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Poultry - US - November 2012

“Nearly half of respondents say they would like to see more recipes on poultry packaging, but such interests might be better served if healthy recipes were offered at point of sale. This entails brands cooperating with retailers.”

– John N. Frank, Category Manager, Food and Drink

Some questions answered in this report include:

  • Can chicken be positioned as even healthier?
  • Will consumers flock to other poultry?
  • How can brands encourage more poultry grilling?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Steady but moderate growth between 2012 and 2017
                          • Gains spurred by increasing consumption
                            • Figure 1: FDMx sales and fan chart forecast of poultry, at current prices, 2007-17
                          • Chicken parts account for well more than half of total market
                            • Figure 2: Total U.S. sales of poultry products, by segment, 2011-12
                          • Market factors
                            • Poultry products represent low-fat meal option
                              • Ethnic consumers eat poultry more often than do white consumers
                                • Figure 3: Population by race and Hispanic origin, 2007-17
                              • As the economic recovery drags on, consumers continue to cook at home more
                                • Figure 4: Unemployment, January-September 2012
                              • Supermarkets dominate but mass merchandisers compete on price
                                • Figure 5: Total U.S. sales of poultry products, by channel, at current prices, 2011 and 2012
                              • The poultry consumer
                                • Poultry usage
                                  • Figure 6: Use of meat, fish, poultry (fresh/frozen), January 2011-March 2012
                                • Respondents are most likely to buy premium quality
                                  • Figure 7: Types of meat purchased and interest in buying specific types more often, June 2012
                                • Consumption frequency
                                  • Nearly four in 10 respondents have increased consumption in the last year
                                    • Figure 8: Changes to meat-eating habits in past year, June 2012
                                  • Those-eating less poultry cite cost as main barrier
                                    • Figure 9: Reasons for-eating less poultry in the past year, June 2012
                                  • Half say poultry is economical; nearly half say poultry is good value for the money
                                    • Figure 10: Opinions about various types of meat, June 2012
                                  • Vast majority buy fresh and freeze unused portions
                                    • What we think
                                    • Issues in the Market

                                        • Can chicken be positioned as even healthier?
                                          • Will consumers flock to other poultry?
                                            • How can brands encourage more poultry grilling?
                                            • Insights and Opportunities

                                              • Transparency in marketing will assuage fears of foodborne illness
                                                • Convincing consumers that timesaving products are good value
                                                  • Providing individual wrapping and keeping green shoppers happy
                                                  • Trend Applications

                                                      • Trend: Survival Skills
                                                        • Trend: Prove It
                                                          • 2015 Trend: Old Gold
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Moderate growth expected between 2012 and 2017
                                                                • Obesity rate likely to prompt many consumers to eat a healthier diet
                                                                  • Blacks, Hispanics, and Asians eat poultry more frequently than whites
                                                                    • Economic conditions remain unsettled; consumers still cooking at home to save money
                                                                      • Poultry market size and forecast
                                                                        • Figure 11: Total U.S. retail sales and forecast of poultry, at current prices, 2007-17
                                                                        • Figure 12: Total U.S. retail sales and forecast of poultry, at inflation-adjusted prices, 2007-17
                                                                      • Fan chart forecast
                                                                          • Figure 13: FDMx sales and fan chart forecast of poultry, at current prices, 2007-17
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Poultry consumption edges upward; beef consumption declines
                                                                            • Figure 14: U.S. per capita meat consumption and long-term projections, by retail weight (in pounds), 2009-20
                                                                          • Poultry represents low-fat meal option as obesity rates remain high
                                                                            • Figure 15: Types of meat purchased and interest in buying specific types more often, June 2012
                                                                            • Figure 16: Nutritional profiles of chicken, pork, and beef
                                                                          • Overweight/obesity rate grows between 1998 and 2010
                                                                            • Figure 17: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2010
                                                                          • Teen obesity rates
                                                                            • Figure 18: Prevalence of obesity among children and adolescents aged 2-19, 1976-2010
                                                                          • Blacks, Hispanics, Asians eat poultry more frequently than do whites
                                                                            • Figure 19: Frequency of poultry consumption at home, by race/Hispanic origin, June 2012
                                                                          • Ethnic populations grow more quickly than white population
                                                                            • Figure 20: Population by race and Hispanic origin, 2007-17
                                                                          • Economic worries continue to prompt more cooking at home
                                                                            • Figure 21: Unemployment, January 2007-September 2012
                                                                          • Consumer confidence fluctuates quarterly
                                                                            • Figure 22: Thomson Reuters/University of Michigan Index of Consumer Expectations, 2006-Q3 2012
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Red meat and fish compete directly with poultry
                                                                              • Figure 23: U.S. retail price value for beef, pork, and broilers, 2005-11
                                                                              • Figure 24: Product launches in meat categories, 2009-12
                                                                            • Frozen snacks pose challenge to the convenience of home cooking
                                                                              • Food safety issues continue to plague the market
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Chicken parts offer most convenience and variety
                                                                                    • Whole chicken sales grow slightly
                                                                                      • Other poultry grows most
                                                                                        • Sales of poultry products by segment
                                                                                          • Figure 25: Total U.S. sales of poultry products, by segment, 2011-12
                                                                                      • Segment Performance—Fresh and Frozen Chicken Parts

