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Description

Description

The U.S. retail poultry market gained 31% during 2005-10, topping an estimated $41 billion in 2010. It enjoys a healthy halo compared to red meat, thanks to its lower fat content. Additionally, its low cost has made it more attractive to cost-cutting consumers in the past five years. Lastly, it’s flexibility as a food ingredient lends itself to many applications in meals and snacks.

In the past year, however, competition from value-based restaurant meals began cutting in on poultry sales and threaten to hamper market growth unless manufacturers can keep poultry consumers engaged with innovative recipes and convenient, ready-to-eat (RTE) preparations.

In this report, Mintel answers the following questions:

  • How did the economic downturn positively affect poultry sales? Will the trend continue?
  • Among the three segments considered in this study: chicken parts, whole chicken and other poultry, which fared best in terms of sales? Growth? Which is best poised for expansion in the future?
  • Which retail outlets are consumers using to get the best deals on poultry products?
  • Which companies and brands lead sales in the poultry market? Among those gaining share in this mature market, what is their selling advantage?
  • What types of marketing claims are being used to attract consumer interest? What innovative brands stand out in the marketplace? Which companies lead new product development?
  • What are major themes in television advertising, and are they syncing up with consumer needs? To what extent are companies utilizing social media outlets?
  • With poultry’s 94% market penetration, what differences exist among users by age, gender and household income? How can marketers and product developers meet their specific needs?
  • What nuances differentiate poultry consumers from differing races/ethnicities, and how can marketers and retailers best target them?

What's included

What's included

Table of contents

Table of contents

  1. Scope and Themes

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

                      • Poultry gets a boost from the recession
                        • Poultry fairs well against the competition
                          • Poultry market led by chicken parts
                            • Supermarkets lead poultry sales
                              • Leading companies have successful 2009-10
                                • Frozen/refrigerated chicken
                                  • Frozen/refrigerated turkey
                                    • Frozen/refrigerated other poultry
                                      • Innovation driven by convenience, purity, and BFY
                                        • The poultry consumer
                                          • Usage and frequency
                                            • Popularity among consumers
                                              • At-home and restaurant consumption
                                              • Insights and Opportunities

                                                • Increasing poultry sales in urban communities
                                                  • International/ethnic options would increase poultry usage
                                                    • Communicate wholesomeness of ground turkey and chicken
                                                      • Freezer-friendly chicken
                                                        • Impulse-driven turkey leg sales could spur growth
                                                          • Great taste of fried—health benefits of baked
                                                          • Inspire Insights

                                                              • Trend: The Fresh Factor
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Chicken supplies will keep prices low
                                                                    • Low prices will help chicken take share from red meat and turkey
                                                                      • Sales and forecast of poultry
                                                                        • Figure 1: Total U.S. retail sales of poultry, at current prices, 2005-15
                                                                        • Figure 2: Total U.S. retail sales of poultry, at inflation-adjusted prices, 2005-15
                                                                      • Fan-chart forecast
                                                                          • Figure 3: Total U.S. retail sales of poultry, with fan-chart forecast, 2005-15
                                                                        • Walmart sales
                                                                        • Market Drivers

                                                                          • Chicken consumption declined but more slowly than red meat
                                                                            • Figure 4: Per capita consumption of poultry and livestock, 2005-10
                                                                          • Poultry fits the bill for adults seeking low-fat food products
                                                                            • Figure 5: Nutritional profiles of pork, beef, and chicken
                                                                          • Hispanic households spend more on poultry
                                                                            • Figure 6: Overall consumption frequency, by meat type, and Hispanic origin, April 2009-June 2010
                                                                            • Figure 7: Average annual expenditures on food at home, by Hispanic origin, 2010*
                                                                            • Figure 8: Population by race and Hispanic origin, 2005-15
                                                                          • Recession benefits poultry sales
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Poultry versus red meat and fish
                                                                                • Figure 9: U.S. retail prices for beef, pork and broilers, 2005-10
                                                                              • Quick and tasty—competition from refrigerated and frozen foods
                                                                                • GIPSA’s efforts to increase competition
                                                                                  • Food safety a top-of-mind consideration
                                                                                    • Import reduction may drive prices up at home
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Convenience and variety keep chicken parts in the lead
                                                                                          • Figure 10: Poultry product launches in U.S., by poultry type, 2005-10
                                                                                        • Other poultry sales hold the key to future innovations and sales expansion
                                                                                          • Sales of poultry in all retail
                                                                                            • Figure 11: Total U.S. sales of poultry, by segment, 2008-10
                                                                                        • Segment Performance—Chicken Parts

