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Final Report
Prepared For:
CRM# US3002192
July 2016
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2016 ORC International Proprietary & Confidential
o Primary research sponsor
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2016 ORC International Proprietary & Confidential
o WATT Global Media partnered with ORC International, on behalf of the National Chicken
Council, to identify consumer trends related to the consumption of chicken that can be
BACKGROUND used by leading US poultry producers in their marketing efforts.
o The primary objective of this research is to analyze chicken usage and attitudes among US
consumers. Specifically:
o Gauge past two week consumption frequency (from a supermarket/ grocery store and
from food service establishments) and identify shifts in future consumption behavior
OBJECTIVES
o Understand importance and satisfaction with purchase criteria (from a
supermarket/grocery store and from food service establishments)
o Identify and understand consumer concerns regarding purchasing chicken
o Understand the impact of various potential product claims on purchase interest
o Identify sources of information regarding chicken products and the degree to which
they are trusted.
o A total of 1017 interviews were conducted using ORC’s ONLINE CARAVAN® omnibus
among a demographically representative US sample of adults 18+.
METHODOLOGY o Completed interviews are weighted by five variables: Age, Sex, Geographic Region, Race
and Education to ensure reliable and accurate representation of the total U.S. population
o Statistical testing throughout this report was conducted at the 95% confidence level.
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Key Learnings
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Chicken Consumption Behavior
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Current and future consumption aligns with industry growth projections.
Average Number Of Times Eaten A Chicken Average Number Of Times Eaten A Chicken
Meal/Snack From A Supermarket In Past 2 Meal/Snack From A Food Service
Weeks Establishment In Past 2 Weeks
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Arrows indicate a significant increase from 2015 at the 95% confidence level.
2016 ORC International Proprietary & Confidential
Current and future consumption aligns with industry growth projections
In the past two weeks, consumers have eaten a chicken meal In the past two weeks, consumers have eaten a chicken meal • Chicken tops the list of
or snack from a supermarket 3.7 times or snack from a food service establishment 2.2 times protein being
consumed most often
per week, beating out
About The About beef, pork, other
More Less More Less
Same The Same
21% 6% 14% 15% poultry, seafood and
73% 71%
meat alternatives.3
21% of consumers anticipate eating MORE chicken from 14% of consumers anticipate eating MORE chicken from a
the supermarket in the next 12 months food service establishment in the next 12 months
o Globally, chicken is expected to comprise nearly o According to the USDA, the per capita
one-half of the increase in global meat production consumption of poultry and livestock on a per
over the next decade.1 pound basis is expected to continue increasing
o In the US, chicken accounts for about one-half of across all meat categories into 2016.4
all meat eaten, which is up from one third in the
Commercial
early 1990s.2 Year Beef Pork Chicken Turkey Fish & Shell-
o Poultry farmers are expecting per capita Fish
consumption of white meat in the US to exceed 2000 67.8 51.2 78.2 17.4 15.2
2001 66.3 50.4 78.0 17.5 14.7
that for red meat for the first time in 2016.3
2002 67.8 51.6 82.2 17.7 15.6
2003 65.0 51.9 83.2 17.5 16.3
2004 66.2 51.5 85.5 17.1 16.6
2005 65.6 50.1 87.3 16.7 16.2
2006 65.9 49.5 87.9 16.9 16.5
2007 65.3 50.8 86.4 17.6 16.3
2008 62.5 49.5 84.9 17.6 15.9
2009 61.1 50.2 81.1 17.0 15.8
2010 59.6 47.8 83.8 16.4 15.8
2011 57.3 45.7 84.3 16.1 14.9
2012 57.3 45.9 81.8 16.0 14.2
2013 56.3 46.8 83.1 15.9 14.3
2014 54.1 46.4 84.7 15.7 14.6
2015 53.9 49.9 90.1 16.0 NA
2016 estd. 54.3 50.4 92.1 16.5 NA
1,2,3 Tom Levitt, “The protein problem: why eating too much chicken might not help your diet,” Aug. 20, 2015,
http://www.theguardian.com/lifeandstyle/2015/aug/20/chicken-protein-atkins-paleo-diet-wwf-uk-health-forum-oecd-sustainable-farming , accessed Jun. 6, 2016.
