12 consumer trends shaping chicken purchases in 2027

Chicken is winning at the center of the plate, but the industry can’t afford to coast. Gen Z shoppers, the protein trend and tight red meat supplies are transforming consumer behavior, while disease and supply chain risks could complicate future growth.

At the 2026 Chicken Marketing Summit, industry experts presented the latest data and insights to help the chicken industry and poultry buyers prepare for the future chicken consumer.