                                                                                          • Key points
                                                                                            • Innovative use of chicken expands sales and offers competitive pricing
                                                                                              • Sales and forecast of chicken parts
                                                                                                • Figure 12: Total U.S. sales of chicken parts, 2005-15
                                                                                            • Segment Performance—Whole Chickens

                                                                                              • Key points
                                                                                                • Whole chickens wins on price—wings down
                                                                                                  • Expand the market with new international-inspired whole chickens
                                                                                                    • Figure 13: Retail prices for various poultry products, Sept. 2008-Sept. 2010
                                                                                                  • Sales and forecast of whole chickens
                                                                                                    • Figure 14: Total U.S. sales and forecast of whole chickens, at current prices, 2005-15
                                                                                                • Segment Performance—Other Poultry

                                                                                                  • Key points
                                                                                                    • Millennials are key for growth
                                                                                                      • Make turkey the “party bird” for entertaining and growing sales
                                                                                                        • Sales and forecast of other poultry
                                                                                                          • Figure 15: Total U.S. sales and forecast of other poultry, at current prices, 2005-15
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Outlets where consumers buy meat eaten at home
                                                                                                            • Figure 16: Outlets where consumers buy meat eaten at home, July/August 2010
                                                                                                          • Sales of poultry, by channel
                                                                                                            • Figure 17: Total U.S. sales of poultry, by channel, 2008 and 2010
                                                                                                          • Supermarket/food stores’ sales of poultry
                                                                                                            • Figure 18: Grocery and specialty food stores’ sales of poultry, at current prices, 2005-10
                                                                                                          • Supercenters and warehouse clubs’ sales of poultry
                                                                                                            • Figure 19: Supercenters and warehouse clubs’ sales of poultry, at current prices, 2005-10
                                                                                                          • Other retailers’ sales of poultry
                                                                                                            • Figure 20: Other retailers’ sales of poultry, at current prices, 2005-10
                                                                                                        • Retail Channels—Natural Supermarkets

                                                                                                            • Key points
                                                                                                              • Insights
                                                                                                                • Sales of poultry in the natural channel
                                                                                                                  • Figure 21: Natural supermarket sales of poultry, at current prices, 2008-10
                                                                                                                  • Figure 22: Natural supermarket sales of poultry, at inflation-adjusted prices, 2008-10
                                                                                                                • Natural channel sales by organic content
                                                                                                                  • Figure 23: Natural supermarket sales of poultry, by organic content, 2008 and 2010
                                                                                                              • Leading Companies

                                                                                                                  • Key points
                                                                                                                    • Three suppliers dominate market
                                                                                                                      • FDMx sales of poultry by manufacturer
                                                                                                                        • Figure 24: Manufacturer FDMx sales of poultry in the U.S., 2009 and 2010
                                                                                                                    • Brand Share—Frozen/Refrigerated Chicken

                                                                                                                        • Key points
                                                                                                                          • Giant Tyson Foods, still growing faster than average—despite its size
                                                                                                                            • Perdue Farms leads growth with product differentiation
                                                                                                                              • Manufacturer and brand sales of frozen/refrigerated chicken
                                                                                                                                • Figure 25: Selected FDMx brand sales of frozen/refrigerated chicken, 2009 and 2010
                                                                                                                            • Brand Share— Frozen/Refrigerated Turkey

