Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
-
- The market
- Poultry category sales to reach $39.9 billion in 2018
-
- Figure 1: Total US retail sales and fan chart forecast of poultry, at current prices, 2008-18
- Chicken parts represent more than half of category sales
-
- Figure 2: Total US retail sales of poultry, by segment, at current prices, 2011 and 2013
- Market factors
- Increased production and lower poultry prices to drive growth
-
- Figure 3: US Broiler Production (million pounds), 2010-14
- Health benefits and ease of use help position poultry
-
- Figure 4: Agreement with attitudes toward poultry, July 2013 (Top five)
- Key players
- Tyson, Perdue, represent nearly half of category sales
-
- Figure 5: MULO sales of frozen and refrigerated poultry, by leading companies, rolling 52 weeks 2012 and 2013
- The consumer
- Strong increase in poultry consumption, compared to other protein sources
-
- Figure 6: Change in consumption of poultry, July 2013
- Consumers most interested in convenient packaging, healthier ingredients
-
- Figure 7: Interest in poultry options, July 2013
- Interest in natural, organic, remains strong
-
- Figure 8: Characteristics of poultry bought in past three months, July 2013 (Top 5)
- What we think
Issues and Insights
-
- How will concerns about food safety impact consumer purchases?
- Issues
- Insight: Companies must communicate safety measures and processes
- Will the trend in meat reduction and healthy eating hurt the category?
- Issues
- Insight: Poultry is well-positioned as a leaner, more versatile protein
- Is there relief in sight from high poultry costs?
- Issues
- Insight: Use this time for poultry promotions to increase demand
Trend Applications
-
- Trend: Moral Brands
- Trend: Life Hacking
- Mintel Futures: East Meets West
Market Size and Forecast
-
- Key points
- Sustainable future growth due to greater affordability, health trends
- Sales and forecast of poultry
-
- Figure 9: Total US retail sales and forecast of poultry, at current prices, 2008-18
- Figure 10: Total US retail sales and forecast of poultry, at inflation-adjusted prices, 2008-18
- Fan chart forecast
-
- Figure 11: Total US retail sales and fan chart forecast of poultry, at current prices, 2008-18
Market Drivers
-
- Key points
- Healthy eating trends lead to increased interest in poultry
- Lower feed costs to positively impact poultry pricing
- Stronger poultry production to drive market growth
-
- Figure 12: US broiler production (million pounds), 2010-14
Competitive Context
-
- Key points
- Meat, meatless industries increase competition, health marketing
-
- Figure 13: Reasons for eating less poultry, July 2013
-
- Figure 14: Meat/Seafood purchased in past 3 months, by gender, July 2013
-
- Figure 15: Change in consumption behavior in past year, July 2013
- Frozen, refrigerated prepared meals create convenience
-
- Figure 16: Reasons for eating frozen meals, February 2013
-
- Figure 17: Household consumption of frozen fried chicken by type, by age, May 2012-June 2013
- Foodservice poultry offerings continue to increase
-
- Figure 18: Drivers for quick service restaurant visits, by gender, May 2013
Segment Performance
-
- Key points
- Chicken parts comprise majority of sales, strong growth in other poultry
- Sales of poultry, by segment
-
- Figure 19: Total US retail sales of poultry, by segment, at current prices, 2011 and 2013
- Consistent sales growth from convenient chicken parts
- Sales and forecast of chicken parts
-
- Figure 20: Total US retail sales and forecast of chicken parts, at current prices, 2008-18
- Small market share, but large growth opportunity
- Sales and forecast of whole chickens
-
- Figure 21: Total US retail sales and forecast of whole chickens, at current prices, 2008-18
- Health benefits and expanding taste buds help propel other poultry
- Sales and forecast of other poultry
-
- Figure 22: Total US retail sales and forecast of other poultry, at current prices, 2008-18
Retail Channels
-
- Key points
- Consumers say they primarily purchase poultry at supermarkets
-
- Figure 23: Poultry retail channels, July 2013
- Retail sales indicate nearly equal split among channels
-
- Figure 24: Total US retail sales of poultry, by channel, at current prices, 2011-13
-
- Figure 25: Total US retail sales of poultry, by channel, at current prices, 2008-13
Retail Channels – Natural Supermarkets
-
- Key points
- Insights
- Sales of packaged poultry and poultry alternatives in the natural channel
-
- Figure 26: Natural supermarket sales of packaged poultry and poultry alternatives, at current prices, 2011-13*
- Figure 27: Natural supermarket sales of packaged poultry and poultry alternatives at inflation-adjusted prices, 2011-13*
- Natural channel sales of packaged poultry and poultry alternatives by segment
-
- Figure 28: Natural supermarket sales of packaged poultry and poultry alternatives, by segment, 2011 and 2013*
- Natural channel sales of packaged poultry by organic
