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Poultry - US - November 2014

 “Consumers remain concerned about the safety of the poultry they purchase, though it is not impacting category sales. They value knowing where their poultry comes from and how it’s raised, creating opportunities for brands to educate them on their purchase, and eliminate confusion surrounding popular poultry claims.”
– Amanda Topper, Food Analyst

Some questions answered in this report include:

  • What impact do food safety issues have on the category?
  • What factors are most influential on consumer poultry purchases?
  • Where is there opportunity to help sustain future category growth?

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Table of contents

  1. Scope and Themes

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

                  • Overview
                    • The market
                      • Poultry sales to reach $29.1 billion in 2019
                        • Figure 1: Total US retail sales and fan chart forecast of poultry, at current prices, 2009-19
                      • Chicken parts represent nearly two thirds of the category
                        • Figure 2: Total US retail sales of poultry, by segment, at current prices, 2012 and 2014
                      • Health and affordability drive the category forward
                        • Key players
                          • Tyson, private label represent more than half of category sales
                            • Figure 3: MULO sales of frozen and refrigerated poultry, by leading companies, rolling 52 weeks 2014
                          • The consumer
                            • 92% of US households buy some type of poultry
                              • Figure 4: Poultry purchased – Any, August 2014
                            • Poultry viewed as versatile, quick and convenient
                              • Figure 5: Reasons for buying poultry – Any rank, Top five, August 2014
                            • Nearly one quarter buying more chicken at restaurants
                              • Figure 6: Behaviors related to poultry, Top five, August 2014
                            • Consumers want more information about poultry processing and origin
                              • Figure 7: Agreement with attitudes toward poultry, Top five, August 2014
                            • What we think
                            • Issues and Insights

                                • What impact do food safety issues have on the category?
                                  • Issues
                                    • Insight: Consumers have concerns and want more handling information
                                      • What factors are most influential on consumer poultry purchases?
                                        • Issues
                                          • Insight: What’s not in poultry is as important as where it comes from
                                            • Where is there opportunity to help sustain future category growth?
                                              • Issues
                                                • Insight: Consumers will pay more for value-added poultry, love variety and versatility
                                                • Trend Applications

                                                    • Trend: Locavore
                                                      • Trend: Factory Fear
                                                        • Trend: Help Me Help Myself
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales and forecast of poultry
                                                              • Figure 8: Total US retail sales and forecast of poultry, at current prices, 2009-19
                                                              • Figure 9: Total US retail sales and forecast of poultry, at inflation-adjusted prices, 2009-19
                                                            • Poultry sales to reach $29.1 billion in 2019
                                                              • Figure 10: Total US retail sales and fan chart forecast of poultry, at current prices, 2009-19
                                                            • Forecast methodology
                                                            • Market Drivers

                                                              • Key points
                                                                • Meat production declines and higher prices positively impact the category
                                                                  • Positive affordability and health perceptions
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Poultry’s foodservice presence grows
                                                                        • Red meat, seafood, and poultry all face food safety concerns
                                                                          • Rising red meat prices likely to attract more consumers to poultry
                                                                            • Figure 11: Agreement with attitudes/Opinions About Diet and Health, April 2007-June 2014
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Chicken parts represent nearly two thirds of category
                                                                              • Sales of poultry, by segment
                                                                                • Figure 12: Total US retail sales of poultry, by segment, at current prices, 2012 and 2014
                                                                              • Whole chicken segment declines slightly
                                                                                • Sales and forecast of whole chicken
                                                                                  • Figure 13: Total US retail sales and forecast of whole chicken, at current prices, 2009-19
                                                                                • Chicken parts segment to grow an additional 17%
                                                                                  • Sales and forecast of chicken parts
                                                                                    • Figure 14: Total US retail sales and forecast of chicken parts, at current prices, 2009-19
                                                                                  • Other poultry segment experiences strongest growth
                                                                                    • Figure 15: Total US retail sales and forecast of other poultry, at current prices, 2009-19
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • Poultry sales across channels grow
                                                                                      • Sales of poultry, by channel
                                                                                        • Figure 16: Total US retail sales of poultry, by channel, at current prices, 2012 and 2014
                                                                                    • Leading Companies and Brand Analysis

