Consumer Survey Reveals Patterns And Preferences In Chicken Purchasing
A survey by Market Force Information regarding chicken consumption by U.S. consumers finds that 53% are eating chicken more than four times per week. This survey examined the role of chicken in consumers’ diets, exploring motivations for chicken purchases at the point of sale and the potential impact of organic chicken.
Consumers indicated that quality and appearance of the chicken were the biggest point of sale purchase drivers (45%), while the least important factors were “ingredients listed on labels.”
Consumers said they most wanted to see “farm/country of origin/processing” info (38%) on fresh chicken labels, while 10% said they couldn’t find the information they needed on packaging.
In additional results, researchers found that (excerpted from article):
- 83 percent of consumers have purchased fresh chicken in the past 60 days.
- 86 percent buy fresh chicken from the meat department at the grocery,
- 83 percent buy rotisserie chicken and 53 percent buy frozen chicken.
- 21 percent said they had tried a new fresh chicken product in the past 60 days. New recipes, store displays and coupons drove new trials.
- 53 percent said individual packages that are vacuum-packed (allowing consumers to keep fresh only the portion needed and easily freeze the rest in small portion sizes) would interest them.
- 12 percent indicated that chicken with added ingredients that increase the nutritional value would be of interest.
- 41 percent said they specify the type of chicken product they want to buy when writing out their grocery list, and
- 78 percent added a chicken item to their list because of a promotion or coupon.
- 35 percent do not have a favorite brand and 18 percent indicated that brand was “very important.”
- Less than one-quarter of consumers purchase organic chicken even occasionally. Over 40% do not believe it’s worth the extra cost, while another 40% do not believe organic chicken offers any nutritional benefits.