                                                                                                                                • Key points
                                                                                                                                  • Private label gobbles up competition
                                                                                                                                    • Hormel Foods innovates to grow sales and value
                                                                                                                                      • Figure 26: Selected FDMx brand sales of frozen/refrigerated turkey, 2009 and 2010
                                                                                                                                  • Brand Share—Frozen/Refrigerated Other Poultry

                                                                                                                                      • Key points
                                                                                                                                        • Tyson’s Cornish hens hold steady
                                                                                                                                          • Convenient Cornish hens win sales
                                                                                                                                            • Developing a U.S. web presence could lead to big win for Prepack Foods
                                                                                                                                              • Manufacturer and brand sales of frozen/refrigerated other poultry
                                                                                                                                                • Figure 27: Selected FDMx brand sales of frozen/refrigerated other poultry, 2009 and 2010
                                                                                                                                            • Innovations and Innovators

                                                                                                                                              • Key points
                                                                                                                                                • Poultry product launches divided evenly between chilled and frozen
                                                                                                                                                  • Figure 28: Poultry product launches, by storage type, 2005-10
                                                                                                                                                • Convenient preparation and packaging
                                                                                                                                                  • Purity claims
                                                                                                                                                    • Meeting the wellness needs with fat-free poultry
                                                                                                                                                      • Other interesting trends—Co-branding and restaurant brands at home
                                                                                                                                                        • Figure 29: Top 10 claims on poultry product launches, 2005-10
                                                                                                                                                      • Innovations by company
                                                                                                                                                        • Tyson Foods
                                                                                                                                                          • Perdue Farms
                                                                                                                                                            • Jennie-O Turkey Store
                                                                                                                                                              • Aldi
                                                                                                                                                                • Target
                                                                                                                                                                  • Figure 30: Top companies and brands with product launches across poultry, 2005-10
                                                                                                                                                                • Private label
                                                                                                                                                                  • Figure 31: Private label versus name brand poultry product launches, 2005-10
                                                                                                                                                              • Marketing Strategies

                                                                                                                                                                • Overview
                                                                                                                                                                  • Poultry marketers highlight tasty meals in a hurry
                                                                                                                                                                    • Barber foods stuffed chicken breasts
                                                                                                                                                                      • Figure 32: Barber Foods Stuffed Chicken Breasts, TV ad, 2010
                                                                                                                                                                    • Tyson Any’tizers
                                                                                                                                                                      • Figure 33: Tyson Any’tizers, TV ad, 2010
                                                                                                                                                                    • Tyson chicken nuggets
                                                                                                                                                                      • Figure 34: Tyson Chicken Nuggets, TV ad, 2010
                                                                                                                                                                    • Calming fears about safety
                                                                                                                                                                      • Boar’s Head EverRoast Chicken Breast
                                                                                                                                                                        • Figure 35: Boar’s Head EverRoast Chicken Breast, TV ad, 2010
                                                                                                                                                                      • Springer Mountain Farms
                                                                                                                                                                        • Figure 36: Springer Mountain Farms, TV ad, 2010
                                                                                                                                                                      • Perdue Farms
                                                                                                                                                                        • Figure 37: Perdue Chicken-- Jim Perdue dresses as a drill sergeant, TV ad, 2010
                                                                                                                                                                        • Figure 38: Perdue Chicken-- Reporters ask about USDA process, TV ad, 2010
                                                                                                                                                                      • Online initiatives
                                                                                                                                                                        • Figure 39: Food network.com usage, by age, April 2009-June 2010
                                                                                                                                                                      • Tyson
                                                                                                                                                                        • ConAgra
                                                                                                                                                                        • Poultry Trends in Restaurants

