Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Steady but moderate growth between 2012 and 2017
- Gains spurred by increasing consumption
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- Figure 1: FDMx sales and fan chart forecast of poultry, at current prices, 2007-17
- Chicken parts account for well more than half of total market
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- Figure 2: Total U.S. sales of poultry products, by segment, 2011-12
- Market factors
- Poultry products represent low-fat meal option
- Ethnic consumers eat poultry more often than do white consumers
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- Figure 3: Population by race and Hispanic origin, 2007-17
- As the economic recovery drags on, consumers continue to cook at home more
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- Figure 4: Unemployment, January-September 2012
- Supermarkets dominate but mass merchandisers compete on price
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- Figure 5: Total U.S. sales of poultry products, by channel, at current prices, 2011 and 2012
- The poultry consumer
- Poultry usage
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- Figure 6: Use of meat, fish, poultry (fresh/frozen), January 2011-March 2012
- Respondents are most likely to buy premium quality
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- Figure 7: Types of meat purchased and interest in buying specific types more often, June 2012
- Consumption frequency
- Nearly four in 10 respondents have increased consumption in the last year
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- Figure 8: Changes to meat-eating habits in past year, June 2012
- Those-eating less poultry cite cost as main barrier
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- Figure 9: Reasons for-eating less poultry in the past year, June 2012
- Half say poultry is economical; nearly half say poultry is good value for the money
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- Figure 10: Opinions about various types of meat, June 2012
- Vast majority buy fresh and freeze unused portions
- What we think
Issues in the Market
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- Can chicken be positioned as even healthier?
- Will consumers flock to other poultry?
- How can brands encourage more poultry grilling?
Insights and Opportunities
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- Transparency in marketing will assuage fears of foodborne illness
- Convincing consumers that timesaving products are good value
- Providing individual wrapping and keeping green shoppers happy
Trend Applications
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- Trend: Survival Skills
- Trend: Prove It
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Moderate growth expected between 2012 and 2017
- Obesity rate likely to prompt many consumers to eat a healthier diet
- Blacks, Hispanics, and Asians eat poultry more frequently than whites
- Economic conditions remain unsettled; consumers still cooking at home to save money
- Poultry market size and forecast
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- Figure 11: Total U.S. retail sales and forecast of poultry, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of poultry, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: FDMx sales and fan chart forecast of poultry, at current prices, 2007-17
Market Drivers
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- Key points
- Poultry consumption edges upward; beef consumption declines
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- Figure 14: U.S. per capita meat consumption and long-term projections, by retail weight (in pounds), 2009-20
- Poultry represents low-fat meal option as obesity rates remain high
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- Figure 15: Types of meat purchased and interest in buying specific types more often, June 2012
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- Figure 16: Nutritional profiles of chicken, pork, and beef
- Overweight/obesity rate grows between 1998 and 2010
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- Figure 17: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2010
- Teen obesity rates
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- Figure 18: Prevalence of obesity among children and adolescents aged 2-19, 1976-2010
- Blacks, Hispanics, Asians eat poultry more frequently than do whites
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- Figure 19: Frequency of poultry consumption at home, by race/Hispanic origin, June 2012
- Ethnic populations grow more quickly than white population
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- Figure 20: Population by race and Hispanic origin, 2007-17
- Economic worries continue to prompt more cooking at home
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- Figure 21: Unemployment, January 2007-September 2012
- Consumer confidence fluctuates quarterly
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- Figure 22: Thomson Reuters/University of Michigan Index of Consumer Expectations, 2006-Q3 2012
Competitive Context
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- Key points
- Red meat and fish compete directly with poultry
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- Figure 23: U.S. retail price value for beef, pork, and broilers, 2005-11
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- Figure 24: Product launches in meat categories, 2009-12
- Frozen snacks pose challenge to the convenience of home cooking
- Food safety issues continue to plague the market
Segment Performance
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- Key points
- Chicken parts offer most convenience and variety
- Whole chicken sales grow slightly
- Other poultry grows most
- Sales of poultry products by segment
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- Figure 25: Total U.S. sales of poultry products, by segment, 2011-12
Segment Performance—Fresh and Frozen Chicken Parts
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- Key points
- Chicken parts segment produces most innovation
- Sales and forecast of fresh and frozen chicken parts
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- Figure 26: Sales and forecast of fresh and frozen chicken parts, at current prices, 2007-12
Segment Performance—Fresh and Frozen Whole Chickens
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- Key points
- Whole chickens suffer from consumers’ declining cooking skills
