Factors Affecting Meat Preferences Among American Consumers
This study (based upon 1997 data collected by Gallup for the National Peanut Council) analyzes the socioeconomic and nutritional factors affecting consumer preferences for meatless meals and meals with less red meat.
Consumer preferences for meat/meatless (vegetarian) meals are influenced by geography, race/ethnic background, family composition and household income.
Females and males preferred red meat at similar levels, although females generally preferred more meatless meals. Older respondents also preferred meatless meals over younger respondents, as did those in the highest income groups.
Advanced education appears to positively influence the preference for meatless meals and reduced red meat meals. In addition, those concerned with fat, cholesterol, and sugar were more likely to prefer less red meat than those concerned with vitamins and minerals.
Geographically, those in the Northeastern and Western U.S. preferred meatless/reduced red meat meals, compared to those living in the Midwest and South, which is consistent with the livestock-related economies of these regions.
African Americans were less likely than others (Asian- & Hispanic-American) to prefer red meat.
Households with children were more likely than those without to be concerned with nutritional balance. Those households with children and married-couple households tend to consume more meals with meat and red meat than unmarried and childless households.
Each $10,000 increase in household income levels increased the probability that respondents “strongly agreed” that they were eating more meatless meals and less red meat by 1.4 and 12% respectively.