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Consumer impressions of Tender Select beef
S D Shackelford1, T L Wheeler, M K Meade
1Roman L. Hruska US Meat Animal Research Center, USDA, ARS, Clay Center, NE 68933-0166, USA. shackelford@email.marc.usda.gov
Journal of Animal Science
|November 28, 2001
Summary
Consumers prefer tender beef. A new U.S. Select beef brand, Tender Select, was tested, with 89% of consumers willing to buy it. Tenderness is key for consumer satisfaction and drives purchasing decisions for beef steaks.
Area of Science:
- Food Science
- Consumer Behavior
- Agricultural Economics
Background:
- Technological advancements enable classification of beef for tenderness.
- This allows for marketing brands of consistently tender beef.
- U.S. Select carcasses offer potential for tender beef products.
Purpose of the Study:
- To assess consumer perceptions of a model beef brand, Tender Select.
- To evaluate the impact of tenderness classification on consumer satisfaction.
- To determine the correlation between objective tenderness measures and consumer ratings.
Main Methods:
- A telephone survey recruited 1,036 consumers in Denver, CO.
- Eligible consumers participated in a supermarket study involving a 'Tender Select' concept card.
- Strip loins from 104 U.S. Select carcasses were analyzed for slice shear force (SSF) and sensory attributes.
Main Results:
- 89% of surveyed consumers indicated intent to purchase Tender Select.
- Consumers and trained sensory panelists rated low-SSF steaks higher for all traits.
- Consumer satisfaction was most strongly correlated with tenderness, not juiciness or flavor.
Conclusions:
- Tenderness is the primary driver of consumer satisfaction for U.S. Select top loin steaks.
- Consumers are willing to pay a premium for beef guaranteed to be tender.
- Marketing tender beef brands like Tender Select has strong consumer appeal.