Abstract
The total market for poultry grew slowly, nearly balanced by a number of positive and negative factors. Rising prices, increasing private label share, and already very high penetration have acted to hold the market back, while a trend towards value added products and strong consumption by younger adults and kids keep the market moving up.
This report discusses which companies are leading the trends, and what insights can be leveraged to other manufacturers and other forms of poultry. Mintel expects growth to remain slow, but manufacturers have opportunities to differentiate themselves to gain market share.
- Based on Mintel' s exclusive market and consumer research, this report provides in-depth information on:
- How much concern is there about food safety?
- How much interest is there in packaging options like recipe labels or individual-sized chicken portions?
- Which marketing claims do respondents look for when shopping and what would they like to see?
- Which kinds of value added poultry products are popular with consumers and which ones have room to expand?
- How do poultry consumers differ from each other and how does their interest in new products differ?
Table of Contents
- Scopes and ThemesWhat you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Executive Summary
- Market at a glance
- Packaged poultry sales are meeting consumer needs
- Highly fragmented market lead by Tyson and private labels
- Supermarkets eclipse other outlets in the poultry market
- Incidence and frequency highest among under-35s and households with kids
- Opportunity to create value added poultry appealing those over age 55
- Poultry has status with consumers
- Consumers choose poultry in part based on claims made, and manufacturers
are listening
- Ethnic consumers of poultry products
- Market Size and Forecast
- Key points
- Higher food costs put a small dent in poultry consumption in 2006-08
- Value added private label is key for future growth
- Figure 1: Total U.S. retail sales of poultry, at current prices, 2003-13
- Figure 2: Total U.S. retail sales of poultry, at inflation-adjusted
prices, 2003-13
- Wal-Mart sales of frozen poultry
- Competitive Context
- Key points
- Figure 3: Poultry consumption, 2006-08
- Figure 4: Protein sources' retail and wholesale prices, 2004-09
- Market saturation makes growth a challenge
- Figure 5: Going up: Chicken as a percentage of overall meat, poultry and
fish consumption, 1960-2003
- Poultry consumption is flat although turkey could grow
- Overall Segment Performance
- Key points
- Figure 6: Sales of poultry, segmented by type, 2006 and 2008
- Segment Performance--Chicken Parts
- Key points
- Ethnic flavors
- Affordable organic
- Figure 7: Sales of chicken parts, 2003-13
- Segment Performance--Whole Chicken
- Key points
- Consumers like the value, but could use help with what to do with a whole
chicken
- Figure 8: Sales of fresh and frozen whole chicken, 2003-13
- Segment Performance--Other Poultry
- Key points
- Precooked convenience more appealing
- Figure 9: Sales of other poultry, 2003-13
- An IRI Snapshot--FDMx Packaged Poultry Sales
- Key points
- Figure 10: FDMx sales of poultry, segmented by type, 2006 and 2008
- Processed frozen poultry
- Key points
- New formats for "other poultry" spurs market gain
- Easy preparation spurs growth for chicken
- Figure 11: FDMx sales of processed frozen poultry, segmented by type,
2003-08
- IQF frozen poultry
- Key points
- More eating occasions increases consumption
- Figure 12: Per capita consumption of turkey, 1970-2007
- Innovation needed for future growth
- Figure 13: FDMx sales of IQF poultry, segmented by type, 2003-08
- Refrigerated poultry
- Key points
- Figure 14: FDMx sales of refrigerated poultry, segmented by type, 2003-08
- Retail Channels
- Introduction
- Key points
- Convenience channels can stimulate sales through single-serve selection
- Figure 15: U.S. retail sales of red meat, fish, and poultry, by retail
channel, 2006 and 2008
- Retail Channels--Supermarkets
- Supercenters and warehouse clubs stealing share
- Merchandising convenient solutions is key to future growth
- Figure 16: U.S. supermarket sales of red meat, fish, and poultry, at
current and constant prices, 2003-08
- Retail Channels--Natural Channel/SPINS
- Figure 17: Natural product supermarket retail sales of poultry, at
current and constant prices, 2006-08*
- Natural channel sales of poultry by organic
- Figure 18: Natural product supermarket retail sales of poultry, by
organic, 2006-08
- Market Drivers
- Key points
- Consumers look for purity claims when shopping
- Figure 19: Attitudes towards packaging, hormones, and avian flu, by
gender, September 2008
- Figure 20: Important marketing attributes for poultry, September 2008
- Economic challenges lead to more meals at home
- Figure 21: Average price of meal for a family of four at selected
restaurant types, 2005-07
- Figure 22: Food sales at home and away from home, 2005-07
