Poultry - US - December 2010
The U.S. retail poultry market gained 31% during 2005-10, topping an estimated $41 billion in 2010. It enjoys a healthy halo compared to red meat, thanks to its lower fat content. Additionally, its low cost has made it more attractive to cost-cutting consumers in the past five years. Lastly, it’s flexibility as a food ingredient lends itself to many applications in meals and snacks.
In the past year, however, competition from value-based restaurant meals began cutting in on poultry sales and threaten to hamper market growth unless manufacturers can keep poultry consumers engaged with innovative recipes and convenient, ready-to-eat (RTE) preparations.
In this report, Mintel answers the following questions:
- How did the economic downturn positively affect poultry sales? Will the trend continue?
- Among the three segments considered in this study: chicken parts, whole chicken and other poultry, which fared best in terms of sales? Growth? Which is best poised for expansion in the future?
- Which retail outlets are consumers using to get the best deals on poultry products?
- Which companies and brands lead sales in the poultry market? Among those gaining share in this mature market, what is their selling advantage?
- What types of marketing claims are being used to attract consumer interest? What innovative brands stand out in the marketplace? Which companies lead new product development?
- What are major themes in television advertising, and are they syncing up with consumer needs? To what extent are companies utilizing social media outlets?
- With poultry’s 94% market penetration, what differences exist among users by age, gender and household income? How can marketers and product developers meet their specific needs?
- What nuances differentiate poultry consumers from differing races/ethnicities, and how can marketers and retailers best target them?
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