Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Sales data methodology
- Resources used for The Consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Stagnating sales and increased input costs
- Back to the farm: consistent interest in all-natural offerings
- Concern over poultry safety
- Market consolidation
- Supermarket sales strong, but channel migration continues
- Many different approaches to marketing and advertising
- Certain demographics display preference towards poultry
- Turkey needs more marketing outside of traditional holiday periods
- Few breakthrough product releases, packaging innovations prized
Market Drivers
-
- Poultry consumption is flat although turkey could be the salvation
-
- Figure 1: Poultry consumption, 2005-07
- “All natural” still a relevant claim, brands play a role
- Tyson champions its quality in the mass market
- Premium brands offer an alternative and have added benefit of easing fears
- Targeting the right consumer is key
- Unadulterated products of high interest
-
- Figure 2: Poultry attributes that lead to purchase, September 2007
- Cost of feeding chickens continues to rise…
- …but the cost of chicken at retail has not shown a corresponding increase (yet)
-
- Figure 3: Protein sources retail and wholesale prices 2003 to 2008 (est.)
- Consolidation among market leaders is likely to drive increased competition
- Retail channel migration may be bad for the poultry market
- The poultry confidence index
-
- Figure 4: Poultry Confidence Index, 2000-05
- Lower supply of poultry, but also lower export demand
- Lack of successful innovation (so far) in the poultry market
- Side item and private label influence
Market Size and Trends
-
- Market size
-
- Figure 5: Total U.S. retail sales of poultry, at current and constant prices, 2002-07
- Wal-Mart sales
- Market trends
- New product launches by type of storage
-
- Figure 6: Number of new poultry products, by type of storage, 2002-07
- New product launches: by claim
-
- Figure 7: Top claims for new poultry products, 2002-07
Market Segmentation
-
- Introduction
-
- Figure 8: Sales of poultry, segmented by type, 2005 and 2007
- Chicken parts
-
- Figure 9: Sales of chicken parts, at current and constant prices, 2002-07
- Whole chicken
-
- Figure 10: Sales of whole chicken, at current and constant prices, 2002-07
- Other poultry
-
- Figure 11: Sales of other poultry, at current and constant prices, 2002-07
- FDM packaged poultry sales: an IRI snapshot
- Overview
-
- Figure 12: FDM sales of poultry, segmented by type, 2005 and 2007
- IQF Poultry
-
- Figure 13: Sales of IQF poultry, segmented by type, 2005 and 2007
Supply Structure
-
- Manufacturer sales
-
- Figure 14: Manufacturer sales of poultry in the U.S., 2004 and 2006
- Ready-to-cook (RTC) chicken sales
-
- Figure 15: Graph: Share of largest poultry players, based on RTC chicken sales, by production, 2007
- Smaller, independent players have a competitive edge on freshness, but could lose out on economies of scale
Advertising and Promotion
-
- Focus on all natural, fresh, healthful and convenience have been key drivers
- Tyson
-
- Figure 16: Tyson 100% all natural antibiotic-free chickens
-
- Figure 17: Tyson chicken nuggets
-
- Figure 18: Tyson trimmed-and-ready chicken
- Perdue
-
- Figure 19: Fresh Perdue chicken
-
- Figure 20: Perdue perfect portions
- Pilgrim’s Pride
- Jennie-O
-
- Figure 21: Jennie-O oven-ready turkey
- In-restaurant promotion could lead to increased retail channel sales
- Packaging is an important differentiator
- Taglines are prominent amongst the major players
- Local producers promote their natural strengths
- Industry associations
Retail Distribution
-
- Introduction
-
- Figure 22: U.S. retail sales of red meat, fish, and poultry, by retail channel, 2005 and 2007
- Supermarkets
-
- Figure 23: U.S. supermarket sales of red meat, fish, and poultry, at current and constant prices, 2002-07
- Mass merchandisers and warehouse clubs
-
- Figure 24: U.S. mass merchandiser and warehouse club sales of red meat, fish, and poultry, at current and constant prices, 2002-07
- Other channels
-
- Figure 25: U.S. other channels sales of red meat, fish, and poultry, at current and constant prices, 2002-07
The Consumer
-
- Summary
- Consumption of poultry products
- Types of meat eaten regularly
-
- Figure 26: Types of meat eaten regularly, September 2007
-
- Figure 27: How chicken is usually prepared, September 2007
- Consumption of poultry
-
- Figure 28: Incidence of different types of poultry consumption, by gender, September 2007
- Household usage of chicken and turkey
-
- Figure 29: Household usage of different types of cut/part of chicken and turkey, by type and cut/part, 2001-06
-
- Figure 30: Household usage of different types of cut/part of chicken and turkey, by race/ethnicity, January-September 2006
- Household usage of fish and other meat by chicken and turkey users
-
- Figure 31: Usage of fish and other meat, by fresh and frozen chicken and turkey users, January-October 2006
- How often poultry eaters eat poultry
-
- Figure 32: Purchase of poultry in the past week, September 2007
-
- Figure 33: Purchase of poultry in the past week, September 2007, by gender and age, September 2007
-
- Figure 34: Purchase of poultry in the past week, by income and race/ethnicity, September 2007
-
- Figure 35: Purchase of poultry in the past week, September 2007, by region and presence of children in the household, September 2007
- Where respondents purchased poultry
-
- Figure 36: Where poultry was purchased in the past week, September 2007
- Poultry consumption away from home
-
- Figure 37: Eating poultry away from home in the past week, September 2007
-
- Figure 38: Places where poultry was eaten away from home in the past week, September 2007
- Attitudes towards packaging and safety
-
- Figure 39: Attitudes towards poultry packaging and safety, September 2007
- Respondents’ perception of issues related to poultry, other types of meat and seafood
-
- Figure 40: Perception of specific issues related to poultry, other types of meat and seafood, September 2007
- Age plays an important role
- Types of product attributes that induce purchases
-
- Figure 41: Poultry attributes that lead to purchase, September 2007
-
- Figure 42: Poultry attributes that lead to purchase, September 2007
Future and Forecast
-
- Market forecast
- Poultry market
-
- Figure 43: Forecast of total U.S. retail sales of poultry, at current and constant prices, 2007-12
- Chicken parts
-
- Figure 44: Forecast of U.S. retail sales of chicken parts, at current and constant prices, 2007-12
- Whole chicken
-
- Figure 45: Forecast of U.S. retail sales of whole chicken, at current and constant prices, 2007-12
- Other poultry
-
- Figure 46: Forecast of U.S. retail sales of other poultry, at current and constant prices, 2007-12
- Forecast factors
- Increasing production costs will adversely affect manufacturers
- More concentrated brand focus and continued channel migration away from supermarkets is expected to continue
- Increased innovation and improved marketing efforts are needed to drive future sales
Appendix: Trade Associations
Back to top