Table of Contents
Introduction and Abbreviations
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- Definition
- Other relevant reports
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Steady growth from multiple factors
- Positive drivers outweigh negatives
- Chicken parts leading segment
- A concentrated market becoming more so
- Advertising mixed
- Supermarkets dominate but warehouse clubs gaining ground
- Poultry is a continuing staple
- Room for more growth
- Poultry forecast
Market Drivers
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- Americans eating more chicken
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- Figure 1: Per capita meat consumption, in pounds, 2001 and 2003
- Poultry benefiting from low-carb trend
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- Figure 2: Incidence of low-carb dieting, February 2004
- The role of brands
- Semi-prepared poultry products
- Organic meats
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- Figure 3: Attitudes towards organic food, 2003
- Epidemics and trade bans
- Young people a difficult market
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- Figure 4: Food preparation habits, by age, February 2004
- Influence of Hispanics in the U.S.
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- Figure 5: U.S. population, by Hispanic origin, 1990 and 2002
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- Figure 6: Use of meat, poultry, and fish, by Hispanic origin, 2002
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- Figure 7: Types of poultry used, by Hispanic origin, 2002
Market Size & Trends
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- Figure 8: Total U.S. retail sales of poultry, at current and constant prices, 1999-2004
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- Graph 1: Total retail sales of poultry, at current and constant prices*, 1999-2004
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Market Segmentation
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- Overview
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- Figure 9: Sales of poultry, by type, 2002 and 2004
- Fresh and frozen chicken parts
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- Figure 10: Sales of fresh and frozen chicken parts, at current and constant prices, 1999-2004
- Fresh and frozen whole chickens
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- Figure 11: Sales of fresh and frozen whole chickens, at current and constant prices, 1999-2004
- Other poultry
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- Figure 12: Sales of other poultry, at current and constant prices, 1999-2004
Supply Structure
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- Foreign trade
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- Figure 13: Exports of poultry, FAS values, 2001 and 2003
- Companies and brands
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- Figure 14: Manufacturer sales of poultry in the U.S., 2001 and 2003
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- Graph 2: Share of poultry sales, by manufacturer, 2003
- Gold Kist
- Perdue Farms
- Pilgrim's Pride
- Tyson Foods
- Smaller companies and turkey leaders
Advertising & Promotion
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- National Chicken Council
- Perdue Farms
- National Turkey Federation
- Tyson Foods
Retail Distribution
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- Introduction
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- Figure 15: U.S. retail sales of poultry, by channel, 2002 and 2004
- Supermarkets
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- Figure 16: Supermarket sales of poultry, at current and constant prices, 1999-2004
- Supermarket operating data
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- Figure 17: Top supermarket operating statistics, latest financial year-end
- Figure 18: Top supermarkets’ percentage change from latest financial year-end versus year prior
- Mass merchandisers
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- Figure 19: Mass merchandiser sales of poultry, at current and constant prices, 1999-2004
- Mass merchandiser operating data
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- Figure 20: Top mass merchandiser operating statistics, latest financial year-end
- Figure 21: Top mass merchandisers’ percentage change from latest financial year-end versus year prior
- Drug stores
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- Figure 22: Drug store sales of poultry, at current and constant prices, 1999-2004
- Drug store operating data
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- Figure 23: Top drug store operating statistics, latest fiscal year-end
- Figure 24: Percentage change from latest fiscal year-end versus year prior
The Consumer
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- Introduction
- Incidence of eating chicken
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- Figure 25: Incidence of eating chicken, by key demographic variables, June 2004
- Incidence of eating frozen fried chicken
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- Figure 26: Incidence of eating frozen fried chicken, by key demographic variables, January-September 2003
- Incidence of eating turkey
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- Figure 27: Incidence of eating turkey, by key demographic variables, June 2004
- Incidence of eating other types of poultry In order to determine consumption of other types of poultry such as duck, quail and Cornish game hen, Mintel asked respondents the following question: “Do you eat other poultry, such as duck and Cornish game hen?” The topline results are presented in Figure 28. Figure 28 Incidence of eating other types of poultry, by key demographic variables, June 2004 Base: 1,004 adults aged 18+ All % All 39 Gender: Male 44 Female 35 Age: 18-24 40 25-34 55 35-44 40 45-54 40 55-64 34 65+ 28 Household income: Under $30K 35 $30K-$49.9K 41 $50K-$74.9K 39 $75K+ 43 Region: Northeast 40 North Central 39 South 38 West 41 Mintel/TechnoMetrica Other forms of poultry are not nearly as popular a meal choice as chicken or turkey, with only 39% of respondents reporting that they eat other poultry. This suggests a potential area of growth for manufacturers of poultry products, beginning with educating consumers as to the different types of poultry available, and how it can be prepared. Consumers are often hesitant to try foods they are unfamiliar with, particularly if those products tend towards the expensive side, as many non-chicken poultry products do. Furthermore, there is often a perception that other forms of poultry may be “gamey” or have a dry or stringy texture. Another common misperception