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Poultry - US - December 2008

SCOPES AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
EXECUTIVE SUMMARY
Market at a glance
Packaged poultry sales are meeting consumer needs
Highly fragmented market lead by Tyson and private labels
Supermarkets eclipse other outlets in the poultry market
Incidence and frequency highest among under-35s and households with kids
Opportunity to create value added poultry appealing those over age 55
Poultry has status with consumers
Consumers choose poultry in part based on claims made, and manufacturers are listening
Ethnic consumers of poultry products
INSIGHTS AND OPPORTUNITIES
Convenience sells
Fresh prep kitchen at the supermarket catching on
Designer poultry?
U.S. meat worth more?
Poultry for college students
Allergen free poultry
Maximize merchandising
Poultry entrées for Baby Boomers
FAST FORWARD TRENDS
Greenfluencers
What's it about?
What we’ve seen
Opportunity/So what?
MARKET SIZE AND FORECAST
Key points
Higher food costs put a small dent in poultry consumption in 2006-08
Value added private label is key for future growth
Figure 1: Total U.S. retail sales of poultry, at current prices, 2003-13
Figure 2: Total U.S. retail sales of poultry, at inflation-adjusted prices, 2003-13
Wal-Mart sales of frozen poultry
COMPETITIVE CONTEXT
Key points
Figure 3: Poultry consumption, 2006-08
Figure 4: Protein sources’ retail and wholesale prices, 2004-09
Market saturation makes growth a challenge
Figure 5: Going up: Chicken as a percentage of overall meat, poultry and fish consumption, 1960-2003
Poultry consumption is flat although turkey could grow
OVERALL SEGMENT PERFORMANCE
Key points
Figure 6: Sales of poultry, segmented by type, 2006 and 2008
SEGMENT PERFORMANCE—CHICKEN PARTS
Key points
Ethnic flavors
Affordable organic
Figure 7: Sales of chicken parts, 2003-13
SEGMENT PERFORMANCE—WHOLE CHICKEN
Key points
Consumers like the value, but could use help with what to do with a whole chicken
Figure 8: Sales of fresh and frozen whole chicken, 2003-13
SEGMENT PERFORMANCE—OTHER POULTRY
Key points
Precooked convenience more appealing
Figure 9: Sales of other poultry, 2003-13
AN IRI SNAPSHOT—FDMX PACKAGED POULTRY SALES
Key points
Figure 10: FDMx sales of poultry, segmented by type, 2006 and 2008
 PROCESSED FROZEN POULTRY
Key points
New formats for “other poultry” spurs market gain
Easy preparation spurs growth for chicken
Figure 11: FDMx sales of processed frozen poultry, segmented by type, 2003-08
 IQF FROZEN POULTRY
Key points
More eating occasions increases consumption
Figure 12: Per capita consumption of turkey, 1970-2007
Innovation needed for future growth
Figure 13: FDMx sales of IQF poultry, segmented by type, 2003-08
 REFRIGERATED POULTRY
Key points
Figure 14: FDMx sales of refrigerated poultry, segmented by type, 2003-08
RETAIL CHANNELS
Introduction
Key points
Convenience channels can stimulate sales through single-serve selection
Figure 15: U.S. retail sales of red meat, fish, and poultry, by retail channel, 2006 and 2008
RETAIL CHANNELS—SUPERMARKETS
Supercenters and warehouse clubs stealing share
Merchandising convenient solutions is key to future growth
Figure 16: U.S. supermarket sales of red meat, fish, and poultry, at current and constant prices, 2003-08
RETAIL CHANNELS—NATURAL CHANNEL/SPINS
Figure 17: Natural product supermarket retail sales of poultry, at current and constant prices, 2006-08*
Natural channel sales of poultry by organic
Figure 18: Natural product supermarket retail sales of poultry, by organic, 2006-08
MARKET DRIVERS
Key points
Consumers look for purity claims when shopping
Figure 19: Attitudes towards packaging, hormones, and avian flu, by gender, September 2008
Figure 20: Important marketing attributes for poultry, September 2008
Economic challenges lead to more meals at home
Figure 21: Average price of meal for a family of four at selected restaurant types, 2005-07
Figure 22: Food sales at home and away from home, 2005-07
Private label growing faster than average in FDMx
LEADING COMPANIES AND BRAND SHARE
Key points
Market leader Tyson losing share
Cargill climbing the ranks
Private label—the second largest “brand”
Figure 23: Manufacturer sales of poultry in the U.S., 2007 and 2008
Figure 24: New product introductions of poultry in the U.S., 2003-08
BRAND QUALITIES
Perdue targets mom with dinner time solutions
Foster Farms offers wellness-oriented buyers peace of mind
Traditional burger stops target chicken market
INNOVATION AND INNOVATORS
Strong move to increase claims on the label
Figure 25: Top claims for new poultry products, 2003-08
Products for time-constrained consumers
Purity claims gaining momentum
ADVERTISING AND PROMOTION
 OVERVIEW
Building the brand
Barber Foods Stuffed Chicken Breasts
Figure 26: Barber Foods, Wife rescues husband from refrigerator coma, 2008
Tyson
Figure 27: Tyson, Family stands on chairs & thanks mom, 2008
Brand differentiation
Foster Farms Chicken
Figure 28: Foster Farms, Arkansas is the opposite of California, 2008
Figure 29: Foster Farms, Chickens get car towed/New tagline, 2008
Solutions in the kitchen
Perdue
Figure 30: Perdue, Jim & family confronts woman about roasterphobia, 2008
Figure 31: Perdue, Jim reads Goldilocks book, 2008
CONSUMERS TALK ABOUT POULTRY VS. BEEF, PORK AND SEAFOOD
Figure 32: Incidence and frequency of eating poultry vs. beef, pork and seafood, September 2008
Figure 33: How meat is prepared, by type of meat, September 2008
Figure 34: Views about poultry vs. beef, pork and seafood, September 2008
CONSUMPTION OF CHICKEN OR TURKEY IN THE PAST WEEK
