Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Poultry gets a boost from the recession
- Poultry fairs well against the competition
- Poultry market led by chicken parts
- Supermarkets lead poultry sales
- Leading companies have successful 2009-10
- Frozen/refrigerated chicken
- Frozen/refrigerated turkey
- Frozen/refrigerated other poultry
- Innovation driven by convenience, purity, and BFY
- The poultry consumer
- Usage and frequency
- Popularity among consumers
- At-home and restaurant consumption
Insights and Opportunities
-
- Increasing poultry sales in urban communities
- International/ethnic options would increase poultry usage
- Communicate wholesomeness of ground turkey and chicken
- Freezer-friendly chicken
- Impulse-driven turkey leg sales could spur growth
- Great taste of fried—health benefits of baked
Inspire Insights
-
- Trend: The Fresh Factor
Market Size and Forecast
-
- Key points
- Chicken supplies will keep prices low
- Low prices will help chicken take share from red meat and turkey
- Sales and forecast of poultry
-
- Figure 1: Total U.S. retail sales of poultry, at current prices, 2005-15
- Figure 2: Total U.S. retail sales of poultry, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
-
- Figure 3: Total U.S. retail sales of poultry, with fan-chart forecast, 2005-15
- Walmart sales
Market Drivers
-
- Chicken consumption declined but more slowly than red meat
-
- Figure 4: Per capita consumption of poultry and livestock, 2005-10
- Poultry fits the bill for adults seeking low-fat food products
-
- Figure 5: Nutritional profiles of pork, beef, and chicken
- Hispanic households spend more on poultry
-
- Figure 6: Overall consumption frequency, by meat type, and Hispanic origin, April 2009-June 2010
-
- Figure 7: Average annual expenditures on food at home, by Hispanic origin, 2010*
- Figure 8: Population by race and Hispanic origin, 2005-15
- Recession benefits poultry sales
Competitive Context
-
- Key points
- Poultry versus red meat and fish
-
- Figure 9: U.S. retail prices for beef, pork and broilers, 2005-10
- Quick and tasty—competition from refrigerated and frozen foods
- GIPSA’s efforts to increase competition
- Food safety a top-of-mind consideration
- Import reduction may drive prices up at home
Segment Performance
-
- Key points
- Convenience and variety keep chicken parts in the lead
-
- Figure 10: Poultry product launches in U.S., by poultry type, 2005-10
- Other poultry sales hold the key to future innovations and sales expansion
- Sales of poultry in all retail
-
- Figure 11: Total U.S. sales of poultry, by segment, 2008-10
Segment Performance—Chicken Parts
-
- Key points
- Innovative use of chicken expands sales and offers competitive pricing
- Sales and forecast of chicken parts
-
- Figure 12: Total U.S. sales of chicken parts, 2005-15
Segment Performance—Whole Chickens
-
- Key points
- Whole chickens wins on price—wings down
- Expand the market with new international-inspired whole chickens
-
- Figure 13: Retail prices for various poultry products, Sept. 2008-Sept. 2010
- Sales and forecast of whole chickens
-
- Figure 14: Total U.S. sales and forecast of whole chickens, at current prices, 2005-15
Segment Performance—Other Poultry
-
- Key points
- Millennials are key for growth
- Make turkey the “party bird” for entertaining and growing sales
- Sales and forecast of other poultry
-
- Figure 15: Total U.S. sales and forecast of other poultry, at current prices, 2005-15
Retail Channels
-
- Key points
- Outlets where consumers buy meat eaten at home
-
- Figure 16: Outlets where consumers buy meat eaten at home, July/August 2010
- Sales of poultry, by channel
-
- Figure 17: Total U.S. sales of poultry, by channel, 2008 and 2010
- Supermarket/food stores’ sales of poultry
-
- Figure 18: Grocery and specialty food stores’ sales of poultry, at current prices, 2005-10
- Supercenters and warehouse clubs’ sales of poultry
-
- Figure 19: Supercenters and warehouse clubs’ sales of poultry, at current prices, 2005-10
- Other retailers’ sales of poultry
-
- Figure 20: Other retailers’ sales of poultry, at current prices, 2005-10
Retail Channels—Natural Supermarkets
-
- Key points
- Insights
- Sales of poultry in the natural channel
-
- Figure 21: Natural supermarket sales of poultry, at current prices, 2008-10
- Figure 22: Natural supermarket sales of poultry, at inflation-adjusted prices, 2008-10
- Natural channel sales by organic content
-
- Figure 23: Natural supermarket sales of poultry, by organic content, 2008 and 2010
Leading Companies
-
- Key points
- Three suppliers dominate market
- FDMx sales of poultry by manufacturer
-
- Figure 24: Manufacturer FDMx sales of poultry in the U.S., 2009 and 2010
Brand Share—Frozen/Refrigerated Chicken