is that these so-called game birds consist of only dark meat, which is not the case. When it comes to exploring demographic differences and consumption of other poultry, there were some key differences. Male respondents are more likely to eat other poultry than are their female counterparts, as were those aged 25-34. Consumers at this stage of their lives may be less entrenched in terms of their eating habits and more willing to experiment, particularly if cooking for just one or two people. Older consumers are more set in their ways and reluctant to try unfamiliar foods that they may perceive as being difficult to prepare. Household income differences reveal that those in the highest household income bracket wee more likely to report eating other forms of poultry. Whereas chicken can often be found on sale, in many cases at a significant discount, this is generally not the case for other types of poultry, which are often sold only at specialty shops or higher-end grocery stores. It may also be the case that those with higher household incomes dine out more frequently, and as a result are exposed to other forms of poultry relative to their lower household income counterparts. How often poultry is eaten In order to explore how frequently poultry is consumed, Mintel asked those respondents who replied that they do eat poultry how often they consume these products. “How often do you eat poultry?” Figure 29 details the topline results for poultry consumption. Figure 29 How often poultry is eaten, June 2004 Base: 971 adults aged 18+ who eat poultry All % Two or more times per week 70 Once a week 20 Every few weeks 6 Less than once a month 4 Not sure/refused 0 Mintel/TechnoMetrica Poultry, and primarily chicken, is a popular meal choice among respondents, with 70% reporting that they eat poultry two or more times a week. This may be one reason why 40% of respondents agreed that their families are tired of eating poultry (see Figure 58). There are, however, 20% of respondents who only eat poultry once a week, indicating that there is room for growth in this category. The remainder of figures in this section cover only those demographics for which there were significant differences found. Figure 30 shows the results by gender. Figure 30 How often poultry is eaten, by gender, June 2004 “How often do you eat poultry?” Base: 971 adults aged 18+ who eat poultry All Male Female % % % Two or more times per week 70 67 72 Once a week 20 22 18 Every few weeks 6 7 5 Less than once a month 4 4 3 Not sure/refused 0 0 1 Mintel/TechnoMetrica Female respondents were more likely than their male counterparts to eat poultry two or more times per week. Poultry, and primarily chicken, is still seen in many circles as somehow being more of a women’s food, perhaps because of its strong association with dieting, especially in the form of the skinless chicken breast. This perception is changing, certainly, yet men may still have slightly more of a tendency to gravitate towards red meat options than women do (see Mintel’s Red Meat—U.S., consumer intelligence, October 2004). Figure 31 shows the results by household income. Figure 31 How often poultry is eaten, by household income, June 2004 “How often do you eat poultry?” Base: 971 adults aged 18+ who eat poultry All Under $30K $30K-$49.9K $50K-$74.9K $75K+ % % % % % Two or more times per week 70 67 69 69 79 Once a week 20 21 21 21 17 Every few weeks 6 6 6 5 3 Less than once a month 4 6 5 5 1 Not sure/refused 0 0 0 0 1 Mintel/TechnoMetrica Those from higher-income households show a stronger tendency for eating poultry two or more times per week, with 79% doing so compared to 70% on average. These respondents are better able to afford poultry in all its variations, including the more expensive types of game such as duck and Cornish hens, thus expanding their meal options. Furthermore, because they can afford more expensive, and typically healthier cuts, higher-income respondents may also feel that poultry is the best meal option given its healthful aspects. Figure 32 shows the results by region of respondent. Figure 32 How often poultry is eaten, by region, June 2004 “How often do you eat poultry?” Base: 971 adults aged 18+ who eat poultry All Northeast North Central South West % % % % % Two or more times per week 70 60 70 72 70 Once a week 20 28 20 15 21 Every few weeks 6 6 7 7 6 Less than once a month 4 5 3 5 2 Not sure/refused 0 2 0 1 1 Mintel/TechnoMetrica Those in the Northeast are less likely than those in other regions to eat poultry two or more times a week relative to consumers in other parts of the country. This is likely due to the fact that those in the Northeast have more access to fish and seafood, at prices that are less expensive than in many other parts of the country. Where poultry is purchased In order to explore where poultry is most often purchased, Mintel asked those respondents who replied that they do eat poultry where they are most likely to buy these products. “Where do you usually purchase poultry?” Figure 33 details the topline results for point of poultry purchase. Figure 33 Where poultry is usually purchased, June 2004 Base: 971 adults aged 18+ who eat poultry All % Supermarket 81 Warehouse club such as Costco 7 Butcher 5 Other 6 Not sure/refused 1 Mintel/TechnoMetrica The vast majority of respondents, 81%, purchase their poultry at the supermarket. Clearly, supermarkets will have the greatest selection of poultry in its various forms, be it fresh, frozen, or in between such as semi-cooked, marinated, or already fully cooked. Only 5% of respondents purchase poultry at a butcher, reflecting the fact that consumers for the most part are comfortable with the supply of fresh poultry at their local supermarket. It is likely that consumers use butchers when they are looking for particular types of poultry, such as heritage turkeys at Thanksgiving time, or perhaps more exotic poultry such as game hens. While warehouse clubs such as Costco have experienced a great rise in popularity, they also do not have the selection of products that supermarkets do, which limits their appeal in this area. Figure 34 shows the results by household income of respondent. Figure 34 Where poultry is usually purchased, by household income, June 2004 “Where do you usually purchase poultry?” Base: 971 adults aged 18+ who eat poultry All Under $30K $30K-$49.9K $50K-$74.9K $75K+ % % % % % Supermarket 81 88 85 74 80 Warehouse club such as Costco 7 3 6 12 7 Other 6 4 4 6 8 Butcher 5 3 3 9 5 Not sure/refused 1 2 2 0 0 Mintel/TechnoMetrica Respondents in the $50K-74.9K household income range are more likely than others to buy poultry at warehouse clubs or butchers, although the majority of respondents are uniform