PoultryUSA - November 2017 - 22
22 ❙ WATTPoultryUSA
Chicken consumption survey
reveals purchase influences
The National Chicken
Council's survey of
chicken usage reveals
shifts in consumption
about purchase criteria
and product claims.
Price, freshness and taste are key considerations for consumers
who purchase chicken. | Monkey Business Images, Dreamstime
Supermarket chicken consumption behavior
87% of consumers have eaten a chicken meal or
snack from a supermarket in the
past two weeks.
In the past two weeks, consumers have
eaten a chicken meal or snack from a
supermarket 3.7 times.
21% of consumers anticipate eating more
chicken from a supermarket in the
next 12 months.
About the same
Source: Joyce Neth, WATT Global Media, presentation at 2017 Chicken Marketing Summit;
National Chicken Council frequency of chicken consumption survey
The National Chicken Council's survey of chicken consumption behavior
showed the frequency of consumption in 2016 and potential shifts in
future consumption behavior.
■ Price, freshness and taste are
key purchase considerations,
but other elements are at play.
■ Most consumer concerns focus on
health and food safety, though
other concerns exist and merit
awareness and preparedness.
■ Supermarkets and poultry
brands likely can further leverage their credibility as sources
of information for consumers.
The research results were
presented by Joyce Neth, WATT
Global Media, and representatives
Respondents indicated that
their consumption of chicken
purchased at supermarkets will
increase in the next 12 months.
www.WATTAgNet.com ❙ November 2017