Digital-first consumers reshape chicken consumption

As digital natives take over a larger share of the consumer landscape, the US chicken industry faces an urgent call to adapt to their expectations. Research presented today at the 2025 Chicken Marketing Summit reveals that fresh chicken buyers are increasingly turning to technology for shopping and meal preparation, while also demanding greater transparency around animal welfare, sustainability and product safety.

The study, commissioned by the National Chicken Council (NCC) and WATT Global Media and conducted online by Circana in June 2025, surveyed 625 US adults aged 18–67. The focus was on understanding how generational cohorts shop for, prepare, and think about fresh chicken in an era of inflation and rapidly advancing technology.

Chicken prices remain steady, inflation bites

Chicken prices settled in at over $3 per pound this past year with no negative impact to volume sales. While beef led the pack in dollar sales growth, chicken was a consistent second, with pork and turkey trailing. The research also showed that more than half of chicken buyers are “extremely concerned” about food costs, with Gen X expressing the highest sensitivity to price.

Younger shoppers drive digital-first trends

Convenience remains a defining priority. Heat-and-serve options, microwave- and air fryer-friendly meals, and minimal cleanup were cited by younger consumers as essential. These needs have fueled growing interest in meal prep and meal kits.

Seven in 10 now shop for groceries online or via mobile app, with more than a third of consumers younger than 42 doing so weekly. The barriers to online fresh chicken purchases, such as concerns about safety in transit and delivery costs, are gradually shrinking. More than one-third of Gen Z and younger Millennials are already open to buying fresh chicken online, showing major potential for digital channel expansion.