-
- Key points
- Giant Tyson Foods, still growing faster than average—despite its size
- Perdue Farms leads growth with product differentiation
- Manufacturer and brand sales of frozen/refrigerated chicken
-
- Figure 25: Selected FDMx brand sales of frozen/refrigerated chicken, 2009 and 2010
Brand Share— Frozen/Refrigerated Turkey
-
- Key points
- Private label gobbles up competition
- Hormel Foods innovates to grow sales and value
-
- Figure 26: Selected FDMx brand sales of frozen/refrigerated turkey, 2009 and 2010
Brand Share—Frozen/Refrigerated Other Poultry
-
- Key points
- Tyson’s Cornish hens hold steady
- Convenient Cornish hens win sales
- Developing a U.S. web presence could lead to big win for Prepack Foods
- Manufacturer and brand sales of frozen/refrigerated other poultry
-
- Figure 27: Selected FDMx brand sales of frozen/refrigerated other poultry, 2009 and 2010
Innovations and Innovators
-
- Key points
- Poultry product launches divided evenly between chilled and frozen
-
- Figure 28: Poultry product launches, by storage type, 2005-10
- Convenient preparation and packaging
- Purity claims
- Meeting the wellness needs with fat-free poultry
- Other interesting trends—Co-branding and restaurant brands at home
-
- Figure 29: Top 10 claims on poultry product launches, 2005-10
- Innovations by company
- Tyson Foods
- Perdue Farms
- Jennie-O Turkey Store
- Aldi
- Target
-
- Figure 30: Top companies and brands with product launches across poultry, 2005-10
- Private label
-
- Figure 31: Private label versus name brand poultry product launches, 2005-10
Marketing Strategies
-
- Overview
- Poultry marketers highlight tasty meals in a hurry
- Barber foods stuffed chicken breasts
-
- Figure 32: Barber Foods Stuffed Chicken Breasts, TV ad, 2010
- Tyson Any’tizers
-
- Figure 33: Tyson Any’tizers, TV ad, 2010
- Tyson chicken nuggets
-
- Figure 34: Tyson Chicken Nuggets, TV ad, 2010
- Calming fears about safety
- Boar’s Head EverRoast Chicken Breast
-
- Figure 35: Boar’s Head EverRoast Chicken Breast, TV ad, 2010
- Springer Mountain Farms
-
- Figure 36: Springer Mountain Farms, TV ad, 2010
- Perdue Farms
-
- Figure 37: Perdue Chicken-- Jim Perdue dresses as a drill sergeant, TV ad, 2010
-
- Figure 38: Perdue Chicken-- Reporters ask about USDA process, TV ad, 2010
- Online initiatives
-
- Figure 39: Food network.com usage, by age, April 2009-June 2010
- Tyson
- ConAgra
Poultry Trends in Restaurants
-
- Foodservice losing sales to retail
-
- Figure 40: Trend of poultry sold in retail grocery versus foodservice, 2005-09
- QSRs increase value offerings and healthy options
-
- Figure 41: Top 10 poultry entrées on menus, 2007-10
Meat Usage
-
- Key points
- Household usage poultry, meat and seafood
-
- Figure 42: Household usage of meat and seafood, April 2009-June 2010
- Poultry usage by age and household income demographics
-
- Figure 43: Household usage of poultry, by age, April 2009-June 2010
-
- Figure 44: Household usage of poultry, by household income, April 2009-June 2010
Recent Meat Consumption Frequency
-
- Key points
- Overall consumption frequency
-
- Figure 45: Overall consumption frequency, by meat type, April 2009-June 2010
-
- Figure 46: Overall consumption frequency, by top three poultry types, by age, July/August 2010
- Recent consumption frequency
-
- Figure 47: Recent consumption frequency, by meat type, by gender, July/August 2010
-
- Figure 48: Recent consumption frequency, by meat type, by age, July/August 2010
Meat Preparation and Popularity in the Household
-
- Key points
- Meat preparation by meat type
-
- Figure 49: Meat preparation, by meat type, July/August 2010
- Consumer attitudes toward each meat type
-
- Figure 50: Consumer attitudes toward each meat type, July/August 2010
-
- Figure 51: Consumer attitudes toward poultry, by age, July/August 2010
-
- Figure 52: Consumer attitudes toward poultry, by household income, July/August 2010
Outlets Where Consumers Buy Meat
-
- Key points
- Foodservice outlets where consumers buy meat
-
- Figure 53: Foodservice outlets where consumers buy meat, by age, July/August 2010
- Retail outlets where consumers buy meat eaten at home
-
- Figure 54: Retail outlets where consumers “most often” buy meat eaten at home, by age, July/August 2010
Attitudes Toward Meat
-
- Key points
- Attitudes toward meat
-
- Figure 55: Attitudes toward meat, by gender, July/August 2010
-
- Figure 56: Attitudes toward meat, by age, July/August 2010
Innovations/Types of Meat of Interest to Consumers
-
- Key point
- Types/positioning of meat that consumers buy or are interested in
-
- Figure 57: Types/positioning of meat that consumers buy or are interested in, July/August 2010
- Top three convenient/premium meat varieties that consumers buy or are interested in
