Demand for red meats: principles, research evidence, and issues.

Demand is not measured by per capita consumption. Demand is a schedule of the quantities consumers will take at alternative prices. The level of demand and demand changes over time are tied to consumer incomes, prices of substitutes, and consumer tastes and preferences. Critical to increasing meat demand is a greater understanding of consumer preferences for new meat products. Developing branded products such as "natural" or "guaranteed-tender" beef may not be the answer for all cattle producers, but research suggests that there are segments of the population willing to pay premiums for such products. Differentiating meat products through technology and branding provides a means of better meeting consumers' desires and increasing overall demand for meat and livestock.