in doing most of their shopping at supermarkets. Warehouse clubs may not be as attractive to lower-income respondents due to their relative lack of product variety as well as the fact that clubs require a paid annual membership. Figure 35 shows the results by region of respondent. Figure 35 Where poultry is usually purchased, by region, June 2004 “Where do you usually purchase poultry?” Base: 971 adults aged 18+ who eat poultry All Northeast North Central South West % % % % % Supermarket 81 82 80 86 76 Warehouse club such as Costco 7 4 6 6 11 Other 6 5 6 5 8 Butcher 5 8 6 3 3 Not sure/refused 1 0 3 1 2 Mintel/TechnoMetrica Those in the West are most likely to purchase poultry at warehouse clubs, with 11% doing so compared to 7% on average. Given that they may have to travel a greater distance to get to a large supermarket or warehouse club, these consumers may feel the need to stock up on products when they do their shopping, more so than consumers who live in more densely populated parts of the country. Consumer preferences for type of chicken purchased In order to explore consumers’ preferences towards chicken consumption and preparation, Mintel asked respondents whether they agreed with the following statements: “When it comes to buying chicken, I tend to purchase only boneless and skinless cuts.” “I buy the prepared rotisserie whole chickens that are ready to take home and eat from my supermarket.” “I usually buy chicken that is already marinated or semi-prepared.” “I typically make my own marinades or rubs for meat and poultry.” The topline results are shown in Figure 36. Figure 36 Preferences for type of chicken, June 2004 Base: 1,000 adults aged 18+ Agree % I typically make my own marinades or rubs for meat and poultry 72 When it comes to buying chicken, I tend to purchase only boneless and skinless cuts 50 I buy the prepared rotisserie whole chickens that are ready to take home and eat from my supermarket 39 I usually buy chicken that is already marinated or semi-prepared 11 Mintel/TechnoMetrica While almost 40% of those surveyed are willing to pay more for the convenience of boneless and skinless cuts, and almost the same percentage will purchase the already-cooked rotisserie chickens that can now be found in most supermarkets, this desire for convenience does not extend to the purchase of chicken that is already marinated or partially prepared. Only 11% of respondents purchase chicken that has been prepped in some way to make it easier and quicker to get to the dinner table. This may relate to the fact that 72% of respondents claim to make their own marinades or rubs for meat and poultry; consumers may not like the spices or flavors used for semi-prepared chicken, and will not pay extra for the convenience of these products if they are not sure how they will taste. Manufacturers of these products may be able to move towards wider customer acceptance if they can convince consumers to try their products in the first place, perhaps by encouraging trial through heavy couponing or other types of promotions. The results by gender are shown in Figure 37. Figure 37 Preferences for type of chicken, by gender, June 2004 “Please tell me whether you agree with the following statements when it comes to poultry…” Base: 1,000 adults aged 18+ All Male Female % % % I typically make my own marinades or rubs for meat and poultry 72 70 74 When it comes to buying chicken, I tend to purchase only boneless and skinless cuts 50 46 54 I buy the prepared rotisserie whole chickens that are ready to take home and eat from my supermarket 39 38 40 I usually buy chicken that is already marinated or semi-prepared 11 11 10 Mintel/TechnoMetrica Because women are typically more diet-conscious than men, it is not surprising that they are also more likely to purchase only boneless and skinless cuts, with 54% claiming to do so compared to 46% of men. Chicken breasts have long been the staple food of choice for dieters and health-conscious consumers, though in many cases this has led to a negative backlash of sorts, as this form of chicken is often maligned as the “dry, tasteless chicken breast.” New kitchen appliances such as the George Foreman types of grills have helped somewhat in terms of dispelling this image, as these table-top grill-press devices have made it easy for consumers to prepare chicken and other types of meats without overcooking them. The results are analyzed by age of respondent in Figure 38. Figure 38 Preferences for type of chicken, by age, June 2004 “Please tell me whether you agree with the following statements when it comes to poultry…” Base: 1,000 adults aged 18+ All 18-24 25-34 35-44 45-54 55-64 65+ % % % % % % % I typically make my own marinades or rubs for meat and poultry 72 70 81 72 71 74 66 When it comes to buying chicken, I tend to purchase only boneless and skinless cuts 50 56 59 51 44 50 45 I buy the prepared rotisserie whole chickens that are ready to take home and eat from my supermarket 39 42 38 42 39 41 35 I usually buy chicken that is already marinated or semi-prepared 11 16 14 8 6 11 12 Mintel/TechnoMetrica Younger respondents aged 18-34 are most likely to purchase only boneless and skinless cuts, perhaps because of the ease of preparation of this particular type of cut. They are also a convenient meal option for the busy, constantly on-the-go younger consumer. The youngest respondents were also the most likely to report buying chicken that is already marinated or semi-prepared, speaking to the fact that the youngest members of the population have relatively low culinary skills relative to their older counterparts. The oldest respondents are the least likely to purchase prepared rotisserie chickens, with just over a third doing so. These respondents likely grew up with whole roast chicken as a staple meal or simply cut it up for preparing upon getting it home, and therefore do not see the need to pay the extra cost for an already-prepared chicken. It is interesting to note, however, that these older consumers are about average when it comes to buying chicken that is already marinated or in some other state of preparation. The results are analyzed by household income in Figure 39. Figure 39 Preferences for type of chicken, by household income, June 2004 “Please tell me whether you agree with the following statements when it comes to poultry…” Base: 1,000 adults aged 18+ All Under $30K $30K-$49.9K $50K-$74.9K $75K+ % % % % % I typically make my own marinades or rubs for meat and poultry 72 68 77 78 75 When it comes to buying chicken, I tend to purchase only boneless and skinless cuts 50 48 47 56 55 I buy the prepared rotisserie whole chickens that are ready to take home and eat from my supermarket 39 39 39 38 39 I usually