Final-Report-US-Chicken-Consumption-Survey.pptx

1
2016 ORC International Proprietary & Confidential
US Chicken Consumption
Final Report
Prepared For:
CRM# US3002192
July 2016

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o Primary research sponsor
o Contributing research sponsors
o Research findings presented by

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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
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
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+.
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.
o June 6 - 9, 2016
BACKGROUND
OBJECTIVES
METHODOLOGY
FIELDING DATES

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Key Learnings
• The industry is strong.
Consumption
• Price, Freshness, Taste are key but other elements
are at play.
Purchase
Considerations
• Most concerns focus on health and food safety.
• Other concerns are present and merit awareness and
preparedness.
Concerns
• Supermarkets and poultry brands likely can further
leverage their credibility as sources of information for
consumers.
Communication

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Chicken Consumption Behavior

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Eaten A Chicken Meal/Snack From A Food
Service Establishment In Past 2 Weeks
Average Number Of Times Eaten A Chicken
Meal/Snack From A Food Service
Establishment In Past 2 Weeks
Eaten A Chicken Meal/Snack From A
Supermarket In Past 2 Weeks
Average Number Of Times Eaten A Chicken
Meal/Snack From A Supermarket In Past 2
Weeks
SUPERMARKET
FOOD SERVICE ESTABLISHMENT
87%
85%
83%
2016
2015
2014
3.7
3.3
3.6
2016
2015
2014
72%
67%
70%
2016
2015
2014
2.2
1.8
2.4
2016
2015
2014
Current and future consumption aligns with industry growth projections.
Arrows indicate a significant increase from 2015 at the 95% confidence level.

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72% of consumers have eaten a chicken meal or snack
from a food service establishment in the past two weeks
In the past two weeks, consumers have eaten a chicken meal
or snack from a food service establishment 2.2 times
14% of consumers anticipate eating MORE chicken from a
food service establishment in the next 12 months
87% of consumers have eaten a chicken meal or snack
from a supermarket in the past two weeks
In the past two weeks, consumers have eaten a chicken meal
or snack from a supermarket 3.7 times
21% of consumers anticipate eating MORE chicken from
the supermarket in the next 12 months
More
14%
About
The Same
71%
Less
15%
More
21%
About The
Same
73%
Less
6%
Base: Total (1017)
C1/2. Thinking about the meals and snacks you’ve eaten in the past two weeks, how many times did you eat chicken that was purchased from a supermarket or other
retail grocery store/ restaurant, fast food store, carryout shop or employee cafeteria? This includes fresh, frozen, or prepared chicken/prepared meals of chicken, chicken
products/sandwiches, and similar foodservice chicken items.
C3/4. During the next 12 months, would you say that you are likely to eat more chicken, less chicken, or about the same amount of chicken that was purchased from a
supermarket or other retail grocery store/ restaurant, fast food store, carryout shop, or employee cafeteria?
SUPERMARKET
Current and future consumption aligns with industry growth projections
• Per capita consumption
of white meat in the US
anticipated to exceed
that for red meat for the
first time in 2016.3
• Globally, chicken is
expected to comprise
nearly one-half of the
increase in global meat
production over the
next decade.1
• Chicken tops the list of
protein being
consumed most often
per week, beating out
beef, pork, other
poultry, seafood and
meat alternatives.3

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Chicken consumption, both globally and in the US, is expected to continue to increase.
o Globally, chicken is expected to comprise nearly
one-half of the increase in global meat production
over the next decade.1
o In the US, chicken accounts for about one-half of
all meat eaten, which is up from one third in the
early 1990s.2
o Poultry farmers are expecting per capita
consumption of white meat in the US to exceed
that for red meat for the first time in 2016.3
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.
Year Beef Pork Chicken Turkey
Commercial
Fish & Shell-
Fish
2000 67.8 51.2 78.2 17.4 15.2
2001 66.3 50.4 78.0 17.5 14.7
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
o According to the USDA, the per capita
consumption of poultry and livestock on a per
pound basis is expected to continue increasing
across all meat categories into 2016.4