                                                                                                                                                                            • Foodservice losing sales to retail
                                                                                                                                                                                • Figure 40: Trend of poultry sold in retail grocery versus foodservice, 2005-09
                                                                                                                                                                              • QSRs increase value offerings and healthy options
                                                                                                                                                                                  • Figure 41: Top 10 poultry entrées on menus, 2007-10
                                                                                                                                                                              • Meat Usage

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Household usage poultry, meat and seafood
                                                                                                                                                                                    • Figure 42: Household usage of meat and seafood, April 2009-June 2010
                                                                                                                                                                                  • Poultry usage by age and household income demographics
                                                                                                                                                                                    • Figure 43: Household usage of poultry, by age, April 2009-June 2010
                                                                                                                                                                                    • Figure 44: Household usage of poultry, by household income, April 2009-June 2010
                                                                                                                                                                                • Recent Meat Consumption Frequency

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Overall consumption frequency
                                                                                                                                                                                      • Figure 45: Overall consumption frequency, by meat type, April 2009-June 2010
                                                                                                                                                                                      • Figure 46: Overall consumption frequency, by top three poultry types, by age, July/August 2010
                                                                                                                                                                                    • Recent consumption frequency
                                                                                                                                                                                      • Figure 47: Recent consumption frequency, by meat type, by gender, July/August 2010
                                                                                                                                                                                      • Figure 48: Recent consumption frequency, by meat type, by age, July/August 2010
                                                                                                                                                                                  • Meat Preparation and Popularity in the Household

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Meat preparation by meat type
                                                                                                                                                                                        • Figure 49: Meat preparation, by meat type, July/August 2010
                                                                                                                                                                                      • Consumer attitudes toward each meat type
                                                                                                                                                                                        • Figure 50: Consumer attitudes toward each meat type, July/August 2010
                                                                                                                                                                                        • Figure 51: Consumer attitudes toward poultry, by age, July/August 2010
                                                                                                                                                                                        • Figure 52: Consumer attitudes toward poultry, by household income, July/August 2010
                                                                                                                                                                                    • Outlets Where Consumers Buy Meat

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Foodservice outlets where consumers buy meat
                                                                                                                                                                                            • Figure 53: Foodservice outlets where consumers buy meat, by age, July/August 2010
                                                                                                                                                                                          • Retail outlets where consumers buy meat eaten at home
                                                                                                                                                                                              • Figure 54: Retail outlets where consumers “most often” buy meat eaten at home, by age, July/August 2010
                                                                                                                                                                                          • Attitudes Toward Meat

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Attitudes toward meat
                                                                                                                                                                                                  • Figure 55: Attitudes toward meat, by gender, July/August 2010
                                                                                                                                                                                                  • Figure 56: Attitudes toward meat, by age, July/August 2010
                                                                                                                                                                                              • Innovations/Types of Meat of Interest to Consumers

