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

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. 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
  3. The Market – Key Takeaways

    • Pandemic disrupts pattern of slow growth
    • Chicken dominates poultry sales
    • Poultry perceptions propel everyday usage
  4. 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
  5. Segment Performance

    • Chicken dominates poultry sales
      • Figure 7: Sales of poultry, by segment, 2016-21
  6. 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
  7. Companies and Brands – Key Takeaways

    • Tyson expands lead
    • Poultry takes on snacking
    • It doesn’t always have to taste just like chicken
  8. 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
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. 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
  17. Interest in Poultry Concepts

    • Products that make home cooking easier hold strong appeal
      • Figure 32: Interest in poultry concepts, 2021
  18. 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
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  20. 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
      • 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
  21. Appendix – Companies and Brands

      • 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

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

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Data

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