                                                                                        • Key points
                                                                                          • Chicken parts segment produces most innovation
                                                                                            • Sales and forecast of fresh and frozen chicken parts
                                                                                              • Figure 26: Sales and forecast of fresh and frozen chicken parts, at current prices, 2007-12
                                                                                          • Segment Performance—Fresh and Frozen Whole Chickens

                                                                                            • Key points
                                                                                              • Whole chickens suffer from consumers’ declining cooking skills
                                                                                                • Figure 27: Retail prices for various poultry products, August 2010-August 2012
                                                                                              • Providing recipes that make cooking whole chickens less challenging
                                                                                                • Sales and forecast of fresh and frozen whole chickens
                                                                                                  • Figure 28: Sales and forecast of fresh and frozen whole chickens, at current prices, 2007-12
                                                                                              • Segment Performance—Fresh and Frozen Other Poultry Products

                                                                                                • Key points
                                                                                                  • Other poultry products gain substantially in 2011 and 2012
                                                                                                    • Encouraging turkey purchases beyond holidays
                                                                                                      • Sales and forecast of fresh and frozen other poultry products
                                                                                                        • Figure 29: Sales and forecast of fresh and frozen other poultry products, at current prices, 2007-12
                                                                                                    • Retail Channels

                                                                                                      • Key points
                                                                                                        • Supermarkets account for more than 46% of total U.S. sales
                                                                                                          • Channel sales of poultry products
                                                                                                            • Figure 30: Total U.S. sales of poultry products, by channel, at current prices, 2011 and 2012
                                                                                                          • Supermarkets leverage reputation as de facto food channel
                                                                                                            • Supermarket sales of poultry products
                                                                                                              • Figure 31: Supermarket sales of poultry products, at current prices, 2007-12
                                                                                                            • Mass merchandisers leverage price and convenience
                                                                                                              • Drug channel leverages frozen
                                                                                                                • Butcher shops, gourmet/specialty stores, natural foods stores serve unique needs
                                                                                                                  • Other retailer sales of poultry products
                                                                                                                    • Figure 32: Other retailer sales of poultry products, at current prices, 2007-12
                                                                                                                  • Natural channel sales of poultry products
                                                                                                                    • Sales of poultry in the natural channel
                                                                                                                      • Figure 33: Natural supermarket sales of poultry, at current prices, 2010-12*
                                                                                                                      • Figure 34: Natural supermarket sales of poultry, at inflation-adjusted prices, 2010-12*
                                                                                                                    • Natural channel sales of poultry by segment
                                                                                                                      • Figure 35: Natural supermarket sales of poultry, by segment, 2010 and 2012*
                                                                                                                    • Natural channel sales of poultry by organic product claims
                                                                                                                      • Figure 36: Natural supermarket sales of poultry, by organic claims, 2010 and 2012*
                                                                                                                  • Leading Companies

