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Key points included

  • Poultry dependent on habitual behavior
  • Poultry consumers stuck in the dinner occasion
  • Other poultry struggles to permeate chicken’s dominance

Covered in this report

The poultry category has remained steady and is expected to reach $26 billion by the end of 2019, notching 6% gains since 2014. The chicken segment dominates the category and is essentially keeping it in the black with marginal growth while other poultries are declining. Participation is nearly universal at 95%, with chicken capturing most of that consumption, making growth a challenge. Increased consumption of other poultry types and finding new occasions and uses for chicken will be necessary for the category to find real momentum. Flavor expansion, premium convenience products, farm fresh messaging and plant-based products are all innovation opportunities for brands.

Expert analysis from a specialist in the field

Written by Kaitlin Kamp, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The chicken segment dominates the poultry category and is essentially keeping it in the black with marginal growth while other poultries are declining. Participation is nearly universal, with chicken capturing most of the consumption, making growth a challenge. Increased consumption of other poultry types and finding new occasions and uses for chicken will be necessary for the category to find real momentum. Flavor expansion, premium convenience products, farm fresh messaging and plant-based products are all innovation opportunities for brands Kaitlin Kamp
Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key takeaways
          • The issues
            • Other poultry struggles to permeate chicken’s dominance
              • Figure 1: Poultry type consumption, October 2019
            • Poultry dependent on habitual behavior
              • Figure 2: Poultry associations, October 2019
            • Poultry consumers stuck in the dinner occasion
              • Figure 3: Poultry usage, October 2019
            • The opportunities
              • Flavors a way forward for dark meat
                • Figure 4: Poultry behaviors by poultry cut consumption, net, October 2019
              • New usage can boost excitement and engagement
                • Figure 5: Poultry usage, October 2019
              • Jumping on the BFY bandwagon
                • Figure 6: Poultry attributes by protein type consumption, October 2019
              • What it means
              • The Market – What You Need to Know

                • Chicken keeps the category flush
                  • Plants shake up the protein space
                    • Ethics raise the bar for protein
                      • Poultry gets political
                      • Market Size and Forecast

                        • Poultry sales remain stalled
                          • Figure 7: Total US sales and fan chart forecast of poultry, at current prices, 2014-24
                          • Figure 8: Total US sales and forecast of poultry, at current prices, 2014-24
                      • Market Breakdown

                        • Chicken continues to dominate, steady the category
                          • Figure 9: Total US retail sales and forecast of poultry, by segment, at current prices, 2014-24
                          • Figure 10: Sales of poultry, by segment, percentage change 2017-19
                      • Market Perspective

                        • Brands respond to consumer pursuit of protein
                          • Figure 11: Percentage of food products with high/added protein claims, 2014-18
                        • Plant-based proteins everywhere
                          • Figure 12: Dietary preferences, February 2019
                        • Ethical standards crossing into the healthy debate
                        • Market Factors

                          • Poultry prices hold steady
                            • Figure 13: Changes in consumer food price indexes, year over year and average year to date, August 2018-August 2019
                          • China lifts four-year ban on US chicken imports
                            • State legislation begins banning small cages
                            • Key Players – What You Need to Know

                              • Tyson peckish for sales growth
                                • Happy, healthy birds make top-selling products
                                  • Poultry brands dig deeper into Elevated Convenience
                                    • Plant-based poultry expected to grow
                                    • Company and Brand Sales of Poultry

                                      • Tyson’s losses pave the way for private label to lead
                                        • Figure 14: Multi-outlet sales of poultry, by leading companies, rolling 52 weeks 2018 and 2019
                                      • Perdue chicken brands move forward
                                        • Chicken
                                          • Figure 15: Multi-outlet sales of chicken, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                        • Organic, farm fresh brands make gains for Hormel, Cargill and Maxwell
                                          • Other poultry segment
                                            • Figure 16: Multi-outlet sales of other poultry, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                        • What’s Working

