July 18, 2017

 

 

Chicken consumption among US consumers remains high although 2017 levels have moderated and returned to those seen a couple of years ago, results of a new research presented last week at the 2017 Chicken Marketing Summit showed.

 

Of the 1,013 adult consumers polled during the period June 5-8, 84% said they ate a chicken meal or snack purchased from a supermarket and 67% from a food-service establishment during the two weeks leading up to the survey.

 

Both supermarket and food service-establishment consumption numbers decreased by 3.4% and 6.9% respectively, and were at parity with those seen in 2015.

 

The survey was commissioned by the US National Chicken Council (NCC) and conducted online by ORC International.

 

Americans to eat more chicken this year

 

"The US Department of Agriculture projects Americans will eat close to 92 pounds of chicken per person this year, breaking last year's record of 91 pounds," said NCC Senior Vice President of Communications Tom Super. 

 

"Although consumers' self-reported consumption is down slightly in the survey, the data show that chicken is still top of mind for consumers", he added.

 

According to the survey, 21% of consumers anticipate eating more chicken from the supermarket and 13% from a food service establishment in the next 12 months.

 

Consumers with the highest consumption levels tend to be younger, more ethnically diverse and live in larger households.

 

Freshness, taste, price bases of satisfaction

 

Regardless of purchase channel, consumers ranked, in the order of importance, freshness, taste and price as the top factors on satisfaction. Consumers are satisfied with freshness and taste, but satisfaction with price at supermarkets is somewhat lower.

 

While Gen Xers and Baby Boomers are more likely to purchase uncooked chicken at the supermarket to cook at home, Millennials are twice as likely as their older counterparts to buy pre-cooked chicken or eat it in the food-service establishments.

 

Of those surveyed, 69% were extremely concerned about food safety, 57% about hormone/steroid use and 55% about antibiotic use. 

 

Although still low, concern is growing about the time it takes to raise a chicken-26% were extremely or very concerned this year while 19% were last year.

 

Consumers said they buy chicken over other types of meat because of its healthiness, versatility and convenience.