                                                                                                                    • Key points
                                                                                                                      • Three top companies as the industry veers toward further consolidation
                                                                                                                        • Private label comprises more than 20% of the total market
                                                                                                                          • Leading poultry products companies
                                                                                                                            • Figure 37: Leading poultry products companies, 2011-12
                                                                                                                        • Brand Share—Frozen/Refrigerated Chicken

                                                                                                                          • Key points
                                                                                                                            • Tyson Grilled & Ready capitalizes on consumer demand for convenience
                                                                                                                              • Perdue emphasizes ready-to-cook aspect
                                                                                                                                • Smaller brands decline
                                                                                                                                  • Private label increases share and sales more than leading national brands
                                                                                                                                    • Leading chicken parts brands
                                                                                                                                      • Figure 38: Leading chicken parts brands, 2011-12
                                                                                                                                  • Brand Share—Frozen/Refrigerated Turkey

                                                                                                                                    • Key points
                                                                                                                                      • Tyson makes up three quarters of the whole chicken segment
                                                                                                                                        • Other brands comprise small share
                                                                                                                                          • Leading whole chicken brands
                                                                                                                                            • Figure 39: Leading whole chicken brands, 2010-11
                                                                                                                                        • Brand Share—Frozen/Refrigerated Other Poultry

                                                                                                                                          • Key points
                                                                                                                                            • Hormel grows 21.9% with value-added product line
                                                                                                                                              • Cargill’s Honeysuckle White drops 37%
                                                                                                                                                • Butterball catapults Maxwell Farms to 51.4% growth
                                                                                                                                                  • Private label grows 9.3%
                                                                                                                                                    • Leading other poultry products brands
                                                                                                                                                      • Figure 40: Leading other poultry products brands, 2011-12
                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                    • Key points
                                                                                                                                                      • Microwavable, no additives/preservatives top poultry product claims
                                                                                                                                                        • Figure 41: Poultry product claims, 2009-12
                                                                                                                                                      • Premarinated, seasoned, and value-added chicken meals
                                                                                                                                                        • Quick meals for nutrition on the go
                                                                                                                                                          • Natural/organic
                                                                                                                                                            • International flavors keep poultry category fresh
                                                                                                                                                              • Zesty flavors take wing
                                                                                                                                                              • Marketing Strategies

                                                                                                                                                                  • Overview
                                                                                                                                                                    • Perdue farms
                                                                                                                                                                      • Figure 42: Brand analysis of Perdue, 2012
                                                                                                                                                                    • Perdue TV spots
                                                                                                                                                                      • Figure 43: Perdue Perfect Portions television ad, 2012
                                                                                                                                                                      • Figure 44: Perdue Chicken television ad, 2012
                                                                                                                                                                    • Online initiatives
                                                                                                                                                                      • Foster Farms
                                                                                                                                                                        • Figure 45: Brand analysis of Foster Farms, 2012
                                                                                                                                                                      • Foster Farms TV spots
                                                                                                                                                                        • Figure 46: Foster Farms television ad, 2012
                                                                                                                                                                        • Figure 47: Foster Farms television ad, 2012
                                                                                                                                                                      • Online initiatives
                                                                                                                                                                      • Poultry Usage and Purchases

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Fresh chicken used more than frozen
                                                                                                                                                                            • Figure 48: Meat, fish, poultry (fresh/frozen), February 2007-March 2012
                                                                                                                                                                          • Those aged 65+ least likely to use fresh or frozen poultry
                                                                                                                                                                            • Figure 49: Meat, fish, poultry (fresh/frozen), by age, January 2011-March 2012
                                                                                                                                                                          • $100K+ most likely to use some fresh poultry products
                                                                                                                                                                            • Figure 50: Meat, fish, poultry (fresh/frozen), by household income, January 2011-March 2012
                                                                                                                                                                          • Penetration is high for meat products, and for fresh chicken
                                                                                                                                                                            • Figure 51: Meat, fish, poultry (fresh/frozen), February 2007-March 2012
                                                                                                                                                                          • 18-44s most likely to use frozen chicken; seniors least likely to use any
                                                                                                                                                                            • Figure 52: Meat, fish, poultry (fresh/frozen), by age, January 2011-March 2012
                                                                                                                                                                          • Chicken purchased far more than turkey
                                                                                                                                                                            • Figure 53: Purchases, by gender, June 2012
                                                                                                                                                                          • 18-34s least likely to buy turkey, most likely to buy chicken nuggets/patties
                                                                                                                                                                            • Figure 54: Purchases, by age, June 2012
                                                                                                                                                                          • $25K or less least likely to buy chicken or turkey
                                                                                                                                                                            • Figure 55: Purchases, by household income, June 2012
                                                                                                                                                                        • Types of Poultry Purchased

