Frequency of eating chicken by generational group during two-week time period, 2010
Generation
Millennial
18-34
Generation X
35-44
Bommers
45-64
Times
4. 6 3. 6 3. 2
Greatest
generation 65+
All
respondents
A-Chicken purchased at
retail grocery
B-Chicken purchased at
foodservice
Combined A+B
2. 6
3. 6
3. 1
2. 2
1. 6
1. 1
2. 1
7. 7
5. 8
4. 8
3. 7
5. 7
Millennial households (ages 18-34) reported the highest frequencies of eating chicken.
eating chicken most frequently (4-plus
times in two weeks) rated the reasons
for preference consistently higher than
consumers eating chicken 2 to 3 times
or only 1 time.
Consumers who reported eating chicken
only once in the two-week period did not
perceive chicken to be as economical as
the other consumers. Taste, tenderness
and quality/wholesomeness also were
rated somewhat lower by these consumers
compared with other respondents.
From a generational perspective, there
are a number of noticeable differences in
why the four generational groups purchase
chicken. Older consumers reported favoring chicken’s versatility and economic
value more so than the Millennials. Similar
responses were received for “low in fat.”
On the other hand, Millennials ranked
taste somewhat higher than the Greatest
Generation consumers.
Share of consumers eating
chicken at home
The household penetration of eating chicken purchased at supermarket/
retail grocery increased in 2010 when
compared to the 2008 and 2007 surveys.
Although the 85% share of respondents
reporting eating chicken from a supermarket during the two-week period was
not as high as the 87% found in 2006, the
2010 share ranks as the second highest
since 2001.
‘Away from home’ share
A four-point increase in household
penetration for foodservice chicken was
reported for 2010 when compared with
2008. Two-thirds of consumers purchased
chicken at foodservice in 2010, reversing
a downward trend reported in 2007 and
2008. The 2010 results compare with the
same penetration rate reported in 2006,
2005 and 2002.
Combined ‘at home’ and ‘away
from home’ shares
An increase in combined household penetration for supermarket and foodservice
chicken was reported for 2010 compared
with 2008. Nine of 10 households eating
chicken from retail grocery and foodservice
were also reported in 2005 and 2002.
Purchases at supermarket/
retail grocery
Chicken purchased from a supermarket/
grocery food store was eaten on average, 3. 6
times in two weeks, including respondents
who said they ate no supermarket-purchased
chicken during the period, while the aver-
age increases to 4. 2 times excluding non-
chicken eaters. Respondents who indicate
they did not eat chicken purchased from a
supermarket/grocery store in the two weeks
represented 15%, significantly better when
compared with the share of non-eaters in
2008 (23%). Respondents who ate chicken
from retail grocery stores 2 or 3 times in two
weeks are categorized as medium chicken
eaters. The medium group totaled 32%, the
same percentage as in 2008.
Frequency of eating chicken
purchased from foodservice
Respondents ate chicken purchased at
restaurants, fast food stores or employee
cafeterias, and similar foodservice operations an average of 2. 1 times during two
weeks, including non-eaters of foodservice
chicken. Excluding non-chicken eaters
raises the average to 3. 1 times during two
weeks. By comparison, in 2008 the frequencies for these two measures were 2.0 and
3. 2, respectively.
The share of consumers not eating foodservice chicken during the two weeks was
33% compared with 37% in 2008.
The percentage of light chicken eaters,
19% in 2010, is the same as in 2008.
Twenty-nine percent of respondents ate
foodservice chicken 2 or 3 times during
two weeks (medium eaters of foodservice
chicken) in 2010 compared with 25% in
