Beef prices rise as more Americans consider plant-based options

USA – A growing number of Americans are adjusting their shopping habits as the cost of beef continues to climb, with many turning to alternatives such as plant-based proteins.

A recent poll conducted by Morning Consult in partnership with the Physicians Committee for Responsible Medicine (PCRM) found that six in ten consumers are already cutting back on beef or avoiding it altogether due to higher costs.

The survey also showed that if prices continue to increase, the share of people reducing beef consumption could rise to 72 percent, while just 13 percent said they would not change their eating habits.

At the same time, 35 percent of respondents indicated that they are considering plant-based substitutes because of the rising costs, a number that grows to 53 percent among Gen Z participants.

Cost pressures and consumer behavior

Food inflation in 2025 has placed extra strain on household budgets, with beef emerging as one of the hardest-hit products.

Although egg prices have eased since peaking earlier this year, cattle shortages remain a key factor pushing beef prices higher, with industry analysts warning that the recovery of herds could take several years.

According to the latest figures from the Department of Labor, the average price of 100-percent ground beef reached a record US$6.32 (KSh…) per pound in August, marking a 12.8 percent increase over the past year.

Beef steaks recorded an even sharper rise, averaging US$12.22 (KSh…) per pound, up 16.6 percent from the previous year.

Economists attribute these increases to limited cattle supply, higher livestock production costs, and new import tariffs restricting foreign beef supplies.

The Morning Consult and PCRM survey, conducted between September 6 and 7 among 2,200 adults, suggests that higher prices are giving more weight to nonmeat alternatives.

Fifty-eight percent of respondents described the current price of beef as a strong or fairly strong reason to choose plant-based protein, a sentiment shared by 60 percent of Gen Z.

By comparison, 46 percent cited health reasons as a key motivator to switch to alternatives, with younger shoppers again reporting higher concern at 64 percent.

Other meats remain attractive

The data also showed that some consumers are substituting beef with other types of meat that have seen smaller price hikes.

About 23 percent said they had already purchased chicken, pork, or other proteins instead of beef, while 70 percent reported they would consider doing so if beef prices remain elevated.

Labor Department data indicates that chicken prices rose 2.8 percent in the year to August, while pork increased by 1.2 percent.

Nutrition experts at PCRM argue that the shift signals a longer-term move toward plant proteins, which they describe as more efficient and less resource-intensive to produce.

Agricultural economists, however, note that beef prices are unlikely to return to historic levels soon, with only increased supply or reduced demand likely to ease costs.

Industry observers expect prices to moderate slightly in the coming months as seasonal demand eases, but they caution that rebuilding cattle herds will take time, keeping beef relatively expensive in the near future.

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