US broiler marketers say Gen Z will get what they want

Chicken Marketing Summit attendees say that U.S. broiler companies will be able to meet younger consumers’ desire for sustainably produced chicken meat products.

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The theme for the 2024 Chicken Marketing Summit was “Chicken 2035: Anticipating Trends, Adapting Strategies.” Each presenter was asked to report on current trends impacting consumer behavior today and what the impact might be 10 years from now. A lot of focus was placed on the age cohort Gen Z, which consists of people born from 1996 to 2012. Members of Gen Z will be 23-39 years old in 2035 and many of them will be making food choices for themselves and their children.

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Summit attendees were exposed to 1.5 days of presentations and panel discussions exploring what members of Gen Z are looking for from the products they buy. The Summit also explored how poultry production might change in the coming decade in response to demands from consumers, regulators and activists as well as advancing technologies.

We wrapped up the Summit by live polling the audience to get their opinions in response to several questions regarding where the industry will stand in 2035. Our warm-up question asked for the audience to provide a word to complete this statement: “I think that the #1 reason chicken is the top choice of U.S. consumers is...” price (31%), versatility (29%), value (9%) and health (7%) were the most common answers.

Summit attendees selected “growing farms” as the aspect of broiler meat production that will experience the most significant changes over the next 10 years. “Breeding” was the next most common answer followed closely by “1st & 2nd processing.” (Figure 1)

Attendees were asked which challenges will have the most impact on how broilers are raised and processed. “Labor availability” was the most common answer followed closely by “animal welfare.” (Figure 2)

Members of Gen Z on average are more concerned about animal welfare and climate change than members of older age cohorts. Summit attendees were asked if they think that Gen Z will really care more about how broilers are raised and processed than they will about taste, price and convenience in 2035. The survey response was a resounding 83% “no.”

We have heard a lot in the media about cell-cultured meat and high-protein plant-based alternatives to meat in the popular and business press over the past few years. Attendees were asked what they thought will be chicken's biggest competitor for the center of the plate in the U.S. in 2035. “Beef and pork” were chosen by nearly three quarters of respondents and “high-protein plant-based products” were named by one in six respondents. (Figure 3).

Some of the Summit speakers and panelists stressed the need for the broiler industry to engage more with consumers, regulators and activists. They said that the industry needs to be transparent and start the conversation rather than wait to respond to challenges. Attendees were asked to respond to the question: “if your organization continues with its present level of engagement with consumers, activists & regulators, how do you think that your company will fare in 2035?” Just over half said that their company would “easily meet all of their expectations.” Slightly less than half said that their company would “struggle to meet expectations” or “be looking for another protein to sell or produce.” (Figure 4)

Attendees were asked to finish the following statement: “when I think about Gen Z and Gen Alpha being my primary customers...,” 71% of respondents chose the response “I think that we can adapt and meet any new expectations" and 29% chose " I relax because once people start paying bills, attitudes change."

Finally, we asked all attendees to select the statement they think will have the biggest impact on chicken production in 2035. “Price will be the top purchasing factor” and “sustainability and animal welfare will be even more important” were very close to each other as the top responses. The Summit’s first-time attendees were asked the same question at the Summit’s opening reception. Half of the “first timer” respondents selected the response “Sustainability and animal welfare will be even more important,” while 30% said that “price will be the top purchasing factor.” (Figure 5)

I invite you to join us at the 2025 Chicken Marketing Summit July 28-30 at the DeSoto Savannah Hotel and be part of the discussions and conversations as the broiler industry strives to meet the expectations of the consumers of today and tomorrow.

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