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Chicken tops the list of protein being consumed most often for consumers when eating at home.
o In the average week, consumers eat home-cooked
meals 5.1 times at dinnertime. Nearly three-
quarters (73%) of these meals include meat or
poultry.1
o This represents a slight decrease from the
average seen over the last 8 years – 4.1 dinners
per week containing meat or poultry.2
1,2,3 “2016 Power of Meat,” http://www.meatconference.com/Power%20of%20Meat%202016.pdf , accessed Jun. 8, 2016.
o Chicken tops the list of protein being consumed most often per
week, beating out beef, pork, other poultry, seafood and meat
alternatives.3

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Never
4%
Every few
months
8%
Monthly 13%
Every few
weeks 28%
Weekly 33%
A few times
a week 13%
Daily 1%
88% of consumers purchase chicken monthly or more often with secondary sources indicating the desire for
high quality dietary protein is driving consumer preference for chicken.2
C5. How often do you purchase chicken products for your home?
1,2 Steve Meyer and Len Steiner, “US Consumer Meat Demand Continues to Rise,” Oct. 16, 2015,
http://www.thepoultrysite.com/poultrynews/35995/us-consumer-meat-demand-continues-to-rise/ ,
accessed Jun. 7, 2016.
3 USDA Hatchery Annual Summary 2015 – Broiler-type and Egg-type Up with Turkey Hatch Down,”
Apr. 18, 2016, http://www.thepoultrysite.com/reports/?id=6049 , accessed Jun. 13, 2016.
Frequency Purchase Chicken
Base: Total (1017)
Who Purchases The Most Chicken?
 Households with 2+ People / Children in the Household
 18-24 Year Olds
 Consumers in the Northeast and South
 Hispanics and African Americans
o Real per capita expenditures for
chicken were higher in 2015 than
that for beef and pork.1
o The desire for high quality dietary
protein is driving consumer
preference for chicken.2
o Broiler-type chicks hatched
during 2015 totaled 9.32 billion,
up 2 percent from 2014.3

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US Incidence Overview
TOTAL NON
CHICKEN
CONSUMERS
8%
NON-USERS
(0 Times)
5%
LIGHT USERS
(1-3 Times)
50%
HEAVY USERS
(4+ Times)
45%
NON-USERS
(0 Times)
22%
LIGHT USERS
(1-2 Times)
47%
HEAVY USERS
(3+ Times)
30%
SUPERMARKET
(Number Of Times Have Eaten Chicken
From Supermarket In Past 2 Weeks)
(Number Of Times Have Eaten Chicken
From Restaurant, Fast Food Store,
Or Employee Cafeteria In Past 2 Weeks)
TOTAL CHICKEN CONSUMERS
92%
GENERAL POPULATION
Age 18+
Base: Total (1017)

