This report covers the US poultry market in complete detail. Using independent research and data, each aspect of the market and consumer is analyzed. From market size and share, to consumer behaviours, trends, and demands, you’ll gain a comprehensive view of the poultry market in the US.
Below, we touch upon the topics analysed, and reveal select insights that this report offers.
Topics Analysed in This Report
- Poultry consumption by type and by cut.
- Poultry consumption changes and reasons for change.
- Premium indicators in poultry.
- Consumer willingness to trade up with poultry products/features.
- Interest in poultry concepts/innovation.
- Poultry attitudes and behaviours.
US Poultry Market Overview
The US poultry industry has seen growth in dollar sales, driven by inflation and its affordability relative to other proteins. Consumers are trading down to poultry from competitors like beef and pork, resulting in nearly universal penetration. This growth is expected to moderate and eventually stabilise as inflation cools.
Find a complete breakdown of the poultry market size and share, alongside expert analysis, in the full report.
Poultry Industry Trends: Consumer Focus
Mintel observes in this report that while consumption habits in the poultry category are largely stable, with chicken remaining a staple, turkey and ground poultry are rising in popularity among consumers. Notably, ground poultry consumption is up 7%, indicating that versatility in this segment can inspire new occasions and uses.
Convenience is highly sought after by consumers, even those on a tight budget, when it comes to buying poultry. For example, over half of consumers are likely to pay more for pre-cut and trimmed poultry, making ease of use an essential attribute that brands can make available.
Opportunity for Poultry Brands
Quality is always a priority for consumers, however, brands can now add value through inventive packaging. Resealable and more strategic packaging not only keeps food fresher for longer, but also allows consumers to select from snack-size to family-size portions. With only a quarter of poultry products offering packaging with convenience claims, there is potential for brands to innovate in this area.
In the full report, our expert analyzes the independent data Mintel has available to provide a full breakdown of opportunities for poultry brands. Looking for something else? Try the Future of Animal Proteins Report, or browse our Meat, Fish, and Eggs Market Research.
Products and Brands Discussed
Products: Chicken (fresh or frozen chicken parts and whole chickens), other poultry (fresh or frozen parts and whole birds) – this segment is primarily turkey, although it also includes duck and other specialty birds.
Companies/brands: Large and smaller poultry and poultry-related brands are discussed in this report, including but not limited to Tyson, JBS USA, Hormel, Maxwell Farms, Cargill, The Shady Brook Farms, John Soules Foods, and Hot Ones.
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Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.
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Expert Analysis from a Food Specialist
This report, written by Sydney Riebe, a leading food analyst, delivers in-depth commentary and analysis to highlight current trends in the US poultry market and add expert context to the numbers.
Poultry dollar sales growth, while highly dependent on inflation also continues to benefit by retaining the reputation as an affordable protein. A staple in most households, brands can increase frequency and consumption occasions by offering versatile, convenient and nutritious products that remind consumers of the value of poultry.
Sydney Riebe
US Food and Drink Analyst
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Overview
- What you need to know
- This Report looks at the following areas:
- Definition
- Market context
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Executive Summary
- Top Takeaways
- Affordability will keep poultry a staple
- Versatility can drive format shifts
- Convenience is king – add even more value with BFY and taste
- Competitive strategies
- BFY and flavor a winning combination to meet consumers’ changing snack needs
- Figure 1: Poultry snacks with BFY features, 2022-23
- Retailers bring spicy menu trends home
- Figure 2: Poultry products with spicy flavors, 2021-23
- Market predictions
- Figure 3: Total US sales and fan chart forecast of poultry, at current prices, 2017-27
- Figure 4: Category outlook, 2023-28
- Challenges and Opportunities
- Heavy market penetration makes new consumers tough to find
- Figure 5: Trended poultry consumption, by type, 2021-23
- Versatility drives increased consumer interest in ground poultry
- Figure 6: Trended poultry consumption, by cut, Net, 2021-23
- Packaging innovation can help extend occasions
- Figure 7: Poultry products with a convenient packaging claim, 2020-23
- Figure 8: Poultry products with a convenient packaging claim, 2020-23
- Poultry and meal prep help consumers budget and plan
- Figure 9: Top topics in “Meal Prep” social media posts, 2020-23
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Market Size and Forecast
- Inflation drives poultry dollar sales
- Figure 10: Total US sales and fan chart forecast of poultry, at current prices, 2017-27
- Figure 11: Total US sales and forecast of poultry, at current prices, 2017-27
- Figure 12: Total US sales and forecast of poultry, at inflation adjusted prices, 2017-27
- Inflation drives poultry dollar sales
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Segment Performance
- Chicken still top of the pecking order
- Figure 13: Sales of poultry, by segment, 2023
- Figure 14: Total US retail sales of poultry, by segment, at current prices, 2017-22
- Supermarkets feel the heat from others’ private label
- Figure 15: Total US sales of poultry, by channel, at current prices, 2017-22
- Chicken still top of the pecking order
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Market Drivers
- Poultry is still the affordable meat option, even with higher inflation rate
