Wisconsin beef producers can feel confident that consumer demand for beef remains strong. According to the latest research from the Wisconsin Beef Council, demand is at its second-highest level in 27 years. Despite economic concerns, consumers continue to prioritize beef in their grocery purchases.
“Even if prices are higher, consumers are still buying beef,” said Angie Horkan, Director of Marketing for the Wisconsin Beef Council. “They’re actually spending more than they originally planned, which shows just how valued beef is.”
One major factor in maintaining demand is the Wisconsin Beef Council’s strategic investment in retail and e-commerce promotions. With three-quarters of meals prepared at home, the Council has focused on connecting with consumers at grocery stores as well as online platforms.
“Online grocery shopping took off during the pandemic and hasn’t slowed down,” Horkan said. “In 2023, 57% of consumers actively ordered groceries online, and in 2024, that number grew to 59%. Even more exciting is that 36% of those shoppers are buying fresh beef online.”
Recognizing this trend, the Wisconsin Beef Council invested checkoff dollars into national retail and e-commerce campaigns in 2024. The first campaign, focused on beef’s nutritional benefits, ran in February and March. Every dollar spent on that promotion delivered an impressive $91.46 return on investment.
The success of that campaign led to a second initiative in late summer, targeting tailgating season. This effort yielded even better results, with a return on investment of $178.72 attributable beef sales – which are purchases made within 14 days of seeing the ads. In total, there were $920,195.84 spent by those who saw the ads in Wisconsin and purchased beef within 14 days.
“These promotions directly drive beef sales,” Horkan explained. “We can track when consumers see an ad and then purchase beef. The numbers speak for themselves—our checkoff investments are making an impact.”
Beyond advertising, the Wisconsin Beef Council ensures consumers understand beef’s value. Many shoppers are cooking more meals at home, looking for high-quality, nutrient-dense proteins.
“Beef is an incredible source of protein and nutrition,” Horkan said. “Consumers want great value for their money, and beef delivers that.”
For more information on Wisconsin’s beef industry, recipes, and nutrition insights, visit Beeftips.com.