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 Healthy Aging Strategy Consumer Survey: What we learned How do older Canadian adults view beef and other foods in relation to healthy aging? To answer this question, Canada Beef commissioned a survey of 2,134 Canadians with a focus on those 65+. The comprehensive survey delved into food preferences and beliefs about beef. The research yielded interesting findings that will guide the development of a marketing strategy for Canada Beef. Highlights from the 2023 survey include: Seniors enjoy meat - Despite plant-based foods gaining popularity in recent years, a substantial majority (91%) of Canadians aged 65+ describe themselves as omnivores and report eating beef almost twice weekly. A glimpse into kitchens - Seniors largely agree that beef tastes delicious (95%), is easy to cook (95%), and is a key ingredient in their favourite meals (77%). Ground beef is the top (91%) go-to option for beef, followed by grilling steaks and roast beef. Gaps in knowledge about protein - More than half of those surveyed agree they could benefit from eating more protein, and two-thirds understand beef is a better source of protein than plant-based foods. There is an opportunity for education, as more than 70% of respondents didn’t know that a serving of beef has more protein than a serving of eggs or beans. An opportunity to explain beef’s role in healthy aging - About half agreed that beef was a valuable food for healthy aging, while 22% said they didn’t know. Fat content and impact on blood cholesterol were concerns raised by more than 50% of respondents when thinking about beef’s healthfulness. Competing proteins - Respondents preferred the taste of beef over chicken. For more information about this study, please contact Karine Rekunyk, Director, Health & Nutrition Back to main page KARINE REKUNYK Director, Health and Nutrition

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