buy chicken that is already marinated or semi-prepared 11 15 12 7 8 Mintel/TechnoMetrica The purchase of boneless and skinless chicken seems related to price, as those in the higher income brackets are more likely to buy this type of chicken, which is generally more expensive than bone-in chicken parts. The purchase of marinated chicken at first glance does not seem to bear any relation to how costly it is, in that consumers with a higher income are less likely to buy semi-prepared chicken, with only 8% of those at the highest income level choosing to do so. However, these consumer are also more likely than those in the lowest income bracket to make their own marinades and rubs, which can add significant cost to a chicken dish, given the number of different and often pricey ingredients that are often required. These higher-end consumers may also feel that the quality and flavor of semi-prepared chicken are not as good as what they can prepare on their own, given that they are already buying more expensive cuts of chicken in the first place. Figure 40 details the preference for certain types of chicken by marital status. Figure 40 Preferences for type of chicken, by marital status, June 2004 “Please tell me whether you agree with the following statements when it comes to poultry…” Base: 1,000 adults aged 18+ All Married Not married % % % I typically make my own marinades or rubs for meat and poultry 72 75 68 When it comes to buying chicken, I tend to purchase only boneless and skinless cuts 50 48 54 I buy the prepared rotisserie whole chickens that are ready to take home and eat from my supermarket 39 40 39 I usually buy chicken that is already marinated or semi-prepared 11 7 15 Mintel/TechnoMetrica Respondents who are not married are more likely to purchase both boneless and skinless chicken breasts as well as marinated or semi-prepared chicken, indicating that time constraint factors may be an issue. While married respondents certainly have many of the same needs for convenience, single consumers may give themselves a bit more license to indulge with higher-priced products, given that they are buying for one person only. Similar products bought in quantities sufficient for larger households could put too much of a strain on a household’s budget to be purchased with any frequency. The results are analyzed by region of respondent in Figure 41. Figure 41 Preferences for type of chicken, by region, June 2004 “Please tell me whether you agree with the following statements when it comes to poultry…” Base: 1,000 adults aged 18+ All Northeast North Central South West % % % % % I typically make my own marinades or rubs for meat and poultry 72 73 74 71 71 When it comes to buying chicken, I tend to purchase only boneless and skinless cuts 50 55 50 45 55 I buy the prepared rotisserie whole chickens that are ready to take home and eat from my supermarket 39 34 30 47 42 I usually buy chicken that is already marinated or semi-prepared 11 12 7 12 12 Mintel/TechnoMetrica Respondents in the South are least likely to purchase boneless, skinless chicken breasts; this is undoubtedly at least in part related to the fact that “Southern fried chicken,” which uses whole chicken parts with skin attached, is almost a staple dish in that particular part of the country. At the same time, those in the South also tend more towards buying whole rotisserie chickens in the supermarket, which may be a factor of the oppressive heat that is prevalent in that region for much of the year, thereby eliminating the need to heat up the oven. Western-residing respondents are also more likely to purchase rotisserie chickens, thus adding credence to the idea that consumers in these hotter regions are less predisposed to cook over a hot stove when temperatures reach their peak. Respondents in the North Central region are, at 7%, least likely to purchase marinated and semi-prepared chicken. This may be due to the fact that Midwesterners tend to be more conservative consumers, and are not as familiar with these products as those in other parts of the country. This presents an opportunity for manufacturers to educate and target consumers in the Midwest, reducing non-familiarity with these products and boosting sales by touting their convenience and quickness of preparation. Concern over hormones and meat additives in meat and poultry In order to gauge the impact of health considerations on poultry consumption, Mintel asked respondents whether they agreed with the following statement: “I am concerned about the hormones and additives contained in meat or poultry.” The topline results are presented in Figure 42. Figure 42 Concerns related to meat or poultry consumption, April 2004 Base: 1,000 adults aged 18+ All % I am concerned about the hormones and additives contained in meat or poultry Agree 40 Disagree 58 Not sure/refused 2 Mintel/TechnoMetrica Some 40% of respondents report that they are concerned about hormones and additives contained in meat or poultry, indicating that coverage in the media regarding this issue has taken hold in the minds of consumers. Figure 43 shows the level of concern regarding additives in poultry by gender. Figure 43 Concerns related to meat or poultry consumption, by gender, June 2004 “I am concerned about the hormones and additives contained in meat or poultry.” Base: 1,000 adults aged 18+ All Male Female % % % I am concerned about the hormones and additives contained in meat or poultry Agree 40 37 43 Disagree 58 62 54 Not sure/refused 2 1 3 Mintel/TechnoMetrica Female respondents are more likely than their male counterparts to report that they are concerned about hormones and additives in meat or poultry, a finding that is in keeping with the perception that women are more concerned overall with the quality of food that they eat, particularly with regard to additives and chemicals. Figure 44 shows poultry consumption by age of respondent. Figure 44 Concerns related to meat or poultry consumption, by age, June 2004 “I am concerned about the hormones and additives contained in meat or poultry.” Base: 1,000 adults aged 18+ All 18-24 25-34 35-44 45-54 55-64 65+ % % % % % % % I am concerned about the hormones and additives contained in meat or poultry Agree 40 29 38 42 39 50 39 Disagree 58 68 61 56 60 49 56 Not sure/refused 2 3 2 1 1 0 5 Mintel/TechnoMetrica Respondents aged 55-64 are most likely to be concerned with hormones and additives, though these concerns seem to level off at the age of 65+. These respondents may simply be more aware of potential concerns, but this is also the age at which many people start paying more attention to health concerns, and thus may focus more on what is in the food they are eating. Women in this age group may