                                          • Farm focus
                                            • Figure 17: Poultry brands with farm fresh messaging, MULO sales 52 weeks, September 2018-19
                                            • Figure 18: Shady Brook Farms video
                                          • Natural birds make healthy sales
                                            • Figure 19: Poultry brands with organic/natural positioning, MULO sales 52 weeks, September 2018-19
                                            • Figure 20: Poultry product claim growth, percentage change 2017-18
                                          • Cut for convenience
                                            • Figure 21: Poultry brands with convenience products, MULO sales 52 weeks, September 2018-19
                                            • Figure 22: Poultry products with convenience claims, percentage change 2017-18
                                        • What’s Struggling

                                          • Tyson saddled with a trifecta of woes
                                            • Figure 23: Tyson poultry products, MULO sales 52 weeks, September 2018-19
                                          • Poultry struggles to stand out among prepared foods
                                            • Figure 24: Poultry brands with meal kits, MULO sales 52 weeks, September 2018-19
                                          • Legacy plant-based brands stuck in the past
                                            • Figure 25: Legacy vegetarian poultry brands, MULO sales 52 weeks, September 2018-19
                                        • What to Watch

                                          • Poultry plus plants
                                            • Figure 26: Plant-based poultry products, MULO sales 52 weeks, September 2018-19
                                            • Figure 27: Perdue Chicken Plus video
                                          • “Slow growth” an attribute to watch
                                          • The Consumer – What You Need to Know

                                            • Health and freshness influence poultry consumption
                                              • Poultry’s place at dinner leaves little time for other occasions
                                                • Consumers need a little excitement
                                                  • Keep it clean, natural
                                                    • Consumers expect a value
                                                    • Consumption by Poultry Type

                                                      • Chicken remains at the top of the pecking order
                                                        • Figure 28: Poultry type consumption, October 2019
                                                      • Parents consume a wider repertoire of poultry
                                                        • Figure 29: Poultry type consumption, by parental status, October 2019
                                                      • Poultry consumption varies by race and origin
                                                        • Figure 30: Poultry type consumption, by race and Hispanic origin, October 2019
                                                    • Poultry Consumption by Cut

                                                      • Consumption of fresh white meat surpasses other cuts…
                                                        • Figure 31: Poultry type consumption, net, October 2019
                                                        • Figure 32: Poultry type consumption, October 2019
                                                      • …but variety, or rather versatility, is the spice of life
                                                        • Figure 33: Poultry type consumption, repertoire analysis, October 2019
                                                      • Generational divide between fresh and frozen
                                                        • Figure 34: Poultry cut consumption, by age, October 2019
                                                      • Consumers age out of nuggets
                                                        • Figure 35: Poultry cut consumption, net, by age, October 2019
                                                      • Parents consume more types of cuts
                                                        • Figure 36: Poultry cut consumption, repertoire analysis, by parental status, October 2019
                                                        • Figure 37: Poultry cut consumption, by parental status, October 2019
                                                    • Poultry Usage

                                                      • Poultry continues to rise to the dinner occasion
                                                        • Figure 38: Poultry usage, October 2019
                                                      • Breakfast, snacking are the path to growth
                                                        • Figure 39: Poultry usage, breakfast and lunch, October 2019
                                                      • Women leverage poultry in recipes more
                                                        • Figure 40: Poultry usage, by gender, use as an ingredient, October 2019
                                                      • Younger consumers more likely to reach for poultry for lunch
                                                        • Figure 41: Poultry usage, by age, lunch, October 2019
                                                    • Poultry Attributes

