Table of Contents
Executive Summary
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- Overview
- The market
- Poultry sales to reach $29.1 billion in 2019
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- Figure 1: Total US retail sales and fan chart forecast of poultry, at current prices, 2009-19
- Chicken parts represent nearly two thirds of the category
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- Figure 2: Total US retail sales of poultry, by segment, at current prices, 2012 and 2014
- Health and affordability drive the category forward
- Key players
- Tyson, private label represent more than half of category sales
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- Figure 3: MULO sales of frozen and refrigerated poultry, by leading companies, rolling 52 weeks 2014
- The consumer
- 92% of US households buy some type of poultry
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- Figure 4: Poultry purchased – Any, August 2014
- Poultry viewed as versatile, quick and convenient
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- Figure 5: Reasons for buying poultry – Any rank, Top five, August 2014
- Nearly one quarter buying more chicken at restaurants
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- Figure 6: Behaviors related to poultry, Top five, August 2014
- Consumers want more information about poultry processing and origin
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- Figure 7: Agreement with attitudes toward poultry, Top five, August 2014
- What we think
Issues and Insights
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- What impact do food safety issues have on the category?
- Issues
- Insight: Consumers have concerns and want more handling information
- What factors are most influential on consumer poultry purchases?
- Issues
- Insight: What’s not in poultry is as important as where it comes from
- Where is there opportunity to help sustain future category growth?
- Issues
- Insight: Consumers will pay more for value-added poultry, love variety and versatility
Trend Applications
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- Trend: Locavore
- Trend: Factory Fear
- Trend: Help Me Help Myself
Market Size and Forecast
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- Key points
- Sales and forecast of poultry
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- Figure 8: Total US retail sales and forecast of poultry, at current prices, 2009-19
- Figure 9: Total US retail sales and forecast of poultry, at inflation-adjusted prices, 2009-19
- Poultry sales to reach $29.1 billion in 2019
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- Figure 10: Total US retail sales and fan chart forecast of poultry, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Meat production declines and higher prices positively impact the category
- Positive affordability and health perceptions
Competitive Context
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- Key points
- Poultry’s foodservice presence grows
- Red meat, seafood, and poultry all face food safety concerns
- Rising red meat prices likely to attract more consumers to poultry
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- Figure 11: Agreement with attitudes/Opinions About Diet and Health, April 2007-June 2014
Segment Performance
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- Key points
- Chicken parts represent nearly two thirds of category
- Sales of poultry, by segment
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- Figure 12: Total US retail sales of poultry, by segment, at current prices, 2012 and 2014
- Whole chicken segment declines slightly
- Sales and forecast of whole chicken
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- Figure 13: Total US retail sales and forecast of whole chicken, at current prices, 2009-19
- Chicken parts segment to grow an additional 17%
- Sales and forecast of chicken parts
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- Figure 14: Total US retail sales and forecast of chicken parts, at current prices, 2009-19
- Other poultry segment experiences strongest growth
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- Figure 15: Total US retail sales and forecast of other poultry, at current prices, 2009-19
Retail Channels
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- Key points
- Poultry sales across channels grow
- Sales of poultry, by channel
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- Figure 16: Total US retail sales of poultry, by channel, at current prices, 2012 and 2014
Leading Companies and Brand Analysis
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- Key points
- Tyson, private label represent more than half of category sales
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- Figure 17: Tyson “Pick Fresh” Video, October 2014
- Manufacturer sales of poultry
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- Figure 18: MULO sales of frozen and refrigerated poultry, by leading companies, rolling 52 weeks 2013 and 2014
- Tyson Foods represents more than one third of chicken sales
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- Figure 19: Tyson “Mr. Appetite” Video, September 2014
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- Figure 20: Perdue “Fresh Taste” Video, august 2014
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- Figure 21: Just BARE Chicken, “Chicken +5 Ingredient Challenge” Video, January 2014
- Manufacturer sales of frozen and refrigerated chicken
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- Figure 22: MULO sales of frozen and refrigerated chicken, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 23: MULO sales of frozen and refrigerated chicken, by leading companies, rolling 52 weeks 2013 and 2014 (CONT)
- 64% of households purchase poultry, private label leads across measures
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- Figure 24: Key purchase measures for the top chicken brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
- Figure 25: Key purchase measures for the top chicken brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current) (CONT)
- Hormel Foods leads turkey segment sales
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- Figure 26: Jennie-O “Jennie-O brings a better taco to the Iowa taco ride” Video, December 2013
- Manufacturer sales of frozen and refrigerated turkey
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- Figure 27: MULO sales of frozen and refrigerated turkey, by leading companies, rolling 52 weeks 2013 and 2014
- 29% of households purchase turkey, Hormel leads in brand loyalty
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- Figure 28: Key purchase measures for the top turkey brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
- Little competition for Tyson in other poultry segment
- Manufacturer sales of other poultry
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- Figure 29: MULO sales of frozen and refrigerated other poultry, by leading companies, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Products with new packaging grow 62%
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- Figure 30: Poultry product launches, by launch type, 2009-14*
- Free-from claims grow most over last five years
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- Figure 31: Poultry product launches, by top 10 claims, 2009-14*
