hamburger and ground beef are in roasts. There seems to be no relation- first choice only 5 percent of the time. ship to preference according to num- When it comes to second choice, bers in a family. people still indicate T-bone and sir- But family income does seem to loin most often, but rump roast, rib make a difference in selection of cuts. roast, and stew meat gain in popular- Folks with a low income prefer roasts ity. Hamburger and ground beef come . . . particularly a as a chuck up a little. roast, and standing rib. Of steaks,

Authors are Ira M. Stevens, formerly assistant professor of agricultural economics, University of Wyoming; Frederic O. Sargent, assistant professor of agricultural economics, Colorado Agricultural and Mechanical College; Emma J. Thiessen, research associate in home economics, University of Wyoming: Carroll Schoonover, supply in- structor in animal production. University of Wyoming; and Irene Payne, research assistant in home economics, University of Wyoming. they like round and sirloin. Ham- each of those categories, they like burger also is more popular. T-bone steak and prime rib roasts bet- Medium-income groups like steaks ter. a little better than roasts . . . and they You'd think maybe that preference mention rump roasts, T-bone steaks, for meat cuts would be influenced by and sirloin steaks. whether or not the wife in a family High-income groups have a definite worked. But it seems to make no preference for steaks over roasts. In difference.

Who Buys the Meat? As you might expect, the wife buys The more training a wife has in home the meat most of the time. Once in economics, the more often she buys a while, the husband does the shop- the meat, too. Someone other than ping, and sometimes the wife and hus- the wife or husband buys the meat band buy meat together. twice as often, if the wife has had no home economics training. If both the husband and wife work, Younger folks seem to go to the they frequently shop together. In such store together more often. Among a case, it's more likely that others in folks over 60, chances are that some- the family will buy the meat. one other than the husband or wife Women with home economics train- will do the shopping . . . probably ing buy the meat more frequently because these folks frequently live than if they have no such training. alone.

Where Do People Buy? About two-thirds of the people say members like butcher service by a the supermarkets are their main wide margin. They still prefer butcher source of meat. Small groceries sell service when there are three or more meat to about a fifth of the people, members in the family, but preference and the rest—about 10 percent—buy isn't so high. Still larger families like mostly from specialized meat markets. butcher service but to a lesser extent Some folks—a small number—buy than smaller families. from meat packers or wholesale meat Folks say they can get what they distributors. want in the way of size, type, and so on more easily when they use butcher Age is an important factor in the services. Self-service advocates make homemakers' preference for butcher the same claims. Folks also believe service over self-service. Those under they can see what they're getting 30 split half and half in their prefer- more easily by using butcher service, ence. As homemakers grow older, they that cuts are fresher, that better meat show more and more preference for is available there, or that they can butcher service until they reach 60. get the kind and quality they need From there on the degree of pre- more easily. ference is not so important. Those people who like self-service Size of family seems to make a differ- better say they like it because it's ence too. Families with one or two faster, handier, or more convenient— they don't have to wait. Others say like the package. But those people they like self-service better because who like self-service say, "It's easier they can take longer to make up their to pick what we can afford; we have minds. A few who dislike self-service the advantages of self-service and also don't like the wrapping of prepack- have the service of a butcher if we aged meats; sometimes the meat tastes need it."

Where People Decide to Buy It's a little more than half the who wait until they arrive at the people who decide what they will buy store to decide what to buy. Small before they go to the store . . . the rest grocers and specialized meat markets say they wait until they get to the cater mostly to shoppers who have store before deciding. made up their minds before going to the store. Younger folks, especially, wait until Income levels, educational levels, they see the meat on display. Older size of family, and the fact that a folks, as a rule, make up their minds wife works—all seem to have no in- before they go to the store. fluence on where folks decide what Supermarkets are liked by folks to buy.

