Taste, freshness and price are among the most important factors consumers consider when making chicken purchases at both a supermarket or at a food service establishment, according to a just-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.

At food service establishments, taste was the most important factor among survey respondents, with 60 percent deeming that is what they looked at the most. Freshness came in second at 59 percent, while 47 percent said price was their No. 1 consideration.


At supermarkets, price was listed as the most important factor at 49 percent. Following closely behind was freshness at 48 percent. Thirty-seven percent rated taste as the most important factor.

Other factors listed in the survey for consumers at the supermarket level were how chickens are raised, quantity or package size, size of individual pieces of chicken, brand and convenience of packaging. In addition to taste, freshness and price, consumers were asked about their size of individual piece of chicken and how chickens are raised were considerations in which food service consumers were surveyed.

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.