-
- Figure 58: Top three convenient/premium meat varieties that consumers buy or are interested in, by age, July/August 2010
Impact of Race and Hispanic Origin
-
- Key points
- Meat preparation by meat type
-
- Figure 59: Poultry preparation, by race/Hispanic origin, July/August 2010
- Consumer attitudes toward each meat type
-
- Figure 60: Consumer attitudes toward poultry, by race/Hispanic origin, July/August 2010
- Outlets where consumers buy meat eaten at home
-
- Figure 61: Outlets where consumers “most often” buy meat eaten at home, by Hispanic origin, July/August 2010
- Attitudes toward meat
-
- Figure 62: Attitudes toward meat, by race/Hispanic origin, July/August 2010
Cluster Analysis
-
- Flockers
- Demographics
- Characteristics
- Opportunity
- Gobblers
- Demographics
- Characteristics
- Opportunity
- Processors
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
-
- Figure 63: Poultry clusters, August 2010
- Figure 64: Overall consumption frequency, by poultry clusters, August 2010
-
- Figure 65: Recent consumption frequency, by poultry clusters, August 2010
- Figure 66: Attitudes toward meat, by poultry clusters, August 2010
- Cluster demographics
-
- Figure 67: Poultry clusters, by gender, August 2010
- Figure 68: Poultry clusters, by age group, August 2010
- Figure 69: Poultry clusters, by household income, August 2010
-
- Figure 70: Poultry clusters, by race, August 2010
- Figure 71: Poultry clusters, by Hispanic origin, August 2010
- Cluster methodology
Custom Consumer Groups
-
- Overall consumption frequency of poultry, by top three types
-
- Figure 72: Overall consumption frequency, by top three poultry types, by gender and age, July/August 2010
- Top three types/positioning of meat that consumers buy or are interested in
-
- Figure 73: Top three types/positioning of meat that consumers buy or are interested in, by gender and household income, July/August 2010
- Poultry usage among Mosaic groups
-
- Figure 74: Household usage of poultry, by Mosaic group, April 2009-June 2010
IRI/Builders—Key Household Purchase Measures
-
- Frozen/refrigerated poultry
- Overview
- Frozen/refrigerated chicken/chicken substitute
- Consumer insights on key purchase measures
- Brand map
-
- Figure 75: Brand map, selected brands of frozen/refrigerated chicken/chicken substitute buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
-
- Figure 76: Key purchase measures for the top brands of frozen/refrigerated chicken/chicken substitute, by household penetration, 2010*
- Frozen/refrigerated turkey/turkey substitute
- Consumer insights on key purchase measures
- Brand map
-
- Figure 77: Brand map, selected brands of frozen/refrigerated turkey/turkey substitute buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
-
- Figure 78: Key purchase measures for the top brands of frozen/refrigerated turkey/turkey substitute, by household penetration, 2010*
- Processed frozen/refrigerated chicken/chicken substitutes
- Consumer insights on key purchase measures
- Brand map
-
- Figure 79: Brand map, selected brands of frozen/refrigerated chicken/chicken substitutes buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
-
- Figure 80: Key purchase measures for the top brands of processed frozen/refrigerated chicken/chicken substitutes, by household penetration, 2010*
Appendix: Other Useful Consumer Tables
-
-
- Figure 81: Overall consumption frequency, by top three poultry types, by geographic region, July/August 2010
-
- Figure 82: Overall consumption frequency, by top three poultry types, by presence of children, July/August 2010
-
- Figure 83: Recent consumption frequency, by meat type, by household income, July/August 2010
-
- Figure 84: Frequency of usage in the last week, by meat type, July/August 2010
-
- Figure 85: Consumer attitudes toward poultry, by geographic region, July/August 2010
-
- Figure 86: Outlets where consumers buy meat, by household income, July/August 2010
-
- Figure 87: Outlets where consumers buy meat, by race/Hispanic origin, July/August 2010
-
- Figure 88: Poultry preparation, by age, July/August 2010
-
- Figure 89: Attitudes toward meat, by age, July/August 2010
-
- Figure 90: Attitudes toward meat, by presence of children, July/August 2010
-
- Figure 91: Top three types/positioning of meat that consumers buy or are interested in, by age, July/August 2010
-
- Figure 92: Top three types/positioning of meat that consumers buy or are interested in, by household income, July/August 2010
-
- Figure 93: Top three convenient/premium meat varieties that consumers buy or are interested in, by household income, July/August 2010
-
- Figure 94: Food network (television) usage, by age, April 2009-June 2010
-
Appendix: Trade Associations
Back to top