April 10, 2012

Statistics Canada revealed that per capita consumption for beef had increase by 2.5% at 20.7 kilogrammes per capita for 2011.

Not only was consumption higher, but retail beef prices were 2.5% higher in 2011 consequently the beef demand index increased by 4.9 points. The demand index measures consumers' willingness to pay. Higher demand shows a remarkably resilient consumer in Canada and strong support for beef on the centre of the plate.

Pork consumption was down 3.9% at 15.8 kilogrammes per capita, while poultry consumption was down 0.2% at 31.2 kilogrammes per capita. Overall, total protein consumption was down 0.4% from 2010 and is now 7.8% below 2007 levels. Slightly larger beef supplies meant beef captured market share in 2011. Beef's portion of the protein market in 2011 was 34.3% up 0.8% from 2010, while pork lost 1% and poultry gained 0.1%.

While chicken surpassed beef in volume back in 2001, beef continues to lead in value with consumers willing to pay more for beef. Beef holds the largest market share in terms of consumer expenditures at 43% compared to poultry at 34% and pork at 23%.