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- Figure 27: Retail prices for various poultry products, August 2010-August 2012
- Providing recipes that make cooking whole chickens less challenging
- Sales and forecast of fresh and frozen whole chickens
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- Figure 28: Sales and forecast of fresh and frozen whole chickens, at current prices, 2007-12
Segment Performance—Fresh and Frozen Other Poultry Products
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- Key points
- Other poultry products gain substantially in 2011 and 2012
- Encouraging turkey purchases beyond holidays
- Sales and forecast of fresh and frozen other poultry products
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- Figure 29: Sales and forecast of fresh and frozen other poultry products, at current prices, 2007-12
Retail Channels
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- Key points
- Supermarkets account for more than 46% of total U.S. sales
- Channel sales of poultry products
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- Figure 30: Total U.S. sales of poultry products, by channel, at current prices, 2011 and 2012
- Supermarkets leverage reputation as de facto food channel
- Supermarket sales of poultry products
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- Figure 31: Supermarket sales of poultry products, at current prices, 2007-12
- Mass merchandisers leverage price and convenience
- Drug channel leverages frozen
- Butcher shops, gourmet/specialty stores, natural foods stores serve unique needs
- Other retailer sales of poultry products
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- Figure 32: Other retailer sales of poultry products, at current prices, 2007-12
- Natural channel sales of poultry products
- Sales of poultry in the natural channel
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- Figure 33: Natural supermarket sales of poultry, at current prices, 2010-12*
- Figure 34: Natural supermarket sales of poultry, at inflation-adjusted prices, 2010-12*
- Natural channel sales of poultry by segment
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- Figure 35: Natural supermarket sales of poultry, by segment, 2010 and 2012*
- Natural channel sales of poultry by organic product claims
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- Figure 36: Natural supermarket sales of poultry, by organic claims, 2010 and 2012*
Leading Companies
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- Key points
- Three top companies as the industry veers toward further consolidation
- Private label comprises more than 20% of the total market
- Leading poultry products companies
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- Figure 37: Leading poultry products companies, 2011-12
Brand Share—Frozen/Refrigerated Chicken
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- Key points
- Tyson Grilled & Ready capitalizes on consumer demand for convenience
- Perdue emphasizes ready-to-cook aspect
- Smaller brands decline
- Private label increases share and sales more than leading national brands
- Leading chicken parts brands
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- Figure 38: Leading chicken parts brands, 2011-12
Brand Share—Frozen/Refrigerated Turkey
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- Key points
- Tyson makes up three quarters of the whole chicken segment
- Other brands comprise small share
- Leading whole chicken brands
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- Figure 39: Leading whole chicken brands, 2010-11
Brand Share—Frozen/Refrigerated Other Poultry
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- Key points
- Hormel grows 21.9% with value-added product line
- Cargill’s Honeysuckle White drops 37%
- Butterball catapults Maxwell Farms to 51.4% growth
- Private label grows 9.3%
- Leading other poultry products brands
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- Figure 40: Leading other poultry products brands, 2011-12
Innovation and Innovators
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- Key points
- Microwavable, no additives/preservatives top poultry product claims
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- Figure 41: Poultry product claims, 2009-12
- Premarinated, seasoned, and value-added chicken meals
- Quick meals for nutrition on the go
- Natural/organic
- International flavors keep poultry category fresh
- Zesty flavors take wing
Marketing Strategies
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- Overview
- Perdue farms
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- Figure 42: Brand analysis of Perdue, 2012
- Perdue TV spots
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- Figure 43: Perdue Perfect Portions television ad, 2012
- Figure 44: Perdue Chicken television ad, 2012
- Online initiatives
- Foster Farms
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- Figure 45: Brand analysis of Foster Farms, 2012
- Foster Farms TV spots
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- Figure 46: Foster Farms television ad, 2012
- Figure 47: Foster Farms television ad, 2012
- Online initiatives
Poultry Usage and Purchases
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- Key points
- Fresh chicken used more than frozen
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- Figure 48: Meat, fish, poultry (fresh/frozen), February 2007-March 2012
- Those aged 65+ least likely to use fresh or frozen poultry
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- Figure 49: Meat, fish, poultry (fresh/frozen), by age, January 2011-March 2012
- $100K+ most likely to use some fresh poultry products
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- Figure 50: Meat, fish, poultry (fresh/frozen), by household income, January 2011-March 2012
- Penetration is high for meat products, and for fresh chicken
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- Figure 51: Meat, fish, poultry (fresh/frozen), February 2007-March 2012
- 18-44s most likely to use frozen chicken; seniors least likely to use any
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- Figure 52: Meat, fish, poultry (fresh/frozen), by age, January 2011-March 2012
- Chicken purchased far more than turkey
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- Figure 53: Purchases, by gender, June 2012
- 18-34s least likely to buy turkey, most likely to buy chicken nuggets/patties
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- Figure 54: Purchases, by age, June 2012
