VIDEO: 3 consumer trends impacting the future of chicken

Consumer habits, behaviors and desires change rapidly and it can be difficult to tell the difference between a long-lasting trend and a passing fad.

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Closeup side view of a late 20's couple choosing some fresh meat for tonight's dinner. They are reading label on one of the packages and seem a bit uncertain about it.
Closeup side view of a late 20's couple choosing some fresh meat for tonight's dinner. They are reading label on one of the packages and seem a bit uncertain about it.
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Consumer habits, behaviors and desires change rapidly and it can be difficult to tell the difference between a long-lasting trend and a passing fad.

“As long as there are foundational themes that support a consumer trend across culture and society, I think it has a longer life,” Kevin Ryan, CEO, Malachite Strategy and Research, explained. “It’s those deeper roots that are important.”

Ryan will help separate the must-dos from the must-skips when it comes to chicken consumption trends during his keynote presentation at the 2023 Chicken Marketing Summit.

Make plans to attend the 2023 Chicken Marketing Summit, scheduled for July 31 – August 2, at the Hotel Effie Sandestin in Miramar Beach, Florida. Registration is now open with early savings available.

Here are three trends with staying power for the chicken industry:

1. Eatertainment

Eatertainment – restaurants that provide an experience and food – will be a trend with staying power, Ryan said. Examples of this include Topgolf and Chicken N Pickle, which let consumers play a simulated golf game or a real life game of pickleball while eating out.

“I think this is really growing because people what that experience, especially post-pandemic,” he explained.

2. Premiumization

Inflation may be at the forefront of most consumers purchasing decisions right now, but there can still be a place for premiumization in value.

“Even if you’re cost cutting, there are moments where trading up is the better thing to do,” noted Ryan.

3. Influencer-led food brands

Influencers play an increasingly vital role in the products that consumers buy. The global influencer market is currently valued at $16.4 billion, up from $1.7 billion in 2016, Statista data estimates.

“There are so many celebrities getting into food – really getting into food – and I think that’s really going to influence the chicken industry,” said Ryan.

Attend the 2023 Chicken Marketing Summit

The 2023 Chicken Marketing Summit will be held at 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 with early savings available.

Submit your free nomination for Chicken Marketer of the Year.

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

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