                                                                                                                                                                          • Key points
                                                                                                                                                                            • More than half always/usually/sometimes buy premium, U.S.-sourced
                                                                                                                                                                              • Figure 56: Types of meat purchased and interest in buying specific types more often, June 2012
                                                                                                                                                                            • Younger respondents most likely to always/usually buy natural/organic
                                                                                                                                                                              • Figure 57: Types of meat always/usually purchased, by age, June 2012
                                                                                                                                                                            • Women most likely to buy healthy, ethical products if they are better value
                                                                                                                                                                              • Figure 58: Interest in buying specific types of meat more often, by gender, June 2012
                                                                                                                                                                            • $25K-74.9K most likely to buy healthy, ethical products if at better value
                                                                                                                                                                              • Figure 59: Interest in buying specific types of meat more often, by household income, June 2012
                                                                                                                                                                          • Poultry Consumption

                                                                                                                                                                            • Key points
                                                                                                                                                                              • More than nine in 10 eat chicken; more than eight in 10 eat turkey
                                                                                                                                                                                • Figure 60: Consumption of poultry, June 2012
                                                                                                                                                                              • Women most likely to say others in their household eat chicken or turkey
                                                                                                                                                                                • Figure 61: Consumption of poultry, by gender, June 2012
                                                                                                                                                                              • 35-44s most likely to say children <12 in household eat chicken/turkey
                                                                                                                                                                                • Figure 62: Consumption of poultry, by age, June 2012
                                                                                                                                                                              • $50K+ most likely to say another adult in the household eats poultry
                                                                                                                                                                                • Figure 63: Consumption of poultry, by household income, June 2012
                                                                                                                                                                            • Poultry Consumption Frequency

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Respondents eat chicken cooked at home most frequently
                                                                                                                                                                                  • Figure 64: Frequency of poultry consumption at home, by gender, June 2012
                                                                                                                                                                                • 18-34s most likely to eat poultry frequently
                                                                                                                                                                                  • Figure 65: Frequency of poultry consumption at home, by age, June 2012
                                                                                                                                                                                • $150K+ most likely to eat whole chicken and portioned chicken frequently
                                                                                                                                                                                  • Figure 66: Frequency of poultry consumption at home, by household income, June 2012
                                                                                                                                                                              • Types of Retailers, Restaurants Used

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Retail food stores top restaurants for poultry consumption
                                                                                                                                                                                    • Figure 67: Retailers, restaurants used for poultry and meat consumption, by type of retailer/restaurant, by gender, June 2012
                                                                                                                                                                                  • 18-44s most likely to buy at retail food stores and restaurants
                                                                                                                                                                                    • Figure 68: Retailers and restaurants used for poultry and meat consumption, by type of retailer/restaurant, by age, June 2012
                                                                                                                                                                                  • Buying from club stores, natural foods stores rises with household income
                                                                                                                                                                                    • Figure 69: Retailers, restaurants used for poultry and meat consumption, by type of retailer/restaurant, by household income, June 2012
                                                                                                                                                                                • Changes in Meat-eating Habits in the Past Year

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Nearly four in 10 are-eating more meat, including poultry, in past year
                                                                                                                                                                                      • Figure 70: Changes to meat-eating habits in past year, by gender, June 2012
                                                                                                                                                                                    • 18-24s most likely to be-eating more poultry and meat in the last year
                                                                                                                                                                                      • Figure 71: Changes to meat-eating habits in past year, by age, June 2012
                                                                                                                                                                                    • $25K or less-eating less poultry and meat in the last year
                                                                                                                                                                                      • Figure 72: Changes to meat-eating habits in past year, by household income, June 2012
                                                                                                                                                                                  • Reasons for-eating Less Poultry

