Table of Contents
Scopes and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
Executive Summary
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- Market at a glance
- Packaged poultry sales are meeting consumer needs
- Highly fragmented market lead by Tyson and private labels
- Supermarkets eclipse other outlets in the poultry market
- Incidence and frequency highest among under-35s and households with kids
- Opportunity to create value added poultry appealing those over age 55
- Poultry has status with consumers
- Consumers choose poultry in part based on claims made, and manufacturers are listening
- Ethnic consumers of poultry products
Insights and Opportunities
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- Convenience sells
- Fresh prep kitchen at the supermarket catching on
- Designer poultry?
- U.S. meat worth more?
- Poultry for college students
- Allergen free poultry
- Maximize merchandising
- Poultry entrées for Baby Boomers
Fast Forward Trends
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- Greenfluencers
- What's it about?
- What we’ve seen
- Opportunity/So what?
Market Size and Forecast
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- Key points
- Higher food costs put a small dent in poultry consumption in 2006-08
- Value added private label is key for future growth
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- Figure 1: Total U.S. retail sales of poultry, at current prices, 2003-13
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- Figure 2: Total U.S. retail sales of poultry, at inflation-adjusted prices, 2003-13
- Wal-Mart sales of frozen poultry
Competitive Context
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- Key points
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- Figure 3: Poultry consumption, 2006-08
- Figure 4: Protein sources’ retail and wholesale prices, 2004-09
- Market saturation makes growth a challenge
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- Figure 5: Going up: Chicken as a percentage of overall meat, poultry and fish consumption, 1960-2003
- Poultry consumption is flat although turkey could grow
Overall Segment Performance
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- Key points
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- Figure 6: Sales of poultry, segmented by type, 2006 and 2008
Segment Performance—Chicken Parts
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- Key points
- Ethnic flavors
- Affordable organic
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- Figure 7: Sales of chicken parts, 2003-13
Segment Performance—Whole Chicken
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- Key points
- Consumers like the value, but could use help with what to do with a whole chicken
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- Figure 8: Sales of fresh and frozen whole chicken, 2003-13
Segment Performance—Other Poultry
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- Key points
- Precooked convenience more appealing
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- Figure 9: Sales of other poultry, 2003-13
An IRI Snapshot—FDMx Packaged Poultry Sales
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- Key points
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- Figure 10: FDMx sales of poultry, segmented by type, 2006 and 2008
- Processed frozen poultry
- Key points
- New formats for “other poultry” spurs market gain
- Easy preparation spurs growth for chicken
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- Figure 11: FDMx sales of processed frozen poultry, segmented by type, 2003-08
- IQF frozen poultry
- Key points
- More eating occasions increases consumption
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- Figure 12: Per capita consumption of turkey, 1970-2007
- Innovation needed for future growth
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- Figure 13: FDMx sales of IQF poultry, segmented by type, 2003-08
- Refrigerated poultry
- Key points
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- Figure 14: FDMx sales of refrigerated poultry, segmented by type, 2003-08
Retail Channels
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- Introduction
- Key points
- Convenience channels can stimulate sales through single-serve selection
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- Figure 15: U.S. retail sales of red meat, fish, and poultry, by retail channel, 2006 and 2008
Retail Channels—Supermarkets
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- Supercenters and warehouse clubs stealing share
- Merchandising convenient solutions is key to future growth
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- Figure 16: U.S. supermarket sales of red meat, fish, and poultry, at current and constant prices, 2003-08
Retail Channels—Natural Channel/SPINS
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- Figure 17: Natural product supermarket retail sales of poultry, at current and constant prices, 2006-08*
- Natural channel sales of poultry by organic
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- Figure 18: Natural product supermarket retail sales of poultry, by organic, 2006-08
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Market Drivers
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- Key points
- Consumers look for purity claims when shopping
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- Figure 19: Attitudes towards packaging, hormones, and avian flu, by gender, September 2008
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- Figure 20: Important marketing attributes for poultry, September 2008
- Economic challenges lead to more meals at home
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- Figure 21: Average price of meal for a family of four at selected restaurant types, 2005-07
- Figure 22: Food sales at home and away from home, 2005-07
- Private label growing faster than average in FDMx
Leading Companies and Brand Share
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- Key points
- Market leader Tyson losing share
- Cargill climbing the ranks
- Private label—the second largest “brand”
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- Figure 23: Manufacturer sales of poultry in the U.S., 2007 and 2008
- Figure 24: New product introductions of poultry in the U.S., 2003-08
Brand Qualities
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- Perdue targets mom with dinner time solutions
- Foster Farms offers wellness-oriented buyers peace of mind
- Traditional burger stops target chicken market
Innovation and Innovators
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- Strong move to increase claims on the label
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- Figure 25: Top claims for new poultry products, 2003-08
- Products for time-constrained consumers
- Purity claims gaining momentum
Advertising and Promotion
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- Overview
- Building the brand
- Barber Foods Stuffed Chicken Breasts
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- Figure 26: Barber Foods, Wife rescues husband from refrigerator coma, 2008
- Tyson
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- Figure 27: Tyson, Family stands on chairs & thanks mom, 2008
- Brand differentiation
- Foster Farms Chicken
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- Figure 28: Foster Farms, Arkansas is the opposite of California, 2008
- Figure 29: Foster Farms, Chickens get car towed/New tagline, 2008
- Solutions in the kitchen
- Perdue
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- Figure 30: Perdue, Jim & family confronts woman about roasterphobia, 2008
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- Figure 31: Perdue, Jim reads Goldilocks book, 2008
Consumers Talk about Poultry vs. Beef, Pork and Seafood
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- Figure 32: Incidence and frequency of eating poultry vs. beef, pork and seafood, September 2008
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- Figure 33: How meat is prepared, by type of meat, September 2008
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- Figure 34: Views about poultry vs. beef, pork and seafood, September 2008