also be undergoing hormone replacement therapy, thus elevating their potential concerns over other types of hormones such as those that may be present in poultry. Figure 45 shows poultry concerns by household income of respondent. Figure 45 Concerns related to meat or poultry consumption, by household income, June 2004 “I am concerned about the hormones and additives contained in meat or poultry.” Base: 1,000 adults aged 18+ All Under $30K $30K-$49.9K $50K-$74.9K $75K+ % % % % % I am concerned about the hormones and additives contained in meat or poultry Agree 40 48 36 41 37 Disagree 58 48 62 58 63 Not sure/refused 2 4 2 2 0 Mintel/TechnoMetrica Respondents with household incomes less than $30K are the most concerned about hormones and additives in meat or poultry. A factor contributing to this may be that these are likely to be younger respondents who have grown up hearing about the dangers of additives in their foods, particularly hormones fed to steer and chickens, and are more comfortable with the idea of/attuned to the benefits of organically grown produce and meats. Because organic foods are more expensive than their non-organic counterparts, the knowledge that consumers in a lower income bracket seem willing to entertain the notion of purchasing meat and poultry without hormones or additives could play an interesting role in manufacturers’ marketing and promotional efforts. Figure 46 shows poultry concerns by presence of children. Figure 46 Concerns related to meat or poultry consumption, by presence of children, June 2004 “I am concerned about the hormones and additives contained in meat or poultry.” Base: 1,000 adults aged 18+ All Children present No children present % % % I am concerned about the hormones and additives contained in meat or poultry Agree 40 40 40 Disagree 58 57 58 Not sure/refused 2 3 2 Mintel/TechnoMetrica It is interesting to note that there is no difference in how concerned consumers are about hormones and additives in their foods relative to the presence of children in the household. One might suspect that parents would be extra-vigilant and concerned about what their children are eating, and yet the survey results seem to suggest that this is not yet an issue that is at the forefront of most parents’ minds, perhaps because they are focusing simply on getting their children to eat relatively healthy and nutritious meals. Safety of poultry relative to other types of meat In order to determine how respondents view poultry relative to other forms of meat and seafood in terms of safety and likelihood of being tainted, Mintel asked respondents the following question: “Which one of these has the most risk of being tainted?” Figure 47 shows the topline results. Figure 47 Which meat or seafood is most likely to be tainted, June 2004 Base: 1,000 adults aged 18+ All % Poultry 34 Fish or seafood 28 Red meat 25 Not sure 12 Refused 1 Mintel/TechnoMetrica Concerns about salmonella in chicken that have been reported in the media have clearly hit home with consumers, as 34% of respondents are most concerned with the cleanliness of chicken. Only a quarter of respondents chose red meat, which is somewhat surprising in that outbreaks of E.coli in recent years have been attributed to under-cooked meat at fast food restaurants, with incidences so severe that the death of small children has been the result. However, most reports about salmonella do refer to chicken as being a primary culprit, with raw chicken being an easy carrier of contaminants that can linger in the kitchen, particularly on cutting boards and other implements. Clearly these admonishments have had an impact on consumers. Figure 48 details attitudes towards the safety of poultry, other meat and seafood, by age of respondent. Figure 48 Which meat or seafood is most likely to be tainted, by age, June 2004 “Which one of these has the most risk of being tainted?” Base: 1,000 adults aged 18+ All 18-24 25-34 35-44 45-54 55-64 65+ % % % % % % % Poultry 34 27 29 35 36 39 34 Fish or seafood 28 30 33 28 31 25 25 Red meat 25 30 29 25 21 26 20 Not sure 12 11 9 11 12 10 19 Refused 1 1 0 1 1 0 2 Mintel/TechnoMetrica When issues regarding salmonella are reported in the media, it is often noted that the greatest health risks are to small children and the elderly, due to their weaker immune systems. Given this, it stands to reason that survey respondents aged 55+ would be relatively more concerned about contamination than their 18-24-year-old counterparts. At the same time, these youngest respondents are most concerned about red meat contamination relative to older respondents, perhaps due to the fact that outbreaks of E.coli have been in fast food restaurants and similar places that younger consumers would tend to frequent. Attitudes about the relative healthiness of poultry relative to other types of meat In order to further understand how respondents view the healthiness of poultry relative to other types of meat and seafood, Mintel asked respondents the following question: “Which one of these is the least healthy?” Figure 49 shows the topline results. Figure 49 Meat or seafood considered least healthy, June 2004 Base: 1,000 adults aged 18+ All % Red meat 74 Poultry 8 Fish or seafood 6 Not sure 10 Refused 1 Mintel/TechnoMetrica Almost three quarters of respondents feel that red meat is the least healthy of the choices named, followed by poultry with just 8% and fish or seafood at 6%. Red meat is generally much higher in fat than its counterparts, and is often cited as a cause for higher cholesterol and clogged arteries, though these precepts are currently in dispute by those who are ardent followers of Atkins-like diet plans, who claim that a high-protein diet in and of itself will not lead to ill health effects. While the truth of the matter remains to be seen, the fact remains that the overwhelming perception by the general populace is that red meat is not necessarily a healthy meal option. Figure 50 details attitudes towards the health aspect of poultry relative to other meats and seafood, by age of respondent. Figure 50 Meat or seafood considered least healthy, by age, June 2004 “Which one of these is the least healthy?” Base: 1,000 adults aged 18+ All 18-24 25-34 35-44 45-54 55-64 65+ % % % % % % % Red meat 74 76 75 74 77 76 69 Poultry 8 12 15 8 6 3 8 Fish or seafood 6 8 5 5 6 8 8 Not sure 10 5 5 11 10 12 14 Refused 1 0 0 1 1 0 1 Mintel/TechnoMetrica Older respondents are less likely to name red meat as the least healthy meal choice, and more likely to be unsure as to what constitutes an unhealthy protein form. This suggests that there is some confusion surrounding what kinds of meat are least healthy, given various concerns about cholesterol, salmonella, mercury