A publication of the USDA AMS Livestock and Poultry Program, Agricultural Analytics Division

November 20, 2018

Holiday Beef Roast Marketing

Each year, as summer transitions into autumn, consumer beef preference shifts from steaks and grinds to roasts. Starting 

in October and rising through Thanksgiving, demand for beef roasts reaches its peak at Christmas, one of the most profitable 

marketing periods for beef processors. While beef roasts of all types enjoy increased consumer demand throughout this 

period, it is middle meats, cuts from the rib and loin, that are in most demand in December. By the time October arrives, 

processors are building their stocks of middle meats in sufficient volume to meet the anticipated holiday demand. In doing 

so, they also produce large stocks of end meats, cuts from the chuck and round. The challenge to marketers is to move as 

much of these stocks of end meats as possible ahead of Christmas middle meat demand, no small task when you consider 

that Thanksgiving, with all of its turkeys and hams, lies in their path. 

Meeting this challenge requires precision timing to take advantage of marketplace lulls in demand for competing meat 

proteins. The first opportunity arrives in early October when marketers take advantage of the first crisp days of autumn to 

market chuck roasts, particularly boneless and arm roasts. In October 2017, 10 percent of annual marketings of chuck roasts 

took place with a similar but slightly higher percentage of marketings taking place in October 2018. Chuck ads hit circulars 

again three weeks ahead of Thanksgiving. During the same time period, marketing of round roasts, particularly bottom and 

top rounds and rump roasts, begins to rise. In 2017 marketing of round roasts during the fourth quarter of the year 

represented 34 percent of annual marketings, reaching their peak in December only with 13 percent of annual marketings. 

A similar and slightly more active pace of marketing for round cuts occurred in October 2018. 

In 2017, during the Thanksgiving marketing period, end meat roasts accounted for 68 percent of beef roasts marketed, 66 

percent during Thanksgiving 2018. Middle meat offerings are dominated by rib roasts during this time, 60 percent of annual 

middle meat offerings in 2017, as marketers seek to offer a tempting alternative to turkey and ham while, at the same time, 

attempting to maximize rib cut sales during the few short weeks between the holidays. By Christmas, the ratio of end to 

middle meats improves for middle meats, particularly for rib cuts 

which enjoyed a 25 percent market share in 2017. While loin cuts 

enjoy good retail exposure during the November-December 

marketing period, with 27 percent of annual marketings in 2017 

occurring at this time, 13 percent in December alone, it is rib roasts 

that dominate. In 2017, 61 percent of annual rib roast marketings 

occurred in November-December, 40 percent in December alone (see 

table at right). Not surprising that standing (bone-in) beef rib roast

has come to be known as the “Christmas” roast. 

During the Christmas 2017 marketing season, 91 percent of marketed beef was produced in conventional systems. 

Antibiotic-free offerings accounted for just over 6 percent of marketings, nearly double from 2016. Grass-fed beef offerings, 

at 2.4 percent and organic beef at .2 percent were unchanged from 2016. The popularity of antibiotic-free beef and its 

availability in retail outlets has been on the rise in recent years. During Christmas 2017, beef was marketed under a host of 

brand names including processor, distributor, and store brands. Beef marketed as Certified Angus made up by far the largest 

share at 14 percent. Beef not identified by brand accounted for 52 percent of offerings while supermarket branded beef 

made up 24 percent, reflecting a strong desire by retailers to associate their marques with beef. Regardless of brand, 84 

percent of beef marketed was labeled USDA Choice with 

USDA Select at 3 percent and USDA Prime at nearly 2 

percent. About 11 percent of beef was not marketed with 

a USDA grade designation. 

 

Information for this report is derived from data 

reported in the Feature Advertising by U.S. 

Supermarkets Meat and Poultry report series 

and the National Retail Beef report.

M arket Insights

Conventional Beef Roasts - Share of Annual Marketings

Primal November December

Rib 22.1% 39.2%

Loin 8.2% 13.3%

Chuck 7.7% 9.9%

Round 9.1% 15.2%

Total Middle 15.1% 25.7%

Total End 9.7% 14.4%

Conventional Beef Roasts - Market Share During the Holidays

Primal Christmas '17 Thanksgiving '17 Thanksgiving '18

Rib 24.8% 19.6% 20.0%

Loin 17.7% 12.8% 13.8%

Chuck 18.3% 24.1% 23.4%

Round 39.1% 43.5% 42.8%

Middle Meats 42.5% 32.4% 33.9%

End Meats 57.5% 67.6% 66.1%

T-Day 2018 preliminary estimates