Colombian millennials value freshness, welfare in poultry

The majority of Colombian millennials prefer chicken brands that market themselves as fresh, healthy and having good animal welfare, finds a recent survey of shoppers ages 24-39.

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gilaxia | iStock.com
gilaxia | iStock.com

The majority of Colombian millennials prefer chicken brands that market themselves as fresh, healthy and having good animal welfare, finds a recent survey of 270 shoppers ages 24-39.

“Colombian millennials eat a variety of foods in their diets and are careful about what they eat. 80% care greatly about the quality and source of the food they eat, and they examine labels closely,” Roberto Montanhini Neto, Global Unit Lead Monogastrics at Delacon, said.

Millennials, born between 1983 and 1996, are about to enter their prime spending years. This consumer segment shops differently than other generations, prioritizing sustainability, animal welfare and the source of their food when making purchasing decisions. 

Other findings from the survey include:

Freshness claims matter

Three of five millennials surveyed indicated that they choose fresh food over processed food. When it comes to labels on chicken products, respondents chose locally sourced fresh foods (74%), fresh (62%), natural (59%) and healthy (56%) as key factors in making a purchasing decision.

“Consumers in Colombia are more conventional than adventurous. They care greatly about quality and what goes into their bodies. It became apparent in our survey that personal health-oriented aspects are considered very important,” Neto explained.

Some understand responsible antibiotic use

Nearly one-third of respondents understand that the phrase “responsible use of antibiotics” means the medication is only used in chicken houses when necessary. Intriguingly, this response was more likely to occur in millennials aged 27-29 versus those aged 36-39.

Conversely, more than 40% association “no growth-promoting antibiotics' with a natural growth rate, followed by natural (15%) and no chemicals (10%).

“In our surveys worldwide, we have seen that millennials care about their food choices, no matter where they live,” Neto concluded. 

“We see health, wellness, natural feed and food, and sustainability are here to last as essential purchase criteria. Moreover, we believe that it is vital to connect with the consumers and communicate clearly and transparently.

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