Table of Contents
Introduction and Abbreviations
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- Introduction
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Steady growth continues
- Poultry remains a popular consumer choice
- Black and Hispanic consumers—high frequency users with specific tastes
- Cost and ease of preparation weigh in favor of poultry over other meats and fish
- With a caveat, consumers view poultry as healthy option
- More on-label recipes and individual portions needed
- Chicken parts still tops in sales, but other poultry has gained ground
- A concentrated market becoming more so
- Advertising picking up
- Supermarkets dominate but mass merchandisers gaining ground
- A positive but cautious outlook for an increasingly complex market
- Poultry sales forecast
Market Drivers
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- Sales continue to grow as Americans continue to eat more chicken
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- Figure 1: Per capita meat consumption, in lbs, 2003 and 2005
- Chicken is inexpensive…
- …and versatile
- Poultry benefits from healthier eating lifestyles
- Higher obesity rates and drive towards health make chicken a popular and ubiquitous meal choice
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- Figure 2: Prevalence of being overweight among children and adolescents aged 6-19, for selected years 1963-65 through 1999-2002
- Even consumers not on a diet make room for poultry in their diets
- Black and Hispanic populations a key focus for marketers
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- Figure 3: Frequency of poultry consumption, by race/ethnicity, June 2006
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- Figure 4: Tyson chicken pieces—girl power powered by Tyson, 2006
- Figure 5: U.S. households, by race/ethnicity, 1995-2005
- Avian flu epidemic fears weigh on market, increase domestic supply
- Public concern prevalent
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- Figure 6: Attitudes towards health and packaging issues regarding poultry, by gender, June 2006
- Avian influenza causes ripple effect
- Natural and organic poultry sales grow robustly
- Brands and manufacturers on the move
- Restaurants show spike in organic activity
- Wal-Mart set to transform market
Market Size and Trends
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- Market size
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- Figure 7: Total U.S. retail sales of poultry, at current and constant prices, 2001-06
- Wal-Mart’s contribution to sales
- Market trends
- New product launches: by form
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- Figure 8: New poultry product introductions, by form, 2001-06
- New product launches: turkey versus chicken
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- Figure 9: New poultry products, turkey vs. chicken, 2001-06
- Product packaging
- Restaurant trends
- Quick service restaurants lead trend toward more poultry offerings
Market Segmentation
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- Overview
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- Figure 10: Sales of poultry, segmented by type, 2003 and 2005
- Chicken parts
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- Figure 11: Sales of chicken parts, at current and constant prices, 2000-05
- Other poultry
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- Figure 12: Sales of other poultry, at current and constant prices, 2000-05
- Whole chicken
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- Figure 13: Sales of whole chicken, at current and constant prices, 2000-05
- FDM packaged poultry sales: An IRI Snapshot
- Overview
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- Figure 14: FDM sales of poultry, segmented by type, 2003 and 2005
- IQF Poultry
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- Figure 15: Sales of IQF poultry, segmented by type, 2003 and 2005
Supply Structure
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- Foreign trade
- Manufacturer sales
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- Figure 16: Manufacturer sales of poultry in the U.S., 2003 and 2005
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- Figure 17: Ready-to-cook chicken processed, by manufacturer, lbs per week, 2005
- Company Profiles
- Tyson Foods
- Pilgrim's Pride
- Perdue Farms
- Gold Kist, Inc.
- Sanderson Farms
- Koch Foods
- Jennie-O Turkey Store, Inc.