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Gender (Skew Female)
Age (More Millennials and Gen X)
(Mean: 45.0)
Household Size (Larger Households)
(Mean 2.9)
• 12% One
• 37% Two
• 20% Three
• 19% Four
• 11% Five Or More
Household Income (Higher Income)
Mean: $78.1K
Ethnicity (More Diverse)
13% Hispanic 14% African American
Target marketing efforts towards non-Boomers, those with larger households and
more affluent.
Gender
Age
(Mean: 46.3)
Household Size
(Mean 2.7)
• 16% One
• 41% Two
• 18% Three
• 16% Four
• 9% Five Or More
Household Income
Mean: $76.7K
Ethnicity (Less Diverse)
Gender (Skew Male)
Age (More Millennials and Gen X)
(Mean: 42.8)
Household Size (Larger Households)
(Mean 2.8)
• 17% One
• 35% Two
• 22% Three
• 17% Four
• 9% Five Or More
Household Income (Higher Income)
Mean: $77.2K
Ethnicity (More Diverse)
SUPERMARKET
HEAVY USERS
(425)
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
FOOD SERVICE
ESTABLISHMENT
HEAVY USERS (269)
TOTAL CHICKEN
CONSUMERS
(934)
31%
35%
34%
Millennials (18-34)
Gen X (35-54)
Boomers+ (55+)
33%
37%
30%
Millennials (18-34)
Gen X (35-54)
Boomers+ (55+)
35%
40%
24%
Millennials (18-34)
Gen X (35-54)
Boomers+ (55+)
50%
50%
24%
11%
21%
18%
26%
Less Than $35K
$35K - $50K
$50K - $75K
$75K - $100K
$100K Or More
49%
51% 51%
49%
24%
14%
19%
20%
23%
Less Than $35K
$35K - $50K
$50K - $75K
$75K - $100K
$100K Or More
26%
11%
18%
18%
27%
Less Than $35K
$35K - $50K
$50K - $75K
$75K - $100K
$100K Or More
Kids in HH
31%
Kids in HH
37%
Kids in HH
33%

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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.
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.
Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase – from a Supermarket
Base: Purchase Chicken (973)

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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

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Again, Freshness, Price, and Taste are the most important decision factors for consumers when
deciding what chicken to purchase from a food service establishment.
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.
Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase – from a Food Service Establishment

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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.
importance.
Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase – from a Food Service Establishment – Heavy Users

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54%
50%
46%
42%
34%
32%
24%
37%
43%
43%
48%
58%
54%
51%
9%
7%
11%
10%
9%
14%
25%
No Antibiotics Ever / Antibiotic Free
Locally Raised
Country Of Origin Included On The Label
Production Method Used Has Greater Sustainability For
The Environment
More Environmentally-Friendly Packaging
Reduced Carbon Footprint For Production Method
Animal-Only Antibiotics Used
More About The Same Less
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.
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.
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?
Attribute Influence On Likelihood to Purchase Chicken

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54%
50%
46%
42%
34%
32%
24%
37%
43%
43%
48%
58%
54%
51%
9%
7%
11%
10%
9%
14%
25%
No Antibiotics Ever / Antibiotic Free
Locally Raised
Country Of Origin Included On The Label
Production Method Used Has Greater Sustainability For
The Environment
More Environmentally-Friendly Packaging
Reduced Carbon Footprint For Production Method
Animal-Only Antibiotics Used
More About The Same Less
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.
Though all tested claims pique purchase interest, consumers are most interested in knowing that no antibiotics
have been used in meat production.
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?
1 Tom Polansek, “Antibiotic Use in Food Animals Continues to Rise,” Dec. 11, 2015, http://www.scientificamerican.com/article/antibiotic-use-in-food-animals-continues-to-rise/ ,
2 “New PERDUE® brand TV commercial campaign highlights innovative steps Perdue and farmers take to raise healthy chickens without antibiotics,” Jun. 9, 2016,
https://globenewswire.com/news-release/2016/06/09/847486/10163403/en/New-PERDUE-R-brand-TV-commercial-campaign-highlights-innovative-steps-Perdue-and-farmers-take-
to-raise-healthy-chickens-without-antibiotics.html , accessed Jun. 29, 2016.
Attribute Influence On Likelihood to Purchase Chicken
Food companies
are moving away
from using
antibiotics in meat
production. In
March 2015,
McDonald’s Corp
said its US
restaurants would
“gradually stop
buying chicken
raised with the
equivalent
antibiotics that are
used for
humans.”1
In their “It’s not the easy way, it’s the Perdue way”
campaign, Perdue highlights the role played by herbs in
their operations. They are currently communicating to
consumers their use of thyme, oregano and probiotics to
produce healthier chickens without antibiotics.2