in fish, and other similar issues that abound. In fact, 10% of respondents reported that they are not sure which form of meat is the least healthy, this figure is noticeably higher among older respondents. Figure 51 shows attitudes towards health aspects of poultry relative to other meats and seafood, by household income. Figure 51 Meat or seafood considered least healthy, by household income, June 2004 “Which one of these is the least healthy?” Base: 1,000 adults aged 18+ All Under $30K $30K-$49.9K $50K-$74.9K $75K+ % % % % % Red meat 74 72 74 78 81 Poultry 8 9 11 9 5 Fish or seafood 6 10 6 4 5 Not sure 10 9 9 8 9 Refused 1 1 0 0 0 Mintel/TechnoMetrica Higher-income respondents are more likely than their lower-income counterparts to agree that red meat is the least healthy of meats surveyed for this report; these respondents are also most likely to purchase the more expensive filets and other fatty cuts of meat, which lend themselves to concerns about potential adverse health effects (see Mintel’s Red Meat—U.S., consumer intelligence, October 2004). Poultry is of least concern to the highest income group, which may be due to their purchasing the more expensive skinless and boneless cuts, known to be healthy food choices as opposed to some of the more processed forms of chicken available at lower cost. Attitudes towards poultry relative to other meats In order to explore the perception respondents have when it comes to the relative merits or potential issues of poultry when compared to red meat or fish/seafood, Mintel asked respondents a series of questions, the first of which was: “Which one of these is the most economical choice?” Figure 52 shows the topline results. Figure 52 Which meat or seafood is most economical, June 2004 Base: 1,000 adults aged 18+ All % Poultry 63 Red meat 21 Fish or seafood 11 Not sure 5 Refused 1 Mintel/TechnoMetrica Nearly three quarters of respondents believe that poultry is far better value than other forms of meat or fish. This strong level of agreement is a positive sign, particularly with the soft economy that has made consumers more price-conscious, a trend that is likely to continue for the foreseeable future. Red meat is seen as being most economical by less than a quarter of respondents, with poultry dominating in terms of economics at 63%. These results also indicate that, in spite of the fact that poultry prices have been on the rise, it is still seen as the more economical choice, as other forms of protein have also risen substantially in terms of price, in part due to high-protein diets increasing demand. Thus, while consumers may indeed be price-sensitive, they still view food items in a relative sense, and will gravitate towards those items that are less expensive than their counterparts in the meat/fish section of the grocery store. Figure 53 shows attitudes towards the economic value of poultry, other meat and seafood, by gender. Figure 53 Which meat or seafood is most economical, by gender, June 2004 “Which one of these is the most economical choice?” Base: 1,000 adults aged 18+ All Male Female % % % Poultry 63 59 67 Red meat 21 23 19 Fish or seafood 11 12 10 Not sure 5 6 4 Refused 1 1 1 Mintel/TechnoMetrica Male respondents were slightly more likely to view red meat as an economical choice, though both male and female respondents overwhelmingly chose poultry as the choice with the most value overall. Because women tend to be the primary grocery shoppers, and also more likely to purchase more healthful (and consequently, more expensive) forms of meat, it may actually be that men are less familiar with the cost of different forms of meat. Figure 54 shows consumer attitudes towards the value of poultry, other meat and seafood, by age of respondent. Figure 54 Which meat or seafood is most economical, by age, June 2004 “Which one of these is the most economical choice?” Base: 1,000 adults aged 18+ All 18-24 25-34 35-44 45-54 55-64 65+ % % % % % % % Poultry 63 49 52 63 72 74 68 Red meat 21 30 30 20 16 17 14 Fish or seafood 11 17 13 11 8 8 9 Not sure 5 4 4 6 3 1 8 Refused 1 0 1 1 1 0 1 Mintel/TechnoMetrica Respondents aged 45+ are most likely to view poultry as the most economical choice, though again, respondents of all ages chose poultry as being far more economical than red meat or seafood. Red meat and fish or seafood were chosen as value-laden choices by younger respondents most frequently, suggesting that these consumers are not as price-conscious as their older counterparts, or perhaps see benefits to choices other than poultry despite the fact that their price per pound may be higher than that of chicken and other types of poultry. Figure 55 shows attitudes towards economics of poultry, other meat and seafood, by household income. Figure 55 Which meat or seafood is most economical, by household income, June 2004 “Which one of these is the most economical choice?” Base: 1,000 adults aged 18+ All Under $30K $30K-$49.9K $50K-$74.9K $75K+ % % % % % Poultry 63 57 65 63 74 Red meat 21 25 22 24 14 Fish or seafood 11 12 9 10 9 Not sure 5 5 3 3 3 Refused 1 1 0 1 0 Mintel/TechnoMetrica As household income rises, there is an increasingly likelihood that respondents agree that poultry is the most economical choice of meats. Again, this may be more a factor of age, and younger respondents who are not as aware of how steeply prices for red meat and fish/seafood have risen in recent years may feel that these are not necessarily poor choices in terms of their value. Figure 56 shows consumer attitudes towards the economics of poultry, other meat and seafood, by region of respondent. Figure 56 Which meat or seafood is most economical, by region, June 2004 “Which one of these is the most economical choice?” Base: 1,000 adults aged 18+ All Northeast North Central South West % % % % % Poultry 63 65 58 64 64 Red meat 21 16 30 17 22 Fish or seafood 11 15 7 14 6 Not sure 5 4 5 4 6 Refused 1 1 1 0 1 Mintel/TechnoMetrica Respondents in the North Central region were more likely to agree that red meat is the most economical choice. Because the Midwest is cattle country, beef is likely to be less expensive and may be viewed as more of a staple than it is in other parts of the country. Thus, while more expensive overall than poultry or fish, it is still viewed as an economical choice because of its versatility and the fact that most people view a meal with red meat as a satisfying, “stick to your ribs” kind of meal. Conversely, fish or seafood is viewed as least economical in the North Central region as well as in the West; certainly, in the land-locked Midwest fish and seafood is more expensive than it would be on the East Coast, where even seafood is relatively inexpensive. Incidence of growing tired of