New consumer data shows that beef demand remains strong even as prices rise and supplies tighten. More than 85% of Americans identify as meat consumers, while fewer consumers report following vegetarian or vegan diets than in recent years. Nebraska cattle producer and Cattlemen's Beef Board member Jaslyn Livingston says evolving priorities around protein, nutrition and eating satisfaction are helping support continued demand for beef, underscoring the importance of ongoing investment in research, education and promotion to strengthen the industry's long-term outlook.
DENVER, April 22, 2026 /PRNewswire-PRWeb/ -- New consumer data shows that beef demand remains strong, even as prices rise and supplies tighten.
According to the Meat Demand Monitor (MDM), a monthly consumer survey funded in part by the Beef Checkoff, consumers continue to value beef for its taste, and that eating satisfaction plays a major role in their purchasing decisions. A report summarizing the MDM's findings from February 2020 to December 2025 shows that more than 85% of Americans today identify as meat consumers, and consumer willingness to pay for beef at retail has increased faster than inflation. Over that same period, the number of consumers identifying as vegetarian or vegan declined from 14% to just 7%.
"Not long ago, it felt like beef had a target on its back," said Jaslyn Livingston, a cattle producer from Broadwater, Nebraska. "Between headlines about plant-based alternative proteins, questions about how cattle are raised and changing consumer preferences, there was a lot of speculation about beef's future. Today, the conversation looks very different."
Broader food and nutrition trends are also working in beef's favor. Protein continues to be top of mind for consumers, whether they're focused on overall health, weight management or maintaining muscle as they age. Even the rise of GLP-1 medications has reinforced the importance of nutrient-dense foods, with many users prioritizing protein to support their health goals.
"I've experienced firsthand how important nutrition is when you're pushing your body to its limit," said Livingston, who participates in ultramarathons and strength training. "Athletes often tailor their diets carefully, focusing on protein to support muscle development and recovery. Now, more Americans—even non-athletes—are thinking about food in those same terms."
These trends play directly to beef's strengths as a flavorful, nutrient-dense protein. Lean beef was even recognized as part of a healthy dietary pattern in the latest Dietary Guidelines for Americans, reinforcing that beef can absolutely be part of a healthy lifestyle.
"That recognition doesn't happen by accident," Livingston said. "Producers like me are investing in nutrition research and outreach through the Beef Checkoff. Through those efforts, we can continue to explore beef's role in healthy dietary patterns and share our findings with health professionals to help ensure accurate, science-based information reaches the people who influence what we eat."
On the production side, Livingston said strong demand is translating into improved market conditions for many producers. "We've seen cattle prices remain strong for the past couple of years, which is a welcome change from years when many producers hoped to simply break even after accounting for input costs."
However, strong demand today doesn't guarantee strong demand tomorrow. That's why continued investment in building beef demand, expanding market opportunities and strengthening consumer trust matters. That long-term perspective is important as cattle producers face ongoing challenges, including recent wildfires that have impacted parts of Nebraska, including areas near the Livingstons' ranch.
"Like many producers, I think about what it will take to keep my family's ranch around for generations to come," Livingston said. "Challenges can come up very quickly, and while there's no single solution, continuing to invest in building demand, expanding market opportunities and strengthening consumer trust can help keep our industry strong."
As Livingston takes on a larger role at her family's ranch, she remains optimistic about beef's future.
"My generation of cattle producers takes the future of this industry seriously," she said. "We want the opportunity to pass down healthy, viable operations to the next generation — just as previous generations did for us."
ABOUT THE BEEF CHECKOFF:
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
Media Contact
Lynette Von Minden, Cattlemen's Beef Board, 1 402-437-6457, [email protected], www.drivingdemandforbeef.com
Sarah Metzler, Cattlemen's Beef Board, [email protected], www.drivingdemandforbeef.com
SOURCE Cattlemen's Beef Board
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