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Cost cited as purchase obstacle by more than three in 10
                                                                                                                                                                                        • Figure 73: Reasons for-eating less poultry in the past year—Poultry, by gender, June 2012
                                                                                                                                                                                      • 18-34s most likely to cite cost as prohibitive
                                                                                                                                                                                        • Figure 74: Reasons for-eating less poultry in the past year—Poultry, by age, June 2012
                                                                                                                                                                                      • $50K or less most likely to eat less because poultry is too expensive
                                                                                                                                                                                        • Figure 75: Reasons for-eating less poultry in the past year—Poultry, by household income, June 2012
                                                                                                                                                                                    • Opinions about Poultry, Other Meats

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • More than half feel poultry, other meats are economical
                                                                                                                                                                                          • Figure 76: Opinions about various types of meat, by gender, June 2012
                                                                                                                                                                                        • Older respondents most likely to agree poultry is economical
                                                                                                                                                                                          • Figure 77: Opinions about various types of meat, by age, June 2012
                                                                                                                                                                                      • Attitudes toward Poultry and Other Meats

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Nearly eight in 10 freeze a portion of the fresh poultry they buy
                                                                                                                                                                                            • Lucky Supermarkets TV ad
                                                                                                                                                                                              • Figure 78: Lucky Supermarkets television ad, 2012
                                                                                                                                                                                              • Figure 79: Attitudes toward meat and poultry, by gender, June 2012
                                                                                                                                                                                            • 25-44s most likely to buy family-sized packages
                                                                                                                                                                                                • Figure 80: Attitudes toward meat and poultry, by age, June 2012
                                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Blacks, Asians most likely to use a range of fresh chicken products
                                                                                                                                                                                                  • Figure 81: Meat, fish, poultry (fresh/frozen), by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                                                • Blacks most likely to buy chicken, turkey, and other poultry
                                                                                                                                                                                                  • Figure 82: Purchases, by race/Hispanic origin, June 2012
                                                                                                                                                                                                • Blacks, Hispanics, Asians most likely to eat poultry at home frequently
                                                                                                                                                                                                  • Figure 83: Frequency of poultry consumption at home, by race/Hispanic origin, June 2012
                                                                                                                                                                                                • Blacks, Hispanics most likely to buy from mass store like Walmart, Target
                                                                                                                                                                                                  • Figure 84: Retailers, restaurants used for poultry/meat consumption, by type of retailer/restaurant, by race/Hispanic origin, June 2012
                                                                                                                                                                                                • Ethnic respondents most likely to be concerned about poultry food safety
                                                                                                                                                                                                  • Figure 85: Attitudes toward meat/poultry, by race/Hispanic origin, June 2012
                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                  • Cluster 1: Average Buyers
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster 2: Frequent Flyers
                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Cluster 3: Infrequent Flyers
                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Cluster 4: Blasé Birds
                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                                                                    • Figure 86: Target clusters, June 2012
                                                                                                                                                                                                                                    • Figure 87: Purchases, by target clusters, June 2012
                                                                                                                                                                                                                                    • Figure 88: Consumption, by target clusters, June 2012
                                                                                                                                                                                                                                    • Figure 89: Frequency of poultry consumption at home, by target clusters, June 2012
                                                                                                                                                                                                                                    • Figure 90: Retailers and restaurants used for poultry and meat consumption, by type of retailer/restaurant, by target clusters, June 2012
                                                                                                                                                                                                                                    • Figure 91: Changes to meat-eating habits in past year, by target clusters, June 2012
                                                                                                                                                                                                                                    • Figure 92: Opinions about various types of meat, by target clusters, June 2012
                                                                                                                                                                                                                                    • Figure 93: Types of meat purchased and interest in buying specific types more often, by target clusters, June 2012
                                                                                                                                                                                                                                    • Figure 94: Types of meat purchased and interest in buying specific types more often, by target clusters, June 2012
                                                                                                                                                                                                                                    • Figure 95: Attitudes toward meat and poultry, by target clusters, June 2012
                                                                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                                                                    • Figure 96: Target clusters, by demographic, June 2012
                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Households with children more likely to buy than those without
                                                                                                                                                                                                                                            • Figure 97: Purchases, by presence of children in household, June 2012
                                                                                                                                                                                                                                          • Households with kids eat poultry more frequently than do those without kids