Figure 35: Consumption of chicken or turkey in the past week, by age, September 2008
CONSUMPTION OF CHICKEN OR TURKEY AT HOME
Figure 36: Consumption of chicken or turkey at home in the past week, by age, September 2008
CONSUMPTION OF CHICKEN OR TURKEY AWAY FROM HOME
Figure 37: Consumption of chicken or turkey away from home in the past week, by age, September 2008
PLACE WHERE CHICKEN OR TURKEY IS EATEN AWAY FROM HOME
Figure 38: Place where chicken or turkey is eaten away from home, by age, September 2008
ATTITUDES TOWARDS PACKAGING, HORMONES AND AVIAN FLU
Figure 39: Attitudes towards packaging, hormones, and avian flu, by age, September 2008
ATTITUDES TOWARDS VALUE ADDED PRODUCTS
Rotisserie chicken
Other value added poultry
Figure 40: Attitudes towards value added products, September 2008
Figure 41: Attitudes towards value added products, by age, September 2008
RACE AND ETHNICITY
Figure 42: Consumption of chicken or turkey in the past week, by race/ethnicity, September 2008
Figure 43: Consumption of chicken or turkey at home in the past week, by race/ethnicity, September 2008
Figure 44: Place of purchase of chicken or turkey eaten at home, by race/ethnicity, September 2008
Figure 45: Consumption of chicken or turkey away from home in the past week, by race/ethnicity, September 2008
Figure 46: Place where chicken or turkey is eaten away from home, by race/ethnicity, September 2008
Figure 47: Attitudes towards packaging, hormones, and avian flu, by race/ethnicity, September 2008
Figure 48: Important marketing attributes for poultry, by race/ethnicity, September 2008
Figure 49: Attitudes towards value added products, by race/ethnicity, September 2008
CLUSTER ANALYSIS
High Flyers
Who they are
Opportunity
Frequent Flyers
Who they are
Opportunity
Plain Birds
Who they are
Opportunity
Cluster characteristics
Figure 50: Poultry clusters, October 2008
Figure 51: Consumption of poultry, by poultry clusters, October 2008
Figure 52: How poultry is prepared, by poultry clusters, October 2008
Figure 53: Views about poultry, by poultry clusters, October 2008
Figure 54: Incidence of consumption of poultry in the past week, by poultry clusters, October 2008
Figure 55: Attitudes towards packaging, hormones, and avian flu, by poultry clusters, October 2008
Figure 56: Important marketing attributes for poultry, always or usually look for, by poultry clusters, October 2008
Figure 57: Attitudes towards value added products (purchase frequently), by poultry clusters, October 2008
Figure 58: Frequency of eating poultry in the past week, at home and away from home, by poultry clusters, October 2008
Cluster demographics
Figure 59: Poultry clusters, by gender, October 2008
Figure 60: Poultry clusters, by age, October 2008
Figure 61: Poultry clusters, by income, October 2008
Figure 62: Poultry clusters, by race, October 2008
Figure 63: Poultry clusters, by Hispanic origin, October 2008
Cluster methodology
CUSTOM CONSUMER GROUPS
 A STUDY OF YOUNGER VS. OLDER WHITE RESPONDENTS
The most economical choice
Figure 64: Type protein that is the most economical choice, white respondents, by age, September 2008
Consumption of chicken or turkey in the past week
Figure 65: Consumption of chicken or turkey in the past week, white respondents, by age, September 2008
Consumption of chicken or turkey at home
Figure 66: Consumption of chicken or turkey at home in the past week, white respondents, by age, September 2008
Place where chicken or turkey is eaten away from home
Figure 67: Consumption of chicken or turkey away from home in the past week, white respondents, by age, September 2008
Place where chicken or turkey is eaten away from home
Figure 68: Place where chicken or turkey is eaten away from home, white respondents, by age, September 2008
Attitudes towards packaging, hormones, and avian flu
Figure 69: Attitudes on packaging, hormones, and avian flu, white respondents by age, September 2008
Attitudes towards value added products
Figure 70: Attitudes towards value added products (purchase frequently), white respondents, by age, September 2008
APPENDIX: OTHER USEFUL CONSUMER TABLES
Incidence and frequency of poultry consumption
Figure 71: Frequency of eating poultry vs. beef, pork and seafood, by gender, September 2008
Consumption of chicken or turkey in the past week
Figure 72: Consumption of chicken or turkey in the past week, by income, September 2008
Figure 73: Consumption of chicken or turkey in the past week, by children in the household, September 2008
Place of purchase for chicken or turkey eaten at home
Figure 74: Place of purchase of chicken or turkey eaten at home, by age, September 2008
Figure 75: Place of purchase of chicken or turkey eaten at home, by income, September 2008
Figure 76: Place of purchase of chicken or turkey eaten at home, by region, September 2008
Figure 77: Place of purchase of chicken or turkey eaten at home, by children in the household, September 2008
Consumption of chicken or turkey away from home
Figure 78: Consumption of chicken or turkey away from home in the past week, by income, September 2008
Figure 79: Consumption of chicken or turkey away from home in the past week, by region, September 2008
Place where chicken or turkey is eaten away from home
Figure 80: Place where chicken or turkey is eaten away from home, by children in the household, September 2008
Attitudes towards value added products
Figure 81: Attitudes towards value added products, by children in the household, September 2008
APPENDIX: TRADE ASSOCIATIONS

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