- Contents
- *Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
What you need to know
The $24.1 billion poultry category increased 16% from 2009-14 and is expected to grow an additional 21% over the next five years. Despite consumer concerns about how safe poultry is to eat, in light of recent salmonella outbreaks, the category continues to grow. Poultry remains an affordable and healthy protein alternative to red meat, especially as red meat prices continue to rise, and consumers value its versatility.
Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:
The most popular types of poultry purchased, including format, as well as important product claims consumers look for when buying poultry, such as organic, antibiotic free, and locally-sourced.
Motivations for purchasing poultry, including drivers related to health, convenience, and flavor.
Behaviors related to poultry, and the most important factors consumers consider when purchasing poultry.
Consumer attitudes toward poultry related to product safety, and manufacturer and retailer trust.
Definition
This report builds on the analysis presented in Mintel’s Poultry—US, November 2013, as well as reports in 2012, 2010, 2008, 2007, 2006, and 2005 of the same title. It focuses primarily on uncooked poultry, both fresh and frozen, sold through retail channels for consumption at home.
This report covers three main segments of poultry:
Fresh and frozen chicken parts, including boneless cuts
Fresh and frozen whole chickens
Other poultry, fresh and frozen – this segment is primarily turkey, but also includes duck and other specialty birds
The market size includes both fresh, random-weight poultry, poultry sold at "butcher counters," refrigerated/frozen unprocessed poultry, and refrigerated/frozen processed poultry.
Frozen/refrigerated or shelf-stable prepared meals with poultry are excluded, as well as sliced lunch meat (turkey, chicken, etc). Also excluded are restaurant or foodservice sales.
Note: The market size in this report differs from the market size in Mintel’s Poultry—US, November 2013 report because of changes in the source data. The source data in this report includes point-of-sale data from expanded retail channels that were not previously available. This additional data resulted in revisions being made to previous estimates.
Value figures throughout this report are at (rsp) retail selling prices excluding sales tax unless otherwise stated.
Sales data
Market Size and Forecast: Total retail sales based on Information Resources, Inc. InfoScan Reviews; US Bureau of Labor Statistics; FreshLook Marketing; National Chicken Council
Segment Performance: Total retail sales based on Information Resources, Inc. InfoScan Reviews; US Bureau of Labor Statistics; FreshLook Marketing; National Chicken Council
Retail Channels: Based on Information Resources, Inc. InfoScan Reviews; US Bureau of Labor Statistics; FreshLook Marketing; National Chicken Council
Leading Companies and Brand Share: Based on MULO sales data from Information Resources, Inc. InfoScan Reviews. MULO is defined as Multi Outlet, representative of the following channels: total US Grocery, Mass, Total US Drug, Total Walmart, Dollar, Military, and Club
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through Lightspeed GMI to explore consumer consumption of/attitudes and behaviors toward poultry. Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was conducted in August 2014 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly over-samples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results and to allow for more precise parameter estimates from our reported findings. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.
Mintel has also analyzed data from Experian Marketing Services, using the Simmons NHCS (National Hispanic Consumer Study). The Experian Marketing Services, Simmons NHCS was carried out during April 2013-June 2014 and the results are based on the sample of 24,073 adults aged 18+, with results weighted to represent the US adult population.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that are also Hispanic, because Hispanics can be of any race.
Abbreviations
The following is a list of abbreviations used in this report.
| CPI | Consumer Price Index |
| ERS | Economic Research Service |
| FSIS | Food Safety and Inspection Service |
| GNPD | Global New Products Database |
| MULO | Multi Outlet, representative of the following channels: total US Grocery, Mass, total US Drug, total Walmart, Dollar, Military, and Club |
| NCS/NHCS | National Consumer Study /National Hispanic Consumer Study (Experian Marketing Services) |
| rsp | Retail selling price |
| USDA | United States Department of Agriculture |
Generations are discussed within this report, and they are defined as:
| World War II/Swing generations | Members of the WWII generation were born in 1932 or before and are aged 82 or older in 2014. Members of the Swing Generation were born from 1933-1945 and are aged 69-81 in 2014. |
| Baby Boomers | The generation born between 1946 and 1964. In 2014, Baby Boomers are between the ages of 50 and 68. |
| Generation X | The generation born between 1965 and 1976. In 2014, Gen Xers are between the ages of 38 and 49. |
| Millennials* | Born between 1977 and 1994, Millennials are aged 20 to 37 in 2014. |
| iGeneration | Born between 1995 and 2007, members of iGen are aged 7 to 19 in 2014. |
| Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2014, members of this as-yet unnamed generation are under age 7. |
* also known as Generation Y or Echo Boomers
In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:
| CPI | The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services. The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer's dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates. The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars. Based on Bureau of Labor Statistics definition. |
