Today’s Chicken Consumer
Greg Watt, President/CEO of WATT Global Media
By Philip Lapp, Head of Sales & Marketing
I recently attended the Chicken Marketing Summit and left with great insights about the industry. I am inspired to continue telling our authentic story to consumers looking for the best chicken in the country. Chicken was stressed as the “cleanest, healthiest, and most sustainable protein in the world.” Here are a few additional key takeaways.
FAST FACTS
It was great to hear that chicken is hotter than ever and poultry will continue to dominate the growth of all proteins.
36 billion pounds of chicken were sold in 2013, and the number is expected to reach 46 billion pounds after this year, with significant growth expected through 2035.
It is the best/most successful protein for chefs to experiment with
Ground meat is increasing in demand (especially healthy versions).
Demand is flowing to dark meat (boneless thighs).
Leg quarters also have a good value play.
The versatility of chicken allows for the launch of new items.
Consumers want both value and innovation, and we have been known for delivering on both fronts for just four years as the premium heritage chicken brand, priced between organic and antibiotic-free chicken.
CHICKEN FOR ALL AGES
Chicken is for the masses as 93% of all U.S. consumers say they’re consistently eating chicken. Overall, fresh chicken has the highest growth long-term among all age groups.
Senior citizens like chicken because it is easily digestible. Plus, the median age is getting older, and all baby boomers are over 65. We must tailor our products and messaging accordingly.
As for younger buyers, smaller portions and pack sizes are desirable. Gen Z/X and millennials aren’t cooking as much raw meat as the previous generations; they want something prepared. Younger consumers are eating more meat (protein) sticks and seek out bone broths and hot drinkable pouch items. Gen Z is most likely to order tenders at quick service restaurants, followed by sandwiches and bone-in fried chicken (boneless options most ideal). They like quick and easy preparation. There are more air fryers now in homes than there are coffee makers?!
Reaching these consumers effectively boils down to high-touch in-store demos and also engaging content on social media channels, specifically TikTok.
SIZE MATTERS
There is a long-term trend of adding pounds per bird. The average live weight is expected to go from 6 to 6.6 pounds in 6-8 years. Smaller bird weights are increasingly scarce, yet consumers want them. This is an opportunity for LaBelle Patrimioine, as our slower-grown heritage birds are smaller in size but bigger in flavor.
The sessions at the summit stressed the need to be fully transparent, truthful, and faithful living out and promoting a company’s values. That is what we have done from day one and will continue to do because we have genuine stories to tell about our unique heritage breed that yields a superior flavor, our animal welfare standards, our excellent local farmer partners, our commitment to care for the environment and our community in Lancaster County, PA. Traceability back to the farms needs to be easy; consumers love it and support those brands when it is. This approach personalizes the experience for them.