Why They Change Their Minds Buyers who have decided on what cials and change their minds because to buy often change their minds of these factors more frequently than when they arrive at the store. This is older groups. Size of family often in- especially true for reasons of price— fluences people to change their minds sales or specials. Other folks say they because of price, too. College trained can't find the cut they want, that they people use prices, sales, or specials as don't like the cut they'd planned on, reasons for changing their minds. or they saw something displayed that They don't seem to mention quality they hadn't thought of before. factors as often even as folks with only Younger shoppers seem to have a grammar school education. greater interest in price, sales, or spe-

How Often Do They Buy Fresh Beef? Most families buy beef once a relationship between frequency of week. Others buy twice a week— buying and such things as age, size a small number three times a week, of family, and income. There isn't. and a very few six times a week. But when you study only the larger Most folks who buy less frequently families, you'll find that when income have home freezers or lockers. They is high they buy beef more than once buy beef only once or twice a month a week. Demand for beef in such a or less often. family is rather elastic. You'd think there might be some What About Specific Cuts? Generally income determines fre- the more frequently it buys the vari- quency of use of ground beef, ham- ous cuts of beef. The same relation- burger, , , ship applies to age, too, although not chuck roast, stew meat, and liver. Sir- the same way in every case. loin steak users are higher-income For instance, middle-aged folks say families, as might be expected. And, their families use ground beef and as you'd expect, stew meat is used hamburger most frequently. Families most frequently by lower-income fam- of older homemakers say they use ilies. Middle-income groups use ham- them least frequently. Families with burger, chuck roast, wieners, and liver the youngest homemakers use wieners more often than either the low or most often—or round steak, sirloin the high-income families. steak, and chuck roast. Least frequent Size of family helps to determine use is among the middle-aged. Stew cuts used, too—all except liver and meat is much more popular with sirloin steak. The larger the family, families of younger folks.

Size of Roasts People Like Most popular size of roast—whether one or two members like chuck roasts rib, chuck, or boneless rolled—weighs from 2 to 3 pounds; if three or four 4 pounds. Next—in order—are 3- are in a family, they like chuck roasts pound and 2-pound roasts. You'd of 3 to 4 pounds. Larger families pre- think folks would like lighter rolled fer 4-pound roasts, but often like them roasts better than chuck or rib roasts as heavy as 5 or 6 pounds. since the rolled roasts have no bone. Income level shows a similar re- But they don't—they want rolled lationship—the lower the income, the boneless roasts at least as heavy as lighter the roast. Of course low in- chuck roasts. come is often associated with older Number in a family also influences people who live alone or only with size of roast bought. Families with husband and wife living together.

Size of Ground Beef or Hamburger Packages Most people like hamburger or 2-pound and 3-pound packages. Then ground beef in 1-pound packages. some folks say they can buy it part of The rest like it in 2-pound packages the time in those sizes . . . others say —some in packages weighing a pound they can't get it in 1 1/2 pound weights, and a half. and still others say they can't get it in half-pound packages. There is some difference in its Again, size of families determines availability in stores where different size of package they use. Smaller fami- families shop. Almost everyone says lies prefer smaller packages. But hamburger is available in 1-pound about two-thirds of all families of one packages—about three-fourths of the or two members prefer 1-pound pack- public says it is always available in ages. A little more than half of the families with three or four members they prefer the 2-pound package, al- also prefer a 1-pound package. In though a large number still like the families with five or more members, 1-pound package.

What About Beef for Frozen Storage? Few folks have frozen storage avail- income groups ... 19 percent in the able other than the freezing compart- higher groups. As it would seem, ments in their refrigerators. Fewer more—about one-fourth—of the low- folks have a home freezer or a rented income group have no frozen storage; locker than those people who say they about 12 percent of the medium-in- have nothing at all. come group and about 6 percent of Income level and size of family the high-income group have no frozen make the difference. In the low storage. income group, only about 6 percent Folks with larger families are more have home freezers or lockers. The likely to have storage space, especially percentage is 11 percent in medium- if income is high.

How Do They Buy? Most folks buy beef in retail cuts But families who have freezers or for frozen storage, because the major- lockers most commonly buy by the ity have only the small freezing com- quarter. The amount that they buy is partment in their refrigerator. Often related to family income—those of they buy a week's supply at one time higher income buy more often in and freeze a portion of it. wholesale or larger cuts.