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Social responsibility is another consideration factor driving consumption, especially in restaurant choices.
o Social responsibility in restaurants has three key
components:1
o The environment – recycling programs, packaging (disposables
made of recycled materials), energy-saving measures, water-
saving practices, waste disposal and composting.
o Community-building – fundraising, food donation, community
group support, sports team sponsorship, local hiring, and better
than average wages, benefits, and advancement opportunities.
o Sourcing – food origins that are organic, natural, local, emphasize
animal welfare, and avoidance of hormones and steroids.
1,2,3,4 “Reaching the Socially Conscious Consumer,” Mar. 18, 2014, https://darrentristano.com/category/foodservice-industry/page/2/ , accessed Jun. 8, 2016.
o According to a 2014 study by Technomic Research:2
o Nearly 60% of consumers say that when they’re deciding what
restaurant to visit, it’s important that it be socially responsible.
o Social responsibility is more important to ethnic minorities,
younger consumers including Millennials and Generation Z, and
heavy restaurant users.
o Younger consumers find all aspects of corporate social
responsibility to be more important than older consumers.

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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.
48%
37%
35%
34%
31%
27%
3%
The environmental impact of growing and
raising chickens
No hormones are used
No antibiotics are used
Chickens are treated humanely
Free-range chickens
Organic versus non organic methods of
raising chickens
Other
Phrases Associated with “Sustainably Raised Chickens”
Americans care about how farm animals are raised
according to several recent research studies:1
o From The Hartman Group:
o 44% want to know more about how food companies
treat their animals.
o 47% support companies that avoid inhumane
treatment of animals.
o 65% want animals raised in as natural environment as
possible.
o From American Humane:
o 95% are “very concerned” about the welfare of
animals.
o From Consumer Reports:
o 80% want good living conditions for animals raised for
food.
o From ORC International:
o 69% prioritize animal welfare as a significant factor in
describing what food to buy.

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Chicken Purchase Concerns

23
Marketing, communications and labeling from manufacturers addressing safe product handling and
health/safety tips are likely to bring the most relevance to consumers.
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.
.
Unaided Concerns When Purchasing Chicken
Product 34%
Freshness/expiration date/if it is old 23%
Taste 4%
Organic/natural/non-GMO 3%
Health/Safety 31%
Drugs/Chemicals (Subnet) 13%
Hormones/steroids 9%
Antibiotics 5%
Bacteria (Subnet) 8%
Salmonella 5%
General Safety 4%
Cleanliness/processed in a clean facility/environment 4%
Treatment of Chicken 15%
How they were raised/treated/raised humanely 9%
Price 5%
None 30%
69%
of
consumers
have
concerns

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41%
41%
29%
27%
20%
17%
8%
7%
30%
23%
28%
28%
29%
21%
24%
12%
21%
23%
29%
30%
38%
39%
45%
33%
6%
10%
10%
12%
11%
16%
20%
34%
2%
2%
3%
3%
2%
6%
4%
13%
Food Safety
Disease
Hormone And Steroid Use
Antibiotic Use In Chickens
Confusing/Misleading Packaging/Label Claims
How Chickens Are Raised
Portion Size of Individual Cuts of Chicken
Time it Takes to Raise a Chicken
Extremely Concerned Very Concerned Somewhat Concerned Not Very Concerned Not At All Concerned
When prompted, the majority of consumers have concerns about the chicken they purchase,
primarily regarding Food Safety and Disease.
C13. How concerned are you about each of the following when purchasing chicken?
Extremely/Very/
Somewhat Concerned
Label
93%
85%
87%
77%
76%
53%
87%
88%
o Concerns about Hormone and Steroid Use, Antibiotic Use in Chickens, and
Confusing/Misleading Packaging/Label Claims have risen in the past year.