                                                                                                                                                                                                                                              • Figure 98: Frequency of poultry consumption at home, by presence of children in household, June 2012
                                                                                                                                                                                                                                            • Respondents with kids most likely to buy poultry at mass merchandisers
                                                                                                                                                                                                                                                • Figure 99: Retailers, restaurants used for poultry and meat consumption, by type of retailer/restaurant, by presence of children in household, June 2012
                                                                                                                                                                                                                                              • Households with children somewhat more likely to be-eating more poultry
                                                                                                                                                                                                                                                • Figure 100: Changes to meat-eating habits in past year, by presence of children in household, June 2012
                                                                                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                • Overview of frozen/refrigerated poultry
                                                                                                                                                                                                                                                  • Frozen/refrigerated chicken/chicken substitute
                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—frozen/refrigerated chicken/chicken substitute
                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                        • Figure 101: Brand map, selected brands of frozen/refrigerated chicken/chicken substitute buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 102: Key purchase measures for the top brands of frozen/refrigerated chicken/chicken substitute, by household penetration, 2012*
                                                                                                                                                                                                                                                        • Frozen/refrigerated turkey/turkey substitute
                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—frozen/refrigerated turkey/turkey substitute
                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                              • Figure 103: Brand map, selected brands of frozen/refrigerated turkey/turkey substitute buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                • Figure 104: Key purchase measures for the top brands of frozen/refrigerated turkey/turkey substitute by household penetration, 2012*
                                                                                                                                                                                                                                                              • Processed frozen/refrigerated chicken/chicken substitutes
                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—processed frozen/refrigerated chicken/chicken substitutes
                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                    • Figure 105: Brand map, selected brands of processed frozen/refrigerated chicken/chicken substitutes, by household penetration, 2012*
                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                      • Figure 106: Key purchase measures for the top brands of processed frozen/refrigerated chicken/chicken substitutes, by household penetration, 2012*
                                                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                    • Types of poultry purchased
                                                                                                                                                                                                                                                                      • Figure 107: Types of meat always/usually purchased, by gender, June 2012
                                                                                                                                                                                                                                                                      • Figure 108: Types of meat always/usually purchased, by household income, June 2012
                                                                                                                                                                                                                                                                      • Figure 109: Interest in buying specific types of meat more often, by age, June 2012
                                                                                                                                                                                                                                                                    • Opinions about poultry and other meats
                                                                                                                                                                                                                                                                      • Figure 110: Opinions about various types of meat, by household income, June 2012
                                                                                                                                                                                                                                                                    • Attitudes toward poultry and other meats
                                                                                                                                                                                                                                                                      • Figure 111: Attitudes toward meat and poultry, by household income, June 2012
                                                                                                                                                                                                                                                                    • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                                      • Figure 112: Types of meat purchased and interest in buying specific types more often, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                                                      • Figure 113: Types of meat purchased and interest in buying specific types more often, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                                                      • Figure 114: Consumption of poultry, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                                                      • Figure 115: Changes to meat-eating habits in past year, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                                                      • Figure 116: Opinions about various types of meat, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                    • American Meat Institute (AMI)
                                                                                                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                    • Hormel
                                                                                                                                                                                                                                                                    • Jennie-O Turkey Store, Inc.
                                                                                                                                                                                                                                                                    • National Chicken Council
                                                                                                                                                                                                                                                                    • National Turkey Federation (The)
                                                                                                                                                                                                                                                                    • Perdue Farms Incorporated
                                                                                                                                                                                                                                                                    • Poultry Science Association (PSA)
                                                                                                                                                                                                                                                                    • Tyson Foods Inc.
                                                                                                                                                                                                                                                                    • U.S. Poultry & Egg Association

                                                                                                                                                                                                                                                                    Poultry - US - November 2012

                                                                                                                                                                                                                                                                    £3,199.84 (Excl.Tax)