                                                                                                                                                                                                • Key point
                                                                                                                                                                                                  • Types/positioning of meat that consumers buy or are interested in
                                                                                                                                                                                                      • Figure 57: Types/positioning of meat that consumers buy or are interested in, July/August 2010
                                                                                                                                                                                                    • Top three convenient/premium meat varieties that consumers buy or are interested in
                                                                                                                                                                                                        • Figure 58: Top three convenient/premium meat varieties that consumers buy or are interested in, by age, July/August 2010
                                                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Meat preparation by meat type
                                                                                                                                                                                                          • Figure 59: Poultry preparation, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                                        • Consumer attitudes toward each meat type
                                                                                                                                                                                                          • Figure 60: Consumer attitudes toward poultry, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                                        • Outlets where consumers buy meat eaten at home
                                                                                                                                                                                                          • Figure 61: Outlets where consumers “most often” buy meat eaten at home, by Hispanic origin, July/August 2010
                                                                                                                                                                                                        • Attitudes toward meat
                                                                                                                                                                                                          • Figure 62: Attitudes toward meat, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                          • Flockers
                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Gobblers
                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Processors
                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                                                                    • Figure 63: Poultry clusters, August 2010
                                                                                                                                                                                                                                    • Figure 64: Overall consumption frequency, by poultry clusters, August 2010
                                                                                                                                                                                                                                    • Figure 65: Recent consumption frequency, by poultry clusters, August 2010
                                                                                                                                                                                                                                    • Figure 66: Attitudes toward meat, by poultry clusters, August 2010
                                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                                    • Figure 67: Poultry clusters, by gender, August 2010
                                                                                                                                                                                                                                    • Figure 68: Poultry clusters, by age group, August 2010
                                                                                                                                                                                                                                    • Figure 69: Poultry clusters, by household income, August 2010
                                                                                                                                                                                                                                    • Figure 70: Poultry clusters, by race, August 2010
                                                                                                                                                                                                                                    • Figure 71: Poultry clusters, by Hispanic origin, August 2010
                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                                                                    • Overall consumption frequency of poultry, by top three types
                                                                                                                                                                                                                                        • Figure 72: Overall consumption frequency, by top three poultry types, by gender and age, July/August 2010
                                                                                                                                                                                                                                      • Top three types/positioning of meat that consumers buy or are interested in
                                                                                                                                                                                                                                          • Figure 73: Top three types/positioning of meat that consumers buy or are interested in, by gender and household income, July/August 2010
                                                                                                                                                                                                                                        • Poultry usage among Mosaic groups
                                                                                                                                                                                                                                            • Figure 74: Household usage of poultry, by Mosaic group, April 2009-June 2010
                                                                                                                                                                                                                                        • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                          • Frozen/refrigerated poultry
                                                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                                                              • Frozen/refrigerated chicken/chicken substitute
                                                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 75: Brand map, selected brands of frozen/refrigerated chicken/chicken substitute buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 76: Key purchase measures for the top brands of frozen/refrigerated chicken/chicken substitute, by household penetration, 2010*
                                                                                                                                                                                                                                                    • Frozen/refrigerated turkey/turkey substitute
                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                          • Figure 77: Brand map, selected brands of frozen/refrigerated turkey/turkey substitute buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 78: Key purchase measures for the top brands of frozen/refrigerated turkey/turkey substitute, by household penetration, 2010*
                                                                                                                                                                                                                                                          • Processed frozen/refrigerated chicken/chicken substitutes
                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                • Figure 79: Brand map, selected brands of frozen/refrigerated chicken/chicken substitutes buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                  • Figure 80: Key purchase measures for the top brands of processed frozen/refrigerated chicken/chicken substitutes, by household penetration, 2010*
                                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                  • Figure 81: Overall consumption frequency, by top three poultry types, by geographic region, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 82: Overall consumption frequency, by top three poultry types, by presence of children, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 83: Recent consumption frequency, by meat type, by household income, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 84: Frequency of usage in the last week, by meat type, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 85: Consumer attitudes toward poultry, by geographic region, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 86: Outlets where consumers buy meat, by household income, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 87: Outlets where consumers buy meat, by race/Hispanic origin, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 88: Poultry preparation, by age, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 89: Attitudes toward meat, by age, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 90: Attitudes toward meat, by presence of children, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 91: Top three types/positioning of meat that consumers buy or are interested in, by age, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 92: Top three types/positioning of meat that consumers buy or are interested in, by household income, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 93: Top three convenient/premium meat varieties that consumers buy or are interested in, by household income, July/August 2010
                                                                                                                                                                                                                                                                  • Figure 94: Food network (television) usage, by age, April 2009-June 2010
                                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                                About the report

                                                                                                                                                                                                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                                                • The Consumer

                                                                                                                                                                                                                                                                  What They Want. Why They Want It.

                                                                                                                                                                                                                                                                • The Competitors

                                                                                                                                                                                                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                                                • The Market

                                                                                                                                                                                                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                                                • The Innovations

                                                                                                                                                                                                                                                                  New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                                                • The Opportunities

                                                                                                                                                                                                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                                                • The Trends

                                                                                                                                                                                                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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