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Consumption of Chicken or Turkey in the Past Week
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- Figure 35: Consumption of chicken or turkey in the past week, by age, September 2008
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Consumption of Chicken or Turkey at Home
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- Figure 36: Consumption of chicken or turkey at home in the past week, by age, September 2008
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Consumption of Chicken or Turkey away from Home
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- Figure 37: Consumption of chicken or turkey away from home in the past week, by age, September 2008
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Place Where Chicken or Turkey is Eaten away from Home
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- Figure 38: Place where chicken or turkey is eaten away from home, by age, September 2008
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Attitudes towards Packaging, Hormones and Avian Flu
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- Figure 39: Attitudes towards packaging, hormones, and avian flu, by age, September 2008
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Attitudes towards Value Added Products
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- Rotisserie chicken
- Other value added poultry
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- Figure 40: Attitudes towards value added products, September 2008
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- Figure 41: Attitudes towards value added products, by age, September 2008
Race and Ethnicity
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- Figure 42: Consumption of chicken or turkey in the past week, by race/ethnicity, September 2008
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- Figure 43: Consumption of chicken or turkey at home in the past week, by race/ethnicity, September 2008
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- Figure 44: Place of purchase of chicken or turkey eaten at home, by race/ethnicity, September 2008
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- Figure 45: Consumption of chicken or turkey away from home in the past week, by race/ethnicity, September 2008
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- Figure 46: Place where chicken or turkey is eaten away from home, by race/ethnicity, September 2008
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- Figure 47: Attitudes towards packaging, hormones, and avian flu, by race/ethnicity, September 2008
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- Figure 48: Important marketing attributes for poultry, by race/ethnicity, September 2008
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- Figure 49: Attitudes towards value added products, by race/ethnicity, September 2008
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Cluster Analysis
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- High Flyers
- Who they are
- Opportunity
- Frequent Flyers
- Who they are
- Opportunity
- Plain Birds
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 50: Poultry clusters, October 2008
- Figure 51: Consumption of poultry, by poultry clusters, October 2008
- Figure 52: How poultry is prepared, by poultry clusters, October 2008
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- Figure 53: Views about poultry, by poultry clusters, October 2008
- Figure 54: Incidence of consumption of poultry in the past week, by poultry clusters, October 2008
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- Figure 55: Attitudes towards packaging, hormones, and avian flu, by poultry clusters, October 2008
- Figure 56: Important marketing attributes for poultry, always or usually look for, by poultry clusters, October 2008
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- Figure 57: Attitudes towards value added products (purchase frequently), by poultry clusters, October 2008
- Figure 58: Frequency of eating poultry in the past week, at home and away from home, by poultry clusters, October 2008
- Cluster demographics
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- Figure 59: Poultry clusters, by gender, October 2008
- Figure 60: Poultry clusters, by age, October 2008
- Figure 61: Poultry clusters, by income, October 2008
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- Figure 62: Poultry clusters, by race, October 2008
- Figure 63: Poultry clusters, by Hispanic origin, October 2008
- Cluster methodology
Custom Consumer Groups
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- A study of younger vs. older white respondents
- The most economical choice
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- Figure 64: Type protein that is the most economical choice, white respondents, by age, September 2008
- Consumption of chicken or turkey in the past week
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- Figure 65: Consumption of chicken or turkey in the past week, white respondents, by age, September 2008
- Consumption of chicken or turkey at home
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- Figure 66: Consumption of chicken or turkey at home in the past week, white respondents, by age, September 2008
- Place where chicken or turkey is eaten away from home
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- Figure 67: Consumption of chicken or turkey away from home in the past week, white respondents, by age, September 2008
- Place where chicken or turkey is eaten away from home
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- Figure 68: Place where chicken or turkey is eaten away from home, white respondents, by age, September 2008
- Attitudes towards packaging, hormones, and avian flu
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- Figure 69: Attitudes on packaging, hormones, and avian flu, white respondents by age, September 2008
- Attitudes towards value added products
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- Figure 70: Attitudes towards value added products (purchase frequently), white respondents, by age, September 2008
Appendix: Other Useful Consumer Tables
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- Incidence and frequency of poultry consumption
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- Figure 71: Frequency of eating poultry vs. beef, pork and seafood, by gender, September 2008
- Consumption of chicken or turkey in the past week
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- Figure 72: Consumption of chicken or turkey in the past week, by income, September 2008
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- Figure 73: Consumption of chicken or turkey in the past week, by children in the household, September 2008
- Place of purchase for chicken or turkey eaten at home
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- Figure 74: Place of purchase of chicken or turkey eaten at home, by age, September 2008
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- Figure 75: Place of purchase of chicken or turkey eaten at home, by income, September 2008
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- Figure 76: Place of purchase of chicken or turkey eaten at home, by region, September 2008
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- Figure 77: Place of purchase of chicken or turkey eaten at home, by children in the household, September 2008
- Consumption of chicken or turkey away from home
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- Figure 78: Consumption of chicken or turkey away from home in the past week, by income, September 2008
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- Figure 79: Consumption of chicken or turkey away from home in the past week, by region, September 2008
- Place where chicken or turkey is eaten away from home
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- Figure 80: Place where chicken or turkey is eaten away from home, by children in the household, September 2008
- Attitudes towards value added products
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- Figure 81: Attitudes towards value added products, by children in the household, September 2008
Appendix: Trade Associations
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