-
- Figure 29: Natural supermarket sales of packaged poultry, by organic, 2011 and 2013*
Leading Companies
-
- Key points
- Tyson, Perdue represent nearly half of poultry category
- Manufacturer sales of frozen and refrigerated poultry
-
- Figure 30: MULO sales of frozen and refrigerated poultry, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Frozen and Refrigerated Chicken
-
- Key points
- Tyson, Private Label comprise majority of chicken segment
- Manufacturer sales of frozen and refrigerated chicken
-
- Figure 31: MULO sales of frozen and refrigerated chicken, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Frozen and Refrigerated Turkey
-
- Key points
- All major turkey brands experienced year-over-year growth
- Private label sales increase more than any leading brand
- Manufacturer sales of frozen and refrigerated turkey
-
- Figure 32: MULO sales of frozen and refrigerated turkey, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Frozen and Refrigerated Other Poultry
-
- Key points
- No immediate competition for Tyson Foods
- Manufacturer sales of frozen and refrigerated other poultry
-
- Figure 33: MULO sales of frozen and refrigerated other poultry, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
-
- Poultry product launches decline to lowest level in past five years
-
- Figure 34: Poultry product launches, August 2009-August 2013
- Tyson, supermarket brands introduced most new products
-
- Figure 35: Top 10 poultry companies, by new products, November 2012-August 2013
-
- Figure 36: Branded and private label poultry products, November 2012-August 2013
- Convenience, health, top poultry product claims
-
- Figure 37: Top 10 poultry product claims November 2012-August 2013
- The poultry category shapes up
-
- Figure 38: Household consumption of frozen fried chicken by type, by presence of children in household, May 2012-June 2013
- The Italian influence
- All the right stuff
-
- Figure 39: Barber Foods Print Ad, 2013
- The red meat mentality
Marketing Strategies
-
- Overview of the brand landscape
- Theme: Positioning poultry as the healthier alternative
-
- Figure 40: Jennie-O Thursday is Turkey Day Website, 2013
- Figure 41: Honeysuckle White Print Ad, 2013
- Theme: Boosting product origin and natural, wholesome qualities
-
- Figure 42: Tyson, television ad, 203
-
- Figure 43: Perdue, television ad, 203
- Figure 44: Tyson Print Ad, 2013
-
- Figure 45: Fast Fixin’ Print Ad, 2013
- Theme: Suggesting meal ideas or consumption occasions
-
- Figure 46: Mix & Match Creations Website, 2013
- Figure 47: Tyson Print Ad, 2013
-
- Figure 48: Perdue cooking video, 2013
Poultry Consumption
-
- Key points
- Women, households with children, highest weekly consumption
-
- Figure 49: Poultry consumption frequency – Nets, by gender, July 2013
- Figure 50: Poultry consumption frequency – Nets, by presence of children in household, July 2013
- Two in five consumers eating more poultry than last year
-
- Figure 51: Change in consumption of poultry, by age, July 2013
- Health, lack of variety top reasons for decline poultry consumption
-
- Figure 52: Reasons for eating less poultry, July 2013
Types of Poultry Eaten
-
- Key points
- Chicken, it’s what’s for dinner
-
- Figure 53: Types of poultry eaten – monthly use, by demographics, July 2013
- Gen Y biggest poultry enthusiasts
-
- Figure 54: Types of poultry eaten – monthly use, by generations, July 2013
Poultry Preferences
-
- Key points
- Young consumers want more ethnic flavors, bulk packaging
-
- Figure 55: Interest in poultry options, by age, July 2013
- Quick-fix options key for households with children
-
- Figure 56: Interest in poultry options, by presence of children in household, July 2013
- Natural, organic still important to consumers
-
- Figure 57: Characteristics of Poultry bought in past 3 months, by generations, July 2013
- Figure 58: Characteristics of poultry bought in past THREE MONTHS, by change in consumption, July 2013
Attitudes toward Poultry
-
- Key points
- Consumers feel strongest about poultry’s versatility, convenience
-
- Figure 59: Agreement with attitudes toward poultry, by age, July 2013
- Increased poultry consumption grounded in trust, convenience, and value
-
- Figure 60: Agreement with attitudes toward poultry, by change in consumption of poultry, July 2013
Race and Hispanic Origin
-
- Key points
- Blacks, Asians most interested in other poultry
-
- Figure 61: Poultry consumption frequency – Nets, by race/Hispanic origin, July 2013
- Figure 62: Household consumption of frozen fried chicken, by race/Hispanic origin, May 2012-June 2013
-
- Figure 63: Change in consumption of poultry, by race/Hispanic origin, July 2013
-
- Figure 64: Meat/Seafood purchased in past three months, by race, July 2013
- Blacks most interested in natural, premium poultry
-
- Figure 65: Characteristics of poultry bought in past three months, by race/Hispanic origin, July 2013
-
- Figure 66: Interest in poultry options, by race and Hispanic origin, July 2013
