Antibiotic free, sustainably raised, low price, fresh, local, recyclable packaging, plant-based, healthy, environmental impacts, delivery and the list goes on.

The number of vocal demands from consumers in the marketplace only continue to grow, while poultry suppliers struggle to determine where to focus their attention.

“Nowadays, the poultry industry has so much more competition than just chicken or pork. There’s the meat and deli department in the grocery store, the restaurant down the street, plant-based proteins and more. There’s just so much competition all around,” says Meagan Nelson, the associate director of the Fresh Growth & Strategy Team at Nielsen.

“It’s important to zero in on the key themes and trends that are actually resonating with consumers to determine what is actually driving growth within chicken among the myriad of health, wellness and sustainability claims today.”

Nelson will present and evaluate key trends in the retail landscape from production and sustainability claims, as well as how consumer purchasing and protein eating habits are shifting, during How chicken brands identify, focus on key consumer trends, the fourth webinar in the Chicken Marketing Summit series webinar series. Free registration for the webinar, scheduled for June 10 at 10:00 a.m. CDT, is now open.

The Chicken Marketing Summit webinar series will look at retail and foodservice trends before and during the pandemic. The Summit will also focus on issues that will continue to impact the poultry supply chain long after the pandemic is over.

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Know your lane

Given the myriad number of consumer demands, it’s important for suppliers to evaluate their own policies and principles when picking a focus.

“For certain consumers, it's absolutely going to be about cage-free eggs and they are not going to buy anything else. But for other consumers, low prices still going to be king. There is no one size fits all,” Nelson said.

To best fit this need, suppliers need to pick a lane, which will enable them to market themselves to the consumers that best fit that strategy.

Understanding your consumers and their needs has never been more critically important than now as we continue to navigate uncharted waters of a global pandemic, incredible unemployment rates and the uncertainty of when could 'normal' return. Understanding how those consumers values, wants and needs may shift in this time and beyond will define company success," Nelson said.

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