Beef Marketplace Update 

Interest is lower across NCAA basketball and the NHL (20%) and niche sports such as MLS, NASCAR, the WNBA, tennis, MMA, the PGA, and the NWSL (5%–15%). These niche events may support targeted or regional campaigns, but the chart suggests that beef’s strongest relevance and marketing impact is tied to mainstream football, baseball, and basketball audiences. The findings suggest, top viewed/attended sporting events also coincide with the highest opportunity to reach beef consumers.

Beef remains the retail powerhouse among major proteins, generating $47.4 billion in annual sales—more than twice chicken and over five times pork—while also posting the strongest dollar growth at 8.4%. Consumers continue to support beef despite a higher average price of $7.46 per pound, with annual volume still increasing 2.0% as chicken grew 2.3% and pork declined 0.3%. Ground beef is the key growth engine, with dollar sales up 12.1% and volume up 1.4%, although softer steak volume and short-term declines in some cuts show that shoppers are becoming more selective. Overall, beef’s scale, pricing power, and positive volume performance indicate resilient consumer demand and a strong competitive position among major proteins.

Resilient retail demand supports confidence in the category while creating a clear opportunity to connect high-performing products with sports-driven eating occasions. Because beef consumers most often watch or attend the NFL, MLB, and NBA, industry partners can work with retailers and foodservice operators on game-day promotions featuring ground beef for burgers, sliders, tacos, and chili, while brisket and roasts can anchor tailgating, barbecue, and watch-party messaging. Softer steak volume suggests using premium cuts selectively around major games and celebrations, supported by value-focused bundles, recipes, and portion guidance. College sports and smaller events can extend this strategy through regional partnerships and targeted campaigns, helping producers support demand across the carcass while aligning supply, quality, and promotion with the occasions most relevant to beef consumers.

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