By Jaslyn Livingston
Not long ago, it felt like beef had a target on its back.
Between headlines about plant-based alternative proteins, questions about how cattle are raised and shifting consumer preferences, there was a lot of speculation about beef’s future. As a young rancher, I heard those conversations just like everyone else — and like many producers, I wondered what they might mean for our industry long term.
Today, the conversation looks very different.
Beef demand is strong, even as prices remain high and supplies are tight. And that strength isn’t just anecdotal — it’s backed by data. Beef Checkoff-funded research like the Meat Demand Monitor (MDM), a monthly national survey of U.S. consumers, continues to show that consumers value beef for its taste, and that eating satisfaction plays a major role in their purchasing decisions.
In fact, a report summarizing the MDM’s findings from February 2020 to December 2025 shows that more than 85% of Americans today identify as meat consumers, and consumer willingness to pay for beef at retail has increased faster than inflation. Over that same period, the number of consumers identifying as vegetarian or vegan has declined from 14% to just 7%.
Furthermore, broader food and nutrition trends are working in beef’s favor. Protein continues to be top of mind for consumers, whether they’re focused on overall health, weight management or maintaining muscle as they age. Even the rise of GLP-1 medications has reinforced the importance of nutrient-dense foods, with many users prioritizing protein to support their health goals.
I occasionally run ultramarathons and enjoy strength training, and I’ve experienced firsthand how important nutrition is when you’re pushing your body to its limit. Athletes often tailor their diets carefully, focusing on complete protein to support muscle development and recovery. Increasingly, more Americans—even non-athletes—are thinking about food in those same terms.
That trend plays directly to beef’s strengths as a flavorful, nutrient-dense protein. It’s also reflected in the continued recognition of lean beef as part of a healthy dietary pattern in the latest Dietary Guidelines for Americans, reinforcing what many of us in the industry have long known: beef can absolutely be part of a healthy lifestyle.
That recognition doesn’t happen by accident. Research and education play an important role in helping consumers access accurate information about beef. Producers are investing in nutrition research through the Beef Checkoff, and that research continues to explore beef’s role in healthy dietary patterns. Meanwhile, outreach to health professionals helps ensure science-based information reaches the people influencing what we eat.
On our ranch, we’ve seen that demand play out firsthand. Cattle prices have remained strong for the past two years. That’s a welcome change from years when we hoped to simply break even after accounting for feed, fuel and other input costs. Strong cattle prices reflect the reality that supplies are tight and demand for finished beef remains strong. Conversations with my neighbors suggest many operations are experiencing the same.
However, strong demand today doesn’t guarantee strong demand tomorrow. That’s why continued investment in building demand, expanding market opportunities and strengthening consumer trust matters.
Like many producers, I think a lot about what it will take to keep family operations viable for the next generation. Recent devastating wildfires near our ranch here in Nebraska are a reminder of just how quickly challenges can arise — and how deeply they can affect our communities. While there’s no single solution, continued investment in building demand, expanding market opportunities and strengthening consumer trust plays an important role in helping keep operations viable and our industry strong.
As I take on a larger role in our family ranch, I’m encouraged — not just by where beef demand stands today, but by the factors supporting it. My generation of cattle producers takes the future of this industry seriously. We want the opportunity to pass down healthy, viable operations to the next generation — just as previous generations did for us.
Jaslyn Livingston is a fourth-generation cattle producer from Broadwater, Nebraska, where she helps manage A Lazy L Ranch, LLC, with her family. The diversified operation includes cow-calf, feedlot and row crop production. She also serves on the Cattlemen’s Beef Board, helping guide Beef Checkoff programs focused on research, education and promotion.
Comments