Nationwide and Washington state consumer surveys by the National Cattlemen's Beef Association came up with the following results:
* Chicken is beef's major competitor, because it is perceived as lower in fat and calories, easier to prepare, better for children and less expensive.
* Consumer perceptions of beef are considerably more positive than perceptions of raising cattle.
* A quarter to a third of consumers are never comfortable with antibiotic use in cattle production.
* Consumers are more comfortable with technology when used for the animal's welfare.
* Millennials -- those born between 1980 and 2000, about a quarter of the U.S. population -- are less knowledgeable about beef and largely make decisions based on social media. "They love it, but are super-uneducated on how to prepare it," Wendy Neuman, NCBA director of market research, said.
* Millennials are more concerned than older generations about animal welfare and the environmental impacts of production.
* A big limiting factor on consumption of beef at home is the inconvenience and lack of knowledge about defrosting.
* Seattle and Tacoma consumers see beef and chicken equally favorably as packages of total nutrition.
* They are satisfied with the quality of beef dishes in restaurants, though they dine out less often.
* The top information sources about beef are, in descending order, food labels, television news and cooking programs, relatives and friends, newspapers and Internet searches. The least accessed sources are large-animal veterinarians, meat industry websites, pamphlets and restaurant staff.
-- National Cattlemen's Beef Association