                                                      • Act natural
                                                        • Animal ethics on the back burner, for now
                                                          • Figure 42: Poultry attributes, October 2019
                                                        • TURF analysis
                                                          • Figure 43: TURF analysis – Poultry attributes, October 2019
                                                        • Pricier poultry warrants more attributes
                                                          • Figure 44: Poultry attributes by protein type consumption, October 2019
                                                        • Don’t forget Value Chasers
                                                          • Figure 45: Poultry attributes, by food and drink segmentation, October 2019
                                                        • Women, especially moms, more concerned with health
                                                          • Figure 46: Poultry attributes, by parental status and gender, October 2019
                                                        • Older consumers swayed by freshness, younger consumers by wellness
                                                          • Figure 47: Poultry attributes, by age, October 2019
                                                      • Poultry Attitudes

                                                        • Consumers could use a flavor boost
                                                          • Figure 48: Poultry behaviors, October 2019
                                                          • Figure 49: Directionally fast-growing flavors in new US food product launches, July 2016-June 2019
                                                        • Nuggets, dark meat have the most opportunity for flavor expansion
                                                          • Figure 50: Poultry behaviors by poultry cut consumption, net, October 2019
                                                        • Foodies ready for the next thing
                                                          • Figure 51: Poultry behaviors, by food and drink segmentation, October 2019
                                                        • Parents more interested in innovation
                                                          • Figure 52: Poultry behaviors, by parental status, October 2019
                                                          • Figure 53: Perdue Chicken PLUS video
                                                        • Flavor interest is unsurprisingly cultural
                                                          • Figure 54: Poultry behaviors, by race and Hispanic origin, October 2019
                                                      • Poultry Associations

                                                        • Poultry a part of the routine
                                                          • Figure 55: Poultry associations, October 2019
                                                          • Figure 56: Correspondence analysis – Symmetrical map – Poultry perceptions, October 2019
                                                        • Value often sacrificed for convenience
                                                          • Figure 57: Poultry associations, good value, October 2019
                                                        • Dark meat loses in health, wins in flavor
                                                          • Figure 58: Poultry associations, October 2019
                                                        • Parents perceive nuggets more favorably
                                                          • Figure 59: Poultry associations, nuggets/bites, by parental status, October 2019
                                                        • Younger consumers need preparation guidance
                                                          • Figure 60: Poultry associations, by age, easy to prepare, October 2019
                                                      • Price Sensitivity Analysis

                                                          • Consumers unwilling to sacrifice value
                                                            • Figure 61: Price sensitivity – A 25 oz bag of frozen, unflavored chicken nuggets – Price summary table, October 2019
                                                            • Figure 62: Price sensitivity – A 25 oz bag of frozen, unflavored chicken nuggets – Optimal price, October 2019
                                                            • Figure 63: Price sensitivity – A 25 oz bag of frozen, unflavored chicken nuggets – Threshold prices, October 2019
                                                            • Figure 64: Price sensitivity – A 25 oz bag of frozen, unflavored all natural chicken nuggets with no artificial ingredients or preservatives – Optimal price, October 2019
                                                            • Figure 65: Price sensitivity – A 25 oz bag of frozen, unflavored all natural chicken nuggets with no artificial ingredients or preservatives – Threshold prices, October 2019
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Food and drink segmentation
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                      • Appendix – The Market

                                                                          • Figure 66: Total US retail sales and forecast of poultry, at inflation-adjusted prices, 2014-24
                                                                          • Figure 67: Total US retail sales of poultry, by segment, at current prices, 2017 and 2019
                                                                          • Figure 68: Total US retail sales and forecast of chicken, at current prices, 2014-24
                                                                          • Figure 69: Total US retail sales and forecast of chicken, at inflation-adjusted prices, 2014-24
                                                                          • Figure 70: Total US retail sales and forecast of other poultry, at current prices, 2014-24
                                                                          • Figure 71: Total US retail sales and forecast of other poultry, at inflation-adjusted prices, 2014-24
                                                                      • Appendix – Retail Channels

                                                                          • Figure 72: Total US retail sales of poultry, by channel, at current prices, 2017 and 2019
                                                                      • Appendix – Key Players

                                                                          • Figure 73: Multi-outlet sales of poultry, by leading companies, rolling 52 weeks 2018 and 2019

                                                                      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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