Beef Trends

Overall meat sales continue strong, up 2% in 2006 over the previous year. (Source: AC Nielsen Fresh Track)

Beef outsells all other meats in the fresh/random weights category. (Source: AC Nielsen Fresh Track)

Beef sales are highest May through October. (Source: AC Nielsen Fresh Track)

Between 2001 and 2005, sales at grocery stores outpaced sales at foodservice establishments, reversing a seven-year trend. (Source: NPD Canada)

Customers are Seeking Convenience

Value-added beef commands a high premium and is growing substantially faster than other beef cuts (17% total volume change vs. average 2% for total beef). (Source: AC Nielsen Fresh Track)

The price of the average value-added beef product is holding just below $14/kilo. (Source: AC Nielsen Fresh Track)

Average price for beef steaks per kilo is close to that of value-added beef, but has declined steadily since 2004. Demand has improved over this timeframe. (Source: AC Nielsen Fresh Track)

Regional development across meat types varies considerably by region.
Nationally, tonnage sales are up 2%
impacted to a large extent by Beef and Chicken performance.

Changing Demographics Will Affect Beef Sales

Baby boomers (41 to 58-year-olds) and their children (11 to 28-year-olds) represent 52% of the total Canadian population. Over the next 20 years a sharp change in Canadian demographics will occur, with those over 65 comprising the largest segment of the population by 2026. (Source: NPD Eating Patterns in Canada Report)

Health concerns and a desire for smaller portions are hallmarks of senior eating patterns. Lean beef and senior-friendly smaller cuts such as beef medallions and quick roasts will be popular categories.

Since the late 1990s, immigration has exceeded natural population growth. Immigration is expected to be the only source of population growth within the next 15 years. The key driver of immigration growth is people of Asian descent, which may bring changes to beef profiles down the road. (Source: NPD Eating Patterns in Canada Report)

As well as wanting to continue to cook the dishes with which they are familiar, immigrants also introduce their cuisine to the existing population. Cuts that lend themselves to Asian cooking methods, such as stir fry strips and satay strips, will likely be a growth category. These further-processed items often have some of the highest margins in the meat case.