4 “Per Capita Consumption of Poultry and Livestock, 1965 to Estimated 2016, in Pounds,” Apr. 13, 2016, http://www.nationalchickencouncil.org/about-the-
industry/statistics/per-capita-consumption-of-poultry-and-livestock-1965-to-estimated-2012-in-pounds/ , accessed Jun. 6, 2016.
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2016 ORC International Proprietary & Confidential
Chicken tops the list of protein being consumed most often for consumers when eating at home.
o Chicken tops the list of protein being consumed most often per
week, beating out beef, pork, other poultry, seafood and meat
alternatives.3
TOTAL NON
TOTAL CHICKEN CONSUMERS CHICKEN
92% CONSUMERS
8%
NON-USERS LIGHT USERS HEAVY USERS NON-USERS LIGHT USERS HEAVY USERS
(0 Times) (1-3 Times) (4+ Times) (0 Times) (1-2 Times) (3+ Times)
5% 50% 45% 22% 47% 30%
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2016 ORC International Proprietary & Confidential
Target marketing efforts towards non-Boomers, those with larger households and
more affluent.
TOTAL CHICKEN SUPERMARKET FOOD SERVICE
CONSUMERS HEAVY USERS ESTABLISHMENT
(934) (425) HEAVY USERS (269)
Gender Gender (Skew Female) Gender (Skew Male)
Age Age (More Millennials and Gen X) Age (More Millennials and Gen X)
(Mean: 46.3) (Mean: 45.0) (Mean: 42.8)
Millennials (18-34) 31% Millennials (18-34) 33% Millennials (18-34) 35%
Gen X (35-54) 35% Gen X (35-54) 37% Gen X (35-54) 40%
Boomers+ (55+) 34% Boomers+ (55+) 30% Boomers+ (55+) 24%
Household Size Household Size (Larger Households) Household Size (Larger Households)
(Mean 2.7) (Mean 2.9) (Mean 2.8)
• 16% One • 12% One • 17% One
Kids in HH Kids in HH Kids in HH
• 41% Two • 37% Two • 35% Two
31% 37% 33%
• 18% Three • 20% Three • 22% Three
• 16% Four • 19% Four • 17% Four
• 9% Five Or More • 11% Five Or More • 9% Five Or More
Household Income Household Income (Higher Income) Household Income (Higher Income)
Mean: $76.7K Mean: $78.1K Mean: $77.2K
Less Than $35K 24% Less Than $35K 26% Less Than $35K 24%
$35K - $50K 11% $35K - $50K 11% $35K - $50K 14%
$50K - $75K 21% $50K - $75K 18% $50K - $75K 19%
$75K - $100K 18% $75K - $100K 18% $75K - $100K 20%
$100K Or More 26% $100K Or More 27% $100K Or More 23%
TOTAL CHICKEN CONSUMERS = Have Eaten Chicken From Supermarket Or Food Service Establishments In Past 2 Weeks
SUPERMARKET HEAVY USERS = Have Eaten Chicken From Supermarket 4+ Times In Past Two Weeks
FOOD SERVICE ESTABLISHMENT HEAVY USERS = Have Eaten Chicken From Food Service Establishments 3+ Times In Past Two Weeks
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Chicken Purchase Considerations
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Freshness, Price, and Taste are the most important decision factors for consumers when deciding what
chicken to purchase from the supermarket. Price rates relatively low on satisfaction indicating an opportunity.
Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase – from a Supermarket
Base: Purchase Chicken (973)
C6. Thinking of the chicken you purchase from a supermarket or other retail grocery store, how satisfied are you with each of the following?
C7. Thinking about your most recent chicken purchase from a supermarket or other retail grocery store, please rank the following factors in order of importance.
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There is very little difference in attribute ratings between general consumers and heavy users of chicken in
supermarkets. Price, Taste and Freshness top the list for both.
Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase – from a Supermarket – Heavy Users
Base: Purchase Chicken (421)
C6. Thinking of the chicken you purchase from a supermarket or other retail grocery store, how satisfied are you with each of the following?
C7. Thinking about your most recent chicken purchase from a supermarket or other retail grocery store, please rank the following factors in order of importance.
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2016 ORC International Proprietary & Confidential
Again, Freshness, Price, and Taste are the most important decision factors for consumers when
deciding what chicken to purchase from a food service establishment.
Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase – from a Food Service Establishment
Base: Purchase Chicken (973)
C8. Now, thinking of the chicken you purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, how satisfied are you with each of the following?
C9. Thinking about your most recent chicken purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, please rank the following factors in order of
importance.
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2016 ORC International Proprietary & Confidential
Again, there is very little difference in attribute ratings between general consumers and heavy users of chicken
in food service establishments. Price, Taste and Freshness top the list for both.
Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase – from a Food Service Establishment – Heavy Users
Base: Purchase Chicken (283)
C8. Now, thinking of the chicken you purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, how satisfied are you with each of the following?
C9. Thinking about your most recent chicken purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, please rank the following factors in order of
importance.
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2016 ORC International Proprietary & Confidential
While freshness, taste and price are, without a doubt primary purchase drivers, three attributes comprise a
secondary tier of impact on likelihood to purchase – antibiotic free, locally raised, and country of origin on label.
o As seen last year,
o Understanding where chicken is raised by denoting it as locally sourced or listing the country of origin on the label is important to consumers.
o Animal-Only Antibiotics Used is polarizing.
C15. To what degree would each of the following influence your likelihood to purchase your favorite chicken products? Would you purchase more, less, or about the same amount?
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2016 ORC International Proprietary & Confidential
Though all tested claims pique purchase interest, consumers are most interested in knowing that no antibiotics
have been used in meat production.
o As seen last year,
o Understanding where chicken is raised by denoting it as locally sourced In their “It’s not the easy way, it’s the Perdue way”
or listing the country of origin on the label is important to consumers. campaign, Perdue highlights the role played by herbs in
o Animal-Only Antibiotics Used is polarizing. their operations. They are currently communicating to
consumers their use of thyme, oregano and probiotics to
Attribute Influence On Likelihood to Purchase Chicken produce healthier chickens without antibiotics.2
Base: Purchase Chicken (973)
1,2,3,4 “Reaching the Socially Conscious Consumer,” Mar. 18, 2014, https://darrentristano.com/category/foodservice-industry/page/2/ , accessed Jun. 8, 2016.
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Broader terms such as “sustainably raised” may result in misaligned consumer expectations and
increase risk of dissatisfaction, skepticism and erode trust.
C11. Which of the following phrases, if any, do you associate with the term “sustainably raised chickens”??
Circles are for highlighting purposes only.
1 Animal Welfare Institute, “Consumer Perceptions of Farm Animal Welfare,” Study Dates: Mar. 17, 2014 – Aug. 18, 2015,
https://awionline.org/sites/default/files/uploads/documents/fa-consumer_perceptionsoffarmwelfare_-112511.pdf , accessed Jun. 13, 2016.
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Chicken Purchase Concerns
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Marketing, communications and labeling from manufacturers addressing safe product handling and
health/safety tips are likely to bring the most relevance to consumers.
Health/Safety 31%
have concerns
C12. What concerns, if any, do you have when purchasing chicken? Please be as specific as possible.
Only comments mentioned by 3% or more are shown.
.
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When prompted, the majority of consumers have concerns about the chicken they purchase,
primarily regarding Food Safety and Disease.
o Concerns about Hormone and Steroid Use, Antibiotic Use in Chickens, and
Confusing/Misleading Packaging/Label Claims have risen in the past year.
C13. How concerned are you about each of the following when purchasing chicken?
Circles are for highlighting purposes only.
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2016 ORC International Proprietary & Confidential
When prompted, the majority of consumers have concerns about the chicken they purchase, primarily
regarding Food Safety and Disease.