eating meats In order to gauge whether respondents are growing tired of eating certain meats more so than others, Mintel asked respondents the following question: “Which one of these is something my family is tired of eating?” Figure 57 shows the topline results. Figure 57 Which meat or seafood is the family tired of eating, June 2004 Base: 1,000 adults aged 18+ All % Poultry 40 Red meat 23 Fish or seafood 7 Not sure 26 Refused 3 Mintel/TechnoMetrica Perhaps because poultry is viewed overwhelmingly as the most economical choice, it is also the one that 40% of respondents surmise their family is tired of eating. This problem is almost certainly exacerbated by the fact that in many households, little time is given to cooking different types of dishes. While marinated and semi-prepared chicken have yet to gain a foothold, this could be a potential opportunity for manufacturers to capitalize on the fact that, while consumers appreciate chicken for its versatility and economic value, they are also in need of new ways to prepare it, in order to avoid mutiny at the dinner table. Figure 58 shows incidence of growing tired of eating meats and seafood, by gender. Figure 58 Which meat or seafood is the family tired of eating, by gender, June 2004 “Which one of these is something my family is tired of eating?” Base: 1,000 adults aged 18+ All Male Female % % % Poultry 40 32 48 Red meat 23 26 19 Fish or seafood 7 8 7 Not sure 26 29 24 Refused 3 4 2 Mintel/TechnoMetrica Over a quarter of respondents were not sure how to answer this question, indicating a lack of knowledge or agreement relative to their household’s preferences. For those who did respond with a definitive answer, females were more likely to cite poultry as the primary culprit, while male respondents indicated red meat, though these response may have merely fallen along each gender’s preferences in general. Figure 59 shows incidence of growing tired of meat and seafood, by age of respondent. Figure 59 Which meat or seafood is the family tired of eating, by age, June 2004 “Which one of these is something my family is tired of eating?” Base: 1,000 adults aged 18+ All 18-24 25-34 35-44 45-54 55-64 65+ % % % % % % % Poultry 40 49 49 46 41 34 24 Red meat 23 27 22 26 21 25 17 Fish or seafood 7 8 8 6 8 8 8 Not sure 26 16 19 20 25 31 46 Refused 3 1 2 2 4 3 5 Mintel/TechnoMetrica Younger respondents are almost twice as likely to claim that their families are tired of eating poultry as the oldest respondents, indicating that the economical choice may be a bit too much of a staple in younger households. Figure 60 shows incidence of growing tired of eating meats and seafood, by region of respondent. Figure 60 Which meat or seafood is the family tired of eating, by region, June 2004 “Which one of these is something my family is tired of eating?” Base: 1,000 adults aged 18+ All Northeast North Central South West % % % % % Poultry 40 45 35 43 38 Red meat 23 26 26 20 22 Fish or seafood 7 2 10 8 8 Not sure 26 25 25 26 29 Refused 3 2 4 3 2 Mintel/TechnoMetrica Respondents in the South and Western regions of the country were least likely to claim that their families were tired of eating red meat, which may be due to the fact that people in these regions eat less red meat than consumers in the Northeast and North Central areas. While those residing in the Northeast are traditionally noted to have the most access to quality fish and seafood, this apparently does not translate into a weariness with fish/seafood on the dinner table, as only 2% of respondents responded to this question citing this. The quality of fish and seafood and the variety available could be the reason for this result. Which meat is best suited for the grill In order to determine which meat respondents think is best suited for the grill, Mintel asked respondents the following question: “Which one of these is best suited for the grill?” Figure 61 shows the topline results. Figure 61 Which meat or seafood is best suited for the grill, June 2004 Base: 1,000 adults aged 18+ All % Red meat 68 Poultry 18 Fish or seafood 5 Not sure 9 Refused 1 Mintel/TechnoMetrica The majority of respondents reported that red meat is best suited for the grill. Grilling does lend itself well to red meat, as the high heat on either a gas or charcoal grill sears in the juices and makes for a tender steak more readily than one could prepare indoors. At the same time, the high heat often has a tendency to overcook quick-cooking meats such as poultry or fish, with fish also having a tendency to fall apart on the grill. Figure 62 shows which meat or seafood is considered best suited for the grill according to gender. Figure 62 Which meat or seafood is best suited for the grill, by gender, June 2004 “Which one of these is best suited for the grill?” Base: 1,000 adults aged 18+ All Male Female % % % Red meat 68 74 63 Poultry 18 13 21 Fish or seafood 5 4 5 Not sure 9 8 9 Refused 1 1 1 Mintel/TechnoMetrica Male respondents were more likely to select red meat as the optimal grilling choice, not surprising given men’s higher penchant for red meat in general. Women showed a higher likelihood for choosing poultry as the best suited for grilling relative to men. As discussed throughout this section, given women’s predisposition towards consuming chicken, it would stand to reason that they would find that chicken is the best choice for grilling. Figure 63 shows which meat or seafood is considered suited best for the grill, by household income. Figure 63 Which meat or seafood is best suited for the grill, by household income, June 2004 “Which one of these is best suited for the grill?” Base: 1,000 adults aged 18+ All Under $30K $30K-$49.9K $50K-$74.9K $75K+ % % % % % Red meat 68 65 65 77 76 Poultry 18 19 23 15 13 Fish or seafood 5 3 6 4 5 Not sure 9 11 5 4 4 Refused 1 1 1 0 2 Mintel/TechnoMetrica Respondents in the highest income brackets are more likely to find red meat the best grilling choice, which may be due to the fact that more expensive cuts of meat lend themselves better to grilling. Lean meats with less fat are less expensive than fattier cuts, and the high heat on a grill tends to dry out lean meat, thus leading price-conscious consumers to conclude that red meat is not necessarily the best choice for grilling. Conversely, there is not that much difference in quality with regards to poultry, in that level of fat is not a consideration. Thus, price does not necessarily factor into whether or not chicken is suitable for cooking on a grill. Which meat is easiest to prepare In order to gauge respondents’ attitudes about which meat or seafood is considered easiest to prepare, Mintel asked respondents the following question: “Which one of these is easiest to prepare?” Figure 