Oversized cattle are influencing consumer protein buying preferences

After a quick analysis, it becomes clear there is no room on the dinner plate for the baked potato. But as the juicy T-bone steak touches all edges, will the sight bring consumers a sense of culinary satisfaction or financial frustration?

Beef prices for heavier cattle continue to hold strong, and there are no indications cattle producers plan to downsize.

“When we feed them too big, the steak doesn’t fit on the plate, and consumers push it away,” explains Dr. Dan Thomson, a veterinarian and partner in Production Animal Consultation.

While the quality of beef has improved significantly over the years, especially in terms of Prime grades, there are practical challenges to consider. 

Consumers and retailers do not want to split an expensive steak. It is a matter of eating experience and affordability.

Balance quality and quantity

The average Angus slaughtered today weighs the same amount as the average Simmental cow in the 1980s, according to Thomson, who works with 20 veterinarians covering six million head of cattle on feed, one million cow/calf pairs and 600,000 stockers.

He notes processing plants struggle with larger animals. For example, the rails at these facilities need to be adjusted higher to accommodate larger carcasses. 

Heavier animals present challenges at the farm level too.

“Our trucks and trailers have to change,” Thomson says. “The loadout, the equipment, all of it would have to change because it was designed for efficiency with a 1,250-pound animal.”

Working closely with retailers as lead counsel for restaurant chains like McDonald’s, Applebee’s and others, he points out, while consumers love high-quality beef, there’s a risk if steaks become too large it could affect demand.

Smaller-framed animals are likely to see a resurgence, according to Thomson. Producers should think about how they’re breeding and raising cattle. Keep the quality, but raise a calf producing beef cuts that are manageable and affordable for the average consumer.

Consider consumer priorities

In today’s market, consumer concerns extend beyond price. Safety, freshness and sustainability are also top priorities.

Thomson says many consumers are looking for ethical reasons to justify their purchasing decisions. 

“They’d rather say, ‘I’m going to eat this because it’s good for the environment,’” he notes.

Take advantage of this ideology as an opportunity to promote sustainable practices and animal welfare. By aligning each operation with these values, producers can better position their product in the marketplace. 

Transparency about on-farm practices can help build trust and encourage consumers to choose local beef over competitors.

In this complex landscape, staying informed about consumer demand trends will be important for beef’s success in the retail space.

Eye on economics

Consumers have shown a willingness to pay higher prices, even if it means eating fewer pounds of beef. 

Higher prices have offset the lower consumption volumes, but for how long?

It comes down to strength in demand. If consumer income levels remain stable, there’s a good chance people will continue to buy beef, supporting market prices. 

However, keep an eye on economic indicators – like interest rates and employment levels – because they directly impact how much consumers are willing to spend on protein.

Understanding the factors influencing purchasing decisions and adapting an operation accordingly can help producers better navigate the challenges ahead.

For now, though, consumers want to have their steak and eat it too.

Mindy Ward is the editor of Missouri Ruralist. This article was originally published by the Missouri Ruralist on Oct. 7.