The U.S. retail poultry market gained 31% during 2005–2010 to reach roughly $41 billion in 2010, making it one of the most popular sectors in foodservice, according to a Mintel International report. 

Chicken, according to Mintel's report, is seen by consumers as a healthy food option, and chicken products have seen sales rise in the last several years — chicken salad sales rose 24% during 2007–2010. In the past year, however, said Mintel, competition from value-based restaurant meals have been cutting in on poultry sales. The solution, the company said, is for manufacturers to keep poultry consumers engaged with products appealing to the idea of chicken as a healthy food choice.