What you need to know
Poultry has enjoyed steady sales increases since 2010 with continued growth through 2020, largely based on consumers’ interest in eating better with leaner protein, and due to the increasing cost of beef. Other poultry – including turkey, duck, and other fowl – has had the strongest growth of all poultry segments, with sales growing 29% to $4.6 billion between 2010-14 and expected to grow 45% between 2015-20, reaching $7 billion. Turkey, which makes up the biggest portion of other poultry, will be the driver behind this growth. Chicken will have continued healthy growth as consumers buy better-for-you (BFY) proteins for a healthier lifestyle.
Definition
This report builds on the analysis presented in Mintel’s Poultry– US, November 2014, as well as reports in 2013, 2012, 2010, 2008, 2007, 2006, and 2005 of the same title. It focuses primarily on uncooked poultry, both fresh and frozen, sold through retail channels for consumption at home.
The methodology in the 2014 report was revised for this report; the change involved the incorporation of additional data.
This report includes:
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Fresh and frozen chicken parts, including boneless cuts
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Fresh and frozen whole chickens
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Other poultry, fresh and frozen – this segment is primarily turkey, but also includes duck and other specialty birds such as quail
The market size includes fresh, random-weight poultry, poultry sold at "butcher counters," refrigerated/frozen unprocessed poultry, and refrigerated/frozen processed poultry.
Excluded in this report:
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Frozen/refrigerated and shelf-stable prepared meals with poultry
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Poultry-based jerky
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Roasted/rotisserie chicken from supermarkets and related retail channels
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Poultry purchased at foodservice
The estimates in this report are a revision of previous estimates; they have been changed based on additional data available, including recently released results of the 2012 Economic Census. Additionally, methodology revisions have bene made: Estimates for the “other” poultry segment were adjusted from those in the 2014 report, resulting in lower estimates than those in 2014 and showing more of a trajectory (rising over time) than the previous estimates, which were flatter across time. Adjustments also involved increasing whole chickens and chicken parts segments by relatively small percentages, which is why the total is about the same.
