WATT PoultryUSA - November 2017 - 28
28 ❙ WATTPoultryUSA
CHICKEN CONSUMPTION SURVEY
Phrases associated with 'sustainably raised chickens'
Environmental impact of
growing and raising chickens
Organic versus non-organic
methods of raising chickens
Source: Joyce Neth, WATT Global Media, presentation at 2017 Chicken Marketing Summit; National Chicken Council frequency of chicken consumption survey
The environmental impact of growing and raising chickens figures importantly in consumer perceptions about
claim "animal-only antibiotics used"
would result in only 24 percent of
the respondents buying more chicken. What's more, the use of such
labeling would be polarizing in its
effect on purchase decisions.
Half of the consumers surveyed
indicated they would buy more chicken labeled "locally raised." Label information of a similar nature, "country of origin," ranked third highest in
potential purchase influence.
Consumers indicated sustainability-oriented attributes are less influential in purchasing decisions. These
involved environmentally friendly
production methods and packaging.
Language matters on
U.S. consumers are concerned
about how farm animals are raised
according to different research
studies, but the NCC survey indi-
WHEN PROMPTED, CONSUMERS ARE
significantly concerned about the chicken
cated that broader terms such as
"sustainably raised" may result in
misaligned consumer expectations
that increase the risk of dissatisfaction, skepticism and eroding trust in
The phrases most highly associated with "sustainably raised chickens" include the following:
■ The environmental impact of
growing and raising chickens (48
percent of respondents)
hormones are used (37 percent
■ No antibiotics are used (35 percent
are treated humanely
(34 percent of respondents)
Fewer than one-third of responwww.WATTAgNet.com ❙ November 2017