- Figure 16: Changes in consumer price indexes, select proteins, 2020-22
- Reduction in dining out favors at-home staples
- Figure 17: Ways that consumers save money on food and drink, 2023
- Production innovation aims to improve efficiencies and food safety
- Poultry is still the affordable meat option, even with higher inflation rate
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Market Share/Key Players
- Tyson remains on track and on top
- Figure 18: Multi-outlet sales of poultry, by leading companies, 2022 and 2023
- Healthy and convenient product lines keep Tyson winning in chicken
- Figure 19: Multi-outlet sales of chicken, by leading companies and brands, rolling 52 weeks 2022 and 2023
- Premium and private label drive turkey sales
- Figure 20: Multi-outlet sales of other poultry, by leading companies and brands, rolling 52 weeks 2022 and 2023
- Tyson remains on track and on top
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Competitive Strategies and Market Opportunities
- Brands target shifting snack needs at the corner of flavor and BFY
- Figure 21: Poultry snacks with BFY features, 2022-23
- Brands, retailers go deeper into menu trends with hot and spicy variety
- Figure 22: Poultry products with spicy flavors, 2021-23
- Enable new occasions and value with packaging upgrades
- Figure 23: Poultry products with a convenient packaging claim, 2020-23
- Figure 24: Poultry products with a convenient packaging claim, 2020-23
- Meal-prepping culture is a valuable match for poultry
- Figure 25: Top topics in “Meal Prep” social media posts, 2020-23
- Versatile prep methods can boost confidence and fun in the kitchen
- Figure 26: Kitchen appliance current/planned ownership, 2021
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- Figure 27: Poultry brand social media site featuring cooking methods
- Brands target shifting snack needs at the corner of flavor and BFY
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The Poultry Consumer – Fast Facts
- Versatility can change consumption habits
- Poultry’s affordability continues to benefit the category
- Simple product claims reach the broadest audience
- Convenience adds value across financial situations
- Generational nuances in premium, innovation, price, flavor, ethics
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Poultry Consumption by Species
- Turkey takes flight
- Figure 28: Trended poultry consumption, by type, 2021-23
- Millennials driving slow shifts to other species
- Figure 29: Poultry consumption, by generation, 2023
- Turkey takes flight
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Formats/Cuts of Poultry Consumed
- Help consumers get more out of the bird…
- Figure 30: poultry consumption, by cut, 2023
- Figure 31: Ground poultry consumption, 2023
- …with more substitutions, please
- Figure 32: Trended poultry consumption, by cut, Net, 2021-23
- The future of poultry further valued by convenience
- Figure 33: Poultry consumption, by cut, Net, by generation, 2023
- Help consumers get more out of the bird…
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Changes in Poultry Consumption
- Financial situations drive consumption change – for better and for worse
- Figure 34: Changes in poultry consumption, by financial situation, 2023
- Poultry can lean on nutrition perceptions
- Figure 35: Reasons for increased consumption, 2023
- Affordability is relative – but paramount to those struggling financially
- Figure 36: Reasons for decreased consumption, 2023
- Financial situations drive consumption change – for better and for worse
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Poultry Claims That Are Premium Indicators
- Recognizable claims push premium poultry
- Figure 37: Premium poultry indicators, 2023
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- Figure 38: TURF Analysis – Premium poultry indicators, 2023
- Bridge the generational gaps in premium ideals with environmental ethics
- Figure 39: Premium poultry indicators, by generation, 2023
- Recognizable claims push premium poultry
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Poultry Features Worth Higher Pricing
- Convenience tops reasons to trade up
- Figure 40: Willingness to pay more, by poultry feature, 2023
- Time is money for the ever-busy consumer
- Figure 41: Willingness to pay more, by poultry feature, by financial situation, 2023
- Convenience tops reasons to trade up
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Interest in Poultry Concepts
- Help consumers meet BFY and indulgent needs – and everything in between
- Figure 42: Interest in poultry concepts, 2023
- Larger poultry repertoire = stronger interest in new concepts
- Figure 43: Interest in poultry concepts, by repertoire of poultry type consumption, 2023
- Connect with younger consumers through continued innovation
- Figure 44: Interest in poultry concepts, by generation, 2023
- Help consumers meet BFY and indulgent needs – and everything in between
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Poultry Attitudes
- Quality perceptions can drive increased spend
- Figure 45: Poultry attitudes, 2023
- Generational attitudes diverge at price, flavor and ethics
- Figure 46: Poultry attitudes, by generation, 2023
- Quality perceptions can drive increased spend
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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Appendix – The Market
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- Figure 47: Total US retail sales and forecast of poultry, at current prices, 2017-27
- Figure 48: Total US retail sales and forecast of poultry, at inflation-adjusted prices, 2017-27
- Figure 49: Total US retail sales and forecast of chicken, at current prices, 2017-27
- Figure 50: Total US retail sales and forecast of chicken, at inflation-adjusted prices, 2017-27
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- Figure 51: Total US retail sales and forecast of other poultry, at current prices, 2017-27
- Figure 52: Total US retail sales and forecast of other poultry, at inflation-adjusted prices, 2017-27
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