In 2010, an edition of WATT PoultryUSA featured the results of a survey it had co-funded with Givauden Flavors Company, in which the frequency of eating chicken was found to have risen among U.S. consumers. Sponsored by the National Chicken Council, the survey probed how the relatively weak economy in the USA in early 2010 had affected chicken consumption.

Its feedback from 1,085 consumers revealed that nine out of 10 households consumed chicken during a two-week period in 2010.

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Moreover, the people interviewed said that they had eaten chicken at home an average of 3.6 times in this period — the highest frequency of any of survey conducted in the series since 2001.