British consumers preferred fatness levels in beef: Surveys from 1955, 1982 and 2002

To identify changes of British consumer preferences for fatness in beef, in 2002 photographs of beef cuts were computer modified to achieve fatness levels (48%, 40%, 37% and 30% of the cut surface) used in similar surveys conducted in 1955 and 1982. Posters of the four beef cuts were presented to 1064 consumers, who ranked them and completed a socio-demographic questionnaire. The level of fat preferred by today’s consumers was less than in previous surveys. The proportions of consumers preferring the 40% fat beef were 62% in 1955, 24% in 1982 and 13% in 2002 whilst those preferring the leanest (30% fat) had increased from 12% in 1955 to 60% in 1982 and then stabilised at 53% in 2002. From 1982 to 2002, about a quarter of all consumer preferences, albeit from different consumer populations, had shifted from preferring 40% to 37% fat beef.