Food safety is the biggest concern among chicken consumers, according to a recently-released survey.
The survey was released at the Chicken Marketing Summit, held July 16-18 in Asheville, North Carolina.
WATT Global Media partnered with ORC International, on behalf of the National Chicken Council, to identify consumer trends related to the consumption of chicken that can be used by leading U.S. poultry producers in their marketing efforts. Elanco was the primary sponsor for the survey.
A total of 1,013 people were surveyed between June 5 and June 8.
About 42 percent of survey respondents said they were most concerned about food safety, followed by 40 percent who stated they were most concerned about disease. Hormone and steroid use – which is not even allowed in U.S. chicken production – was the third biggest concern among respondents at 33 percent, followed by antibiotic use at 30 percent.
Consumers were asked to rate other areas of concern, including confusing or misleading packaging or label claims, how chickens are bred to optimize the meat produced, how the chickens are housed, how chickens are raised, the portion size of individual cuts of chicken and the time it takes to raise a chicken.
The survey also asked people to rate themselves on their own knowledge level considering the care of chickens. Thirteen percent said they were very knowledgeable, 47 percent said they were somewhat knowledgeable and the remaining 40 percent said they were not knowledgeable at all.
To learn more about the survey and how consumers responded, see the infographic below.
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Chicken Marketing Summit 2018
Chicken Marketing Summit uniquely explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior. In addition to educational sessions, attendees have numerous networking opportunities to foster interaction between speakers and fellow poultry industry peers. Chicken Marketing Summit 2018 will take place at the Four Seasons Resort Orlando at Disney World in Orlando, Florida, USA on July 22 -24, 2018.
