Some of the food trends shaped by COVID-19 could have lasting effects on the behavior of chicken consumers.

“The first few months of the pandemic were really all about adjusting. Everybody had to think about how they’re going to live, how they’re going to work, how they shop,” Chris DuBois, senior vice president, IRI, explained.

DuBois, alongside Joyce Neth, vice president, director of audience development and research, WATT Global Media, will discuss the results of the 2021 Chicken Consumption Survey and explore consumer attitudes about chicken in the coming post-pandemic marketplace at the 2021 edition of Chicken Marketing Summit.

Make plans to attend the 2021 edition of Chicken Marketing Summit scheduled for July 18-20, 2021 at the Omni Amelia Island Resort in Fernandina Beach, Florida. Registration is now open.

New opportunities for retail

2020 saw strong growth for meat retail as consumers experimented with new recipes, new cuts of meat and gadgets to enhance the cooking experience.

“We’re all kind of tired of eating to live,” Neth said. “But we also know that we can have that experience at home with the adventurous cook.”

Chicken brands should consider targeting these adventurous new cooks with ads focused on ways to enrich dining at home.


Another opportunity for chicken retailers is the increase in remote work. In 2017, approximately 7% of Americans worked from home. That number is expected to grow to 25% post-pandemic. Breakfast and lunch offer retailers a chance to provide consumers with options to prepare at home.

The dining in (or out) experience

Restaurants and foodservice locations had to pivot during the pandemic. Instead of focusing on dine in, many adjusted efforts to delivery, drive-thru and pickup.

“The whole idea of digital ordering and being able to take food away from a restaurant is a big change from 10 years ago, where you had to go out to a restaurant or maybe through a drive-thru,” DuBois said.

Popeyes redesigned packaging to keep their chicken sandwiches tasting fresh for over an hour, so that meals picked up in the drive-thru remained warm until they reached their destination. More than 50% of Chipotle orders in 2020 were placed digitally, either through its website or a third-party app.

Virtual brands gave chicken foodservice an opportunity to take advantage of the popularity of third-party delivery services.

Attend the 2021 Chicken Marketing Summit

The 2021 Chicken Marketing Summit will be held at the Omni Amelia Island Resort in Fernandina Beach, Florida on July 18-20. This year, the conference will shine a light on what consumers will be looking for in the post-pandemic world and how poultry marketers can find success in the marketplace.
For more information and to attend, visit:
View our continuing coverage of the novel coronavirus (COVID-19) pandemic.
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