- $25K or less least likely to buy chicken or turkey
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- Figure 55: Purchases, by household income, June 2012
Types of Poultry Purchased
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- Key points
- More than half always/usually/sometimes buy premium, U.S.-sourced
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- Figure 56: Types of meat purchased and interest in buying specific types more often, June 2012
- Younger respondents most likely to always/usually buy natural/organic
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- Figure 57: Types of meat always/usually purchased, by age, June 2012
- Women most likely to buy healthy, ethical products if they are better value
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- Figure 58: Interest in buying specific types of meat more often, by gender, June 2012
- $25K-74.9K most likely to buy healthy, ethical products if at better value
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- Figure 59: Interest in buying specific types of meat more often, by household income, June 2012
Poultry Consumption
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- Key points
- More than nine in 10 eat chicken; more than eight in 10 eat turkey
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- Figure 60: Consumption of poultry, June 2012
- Women most likely to say others in their household eat chicken or turkey
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- Figure 61: Consumption of poultry, by gender, June 2012
- 35-44s most likely to say children <12 in household eat chicken/turkey
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- Figure 62: Consumption of poultry, by age, June 2012
- $50K+ most likely to say another adult in the household eats poultry
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- Figure 63: Consumption of poultry, by household income, June 2012
Poultry Consumption Frequency
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- Key points
- Respondents eat chicken cooked at home most frequently
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- Figure 64: Frequency of poultry consumption at home, by gender, June 2012
- 18-34s most likely to eat poultry frequently
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- Figure 65: Frequency of poultry consumption at home, by age, June 2012
- $150K+ most likely to eat whole chicken and portioned chicken frequently
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- Figure 66: Frequency of poultry consumption at home, by household income, June 2012
Types of Retailers, Restaurants Used
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- Key points
- Retail food stores top restaurants for poultry consumption
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- Figure 67: Retailers, restaurants used for poultry and meat consumption, by type of retailer/restaurant, by gender, June 2012
- 18-44s most likely to buy at retail food stores and restaurants
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- Figure 68: Retailers and restaurants used for poultry and meat consumption, by type of retailer/restaurant, by age, June 2012
- Buying from club stores, natural foods stores rises with household income
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- Figure 69: Retailers, restaurants used for poultry and meat consumption, by type of retailer/restaurant, by household income, June 2012
Changes in Meat-eating Habits in the Past Year
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- Key points
- Nearly four in 10 are-eating more meat, including poultry, in past year
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- Figure 70: Changes to meat-eating habits in past year, by gender, June 2012
- 18-24s most likely to be-eating more poultry and meat in the last year
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- Figure 71: Changes to meat-eating habits in past year, by age, June 2012
- $25K or less-eating less poultry and meat in the last year
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- Figure 72: Changes to meat-eating habits in past year, by household income, June 2012
Reasons for-eating Less Poultry
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- Key points
- Cost cited as purchase obstacle by more than three in 10
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- Figure 73: Reasons for-eating less poultry in the past year—Poultry, by gender, June 2012
- 18-34s most likely to cite cost as prohibitive
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- Figure 74: Reasons for-eating less poultry in the past year—Poultry, by age, June 2012
- $50K or less most likely to eat less because poultry is too expensive
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- Figure 75: Reasons for-eating less poultry in the past year—Poultry, by household income, June 2012
Opinions about Poultry, Other Meats
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- Key points
- More than half feel poultry, other meats are economical
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- Figure 76: Opinions about various types of meat, by gender, June 2012
- Older respondents most likely to agree poultry is economical
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- Figure 77: Opinions about various types of meat, by age, June 2012
Attitudes toward Poultry and Other Meats
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- Key points
- Nearly eight in 10 freeze a portion of the fresh poultry they buy
- Lucky Supermarkets TV ad
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- Figure 78: Lucky Supermarkets television ad, 2012
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- Figure 79: Attitudes toward meat and poultry, by gender, June 2012
- 25-44s most likely to buy family-sized packages
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- Figure 80: Attitudes toward meat and poultry, by age, June 2012
Impact of Race/Hispanic Origin
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- Key points
- Blacks, Asians most likely to use a range of fresh chicken products
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- Figure 81: Meat, fish, poultry (fresh/frozen), by race/Hispanic origin, January 2011-March 2012
- Blacks most likely to buy chicken, turkey, and other poultry
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- Figure 82: Purchases, by race/Hispanic origin, June 2012
- Blacks, Hispanics, Asians most likely to eat poultry at home frequently
