Description
“The retail poultry market received a substantial boost during the pandemic as consumers turned to home meal prep, but in the long run sales are likely to return to their historic slow-growth pattern. Poultry is a familiar staple in most households, and a key to accelerating growth may lie in ideas that make it exciting and even a little less familiar.”
– John Owen, Associate Director – Food and Retail
This Report looks at the following areas:
- The impact of COVID-19 on consumer behavior and the poultry market
- Factors driving both increased and decreased consumption of poultry
- Attitudes toward poultry’s healthfulness, taste and utility
- Interest in conceptual poultry new product areas
Table of Contents
-
Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- Economic and other assumptions
- COVID-19: US context
-
Executive Summary
- Top takeaways
- Market overview
- Impact of COVID-19 on poultry
- Figure 1: Short-, medium- and long-term impact of COVID-19 on poultry, 2021
- Opportunities and challenges
- Well-established health image means marketers can focus on serving ideas
- Figure 2: Attitudes toward poultry – Protein and nutrients, 2021
- It doesn’t always have to taste just like chicken
- Figure 3: Attitudes toward poultry, by age, 2021
- As clean labels become an expectation, ethical claims have potential to differentiate
- Figure 4: Poultry attributes, 2021
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The Market – Key Takeaways
- Pandemic disrupts pattern of slow growth
- Chicken dominates poultry sales
- Poultry perceptions propel everyday usage
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Market Size and Forecast
- Pandemic disrupts pattern of slow growth
- Figure 5: Total US sales and fan chart forecast of poultry, at current prices, 2016-26
- Figure 6: Total US sales and forecast of poultry, at current prices, 2016-26
- Pandemic disrupts pattern of slow growth
-
Segment Performance
- Chicken dominates poultry sales
- Figure 7: Sales of poultry, by segment, 2016-21
- Chicken dominates poultry sales
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Market Factors
- Poultry perceptions propel everyday usage
- Figure 8: Protein associations, correspondence analysis, 2020
- Figure 9: Protein associations, 2020
- Spending on food at home remains elevated
- Figure 10: Sales of food at home and away from home, 2010-21
- Poultry prices rise in pandemic
- Figure 11: Changes in consumer food price indexes – Meats, poultry and fish, 2019-22
- Poultry perceptions propel everyday usage
-
Companies and Brands – Key Takeaways
- Tyson expands lead
- Poultry takes on snacking
- It doesn’t always have to taste just like chicken
-
Market Share
- Tyson expands lead
- Sales of poultry by company
- Figure 12: Multi-outlet sales of poultry, by leading companies, rolling 52 weeks 2020 and 2021
-
Competitive Strategies
- Poultry takes on snacking
- Figure 13: Poultry-based snack products
- Retailers place increasing emphasis on ethics
- Figure 14: Poultry products making ethical claims
- Figure 15: Incidence of ethical claims on poultry launches, 2016-2021
- Poultry takes on snacking
-
Market Opportunities
- It doesn’t always have to taste just like chicken
- Figure 16: Attitudes toward poultry, by age, 2021
- Value-added fresh products can make home cooking a little easier
- Figure 17: Interest in prep-related poultry concepts, by age, 2021
-
- Figure 18: Value-added ready-to-cook poultry products
- It doesn’t always have to taste just like chicken
-
The Consumer – Key Takeaways
- Chicken drives near-universal consumption of poultry
- Fresh cuts remain most popular, but frozen is gaining momentum
- Poultry’s image as affordable protein drives increased consumption
- Ethical claims have potential to differentiate
- Products that make home cooking easier hold strong appeal
- Health image means marketers can focus on serving ideas
- Ethical concerns more prevalent amount younger adults
-
Poultry Consumption by Type
- Chicken drives near-universal consumption of poultry
- Figure 19: Poultry consumption, by type, 2021
- Younger adults consume wider variety of poultry
- Figure 20: Poultry consumption, by type, by age, 2021
- Beyond chicken: consumption of other types increases with income
- Figure 21: Poultry consumption, by type, by household income, 2021
- Chicken drives near-universal consumption of poultry
-
Poultry Consumption by Cut
- Health and versatility perceptions drive white meat usage
- Figure 22: Poultry consumption, by cut, net, 2021
- Fresh cuts remain most popular, but frozen is gaining momentum
- Figure 23: Poultry consumption, by cut, 2021
- Younger consumers far more likely to turn to processed products
- Figure 24: Poultry consumption, by cut, by age, 2021
- Health and versatility perceptions drive white meat usage
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Changes in Poultry Consumption
- More report an increase in consumption
- Figure 25: changes in poultry consumption, by age, 2021
- Poultry’s image as affordable protein drives increased consumption
- Figure 26: reasons for increasing poultry consumption, by age, 2021
- Reasons for cutting back varied and fragmented
- Figure 27: reasons for decreasing poultry consumption, 2021
- More report an increase in consumption
-
Poultry Attributes
- As clean labels become an expectation, ethical claims have potential to differentiate
- Figure 28: Poultry attributes, 2021
- Younger purchasers more likely to look for organic poultry
- Figure 29: Poultry attributes, by age, 2021
- As clean labels become an expectation, ethical claims have potential to differentiate
-
Poultry Perceptions – Correspondence Analysis
- Choosing poultry cuts based on lifestyle and occasion
- Figure 30: Correspondence Analysis – Symmetrical map – Poultry perceptions, 2021
-
- Figure 31: Poultry perceptions, 2021
- Methodology
- Choosing poultry cuts based on lifestyle and occasion
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Interest in Poultry Concepts
- Products that make home cooking easier hold strong appeal
- Figure 32: Interest in poultry concepts, 2021
- Products that make home cooking easier hold strong appeal
-
Attitudes toward Poultry
- Well-established health image means marketers can focus on serving ideas
- Figure 33: Attitudes toward poultry, 2021
- Younger adults, a key category target, especially interested in new ideas
- Ethical concerns more prevalent amount younger adults
- Figure 34: Attitudes toward poultry, by age, 2021
- Well-established health image means marketers can focus on serving ideas
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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Appendix – The Market
-
- Figure 35: Total US retail sales and forecast of poultry, at inflation-adjusted prices, 2016-26
- Figure 36: Total US retail sales and forecast of chicken, at current prices, 2016-26
- Figure 37: Total US retail sales and forecast of chicken, at inflation-adjusted prices, 2016-26
- Figure 38: Total US retail sales and forecast of other poultry, at current prices, 2016-26
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- Figure 39: Total US retail sales and forecast of other poultry, at inflation-adjusted prices, 2016-26
- Figure 40: Total US retail sales of poultry, by channel, at current prices, 2016-21
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Appendix – Companies and Brands
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- Figure 41: Multi-outlet sales of chicken, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 42: Multi-outlet sales of other poultry, by leading companies and brands, rolling 52 weeks 2020 and 2021
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