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41%
41%
29%
27%
20%
17%
8%
7%
30%
23%
28%
28%
29%
21%
24%
12%
21%
23%
29%
30%
38%
39%
45%
33%
6%
10%
10%
12%
11%
16%
20%
34%
2%
2%
3%
3%
2%
6%
4%
13%
Food Safety
Disease
Hormone And Steroid Use
Antibiotic Use In Chickens
Confusing/Misleading Packaging/Label Claims
Portion Size of Individual Cuts of Chicken
Time it Takes to Raise a Chicken
Extremely Concerned Very Concerned Somewhat Concerned Not Very Concerned Not At All Concerned
When prompted, the majority of consumers have concerns about the chicken they purchase, primarily
regarding Food Safety and Disease.
C13. How concerned are you about each of the following when purchasing chicken?
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 ,
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.
Extremely/Very/
Somewhat Concerned
Label
93%
85%
87%
77%
76%
53%
87%
88%
o Concerns about Hormone and Steroid Use, Antibiotic Use in Chickens, and
Confusing/Misleading Packaging/Label Claims have risen in the past year.
78% of chicken consumers
feel that raising chickens
humanely leads to safer
chicken products.1
Consumers are not
clear about packaging
terms. Many “think that
terms like natural,
GMO-free, organic and
locally raised make
meat taste better and
more healthful.”2
80% of Americans
believe chicken
contains added
hormones or
steroids.3
78% believe
chickens are
genetically
modified.4
73% believe
antibiotics are
present in most
chicken meat.5

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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.
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?
Trust Levels of Information Received
about Chicken from Various Sources
5%
6%
3%
32%
29%
18%
52%
52%
59%
8%
10%
15%
3%
4%
5%
Supermarket
Brand
Restaurant
Trust Completely Trust Very Much Trust Somewhat
Trust Very Little Do Not Trust At All
89%
87%
80%
Completely /
Very Much /
Somewhat
Brand
55%
43%
40%
39%
38%
17%
8%
8%
7%
7%
3%
USDA / Other Government Entity
Grocery Store / Retail
Farmer / Grower
Grocer / Butcher at my store
Brand / Company
Physician / Healthcare Provider
Mom Scientist
Blogs
Celebrity Health Expert
Celebrity Chef
Other
Preferred Chicken
Information Sources

27
Insights & Implications

28
Insight Implication
Current heavy users are most likely to eat more chicken in the next 12 months.
The demographic profile for Heavy Users varies from the general chicken
consumer in that heavy users skew <55, more affluent and diverse with larger
households.
Consider targeted marketing efforts towards Heavy Users –
non-Boomers, consumers with larger households, as well as
Hispanics and African Americans.
Key drivers of purchase regardless of channel are freshness, taste and price.
Across the board, consumers are satisfied with freshness and taste. Satisfaction
with price differs by channel with food service establishments experiencing
moderate satisfaction levels while satisfaction with price at supermarkets is quite
low.
There is an opportunity to improve pricing satisfaction in the
supermarket channel.
Trust is a point of differentiation. Supermarkets garner reasonable levels of trust
and, along with brands comprise the second tier of desired sources of information
behind government.
Food service establishments achieve lower trust scores.
Supermarkets and poultry brands likely can further leverage
their credibility as sources of information for consumers.
There is an opportunity for increased consumer trust within the
food service establishment channel.
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.

29
Insight Implication
When it comes to sources of information, conventional sources such as the
government, grocery store, farmer/grower, butcher and brands are preferred.
Focus on conventional sources in support of dissemination
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
purchase – product freshness and health/safety continue to top the list.
Consumers indicate noticeably lesser levels of concern with how chickens are
raised and animal lifespan.
Marketing, communications and labeling from manufacturers
addressing safe product handling and health/safety tips likely
bring the most relevance to consumers.
Confusion remains regarding the meaning of phrases such as “sustainably raised
chickens”. While approximately half associate the phrase with environmental
impact, nearly one-third associate the phrase with no hormones, no antibiotics or
chickens being treated humanely.
Broader terms such as “sustainably raised” may result in
misaligned consumer expectations and increase risk of
dissatisfaction, skepticism and erode trust.
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 (54%, 50%, 46%
respectively).
Core messaging elements should retain content on freshness,
taste and price.