Advertising and Promotion
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- Overview and industry-wide initiatives
- Tyson
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- Figure 18: Tyson chicken pieces—girl power powered by Tyson, 2006
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- Figure 19: Tyson chicken pieces—family fun powered by Tyson, 2006
- Pilgrim’s Pride
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- Figure 20: Pilgrim’s Pride—raising chicken for our neighbors, 2006
- Perdue
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- Figure 21: Perdue Perfect Portions—perfectly sized, perfectly packaged, 2006
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- Figure 22: Perdue fresh chicken—all natural diet, 2006
Retail Distribution
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- Introduction
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- Figure 23: U.S. retail sales of poultry, by channel, 2004 and 2006
- Supermarkets
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- Figure 24: U.S. supermarket sales of poultry, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 25: U.S. mass merchandiser sales of poultry, at current and constant prices, 2001-06
- Wal-Mart
- Costco and Sam’s Club
- Butcher shops and neighborhood markets
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- Figure 26: U.S. butcher shop/neighborhood market sales of poultry, at current and constant prices, 2001-06
- Other channels
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- Figure 27: U.S. other channels sales of poultry, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- Purchasing factors
- Purchasing venues
- Frequency of use
- How poultry is eaten
- Attitudes towards health and packaging
- Lifestyle analysis
- Consumption of poultry
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- Figure 28: Incidence of poultry consumption, by type, by gender, June 2006
- Household usage of chicken and turkey
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- Figure 29: Household usage of chicken and turkey, by type and cut/part, 2001-05
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- Figure 30: Household usage of chicken and turkey, by type and cut/part, by race/ethnicity, 2005
- Attitudes toward meat, poultry and fish
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- Figure 31: Consumer opinions about meat, poultry and fish, June 2006
- Economics of choice
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- Figure 32: Perception of meat, poultry and fish as the most economical choice, by age, June 2006
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- Figure 33: Perception of meat, poultry and fish as the most economical choice, by race/ethnicity, June 2006
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- Figure 34: Perception of meat, poultry and fish as the most economical choice, by region, June 2006
- Something I am most tired of eating
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- Figure 35: Perception of meat, poultry and fish as something I am most tired of eating, by age, June 2006
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- Figure 36: Perception of meat, poultry and fish as something I am most tired of eating, by household income, June 2006
- The least healthy
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- Figure 37: Perception of meat, poultry and fish as the least healthy option, by gender, June 2006
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- Figure 38: Perception of meat, poultry and fish as the least healthy option, by age, June 2006
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- Figure 39: Perception of meat, poultry and fish as the least healthy option, by household income, June 2006
- Easiest to prepare
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- Figure 40: Perception of meat, poultry and fish as the easiest to prepare, by gender, June 2006
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- Figure 41: Perception of meat, poultry and fish as the easiest to prepare, by age, June 2006
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- Figure 42: Perception of meat, poultry and fish as the easiest to prepare, by race/ethnicity, June 2006
- Best suited for the grill
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- Figure 43: Perception of meat, poultry and fish as the best suited for the grill, by gender, June 2006
- Has the most risk of being tainted or carrying disease
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- Figure 44: Perception of meat, poultry and fish as having the highest risk of taint or disease, by gender, June 2006
- Retail distribution purchasing choices
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- Figure 45: Usual source of poultry purchases, retailer type, by gender, June 2006
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- Figure 46: Usual source of poultry purchases, retailer type, by household income, June 2006
- Frequency of eating poultry
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- Figure 47: Frequency of poultry consumption, by gender, June 2006
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- Figure 48: Frequency of poultry consumption, by age, June 2006
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- Figure 49: Frequency of poultry consumption, by race/ethnicity, June 2006
- How poultry is eaten during dinner
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- Figure 50: How poultry is eaten at dinner, June 2006
- Attitudes towards poultry-related health and packaging issues
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- Figure 51: Attitudes towards poultry health and packaging issues, by gender, June 2006
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- Figure 52: Attitudes towards poultry health and packaging issues, by age, June 2006
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- Figure 53: Attitudes towards poultry health and packaging issues, by race/ethnicity, June 2006
- Household usage of fish and other meat by chicken and turkey users
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- Figure 54: Usage of fish and other meat, by fresh and frozen chicken and turkey users, May 2004-May 2005
- Purchasing by lifestyle group
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- Figure 55: Usage of chicken, by top and bottom cohorts, May 2004-May 2005
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- Figure 56: Cohort descriptors, chicken and turkey (most and least likely users)
Future and Forecast
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- Future trends
- More focus on convenience and value-added foods
- More information offered to combat fears of avian flu
- High price of fuel and commodities will impact prices
- More targeting of Hispanics and other ethnic groups
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- Figure 57: U.S. population, by Hispanic origin, 2001-11
- Baby Boomers provide room for growth
- Market forecast
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- Figure 58: Forecast of total U.S. sales of poultry, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Introductions
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