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.
- Most consumer concerns focus on health and 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 outlets.
Chicken consumption behavior
Chicken consumption remained high in 2016, returning to 2014 levels after a slight dip in consumption in 2015.
- 87 percent of consumers surveyed had eaten a chicken meal or snack from a supermarket in the past two weeks, up from 83 percent in 2014.
Foodservice-establishment consumption showed a notable increase from 2015.
- 72 percent of consumers had eaten a chicken meal or snack from a foodservice establishment in the past two weeks, up from 67 percent in 2015.
Chicken purchase considerations
Freshness, price and taste are the most important decision factors for consumers when deciding to purchase from the supermarket or foodservice establishment. Price rates relatively low on satisfaction, indicating potential opportunity in influencing the consumer’s perception of the product’s value.
The methods of raising chicken is a decision factor worth monitoring. While “how chickens are raised” was only of moderate importance to consumers, it rated low on satisfaction.
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.”
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.
Consumers indicated sustainability-oriented attributes are less influential in purchasing decisions. These involved environmentally-friendly production methods and packaging.
Language matters on chicken labels
U.S. consumers are concerned about how farm animals are raised according to different research studies, but the NCC survey indicated that broader terms such as “sustainably raised” may result in misaligned consumer expectations that increase the risk of dissatisfaction, skepticism and eroding trust in the industry.
The phrases most highly associated with “sustainably raised chickens” include the following:
- The environmental impact of growing and raising chickens (48 percent of respondents)
- No hormones are used (37 percent of respondents)
- No antibiotics are used (35 percent of respondents)
- Chickens are treated humanely (34 percent of respondents)
Fewer than a third of respondents associated “free range chickens” and “organic versus non-organic methods of raising chickens” with the concept of sustainable production.
Consumer concerns about chicken purchases
When prompted, most consumers are significantly concerned about the chicken they purchase, primarily regarding food safety and disease. More than two-thirds (71 percent) of consumers are “extremely” or “very” concerned about food safety. Another 21 percent are “somewhat” concerned about food safety.
More than half of respondents had significant concerns (extremely or very concerned) about the use of hormones, steroids and antibiotics in raising chickens. Confusing or misleading labeling was the fourth highest concern among the respondents.
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, on July 22 -24, 2018.