                                                                                      • Key points
                                                                                        • Tyson, private label represent more than half of category sales
                                                                                          • Figure 17: Tyson “Pick Fresh” Video, October 2014
                                                                                        • Manufacturer sales of poultry
                                                                                          • Figure 18: MULO sales of frozen and refrigerated poultry, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • Tyson Foods represents more than one third of chicken sales
                                                                                          • Figure 19: Tyson “Mr. Appetite” Video, September 2014
                                                                                          • Figure 20: Perdue “Fresh Taste” Video, august 2014
                                                                                          • Figure 21: Just BARE Chicken, “Chicken +5 Ingredient Challenge” Video, January 2014
                                                                                        • Manufacturer sales of frozen and refrigerated chicken
                                                                                          • Figure 22: MULO sales of frozen and refrigerated chicken, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                          • Figure 23: MULO sales of frozen and refrigerated chicken, by leading companies, rolling 52 weeks 2013 and 2014 (CONT)
                                                                                        • 64% of households purchase poultry, private label leads across measures
                                                                                          • Figure 24: Key purchase measures for the top chicken brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                          • Figure 25: Key purchase measures for the top chicken brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current) (CONT)
                                                                                        • Hormel Foods leads turkey segment sales
                                                                                          • Figure 26: Jennie-O “Jennie-O brings a better taco to the Iowa taco ride” Video, December 2013
                                                                                        • Manufacturer sales of frozen and refrigerated turkey
                                                                                          • Figure 27: MULO sales of frozen and refrigerated turkey, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • 29% of households purchase turkey, Hormel leads in brand loyalty
                                                                                          • Figure 28: Key purchase measures for the top turkey brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                        • Little competition for Tyson in other poultry segment
                                                                                          • Manufacturer sales of other poultry
                                                                                            • Figure 29: MULO sales of frozen and refrigerated other poultry, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • Innovations and Innovators

                                                                                          • Products with new packaging grow 62%
                                                                                            • Figure 30: Poultry product launches, by launch type, 2009-14*
                                                                                          • Free-from claims grow most over last five years
                                                                                            • Figure 31: Poultry product launches, by top 10 claims, 2009-14*
                                                                                          • Tyson, store brands lead in product launches
                                                                                            • Figure 32: Poultry product launches, by top 10 companies, 2009-14*
                                                                                            • Figure 33: Poultry product launches, by private label, 2009-14*
                                                                                          • Meal-specific poultry
                                                                                            • Authenticity and product origin
                                                                                            • Poultry Purchased

                                                                                              • Key points
                                                                                                • 92% of US households buy some type of poultry
                                                                                                  • Figure 34: Poultry purchased – Any, by age, August 2014
                                                                                                • 18-34s buying various chicken formats
                                                                                                  • Figure 35: Poultry purchased – Chicken (fresh or frozen), by gender and age, August 2014
                                                                                                • Men more likely to buy nearly all types of turkey than women
                                                                                                  • Figure 36: Poultry purchased – Turkey (fresh or frozen), by gender, August 2014
                                                                                                • Three quarters of adults have not purchased other types of poultry
                                                                                                  • Figure 37: Poultry Purchased – Other poultry, eg duck, goose, hen (fresh or frozen), by age, August 2014
                                                                                              • Types of Poultry Purchased

                                                                                                • Key points
                                                                                                  • Men more likely to have purchased organic, local poultry
                                                                                                      • Figure 38: Types of poultry purchased, by gender, August 2014
                                                                                                    • Younger generations more interested in corn and vegetarian-fed poultry
                                                                                                      • Figure 39: Types of poultry purchased, by generations, August 2014
                                                                                                  • Reasons for Buying Poultry

                                                                                                    • Key points
                                                                                                      • Younger consumers buying poultry for health, older consumers for price
                                                                                                        • Figure 40: Reasons for buying poultry – Any rank, by age, August 2014
                                                                                                      • Other poultry purchased for health, flavor
                                                                                                        • Figure 41: Reasons for buying poultry – Any rank, by poultry purchase, August 2014
                                                                                                    • Behaviors Related to Poultry

                                                                                                      • Key points
                                                                                                        • Younger generations buying more poultry away from home
                                                                                                          • Figure 42: Domino’s “Failure is an Option” Video, April 2014
                                                                                                          • Figure 43: Behaviors related to poultry, by generations, August 2014
                                                                                                        • Other poultry buyers more likely to shop at farmer’s markets
                                                                                                          • Figure 44: Behaviors related to poultry, by poultry purchase, August 2014
                                                                                                      • Most Important Factors When Buying Poultry