How People Select Beef More folks place importance on Buyers who consider economy think quality of beef than on economy. mostly of amount of fat and leanness. They consider color the most import- Most folks are on guard for too much ant quality factor—both of lean and fat, believing it contributes to wasti- fat. They like bright, red lean with ness. Some people say simply that white fat instead of yellow. Some look they watch for amount of fat on cuts. for marbling or streaks of fat in the In some cases they mean that they lean portion of the meat. want a certain amount of fat, but A large number of folks mention more often they mean that if there freshness of a cut as a quality factor. is too much fat they won't buy the Sometimes they mention tenderness cut. Some people also look for the or amount of gristle and grain amount of bone, because they dislike or texture. Depending upon how too much of that. Still others—a people interpret the term quality, small number—say it is important to some mention moistness, age, firm- them to have some bone in the cuts ness, cleanliness, and appearance and they buy. color of bone marrow. A few folks mention price as an important item to consider as far as group mentions a preference for a quality is concerned. Some indicate smaller amount of fat than either that they believe the advice of the the high or low-income families. Low- butcher along with confidence in the income groups seem to be less affected butcher or store will help them obtain by color of fat, marbling, grade, or quality cuts. quality, and amount of bone. They You can relate some of the opinions mention freshness more frequently. about quality to income standards. High-income groups suggest marbling For instance, the medium-income and grade more often.

Choice of Cuts from Colored Photographs Figures 1, 2, and 3 are reproduc- them do not use marbling factors tions of photographs we used in this as standards of selection. Many home- study. With each of the first two sets makers apparently do not realize the of pictures we attempted to hold effect that marbling has on tenderness constant, all except one factor. We of a beef cut. then attempted to measure the im- Folks have a definite preference for portance that consumers attached to white fat—two-thirds place the pic- this one factor. ture shown with white fat in first In each instance the respondent was place (see Figure 2). They prefer shown the set of three pictures and light yellow fat second and the yel- asked to indicate the cut she would low fat third. (Other studies show no buy if all were priced the same. Which discrimination against light yellow would be her second choice? third fat.) choice? why? General appearance of the cuts also In the matter of fat distribution, as helps people decide on placing—in you can see in the photographs addition to color of fat. But choice printed as Figure 1, the "Choice" cut of fat color isn't related to ages, edu- definitely has superior marbling. Folks cation, or home economics training; who place it at the top recognize that family income does show some rela- it is better marbled. People like tionship. "Commercial" least because of color Folks of all income levels prefer and general appearance. Some folks white fat, but that is especially true also think it has too much fat. of families in the low-income groups. There doesn't seem to be any rela- (Again, other studies show different tionship between preference for fat results.) distribution with age, education, or Several homemakers say the picture size of family. Income may have an with the yellow fat looks unnatural— influence. Higher-income families some say it even looks like it has been seem to prefer more fat distributed cooked! But results of this phase are through the meat than do medium inconclusive and need further testing. or low-income families. According to grade, people like It is evident from the way consum- U. S. Good by quite a wide margin ers choose the different cuts shown over the other grades. They choose U. in these photographs that most of S. Commercial second and U. S. FAT DISTRIBUTION OR MARBLING (Fig. 1)

Consumers chose these cuts in the order of "Good," "Choice," and "Commercial."*

Folks who place "Good" at the top do so because they think it has less fat or is leaner, and it has better color. Amount of marbling and even distribution of fat are also mentioned.

*The terms "Choice," "Good," and "Commer- cial" are used in this report for the purpose of discussion only. It is recognized that this is not an accurate desig- nation, since the entire cut has to be considered for grade; part of it has been masked here. COLOR OF FAT (Fig. 2) Folks have a definite preference for white fat—two-thirds place the picture shown with white fat in first place (above). They prefer light yellow fat second (bottom, page 11) and the yellow fat third (top, page 11). (Other studies show no discrimination against light yellow fat.)

