Poultry International - January 2018 - 14

14 ❙ PoultryInternational
CHICKEN CONSUMPTION SURVEY

Chicken purchase concerns

Chicken attributes that
influence purchases
While freshness, taste and price
are primary purchase drivers, the
survey showed that three attributes
have a secondary impact on likelihood to purchase - antibiotic free,
locally raised and country of origin
on the label.
More than half (54 percent) of
respondents said they would purchase more chicken labeled "no
antibiotics/antibiotic free."

21%

Extremely concerned

Not very concerned

Very concerned

Not at all concerned

Somewhat concerned

Extremely/very/somewhat

6% 2%

41%

10% 2%

23%

88%

93%
30%

23%

Food safety

10% 3%

29%

Disease

3%

12%

87%

WHEN PROMPTED,
CONSUMERS
ARE significantly
concerned about
the chicken they
purchase.
It is revealing that the labeling claim "animal-only antibiotics used" would result in only 24
percent of the respondents buying
more chicken. What's more, the
use of such labeling would be polarizing in its effect on purchase
decisions.  
Half of the consumers surveyed
indicated they would buy more chicken labeled "locally raised." Label information of a similar nature, "country of origin," ranked third highest in
potential purchase influence.

27%

85%

29%

28%

30%

Hormone and steroid use

11% 2%

41%

20%

28%

Antibiotic use
in chickens

6%

16%

87%

17%

77%

Label

38%

29%

Confusing/misleading
packaging/label claims

4% 8%

20%

24%

How chickens
are raised

13%

76%
45%
Portion size of individual
cuts of chicken

21%

39%

7%

12%

53%
34%

33%

Time it takes
to raise a chicken

Source: Joyce Neth, WATT Global Media, presentation at 2017 Chicken Marketing Summit;
National Chicken Council frequency of chicken consumption survey

A majority of consumers have concerns about the chicken they
purchase, primarily regarding food safety and disease.
www.WATTAgNet.com ❙ January 2018


http://www.WATTAgNet.com

Table of Contents for the Digital Edition of Poultry International - January 2018

Poultry International - January 2018
Contents
Editor’s Comment
News
Global chicken meat exports to increase 3 percent in 20 18
Chicken consumption survey reveals purchase influences
Rwandan egg farm uses modern production techniques
VIV MEA expanded, enriched for 2018
Saudi Arabia’s poultry industry growing despite challenges
Robotics in poultry production to transform sector
How NIR poultry feed ingredient analysis increases output
Understanding rice bran in pig, poultry feeds
Poultry products recognized in SPACE innovation awards
How to improve chicken leg meat profits, reduce waste
Products
Marketplace
Poultry International - January 2018 - Poultry International - January 2018
Poultry International - January 2018 - Cover2
Poultry International - January 2018 - Contents
Poultry International - January 2018 - Editor’s Comment
Poultry International - January 2018 - 3
Poultry International - January 2018 - News
Poultry International - January 2018 - 5
Poultry International - January 2018 - Global chicken meat exports to increase 3 percent in 20 18
Poultry International - January 2018 - 7
Poultry International - January 2018 - 8
Poultry International - January 2018 - 9
Poultry International - January 2018 - 10
Poultry International - January 2018 - 11
Poultry International - January 2018 - Chicken consumption survey reveals purchase influences
Poultry International - January 2018 - 13
Poultry International - January 2018 - 14
Poultry International - January 2018 - 15
Poultry International - January 2018 - 16
Poultry International - January 2018 - 17
Poultry International - January 2018 - 18
Poultry International - January 2018 - 19
Poultry International - January 2018 - 20
Poultry International - January 2018 - 21
Poultry International - January 2018 - 22
Poultry International - January 2018 - 23
Poultry International - January 2018 - Rwandan egg farm uses modern production techniques
Poultry International - January 2018 - 25
Poultry International - January 2018 - 26
Poultry International - January 2018 - 27
Poultry International - January 2018 - VIV MEA expanded, enriched for 2018
Poultry International - January 2018 - 29
Poultry International - January 2018 - Saudi Arabia’s poultry industry growing despite challenges
Poultry International - January 2018 - 31
Poultry International - January 2018 - Robotics in poultry production to transform sector
Poultry International - January 2018 - 33
Poultry International - January 2018 - 34
Poultry International - January 2018 - 35
Poultry International - January 2018 - How NIR poultry feed ingredient analysis increases output
Poultry International - January 2018 - 37
Poultry International - January 2018 - Understanding rice bran in pig, poultry feeds
Poultry International - January 2018 - 39
Poultry International - January 2018 - 40
Poultry International - January 2018 - 41
Poultry International - January 2018 - Poultry products recognized in SPACE innovation awards
Poultry International - January 2018 - 43
Poultry International - January 2018 - 44
Poultry International - January 2018 - 45
Poultry International - January 2018 - How to improve chicken leg meat profits, reduce waste
Poultry International - January 2018 - 47
Poultry International - January 2018 - 48
Poultry International - January 2018 - 49
Poultry International - January 2018 - Products
Poultry International - January 2018 - Marketplace
Poultry International - January 2018 - 52
Poultry International - January 2018 - Cover3
Poultry International - January 2018 - Cover4
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