Data from the mid-1990s, when beef consumption averaged 67 pounds per capita per year, found that men ate a lot more beef than women but that their consumption tended to peak in early adulthood before declining after age 39.
These people who were eating a lot of beef in the mid-1990s might well be the same people who appear in Rose's survey as today's over consumers of beef.
Over email she shared data from the NCBA's beef tracking survey that found that Gen Z and millennials were more likely than older respondents to have reported eating beef the previous day.
"The biggest is that we have seen a shrinking of the herd as farmers and ranchers have battled drought and other weather conditions, and older generations have had to sell their land," she says, also pointing out that according to industry data, beef demand has risen over the past 25 years.
Although the exact numbers may be disputed, it is clear that the beef industry is paying closer attention to younger Americans.
The meat marketing agency Midan Marketing has published blog posts calling Gen Z "Tomorrow's meat industry" and urging beef marketers to tout their meat's high protein content in order to appeal to younger consumers.
The rise of marketing beef as "Low carbon" might also be a way for the industry to appeal to younger generations who tend to be more engaged than older consumers with climate change.
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