Choice third. The amount of fat is that a certain amount of finish is the major reason for choosing those necessary to make good-quality beef. cuts in that order. U. S. Choice has We expected to find that choice of too much outside covering of fat; U. beef by grade would be related to S. Commercial too little; U. S. Good income—that folks with higher in- just right. comes would be more apt to choose Four of every five people who place U. S. Choice, while those with lower U. S. Choice in third position do so incomes would choose U. S. Com- because they think it has too much mercial. This did not work out to fat. be the case except in small families. Tastes differ, however, as you might Where families have only one or two expect. Folks who place U. S. Choice members, those with higher incomes at the top do so for the most part pick U. S. Choice over the other two because of quality factors—marbling grades. primarily. Those who like U. S. Com- mercial are aware of economy factors When consumers base their ideas —small amount of fat, leaner, less about cuts on outside covering of fat trimming necessary. Consumers who alone, they still choose U. S. Good discriminate against this cut do so be- first. U. S. Commercial is second and cause it has too little fat. They feel U. S. Choice third—showing again Light Yellow Fat Yellow Fat GRADE (Fig. 3) People [ike U. S. Good (bottom, page 13) by quite a margin over the other grades. U. S. Choice is shown above; U. S. Commercial on top, page 13.

that people definitely have a prefer- Color is next in importance. Lots of ence for little outside covering of folks find it difficult to describe what fat. Almost as many like the smallest they have in mind, perhaps because amount of fat as the medium, but they don't know what the trade terms they definitely discriminate against the are for quality. They know what they heavy fat covering. want but find it hard to put it into Income has a relationship to such words. preferences — those in the highest Not all consumers use the same cri- bracket are more likely to choose the teria as standards of quality. Many cut with the greatest fat covering than homemakers are not sure in their are the other groups. The medium own minds of all the factors which go group tends to choose the cut with to make up desirable meat cuts. Ap- least covering; those of low incomes parently they believe it is much easier concentrate on medium covering. to pick out a desirable cut from a The amount of fat outside—not display of meat than to communicate marbling—seems to influence beef to someone else, say the butcher, as purchasers more than any other factor. to what they want. Good Commercial How Well Do People Understand USDA Grades? Few people even have a working among people in the higher-income understanding of grades. Less than groups and among those with a higher 10 percent can name three or more education, especially if it is in home of the five LI. S. grades: "Prime,'' economics. Many confuse the meat "Choice," "Good," "Commercial," and inspection stamp with grade and think "Utility." Most folks have no under- of it as a grade stamp. standing of grades at all. Since so few people understand grades, it is unlikely that many actual- Many people still think of grades in ly look for USDA grades in the stores terms of old OPA grades—"Grade A where they shop. Many folks say that and Grade B" or "Grade A and AA." they shop where they know USDA Folks who are younger have a bet- grades are sold and therefore don't ter understanding of USDA grades. bother to look for the grades when There's also better understanding they buy beef.

Whom People Ask for Quality Information About half the folks who buy beef families reach five or more, reliance depend upon their butcher's advice goes up again. for getting the quality they want. Age influences folks, too. For in- There is much more of this depend- stance, the middle-age group depends ence as the family income goes higher. more on the butcher than either the Smaller families rely on butchers more younger and older groups. Probably than medium-sized families, but when younger people prefer self-service.

