The poultry category has remained steady and is expected to reach $26 billion by the end of 2019, notching 6% gains since 2014. The chicken segment dominates the category and is essentially keeping it in the black with marginal growth while other poultries are declining. Participation is nearly universal at 95%, with chicken capturing most of that consumption, making growth a challenge. Increased consumption of other poultry types and finding new occasions and uses for chicken will be necessary for the category to find real momentum. Flavor expansion, premium convenience products, farm fresh messaging and plant-based products are all innovation opportunities for brands.

This Report builds on the analysis presented in Poultry – US, December 2018 as well as previous Reports of the same title. It focuses primarily on uncooked and precooked poultry, both fresh and frozen, sold through retail channels for consumption at home.

This Report covers the following poultry segments:

• Chicken: Fresh or frozen chicken parts and whole chickens.

• Other poultry: Fresh or frozen parts and whole birds. This segment is primarily turkey but also includes duck and other specialty birds.

The market size includes: packaged, refrigerated, random-weight poultry; poultry sold at “butcher counters”; refrigerated/frozen unprocessed poultry; and refrigerated/frozen processed poultry, including plant-based alternatives to poultry.

Excluded from the market size of this Report are:

• Frozen/refrigerated and shelf-stable prepared meals with poultry

• Poultry-based jerky

• Roasted/rotisserie chicken from supermarkets and similar retail channels

• Sliced lunch meat (turkey, chicken, etc)

• Poultry purchased at foodservice