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- Figure 83: Frequency of poultry consumption at home, by race/Hispanic origin, June 2012
- Blacks, Hispanics most likely to buy from mass store like Walmart, Target
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- Figure 84: Retailers, restaurants used for poultry/meat consumption, by type of retailer/restaurant, by race/Hispanic origin, June 2012
- Ethnic respondents most likely to be concerned about poultry food safety
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- Figure 85: Attitudes toward meat/poultry, by race/Hispanic origin, June 2012
Cluster Analysis
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- Cluster 1: Average Buyers
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Frequent Flyers
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Infrequent Flyers
- Demographics
- Characteristics
- Opportunity
- Cluster 4: Blasé Birds
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 86: Target clusters, June 2012
- Figure 87: Purchases, by target clusters, June 2012
- Figure 88: Consumption, by target clusters, June 2012
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- Figure 89: Frequency of poultry consumption at home, by target clusters, June 2012
- Figure 90: Retailers and restaurants used for poultry and meat consumption, by type of retailer/restaurant, by target clusters, June 2012
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- Figure 91: Changes to meat-eating habits in past year, by target clusters, June 2012
- Figure 92: Opinions about various types of meat, by target clusters, June 2012
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- Figure 93: Types of meat purchased and interest in buying specific types more often, by target clusters, June 2012
- Figure 94: Types of meat purchased and interest in buying specific types more often, by target clusters, June 2012
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- Figure 95: Attitudes toward meat and poultry, by target clusters, June 2012
- Cluster demographic tables
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- Figure 96: Target clusters, by demographic, June 2012
- Cluster methodology
Custom Consumer Groups
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- Key points
- Households with children more likely to buy than those without
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- Figure 97: Purchases, by presence of children in household, June 2012
- Households with kids eat poultry more frequently than do those without kids
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- Figure 98: Frequency of poultry consumption at home, by presence of children in household, June 2012
- Respondents with kids most likely to buy poultry at mass merchandisers
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- Figure 99: Retailers, restaurants used for poultry and meat consumption, by type of retailer/restaurant, by presence of children in household, June 2012
- Households with children somewhat more likely to be-eating more poultry
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- Figure 100: Changes to meat-eating habits in past year, by presence of children in household, June 2012
IRI/Builders—Key Household Purchase Measures
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- Overview of frozen/refrigerated poultry
- Frozen/refrigerated chicken/chicken substitute
- Consumer insights on key purchase measures—frozen/refrigerated chicken/chicken substitute
- Brand map
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- Figure 101: Brand map, selected brands of frozen/refrigerated chicken/chicken substitute buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 102: Key purchase measures for the top brands of frozen/refrigerated chicken/chicken substitute, by household penetration, 2012*
- Frozen/refrigerated turkey/turkey substitute
- Consumer insights on key purchase measures—frozen/refrigerated turkey/turkey substitute
- Brand map
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- Figure 103: Brand map, selected brands of frozen/refrigerated turkey/turkey substitute buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 104: Key purchase measures for the top brands of frozen/refrigerated turkey/turkey substitute by household penetration, 2012*
- Processed frozen/refrigerated chicken/chicken substitutes
- Consumer insights on key purchase measures—processed frozen/refrigerated chicken/chicken substitutes
- Brand map
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- Figure 105: Brand map, selected brands of processed frozen/refrigerated chicken/chicken substitutes, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 106: Key purchase measures for the top brands of processed frozen/refrigerated chicken/chicken substitutes, by household penetration, 2012*
Appendix: Other Useful Consumer Tables
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- Types of poultry purchased
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- Figure 107: Types of meat always/usually purchased, by gender, June 2012
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- Figure 108: Types of meat always/usually purchased, by household income, June 2012
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- Figure 109: Interest in buying specific types of meat more often, by age, June 2012
- Opinions about poultry and other meats
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- Figure 110: Opinions about various types of meat, by household income, June 2012
- Attitudes toward poultry and other meats
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- Figure 111: Attitudes toward meat and poultry, by household income, June 2012
- Impact of race/Hispanic origin
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- Figure 112: Types of meat purchased and interest in buying specific types more often, by race/Hispanic origin, June 2012
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- Figure 113: Types of meat purchased and interest in buying specific types more often, by race/Hispanic origin, June 2012
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- Figure 114: Consumption of poultry, by race/Hispanic origin, June 2012
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- Figure 115: Changes to meat-eating habits in past year, by race/Hispanic origin, June 2012
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- Figure 116: Opinions about various types of meat, by race/Hispanic origin, June 2012
Appendix: Trade Associations
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