For many baby boomers time has become the most precious commodity.
And as time slips away, it leaves spreading waistlines, digestive problems and a more finicky palate. As well, as the kids leave home, parents’ lifestyles changes. So commodities like beef have to adjust to suit the demands of this population bulge.
“We have not done a very good job in satisfying consumer demands,” said Mary Adolf, of the National Cattlemen’s Beef Association, at the recent Beef Improvement Federation, an international group of purebred beef producers and researchers.
Read Also
Feeder market adds New World screwworm risk premium
Feedlots contemplate the probability of Canadian border closing to U.S. feeder cattle if parasite found in United States
During the next 10 years, there will be 18 million more Americans between the ages of 45 and 64 than there are today. This will impact the way people shop, said Adolf.
The baby boomers as a consumer group have always wanted easy answers to complex problems, including aging.
Vitamin and antacid sales are growing and the drug Viagra, which relieves male impotence, may become the largest selling drug in history.
Baby boomers are also gaining weight. A recent American survey said 76 percent feel they are overweight. They are not overly concerned about additives in their food but worry about fat and they perceive beef as fatty.
Ironically, there is also a move to decadence, where more people indulge in cigars, martinis, expensive wines and French champagnes.
A study done by Pillsbury Foods last year showed some new trends in the lifestyle of the over 40.
In the United States, 60 percent of women work outside the home and there are more single parent households.
Feeding the family remains the female’s primary responsibility and demand today calls for food that is easy and quick to prepare with minimal clean up. According to this study, the average preparation and clean up takes 36 minutes.
Two thirds of evening meal decisions are made the same day and many are still undecided by 4:30 p.m.
In addition, people don’t cook as often from scratch the way their parents did. They assemble meals using precooked or packaged items. Meat has become an ingredient in dishes like lasagna or stir fries.
Americans also spend more money in food service and take out meals. In 1972, 38 percent of the food budget was spent this way. Now 52 percent of food is cooked away from the home.
Beef is the leader in food service, but most of that is lower priced ground beef.
While the beef industry has made improvements in how beef is presented with closer trimmed cuts and some branded products, many view beef as the same old thing.
“Consumers see little change in the basic way it is offered,” said Adolf.
In Canada the scenario is similar, but with a few striking differences.
Glenn Brand, of the Beef Information Centre’s retail merchandising division, said trends show Canadians are aging and living in smaller households. The average household is 2.9 people and the number of people living alone has increased.
Canadians also eat a lot of hamburger but there have been significant increases in the sale of lean and extra lean hamburger. Regular ground beef is only about 15 percent of total tonnage, said Brand.
Working women are common with 58 percent employed outside the home. While they can afford to buy more beef, meat and potatoes as a standard meal, most don’t and some are switching to more meatless meals.
Canadians tend to cook more from scratch than their American counterparts with 79 percent of meals made this way. Often the cook uses a convenience item like prepared spaghetti sauce.
The average Canadian eats 853 meals a year and 72 percent of them were bought at retail and cooked at home.
The average American family spends $4,011 on food each year while the average Canadian family spends $2,403. With less disposable income and the GST in Canada less money is spent on food service and groceries compared to the Americans.