30
Demographics
ISO 20252 Certification
ORC International is ISO 20252 certified. To achieve certification, ORC International passed a comprehensive, on-site audit. The certification
establishes globally recognized terms, definitions, and service requirements for project management in research organizations. Processes
outlined in ISO 20252 are designed to produce transparent, consistent, well documented and error-free methods of conducting and managing
research projects. Adherence and certification to such standards provides a basis of confidence for clients and other constituencies that the
work produced is being executed with quality processes and controls in place. The internationally recognized standard also provides a basis for
subcontractor evaluation.

31
Demographics
Gender Children In Household
Male 49% Yes 30%
Female 51% No 70%
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
Base: Total (1017)

32
Appendix

33
19%
19%
17%
16%
16%
15%
13%
13%
51%
50%
45%
48%
47%
47%
33%
31%
27%
28%
32%
33%
33%
33%
44%
44%
3%
2%
5%
2%
4%
4%
9%
9%
1%
1%
1%
2%
1%
3%
Freshness / Expiration Date
Taste
Convenience of Packaging
Brand
Quantity / Package Size
Size of Individual Piece of Chicken
Price
Extremely Satisfied Very Satisfied Somewhat Satisfied Not Very Satisfied Not At All Satisfied
70%
69%
62%
64%
62%
62%
45%
44%
Consumers are most satisfied with Freshness and Taste when purchasing chicken from a supermarket.
Top
Two Box
Brand
Attribute Satisfaction for Most Recent Chicken Purchase – from a Supermarket

34
30%
22%
17%
11%
7%
7%
5%
1%
21%
25%
17%
7%
7%
12%
9%
2%
16%
17%
20%
7%
8%
14%
13%
5%
11%
15%
14%
8%
9%
17%
19%
8%
7%
9%
14%
8%
12%
18%
19%
13%
6%
6%
9%
13%
16%
14%
16%
19%
5%
4%
6%
15%
22%
10%
13%
25%
4%
3%
3%
31%
20%
7%
6%
26%
Price
Freshness / Expiration Date
Taste
Brand
Quantity / Package Size
Convenience of Packaging
Ranked #1 Ranked #2 Ranked #3 Ranked #4 Ranked #5 Ranked #6 Ranked #7 Ranked #8
67%
64%
54%
25%
21%
33%
27%
9%
Price and Freshness are the most important decision factors for consumers when purchasing chicken from a
supermarket.
Ranked #1,
#2, or #3
Brand
Attribute Importance For Most Recent Chicken Purchase – from a Supermarket

35
18%
16%
12%
10%
8%
44%
42%
38%
30%
27%
33%
35%
43%
47%
50%
3%
4%
6%
10%
10%
2%
2%
1%
2%
5%
Taste
Freshness
Price
Extremely Satisfied Very Satisfied Somewhat Satisfied Not Very Satisfied Not At All Satisfied
62%
59%
50%
40%
35%
Consumers are most satisfied with Taste and Freshness when purchasing chicken from a food service
establishment.
Top
Two Box
Attribute Satisfaction for Most Recent Chicken Purchase – from a Food Service Establishment

36
34%
31%
21%
9%
5%
30%
22%
32%
5%
10%
20%
21%
30%
9%
19%
12%
17%
13%
13%
45%
4%
9%
4%
63%
20%
Taste
Price
Freshness
Ranked #1 Ranked #2 Ranked #3 Ranked #4 Ranked #5
85%
74%
83%
23%
34%
Taste and Freshness are the most important decision factors for consumers when purchasing chicken from a
food service establishment.
importance.
Ranked #1,
#2, or #3
Attribute Importance For Most Recent Chicken Purchase – from a Food Service Establishment

Final-Report-US-Chicken-Consumption-Survey.pptx

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