While regular ground beef is a substitute for its extra lean counterpart, this relationship is much stronger for extra lean chicken (0.91).This implies that some consumers favor extra lean ground meats from other animal origins over products with regular fat content from the same animal origin thereby ranking health preferences over taste and hence, fat content. This result is corroborated by the cross price elasticities for extra lean chicken, extra lean pork, and extra lean other. The elasticity estimates suggest that these ground meats are viewed as strong complements to each other (−0.35, −0.53, and −0.98, respectively). Interestingly, regular ground chicken is also viewed as a complement to extra lean ground beef emphasizing the general lean meat and health reputation of chicken products in Canada.