Usage by purchase location varied among
the three groups. Hispanics ate chicken purchased at foodservice more frequently at 3. 2
times than blacks at 2. 5 times. Conversely,
blacks ate chicken purchased at grocery more
frequently at 4. 5 times than did Hispanics at
4. 2 times. In comparison, white consumers
ate chicken purchased at grocery 3. 3 times
and foodservice 1. 8 times.
The high frequency that Hispanic consumers ate chicken purchased at foodservice
is notable; it accounted for almost 44% of
their combined (grocery and foodservice)
chicken eating occasions. In comparison,
foodservice-purchased chicken accounted for
35% of the chicken eating occasions for black
consumers and white consumers.
Generation consumers (ages 65 years
and older), the lightest users of chicken,
increased their number of eating occasions
from 3. 7 to 4. 8, a 30% increase.
Significant changes in market penetra-
tion were reported among the generational
groups. Boomers (ages 45-64) reported the
greatest increase in share of households
eating chicken during the two-week survey
period. Their combined grocery and food-
service share rose by six percentage points
to 94%. The Boomers moved from being
tied with the Greatest Generation with the
lowest share in 2010 to having the highest
share among all the generational groups
in 2011. Boomers increased their number
Market penetration greatest
among Hispanics
Hispanic consumers reported the highest
share of households eating chicken in the two-week period, adding four percentage points
to raise overall share to 96%. In comparison,
white and black consumers reported shares
of 92% and 91%, respectively.
While market penetration among
Hispanic and white consumers increased,
black consumers reported a decline in overall
share of one percentage point. That small
decline in overall share masks a big increase
in share for chicken purchased at foodservice.
While black consumers reported no change in
share of households eating chicken purchased
at retail (89%), their share for chicken purchased at foodservice rose eight percentage
points to 84%. In comparison, foodservice
shares for Hispanic and white households
were 83% and 68%, respectively.
Offsetting behavior among
generational groups
The survey group’s frequency of eating chicken remained unchanged from the
previous year’s high of 5. 7, but the average
masks offsetting behavior in the youngest
and oldest generational groups. Millennial
consumers (ages 18 to 34 years), the heaviest users of chicken, reduced their number
of eating occasions from 7. 7 to 6. 9, a 10%
reduction. At the same time, Greatest