                                                                                                        • Key points
                                                                                                          • Men place more value on flavor, organic, and free range poultry
                                                                                                              • Figure 45: Most important factors when buying poultry – Any rank, by gender, August 2014
                                                                                                            • Low price less important to other poultry purchases
                                                                                                              • Figure 46: Most important factors when buying poultry – Any rank, by poultry purchase, August 2014
                                                                                                          • Attitudes toward Poultry

                                                                                                            • Key points
                                                                                                              • Consumers want more information about poultry processing and origin
                                                                                                                • Figure 47: Agreement with attitudes toward poultry, by gender, August 2014
                                                                                                              • Higher income households willing to pay more for nutrition, certification
                                                                                                                • Figure 48: Agreement with attitudes toward poultry, by household income, August 2014
                                                                                                            • Race and Hispanic Origin

                                                                                                              • Key points
                                                                                                                • Hispanics most likely to buy any type of poultry
                                                                                                                  • Figure 49: Poultry purchased – Any, by race/Hispanic origin, August 2014
                                                                                                                • Hispanics more likely to buy organic, free range poultry
                                                                                                                  • Figure 50: Types of poultry purchased, by race/Hispanic origin, August 2014
                                                                                                                  • Figure 51: Most important factors when buying poultry – Any rank, by race and Hispanic origin, August 2014
                                                                                                                • Product variety drives purchase among Hispanics
                                                                                                                  • Figure 52: Reasons for buying poultry – Any rank, by Hispanic origin, August 2014
                                                                                                                • Hispanics loyal to a single retail channel
                                                                                                                  • Figure 53: Behaviors related to poultry, by Hispanic origin, August 2014
                                                                                                                • Hispanics concerned about food safety, would pay more for certification
                                                                                                                  • Figure 54: Agreement with attitudes toward poultry, by race and Hispanic origin, August 2014
                                                                                                              • Consumer Segmentation

                                                                                                                    • Figure 55: Poultry clusters, August, 2014
                                                                                                                  • Group one: Variety Lovers
                                                                                                                    • Demographics
                                                                                                                      • Characteristics
                                                                                                                        • Opportunities
                                                                                                                          • Group two: Poultry Connoisseurs
                                                                                                                            • Demographics
                                                                                                                              • Characteristics
                                                                                                                                • Opportunities
                                                                                                                                  • Group three: Practical Purchasers
                                                                                                                                    • Demographics
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunities
                                                                                                                                          • Cluster characteristic tables
                                                                                                                                            • Figure 56: Target clusters, August 2014
                                                                                                                                            • Figure 57: Poultry purchased – Any, by target clusters, August 2014
                                                                                                                                            • Figure 58: Poultry purchased – Chicken (fresh or frozen), by target clusters, August 2014
                                                                                                                                            • Figure 59: Poultry purchased – Turkey (fresh or frozen), by target clusters, August 2014
                                                                                                                                            • Figure 60: Poultry Purchased – Other poultry, eg duck, goose, hen (fresh or frozen), by target clusters, August 2014
                                                                                                                                            • Figure 61: Types of poultry purchased, by target clusters, August 2014
                                                                                                                                            • Figure 62: Reasons for buying poultry – Any rank, by target clusters, August 2014
                                                                                                                                            • Figure 63: Behaviors related to poultry, by target clusters, August 2014
                                                                                                                                            • Figure 64: Most important factors when buying poultry – Any rank, by target clusters, August 2014
                                                                                                                                            • Figure 65: Agreement with attitudes toward poultry, by target clusters, August 2014
                                                                                                                                          • Cluster demographic tables
                                                                                                                                            • Figure 66: Target clusters, by demographic, August 2014
                                                                                                                                          • Cluster methodology
                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                              • Figure 67: Poultry purchased, August 2014
                                                                                                                                              • Figure 68: Reasons for buying poultry – Any rank, by race/Hispanic origin, August 2014
                                                                                                                                              • Figure 69: Agreement with attitudes toward poultry, by poultry purchase, August 2014
                                                                                                                                          • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                              • Information Resources Inc. Consumer Network Metrics
                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                Companies Covered

                                                                                                                                                • Butterball, LLC
                                                                                                                                                • Cargill Incorporated
                                                                                                                                                • ConAgra Foods, Inc
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Hormel
                                                                                                                                                • Jennie-O Turkey Store, Inc.
                                                                                                                                                • Maple Leaf Foods
                                                                                                                                                • Perdue Farms Incorporated
                                                                                                                                                • Tyson Foods Inc.
                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                • YouTube, Inc.

                                                                                                                                                Poultry - US - November 2014

                                                                                                                                                £3,174.67 (Excl.Tax)