How People Cook Beef Nearly all homemakers have an the use or ownership of pressure cook- oven and say they use it. Of 92 ers. Income did make a difference in percent of homemakers who have use. though. About 75 percent of broilers, more than a fifth say they homemakers in the low-income group don't use them to broil beef. About use them, while only 57 percent of a third of the homemakers say they those in the high-income bracket use have deep-well cookers—only 30 per- their cookers for beef. cent of them say they use them for A much larger percentage of the beef cookery. All but 28 percent have homes in the low-income group own pressure cookers, and nearly two- pressure cookers than of homes where thirds of them use pressure cookers for the income is high. And, there's a cooking beef. relation between years of education Most homemakers who use a pres- and ownership of pressure cookers. sure cooker for beef cookery use it Folks with less education are more for preparing stew. Almost as many likely to own a pressure cooker. people use them to cook pot roasts. Folks with medium income tend to Age, number in family, whether the use their cooker more for preparing wife works, and home economics train- roasts; those in low-income groups ing seem to have no relationship to and in high-income groups use their cooker for stew two or three times as makers generally have a broiler and, often as medium-income groups; and of course, use them much more than middle-aged homemakers use their older women . . . even when consider- cookers for stew more than other age ing only those who have a broiler. groups. The middle-sized families are more likely to have broilers, but family Some groups make greater use of size seems to make no difference in their oven than others, especially ac- whether or not the broiler is used. cording to age. Older homemakers Folks with higher education and use ovens less often. Small families income are more likely to have broil- and families with low incomes like- ers and are more likely to use them wise don't use their ovens very often in cooking beef. Such a case is par- compared with corresponding groups. ticularly true if the homemaker has Younger and middle-aged home- had home economics training.

What Techniques Do Folks Use? You can safely say that the more Not quite half the homemakers use education a homemaker has, the more a powder or liquid preparation made likely she will cook her roasts at lower especially for tenderizing meats. It temperatures. Generally, most home- is used more commonly on steaks. makers use oven temperatures of 350° Folks having the most education use Fahrenheit. And most of them leave tenderizers more frequently. the oven at that setting. Some folks More than half the consumers pre- do set the oven high at first and turn fer their roasts well done; they like it down later. (Experts recommend steaks less well done than roasts— at temperatures of 300° to most prefer medium-well-done steaks. 325° Fahrenheit.) You can relate preference to income In small families, income also has level—more people in the higher in- come groups prefer rare roasts and an influence on how the women cook steaks. Families in which the wife their roasts. In low-income families, has had more schooling also prefer homemakers turn ovens up high at rare roasts and steaks. It seems that first and down later; in medium and the more home economics training high-income families homemakers the homemaker has, the more apt the more often leave ovens unchanged. family is to prefer rare steaks.

How People Eat Beef Most homemakers say they can get Most folks serve roast at the second one or two additional meals from the and third meals as sandwiches, hash, roast they cook for their family. Two or reheated roast. Sometimes they have extra meals are most common. Of cold sliced roast and stew. course, there is a direct relationship Age helps determine leftover use. between number of meals and size of For instance, younger homemakers family. A family of one or two usually are more likely to make leftovers into can get two or three meals easily. sandwiches and less likely to serve cold roast or stew. Older folks serve leftover roast in cold slices. hash or cold sliced more Nearly everyone makes gravy from often and make stew more frequently. the leftover juices and fat . . . still, A homemaker with some home eco- some folks throw away the fat. Young- nomics training shows a preference er and middle-aged women are more for reheating the roast—if she had one likely to make gravy, whereas the year in home economics training; older homemakers are likely to use- she'll make sandwiches more often if both juice and fat for cooking with she's had two or more years' training. vegetables or in flavoring soups. Without home economics training, a Some women—over 60 years of age homemaker is more likely to serve —use the fat for making soap.

Ever Hear of ... ? State and national cattle growers Most popular slogan is "Eat More associations have used at least five Beef," but ask 78 percent of the peo- slogans to promote buying of beef. ple about "Watch Your Curves, Eat Strange to say, not many folks have Beef" and they should say they never heard of them. Here they are: heard of it at all; 10 percent more are 1. Enjoy Beef for Health not sure. In testing this question we 2. Eat Beef, Keep Slim threw in a statement never before 3. Watch Your Curves, Eat Beef used: "Beef Builds Health." Folks 4. Eat Beef, Eat Better, Feel Better claimed they had heard it as often 5. Eat More Beef as the others.

For more complete information see: Mimeo Circular 60 "Consumer Preference for Beef" Agricultural Experiment Station Laramie, Wyoming