78% of chicken consumers
o Concerns about Hormone and Steroid Use, Antibiotic Use in Chickens, and feel that raising chickens
Confusing/Misleading Packaging/Label Claims have risen in the past year. humanely leads to safer
chicken products.1
Chicken Purchase Concerns Extremely/Very/
Base: Purchase Chicken (973) Somewhat Concerned
Consumers are not Food Safety 41% 30% 21% 6%2% 93%
clear about packaging
terms. Many “think that 80% of Americans
terms like natural, Disease 41% 23% 23% 10%2% 88% believe chicken
GMO-free, organic and contains added
locally raised make Hormone And Steroid Use 29% 28% 29% 10%3% 87% hormones or
meat taste better and steroids.3
more healthful.”2 Antibiotic Use In Chickens 27% 28% 30% 12% 3% 85%
78% believe
chickens are
Label Confusing/Misleading Packaging/Label Claims 20% 29% 38% 11%2% 87% genetically
modified.4
How Chickens Are Raised 17% 21% 39% 16% 6% 77%
73% believe
antibiotics are
Portion Size of Individual Cuts of Chicken 8% 24% 45% 20% 4% 76% present in most
chicken meat.5
Time it Takes to Raise a Chicken 7% 12% 33% 34% 13% 53%
Extremely Concerned Very Concerned Somewhat Concerned Not Very Concerned Not At All Concerned
C13. How concerned are you about each of the following when purchasing chicken?
Circles are for highlighting purposes only.
1 “Treat My Chicken Right: ASPCA Survey Shows Consumers Want More Humanely Raised Chicken, Feel it Leads to Safer Chicken Products,” Sept. 2, 2014,
http://www.aspca.org/about-us/press-releases/treat-my-chicken-right-aspca-survey-shows-consumers-want-more-humanely , accessed Jun. 13, 2016.
2 San Gazdziak, “2016 Consumer Trends Report: Searching for a story,” Nov. 13, 2015, http://www.provisioneronline.com/articles/102563-consumer-trends-report-searching-for-a-story ,
accessed Jun. 13, 2016.
3,4,5 “2016 Power of Meat: An In-Depth Look at Meat through the Shoppers’ Eyes,” 2016, http://www.meatconference.com/Power%20of%20Meat%202016.pdf , accessed Jun. 13, 2016.
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The preferred source of information is the government. Appeal of sources such as Blogs and Celebrities appears to be limited. Supermarkets
and poultry brands likely can further leverage their credibility as sources of information for consumers.
Consumers are more likely to trust information received about chicken from supermarkets and the manufacturer than from restaurants which
presents an opportunity for increased consumer trust within the food service establishment channel.
Blogs 8%
Other 3%
Trust Completely Trust Very Much Trust Somewhat
Trust Very Little Do Not Trust At All
C10. To what degree do you trust the information that you receive about the chicken you purchase from the from the following sources?
C14. From what sources would you like to hear information about the chicken you buy?
Circles are for highlighting purposes only.
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Insights & Implications
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Insights & Implications
Chicken consumption remains high, returning to 2014 levels after a slight dip in consumption in 2015. Nine in ten (88%) consumers
purchase chicken at least once a month. In the past two weeks, 87% have eaten chicken from a supermarket and 72% have eaten
chicken from a food service establishment.
In the next 12 months, 21% of consumers anticipate eating more chicken from the supermarket and 14% anticipate eating more
from a food service establishment.
Insight Implication
Current heavy users are most likely to eat more chicken in the next 12 months. Consider targeted marketing efforts towards Heavy Users –
The demographic profile for Heavy Users varies from the general chicken non-Boomers, consumers with larger households, as well as
consumer in that heavy users skew <55, more affluent and diverse with larger Hispanics and African Americans.
households.
Key drivers of purchase regardless of channel are freshness, taste and price. There is an opportunity to improve pricing satisfaction in the
Across the board, consumers are satisfied with freshness and taste. Satisfaction supermarket channel.
with price differs by channel with food service establishments experiencing
moderate satisfaction levels while satisfaction with price at supermarkets is quite
low.
Trust is a point of differentiation. Supermarkets garner reasonable levels of trust Supermarkets and poultry brands likely can further leverage
and, along with brands comprise the second tier of desired sources of information their credibility as sources of information for consumers.
behind government.
There is an opportunity for increased consumer trust within the
Food service establishments achieve lower trust scores. food service establishment channel.
SUPERMARKET HEAVY USERS = Have Eaten Chicken From Supermarket 4+ Times In Past Two Weeks
FOOD SERVICE ESTABLISHMENT HEAVY USERS = Have Eaten Chicken From Food Service Establishments 3+ Times In Past Two Weeks
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Insights & Implications
Insight Implication
When it comes to sources of information, conventional sources such as the Focus on conventional sources in support of dissemination
government, grocery store, farmer/grower, butcher and brands are preferred. efforts. Appeal of sources such as Blogs and Celebrities
appears to be limited.