64 shows the topline results. Figure 64 Which meat or seafood is easiest to prepare, June 2004 Base: 1,000 adults aged 18+ All % Red meat 41 Poultry 35 Fish or seafood 15 Not sure 8 Refused 1 Mintel/TechnoMetrica Some 41% of respondents feel that red meat is the easiest to prepare, which may in large part be due to its versatility. It may be that red meat is viewed as more forgiving of novice cooking efforts, and flavorful enough in and of itself in steak form to not need elaborate recipes or preparation. Figure 65 shows which meat or seafood respondents think is easiest to prepare, by gender. Figure 65 Which meat or seafood is easiest to prepare, by gender, June 2004 “Which one of these is easiest to prepare?” Base: 1,000 adults aged 18+ All Male Female % % % Red meat 41 51 31 Poultry 35 27 42 Fish or seafood 15 12 18 Not sure 8 8 8 Refused 1 1 1 Mintel/TechnoMetrica Again, responses by male and female respondents fall in line with their general preferences, with male respondents claiming that red meat is easier to prepare relative to the women. This may also be due to cooking methods, as men tend to grill out more and find that throwing a steak on the grill is the simplest and easiest cooking option. Figure 66 shows which meat or seafood respondents think is easiest to prepare, by region of respondent. Figure 66 Which meat or seafood is easiest to prepare, by region, June 2004 “Which one of these is easiest to prepare?” Base: 1,000 adults aged 18+ All Northeast North Central South West % % % % % Red meat 41 32 45 40 45 Poultry 35 39 35 33 35 Fish or seafood 15 18 12 20 10 Not sure 8 10 7 6 9 Refused 1 1 2 0 1 Mintel/TechnoMetrica Respondents in the Northeast are most likely to find that poultry is easiest to prepare, while they are also least likely to see red meat as being easy to prepare. Midwesterners, accustomed to cooking with red meat as are those in the Western region of the U.S., agree that red meat is easiest to prepare relative to poultry or fish/seafood. It is interesting to note that those in the South are more likely than other regions to find that fish/seafood is easy to prepare, which may be ascribed to the prevalence of various kinds of fish and seafood in southern cooking.
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- Figure 28: Incidence of eating other types of poultry, by key demographic variables, June 2004
- Figure 29: How often poultry is eaten, June 2004
- Figure 30: How often poultry is eaten, by gender, June 2004
- Figure 31: How often poultry is eaten, by household income, June 2004
- Figure 32: How often poultry is eaten, by region, June 2004
- Figure 33: Where poultry is usually purchased, June 2004
- Figure 34: Where poultry is usually purchased, by household income, June 2004
- Figure 35: Where poultry is usually purchased, by region, June 2004
- Figure 36: Preferences for type of chicken, June 2004
- Figure 37: Preferences for type of chicken, by gender, June 2004
- Figure 38: Preferences for type of chicken, by age, June 2004
- Figure 39: Preferences for type of chicken, by household income, June 2004
- Figure 40: Preferences for type of chicken, by marital status, June 2004
- Figure 41: Preferences for type of chicken, by region, June 2004
- Figure 42: Concerns related to meat or poultry consumption, April 2004
- Figure 43: Concerns related to meat or poultry consumption, by gender, June 2004
- Figure 44: Concerns related to meat or poultry consumption, by age, June 2004
- Figure 45: Concerns related to meat or poultry consumption, by household income, June 2004
- Figure 46: Concerns related to meat or poultry consumption, by presence of children, June 2004
- Figure 47: Which meat or seafood is most likely to be tainted, June 2004
- Figure 48: Which meat or seafood is most likely to be tainted, by age, June 2004
- Figure 49: Meat or seafood considered least healthy, June 2004
- Figure 50: Meat or seafood considered least healthy, by age, June 2004
- Figure 51: Meat or seafood considered least healthy, by household income, June 2004
- Figure 52: Which meat or seafood is most economical, June 2004
- Figure 53: Which meat or seafood is most economical, by gender, June 2004
- Figure 54: Which meat or seafood is most economical, by age, June 2004
- Figure 55: Which meat or seafood is most economical, by household income, June 2004
- Figure 56: Which meat or seafood is most economical, by region, June 2004
- Figure 57: Which meat or seafood is the family tired of eating, June 2004
- Figure 58: Which meat or seafood is the family tired of eating, by gender, June 2004
- Figure 59: Which meat or seafood is the family tired of eating, by age, June 2004
- Figure 60: Which meat or seafood is the family tired of eating, by region, June 2004
- Figure 61: Which meat or seafood is best suited for the grill, June 2004
- Figure 62: Which meat or seafood is best suited for the grill, by gender, June 2004
- Figure 63: Which meat or seafood is best suited for the grill, by household income, June 2004
- Figure 64: Which meat or seafood is easiest to prepare, June 2004
- Figure 65: Which meat or seafood is easiest to prepare, by gender, June 2004
- Figure 66: Which meat or seafood is easiest to prepare, by region, June 2004
Future & Forecast
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- Future trends
- Further consolidation
- Beef supply tight
- Increase for non-chicken poultry
- Challenges for uncooked meats
- More demand for organic or natural
- Market forecast
- Overview
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- Figure 67: Forecast of total U.S. retail sales of poultry, at current and constant prices, 2004-2009
- Fresh and frozen chicken parts
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- Figure 68: Forecast of U.S. sales of fresh and frozen chicken parts, at current and constant prices, 2004-2009
- Fresh and frozen whole chickens
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- Figure 69: Forecast of U.S. sales of fresh and frozen whole chickens, at current and constant prices, 2004-2009
- Other poultry
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- Figure 70: Forecast of U.S. sales of other poultry, at current and constant prices, 2004-2009
- Forecast factors
Market Size & Segmentation-Update
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- Overview
- Industry leaders
- Organic chicken
- Free-range chicken
- Organic industry leaders
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- Figure 71: Sales of poultry, by type, 2004 and 2005
- Fresh and frozen chicken parts
- Fresh and frozen whole chickens
- Other poultry
- Poultry outlook
Appendix: New Product Briefs
Appendix: Trade Associations
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