As the world emerges from COVID-19, chicken brands will need to reposition themselves to retain existing customers and attract new ones.

“We’ve experienced all this upheaval for the last two years and that’s well beyond the standard period that it takes to set new behavior and abandon old ones,” Maeve Webster, president, Menu Matters, said.

“Now is the time to really rethink what chicken can be. Not just on the menu, but the role chicken can play in consumers lives and how it can effectively address a lot of the new ways that consumers are thinking about eating and how they’re living their lives.”

Webster will discuss how your brand can be positioned for success to meet evolving consumer demands and market conditions at the 2022 edition of Chicken Marketing Summit.

Make plans to attend the 2022 edition of Chicken Marketing Summit scheduled for July 25-27, 2022 at the Château Élan in Braselton, Georgia. Registration is now open with early savings available.

Webster shared the three biggest opportunities for chicken in 2022.

1. Consumer interest in plant-based protein

Consumer interest has shifted toward plant-based proteins in recent years, but it’s not an either/or situation. For many consumers, interest in meat alternatives is simply a way to rethink the role of produce in their diets.

“It would be a mistake to feel like you’re at odds with the trend,” explained Webster. “It’s more about ensuring that chicken remains relevant through the trends because consumers are not looking to abandon animal protein.”


2. The changing definition of sustainability

Long associated only with environmental issues, sustainability has transformed into a catch-all term that also encompasses animal welfare, social and other issues.

The broadened definition provides the chicken industry with an opportunity. Because there are so many ways to be sustainable right now, it’s become easier to highlight the specific ways a chicken brand meets the criteria of sustainability.

3.The versatility of chicken

Chicken is so much more than a neutral base to create a meal around. The truth is that chicken is a great carrier for flavors, noted Webster.

“There’s no doubt that chicken in all its forms – certainly in its fried form – is extremely appealing and attractive to consumers. It’s consumed in virtually every culture around the world,” she added. “It’s just as important to focus on that as innovate.”

Attend the 2022 Chicken Marketing Summit

The 2022 Chicken Marketing Summit will be held at Chateau Elan in Braselton, Georgia on July 25-27. Serving a unique cross section of the chicken supply chain, Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.

NEW FOR 2022: Submit your free nomination for Chicken Marketer of the Year.

For more information and to attend, visit: