Value, taste and health outweigh price for chicken purchases

Industry News,

Ninety-five percent of consumers said that price per pound and overall price are more important or as important compared to a year ago when purchasing fresh chicken, according to research presented today at the 2023 Chicken Marketing Summit. Fresh chicken is the protein of choice because it delivers value, taste and contributes to a healthful lifestyle, even as consumers react to inflationary pressures.

The National Chicken Council (NCC) and WATT Global Media presented the results of a study that focused on current and anticipated U.S. consumer behavior, specifically, consumption of fresh chicken. Circana provided supporting data from its retail databases. The results suggested several opportunities for chicken to maintain market share.

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