Poultry International - January 2018 - 12
12 ❙ PoultryInternational
US chicken consumption survey
reveals purchase influences
The National Chicken Council's survey of chicken usage reveals shifts
in consumption behavior and consumer attitudes about purchase
criteria and product claims.
The National Chicken Council's survey of
chicken consumption behavior showed the frequency of consumption in 2016 and potential
shifts in future consumption behavior.
■ Price, freshness and taste are key purchase
considerations, but other elements are at play.
consumer concerns focus on health and
Infographic: 3 trends that impact
Supermarket chicken consumption behavior
87% of consumers have eaten a chicken meal or
snack from a supermarket in the
past two weeks.
In the past two weeks, consumers have
eaten a chicken meal or snack from a
supermarket 3.7 times.
21% of consumers anticipate eating more
chicken from a supermarket in the
next 12 months.
About the same
Source: Joyce Neth, WATT Global Media, presentation at 2017 Chicken Marketing Summit;
National Chicken Council frequency of chicken consumption survey
Respondents indicated that their consumption of chicken purchased at
supermarkets will increase in the next 12 months.
food safety, though other concerns exist and merit awareness and preparedness.
■ Supermarkets and poultry
brands likely can further leverage their credibility as sources
of information for consumers.
The research results
were presented by Joyce
Neth, WATT Global Media,
and representatives of ORC
International at the 2017
Chicken Marketing Summit.
A total of 1,017 online
interviews were conducted
in June 2016 among a demographically representative U.S.
sample of adults 18 years or
older. The interviews yielded
insights for poultry brands and
retail grocery and foodservice
www.WATTAgNet.com ❙ January 2018