- Hispanics more likely to buy poultry online, in specialty stores
-
- Figure 67: Poultry retail channels, by race, July 2013
- Blacks most brand-loyal, concerned about poultry safety
-
- Figure 68: Agreement with attitudes toward poultry, by race, July 2013
Consumer Segmentation
-
-
- Figure 69: Poultry clusters, July 2013
- Group one: Fowl Fanatics
- Demographics
- Characteristics
- Opportunity
- Group two: Poultry Neutral
- Demographics
- Characteristics
- Opportunity
- Group three: Price-Aware Purchasers
- Demographics
- Characteristics
- Opportunity
-
- Figure 70: Target clusters, July 2013
-
- Figure 71: Poultry consumption frequency – Nets, by target clusters, July 2013
-
- Figure 72: Change in consumption of poultry, by target clusters, July 2013
-
- Figure 73: Meat/Seafood purchased in past three months, by target clusters, July 2013
-
- Figure 74: Characteristics of Poultry bought in past three months, by target clusters, July 2013
-
- Figure 75: Types of poultry eaten – monthly use, by target clusters, July 2013
-
- Figure 76: Poultry retail channels, by target clusters, July 2013
-
- Figure 77: Agreement with attitudes toward poultry, by target clusters, July 2013
-
- Figure 78: Interest in poultry options, by target clusters, July 2013
- Cluster demographic tables
-
- Figure 79: Target clusters, by demographic, July 2013
- Cluster methodology
-
- Figure 80: Agreement with attitudes toward poultry, by target clusters, July 2013
-
Key Household Purchase Measures – Information Resources Inc. Builders Panel Data
-
- Overview of frozen/refrigerated poultry
- Frozen/refrigerated chicken/chicken substitute
- Consumer insights on key purchase measures – frozen/refrigerated chicken/chicken substitute
- Brand map
-
- Figure 81: Brand map, selected brands of frozen/refrigerated chicken/chicken substitute buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
-
- Figure 82: 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
-
- Figure 83: Brand map, selected brands of frozen/refrigerated turkey/turkey substitute buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
-
- Figure 84: Key purchase measures for the top brands of frozen/refrigerated turkey/turkey substitute, by household penetration, 2012*
Appendix – Market Drivers
-
- Consumer confidence
-
- Figure 85: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
-
- Figure 86: US Unemployment Rate, by month, 2002-13
- Figure 87: US unemployment and underemployment rates, 2007-13
-
- Figure 88: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
-
- Figure 89: Changes in USDA Food Price Indexes, 2011-14
- Obesity
-
- Figure 90: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity – highest in decades
-
- Figure 91: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
-
- Figure 92: US population by race and Hispanic origin, 2008, 2013, and 2018
-
- Figure 93: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
-
- Figure 94: US population, by age, 2008-18
- Figure 95: US households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
-
-
- Figure 96: Frequency of poultry consumption, July 2013
-
- Figure 97: Frequency of poultry consumption – Nets, July 2013
-
- Figure 98: Types of poultry eaten, July 2013
-
- Figure 99: Household consumption of frozen fried chicken, by presence of children in household, May 2012-June 2013
-
- Figure 100: Household consumption of frozen fried chicken by brand, by presence of children in household, May 2012-June 2013
-
- Figure 101: Poultry retail channels, by region, July 2013
-
- Figure 102: Poultry retail channels, by generations, July 2013
-
- Figure 103: Household consumption of poultry, by age, May 2012-June 2013
-
- Figure 104: Household consumption of poultry, by race/Hispanic origin, May 2012-June 2013
-
- Figure 105: Household consumption of poultry, by presence of children in household, May 2012-June 2013
-
- Figure 106: Household consumption of poultry, by age, May 2012-June 2013
-
- Figure 107: Household consumption of poultry, by race/Hispanic origin, May 2012-June 2013
-
- Figure 108: Household consumption of poultry, by presence of children in household, May 2012-June 2013
-
- Figure 109: Household consumption of frozen fried chicken, by age, May 2012-June 2013
-
- Figure 110: Household consumption of frozen fried chicken by type, by age, May 2012-June 2013
-
- Figure 111: Household consumption of frozen fried chicken by type, by race/Hispanic origin, May 2012-June 2013
-
- Figure 112: Household consumption of frozen fried chicken by brand, by race/Hispanic origin, May 2012-June 2013
-
- Figure 113: Household consumption of frozen fried chicken by brand, by race/Hispanic origin, May 2012-June 2013
-
- Figure 114: Household consumption of frozen fried chicken by brand, by presence of children in household, May 2012-June 2013
-
Appendix – Information Resources Inc. Builders Panel Data Definitions
-
- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
Back to top