Study examines poultry-purchasing trends at retail

by Bryan Salvage
Share This:

LOUISVILLE, Colo. – With 53% of consumers eating chicken more than four times a week, chicken remains a staple in the American consumer diet, according to a recent study of retail consumers conducted by Market Force Information, a leader in customer intelligence and customer experience management solutions.

The study focused determining what role chicken plays in consumer diets; what drives chicken purchase at point of sale; and the potential impact of organic chicken.

Some findings from the May/June survey include: 

  • Eighty-three percent of consumers have purchased fresh chicken in the past 60 days.
  • Eighty-six percent buy fresh chicken from the meat dept at the grocery; 53% buy rotisserie chicken; and 53% buy frozen chicken.
  • Only 21% said they had tried a new fresh chicken product in the past 60 days. New recipes, store displays and coupons drove new trials.
  • Fifty-three percent said individual packages that are vacuum-packed (allowing consumers to keep fresh only the portion needed and easily freeze the rest in small portion sizes) would interest them. A mere 12% indicated that chicken with added ingredients that increase the nutritional value would be of interest.
  • Forty-one percent said they specify the type of chicken product they want to buy when writing out their grocery list, and 78% added a chicken item to their list because of a promotion or coupon.
  • Thirty-five percent do not have a favorite brand and only 18% indicated that brand was "very important"
  • What drives purchase at the point-of-sale? The quality and appearance of the chicken, the most important attribute at 45%. The least important was "ingredients listed on labels".
  • Consumers indicated what information they wanted on fresh chicken labels and the number-one answer was "farm/country of origin/processing" with 38%. Only 10% indicated they couldn’t find the information they need on the packaging.
  • When it comes to organic chicken, less than one-quarter of consumers are purchasing organic chicken even occasionally. More than 40% don’t think it’s worth the extra cost and another 40% believe there are no nutritional benefits.
Comment on this Article
We welcome your thoughtful comments. Please comply with our Community rules.



The views expressed in the comments section of Meat and Poultry News do not reflect those of Meat and Poultry News or its parent company, Sosland Publishing Co., Kansas City, Mo. Concern regarding a specific comment may be registered with the Editor by clicking the Report Abuse link.