More Than an Industry Gathering: Consumer Insights from CattleCon 2026

This year’s CattleCon in Nashville delivered the optimism, innovation and forward-looking mindset we’ve come to expect. CattleCon brings together members from multiple industry organizations, cattle producers, professional leaders, partners and policymakers to discuss the business, policy and consumer forces shaping the future of beef. But this year, one theme stood out amongst the rest: consumer behavior.

Beyond policy discussions and production outlooks, some sessions focused specifically on understanding evolving consumer behavior and purchasing decisions. A featured presentation highlighted new Beef Checkoff-funded national research on beef demand, purchasing habits and perceptions — offering a timely reminder that even in a supply-driven industry, success ultimately hinges on the person pushing the grocery cart.

Here are the biggest takeaways.

Demand Is Strong — but Consumers Are Strategic

Beef continues to demonstrate resilience. Even amid inflation and higher retail prices, consumers are still buying. However, they are approaching purchases more deliberately. Many report dining out less, seeking special deals and planning meals more carefully.

For the industry, this signals an important nuance: demand remains, but value messaging matters more than ever. Consumers aren’t abandoning beef — they’re managing budgets.

Value and Versatility Win

Ground beef and everyday cuts have what consumers are looking for: affordability, flexibility and familiarity. Consumers view beef as adaptable across cuisines, occasions and cooking styles.

That versatility is a strategic advantage. Messaging that highlights quick meal inspiration, leftover potential and multi-day meal planning aligns directly with how households are navigating today’s economic pressures.

A Price Perception Gap Exists

Research presented at CattleCon revealed an emerging tension: consumer willingness to pay for certain cuts is not always keeping pace with retail pricing. While the overall perception of beef remains positive, there is sensitivity around the price of premium items like high-quality grade steaks.

This creates both risk and opportunity. Clear communication around quality, portioning, preparation tips and alternative cuts can help reinforce value beyond price per pound.

Trust Is High — Knowledge Is Limited

Perhaps most encouraging is that consumer sentiment toward beef and cattle producers remains largely positive or neutral. Many shoppers say production practices matter to them.

At the same time, relatively few feel highly informed about how cattle are raised.

That gap is an invitation. Transparent storytelling, producer voices and accessible education can strengthen trust and build deeper understanding — particularly with younger consumers seeking connection to their food sources.

Competing in a Crowded Protein Set

While chicken maintains its strong weekly consumption, beef continues to hold a central place in American diets. Interest in plant-based alternatives appears to be decreasing.

Research showed that beef’s strengths are taste, tradition, versatility and satisfaction. Protecting and expanding on those attributes remains essential.

CattleCon 2026 reinforced an important truth: production, policy and innovation drive the industry forward, but consumer insights determine its direction.

For producers, marketers and industry leaders alike, the message from Nashville was to adapt thoughtfully and communicate with intention. Because in today’s marketplace, understanding the consumer isn’t just helpful — it’s strategic.