- Tyson, store brands lead in product launches
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- Figure 32: Poultry product launches, by top 10 companies, 2009-14*
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- Figure 33: Poultry product launches, by private label, 2009-14*
- Meal-specific poultry
- Authenticity and product origin
Poultry Purchased
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- Key points
- 92% of US households buy some type of poultry
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- Figure 34: Poultry purchased – Any, by age, August 2014
- 18-34s buying various chicken formats
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- Figure 35: Poultry purchased – Chicken (fresh or frozen), by gender and age, August 2014
- Men more likely to buy nearly all types of turkey than women
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- Figure 36: Poultry purchased – Turkey (fresh or frozen), by gender, August 2014
- Three quarters of adults have not purchased other types of poultry
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- Figure 37: Poultry Purchased – Other poultry, eg duck, goose, hen (fresh or frozen), by age, August 2014
Types of Poultry Purchased
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- Key points
- Men more likely to have purchased organic, local poultry
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- Figure 38: Types of poultry purchased, by gender, August 2014
- Younger generations more interested in corn and vegetarian-fed poultry
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- Figure 39: Types of poultry purchased, by generations, August 2014
Reasons for Buying Poultry
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- Key points
- Younger consumers buying poultry for health, older consumers for price
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- Figure 40: Reasons for buying poultry – Any rank, by age, August 2014
- Other poultry purchased for health, flavor
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- Figure 41: Reasons for buying poultry – Any rank, by poultry purchase, August 2014
Behaviors Related to Poultry
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- Key points
- Younger generations buying more poultry away from home
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- Figure 42: Domino’s “Failure is an Option” Video, April 2014
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- Figure 43: Behaviors related to poultry, by generations, August 2014
- Other poultry buyers more likely to shop at farmer’s markets
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- Figure 44: Behaviors related to poultry, by poultry purchase, August 2014
Most Important Factors When Buying Poultry
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- Key points
- Men place more value on flavor, organic, and free range poultry
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- Figure 45: Most important factors when buying poultry – Any rank, by gender, August 2014
- Low price less important to other poultry purchases
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- Figure 46: Most important factors when buying poultry – Any rank, by poultry purchase, August 2014
Attitudes toward Poultry
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- Key points
- Consumers want more information about poultry processing and origin
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- Figure 47: Agreement with attitudes toward poultry, by gender, August 2014
- Higher income households willing to pay more for nutrition, certification
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- Figure 48: Agreement with attitudes toward poultry, by household income, August 2014
Race and Hispanic Origin
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- Key points
- Hispanics most likely to buy any type of poultry
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- Figure 49: Poultry purchased – Any, by race/Hispanic origin, August 2014
- Hispanics more likely to buy organic, free range poultry
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- Figure 50: Types of poultry purchased, by race/Hispanic origin, August 2014
- Figure 51: Most important factors when buying poultry – Any rank, by race and Hispanic origin, August 2014
- Product variety drives purchase among Hispanics
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- Figure 52: Reasons for buying poultry – Any rank, by Hispanic origin, August 2014
- Hispanics loyal to a single retail channel
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- Figure 53: Behaviors related to poultry, by Hispanic origin, August 2014
- Hispanics concerned about food safety, would pay more for certification
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- Figure 54: Agreement with attitudes toward poultry, by race and Hispanic origin, August 2014
Consumer Segmentation
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- Figure 55: Poultry clusters, August, 2014
- Group one: Variety Lovers
- Demographics
- Characteristics
- Opportunities
- Group two: Poultry Connoisseurs
- Demographics
- Characteristics
- Opportunities
- Group three: Practical Purchasers
- Demographics
- Characteristics
- Opportunities
- Cluster characteristic tables
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- Figure 56: Target clusters, August 2014
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- Figure 57: Poultry purchased – Any, by target clusters, August 2014
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- Figure 58: Poultry purchased – Chicken (fresh or frozen), by target clusters, August 2014
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- Figure 59: Poultry purchased – Turkey (fresh or frozen), by target clusters, August 2014
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- Figure 60: Poultry Purchased – Other poultry, eg duck, goose, hen (fresh or frozen), by target clusters, August 2014
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- Figure 61: Types of poultry purchased, by target clusters, August 2014
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- Figure 62: Reasons for buying poultry – Any rank, by target clusters, August 2014
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- Figure 63: Behaviors related to poultry, by target clusters, August 2014
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- Figure 64: Most important factors when buying poultry – Any rank, by target clusters, August 2014
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- Figure 65: Agreement with attitudes toward poultry, by target clusters, August 2014
- Cluster demographic tables
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- Figure 66: Target clusters, by demographic, August 2014
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Figure 67: Poultry purchased, August 2014
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- Figure 68: Reasons for buying poultry – Any rank, by race/Hispanic origin, August 2014
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- Figure 69: Agreement with attitudes toward poultry, by poultry purchase, August 2014
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Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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