- Private label growing faster than average in FDMx
- Leading Companies and Brand Share
- Key points
- Market leader Tyson losing share
- Cargill climbing the ranks
- Private label--the second largest "brand"
- Figure 23: Manufacturer sales of poultry in the U.S., 2007 and 2008
- Figure 24: New product introductions of poultry in the U.S., 2003-08
- Brand Qualities
- Perdue targets mom with dinner time solutions
- Foster Farms offers wellness-oriented buyers peace of mind
- Traditional burger stops target chicken market
- Innovation and Innovators
- Strong move to increase claims on the label
- Figure 25: Top claims for new poultry products, 2003-08
- Products for time-constrained consumers
- Purity claims gaining momentum
- Advertising and Promotion
- Overview
- Building the brand
- Barber Foods Stuffed Chicken Breasts
- Figure 26: Barber Foods, Wife rescues husband from refrigerator coma,
2008
- Tyson
- Figure 27: Tyson, Family stands on chairs & thanks mom, 2008
- Brand differentiation
- Foster Farms Chicken
- Figure 28: Foster Farms, Arkansas is the opposite of California, 2008
- Figure 29: Foster Farms, Chickens get car towed/New tagline, 2008
- Solutions in the kitchen
- Perdue
- Figure 30: Perdue, Jim & family confronts woman about roasterphobia, 2008
- Figure 31: Perdue, Jim reads Goldilocks book, 2008
- Consumers Talk about Poultry vs. Beef, Pork and Seafood
- Figure 32: Incidence and frequency of eating poultry vs. beef, pork and
seafood, September 2008
- Figure 33: How meat is prepared, by type of meat, September 2008
- Figure 34: Views about poultry vs. beef, pork and seafood, September 2008
- Consumption of Chicken or Turkey in the Past Week
- Figure 35: Consumption of chicken or turkey in the past week, by age,
September 2008
- Consumption of Chicken or Turkey at Home
- Figure 36: Consumption of chicken or turkey at home in the past week, by
age, September 2008
- Consumption of Chicken or Turkey away from Home
- Figure 37: Consumption of chicken or turkey away from home in the past
week, by age, September 2008
- Place Where Chicken or Turkey is Eaten away from Home
- Figure 38: Place where chicken or turkey is eaten away from home, by
age, September 2008
- Attitudes towards Packaging, Hormones and Avian Flu
- Figure 39: Attitudes towards packaging, hormones, and avian flu, by age,
September 2008
- Attitudes towards Value Added Products
- Rotisserie chicken
- Other value added poultry
- Figure 40: Attitudes towards value added products, September 2008
- Figure 41: Attitudes towards value added products, by age, September 2008
- Race and Ethnicity
- Figure 42: Consumption of chicken or turkey in the past week, by
race/ethnicity, September 2008
- Figure 43: Consumption of chicken or turkey at home in the past week, by
race/ethnicity, September 2008
- Figure 44: Place of purchase of chicken or turkey eaten at home, by
race/ethnicity, September 2008
- Figure 45: Consumption of chicken or turkey away from home in the past
week, by race/ethnicity, September 2008
- Figure 46: Place where chicken or turkey is eaten away from home, by
race/ethnicity, September 2008
- Figure 47: Attitudes towards packaging, hormones, and avian flu, by
race/ethnicity, September 2008
- Figure 48: Important marketing attributes for poultry, by
race/ethnicity, September 2008
- Figure 49: Attitudes towards value added products, by race/ethnicity,
September 2008
- Appendix: Other Useful Consumer Tables
- Incidence and frequency of poultry consumption
- Figure 71: Frequency of eating poultry vs. beef, pork and seafood, by
gender, September 2008
- Consumption of chicken or turkey in the past week
- Figure 72: Consumption of chicken or turkey in the past week, by income,
September 2008
- Figure 73: Consumption of chicken or turkey in the past week, by
children in the household, September 2008
- Place of purchase for chicken or turkey eaten at home
- Figure 74: Place of purchase of chicken or turkey eaten at home, by age,
September 2008
- Figure 75: Place of purchase of chicken or turkey eaten at home, by
income, September 2008
- Figure 76: Place of purchase of chicken or turkey eaten at home, by
region, September 2008
- Figure 77: Place of purchase of chicken or turkey eaten at home, by
children in the household, September 2008
- Consumption of chicken or turkey away from home
- Figure 78: Consumption of chicken or turkey away from home in the past
week, by income, September 2008
- Figure 79: Consumption of chicken or turkey away from home in the past
week, by region, September 2008
- Place where chicken or turkey is eaten away from home
- Figure 80: Place where chicken or turkey is eaten away from home, by
children in the household, September 2008
- Attitudes towards value added products
- Figure 81: Attitudes towards value added products, by children in the
household, September 2008
- Appendix: Trade Associations
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