Nearly seven in ten (69%) consumers have concerns about the chicken they Marketing, communications and labeling from manufacturers
purchase – product freshness and health/safety continue to top the list. addressing safe product handling and health/safety tips likely
Consumers indicate noticeably lesser levels of concern with how chickens are bring the most relevance to consumers.
raised and animal lifespan.
Confusion remains regarding the meaning of phrases such as “sustainably raised Broader terms such as “sustainably raised” may result in
chickens”. While approximately half associate the phrase with environmental misaligned consumer expectations and increase risk of
impact, nearly one-third associate the phrase with no hormones, no antibiotics or dissatisfaction, skepticism and erode trust.
chickens being treated humanely.
While freshness, taste and price are, without a doubt primary purchase drivers, Core messaging elements should retain content on freshness,
three attributes comprise a secondary tier of impact on likelihood to purchase – taste and price.
antibiotic free, locally raised, and country of origin on label (54%, 50%, 46%
respectively).
SUPERMARKET HEAVY USERS = Have Eaten Chicken From Supermarket 4+ Times In Past Two Weeks
FOOD SERVICE ESTABLISHMENT HEAVY USERS = Have Eaten Chicken From Food Service Establishments 3+ Times In Past Two Weeks
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Demographics
Age Education
18-24 8% High School Graduate Or Less 31%
25-34 22% Some College/Technical School 24%
35-44 16% College Graduate 44%
45-54 19%
55-64 17% Employment Status
65 or older 18% Employed 63%
Mean 46.4 Student 2%
Homemaker 8%
Region Retired 19%
North East 19% Not Employed Currently/Unable To Work 7%
Midwest 20%
South 37% Household Income
West 24% Less than $35,000 24%
$35,000 - less than $50,000 12%
Marital Status $50,000 - less than $75,000 21%
Married 56% $75,000-$99,999 18%
Living With A Partner 9% $100,000 or more 26%
Single/Never Been Married 22% Mean (In Thousands) 76.8
Separated/Divorced/Widowed 13%
Ethnicity
Home Ownership White 79%
Own 68% Hispanic 12%
Rent 32% Black Or African-American 11%
Asian 5%
Household Size Native American Or Alaska Native 1%
One 17% Other 5%
Two 41%
Three 18%
Four 16%
Five or more 9%
Mean 2.7
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Consumers are most satisfied with Freshness and Taste when purchasing chicken from a supermarket.
Extremely Satisfied Very Satisfied Somewhat Satisfied Not Very Satisfied Not At All Satisfied
C6. Thinking of the chicken you purchase from a supermarket or other retail grocery store, how satisfied are you with each of the following?
Circles are for highlighting purposes only.
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Price and Freshness are the most important decision factors for consumers when purchasing chicken from a
supermarket.
Quantity / Package Size 7% 12% 14% 17% 18% 14% 10% 7% 33%
Size of Individual Piece of Chicken 5% 9% 13% 19% 19% 16% 13% 6% 27%
2%
Convenience of Packaging 1% 5% 8% 13% 19% 25% 26% 9%
C7. Thinking about your most recent chicken purchase from a supermarket or other retail grocery store, please rank the following factors in order of importance.
Circles are for highlighting purposes only.
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2016 ORC International Proprietary & Confidential
Consumers are most satisfied with Taste and Freshness when purchasing chicken from a food service
establishment.
Attribute Satisfaction for Most Recent Chicken Purchase – from a Food Service Establishment
Base: Purchase Chicken (973)
Top
Two Box
Extremely Satisfied Very Satisfied Somewhat Satisfied Not Very Satisfied Not At All Satisfied
C8. Now, thinking of the chicken you purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, how satisfied are you with each of the following?
Circles are for highlighting purposes only.
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2016 ORC International Proprietary & Confidential
Taste and Freshness are the most important decision factors for consumers when purchasing chicken from a
food service establishment.
Attribute Importance For Most Recent Chicken Purchase – from a Food Service Establishment
Base: Purchase Chicken (973)
Ranked #1,
#2, or #3
C9. Thinking about your most recent chicken purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, please rank the following factors in order of
importance.
Circles are for highlighting purposes only.
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