What's Driving Texas Beef Consumers

Everything's bigger in Texas, and that includes our love for beef. Our heritage and traditions are deeply rooted in the land, and like football and barbecue, beef holds a special place in many of our hearts. We live in a state full of beef-loving Texans, and Texas Beef Council (TBC) has the data to back it up.

Beef producers know the dedication it takes to raise quality beef. While understanding consumer preferences and behaviors is crucial for keeping beef front and center, this might not be a daily focus for most in the industry. That's where Beef Checkoff-funded research bridges the gap, providing actionable insights into how consumers interact with beef and what influences their decisions at the grocery store and the dinner table.

A recent TBC online survey of Texans ages 18-54 honed in on the Texas beef consumer. The goal was simple: to uncover information that can help inform TBC’s marketing efforts and ultimately encourage more beef meals. 

This study is one resource in our toolbox that gives us a real-time look into the evolving preferences of Texas consumers. These insights, coupled with our ongoing consumer monitoring, allow us to make data-driven adjustments to our marketing programs to ensure beef remains a top choice.

Rachel Chou, TBC's director of consumer marketing

Beef is Still King

One of the key takeaways from the study is that beef is still a staple on Texas tables. 65% of respondents reported eating beef at least three to four times per week, and half say it’s their family’s top protein source. Even with other options in the meat aisle, beef remains a go-to for Texans.

While cost is still a concern for most people, taste is still just as important to beef consumers. Since 2022, the gap between affordability and taste has closed significantly as important attributes when selecting a protein. This suggests that while budget considerations remain a concern, consumers are not willing to sacrifice taste—something beef naturally delivers.

Beef is Inherently Texan

Beef also, and not surprisingly, ranked as the most “Texan” protein source. In TBC’s study, 33% said that beef is part of a Texan tradition and 25% said it represents their family as Texans. This deep-rooted connection to our state's heritage is a powerful asset and the driving force behind Beef Loving Texans, TBC's community created to share uniquely Texan recipes, cooking tips, stories, and expert nutrition information.

By tapping into this sense of pride, Beef Loving Texans celebrates the idea that beef is more than just a meal; it’s a cultural symbol that unites us. Since 2022, recognition of the Beef Loving Texans brand has increased to 57% (+10 percentage points since 2022).  

Campaigns Drive Engagement

Beef Loving Texans campaigns are reaching more Texans than ever, mostly on digital platforms where today’s consumers spend their time. 

“Social media continues to be our most successful platform for connecting with consumers,” said Chou. “With engaging beef ads, we’re able to drive them to our website to explore all the content Beef Loving Texans has to offer.”

One of the most successful digital efforts has been BBQuest, an online video series showcasing Texas barbecue culture. With over 4 million views, the series is not only generating awareness but also driving action. Among survey respondents who watched BBQuest Season 3 advertising, 55% said their interest in purchasing or consuming beef increased.

Another takeaway is that Texans still rely on recipes for meal inspiration. According to survey respondents, new beef recipes are the main driver for increasing consumption and 89% indicated that eating beef at home was the most common setting for their meals. Beef Loving Texans has been tracking this trend, employing a strategy of promoting recipes that cater to every Texan consumer. From budget-friendly Ground Beef dishes to chef-inspired creations, there’s something for everyone on BeefLovingTexans.com.

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Producers are the original beef-loving Texans, and we are all consumers at the end of the day. The future remains bright for beef, and with the right messaging and outreach, we can continue to keep beef at the center of the plate for generations to come.