Focus on consumer segmentation to improve chicken marketing

Sustainability continues to grow in importance for the modern chicken consumer. However, other factors, including rising prices and welfare practices, also play a role in purchasing decisions. With consumer demand shifting rapidly, how can marketers best engage with consumers?

Young Family couple choosing bio food chicken meat in grocery supermarket during weekly shopping
Young Family couple choosing bio food chicken meat in grocery supermarket during weekly shopping
kadmy | bigstockphoto

Sustainability continues to grow in importance for the modern chicken consumer. However, other factors, including rising prices and welfare practices, also play a role in purchasing decisions. With consumer demand shifting rapidly, how can marketers best engage with consumers?

“It all goes back to understanding who your consumer is and what they’re buying as it relates to your brand,” explained Bruce Blakeman, senior consultant and public policy and issues practice leader, Heart+Mind Strategies. “The more definitive you can be on the segment you’re going after, the better.”

At the 2023 Chicken Marketing Summit, Blakeman will discuss how consumers decide what to value when making purchasing decisions.

Registration is now open with early savings available.

Consumer segmentation

Consumer segmentation, which groups consumers according to shared characteristics, behaviors or preferences, helps marketers better understand what motivates a purchasing decision.

For example, some consumers may identify as value consumers, but are willing to splurge on certain things. For other, price is all that matters.

Organic consumers are willing to pay a premium “because they think that’s the right thing to do either for themselves or for the globe,” Blakeman said.

For other consumers, important purchasing factors may include free-range or other animal welfare criteria. Sustainability is another factor that plays a growing role in consumer purchasing decisions.

“The sustainability message is becoming more and more important, particularly as it relates to brands. To enhance your brand, having a strong sustainability leg to that brand positioning is becoming more and more important with consumers,” he said.

“It’s not just what people eat. It’s the things people buy, the cars they drive, the boxes that show up from Amazon. All of these things need to have a sustainability story now.”

Attend the 2023 Chicken Marketing Summit

To learn more about the climavore consumer, register to attend the 2023 Chicken Marketing Summit, at the Hotel Effie Sandestin in Miramar Beach, Florida on Monday, July 31 – Wednesday, August 2, 2023.

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. 

Registration is now open.

ROOM RATE EXPIRES SOON: The group rate for the Hotel Effie Sandestin is only available until July 7. Join us today!

For more information and to attend, visit: www.wattglobalmedia.com/chickenmarketingsummit/

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