This survey was designed to measure the frequency of chicken consumption purchased through supermarkets and restaurants. Survey respondents represented the nine census regions of the U.S. in proportion to the U.S. population. 788 of the 1007 respondents polled are considered primary grocery shoppers for the household.

90% of respondents had eaten a meal or snack that included chicken in the two weeks prior to the survey.

The average number of snacks or meals that included chicken in the two weeks prior to the survey was 4.9. For ages 35-49, the average was 5.5, for ages 25-34 and 50-64 the average was 5, and the youngest segment averaged the lowest at 4.6.

By income, those who made $75,000+ averaged 6 meals, while those with incomes less than $50,000 averaged 4.6 meals.

34% had eaten 8+ meals or snacks in the last two weeks that included chicken. These “heavy” users are more likely to be those between 25-49 years, have a household income of $50,000+, and live in the South or Northeast.

Regionally, 93% of respondents in Northeast and North Central regions had eaten 1+ meals which included chicken in the last two weeks, with 89% for the West and 88% for the South. The average number of chicken meals/snacks for the last two weeks were:

• South (5.4)
• Northeast (5.0)
• North Central (4.6)
• West (4.3)

81% of respondents had eaten 1+ meals including chicken from a grocery store in the last two weeks, 23% had eaten the same 5+ times, while 7% had eaten 8+ times. Respondents aged 35-49 are more likely (89%) to have eaten meals with chicken from a grocery store than the overall sample (81%). Also more likely to consume meals with chicken from a grocery store are those with household incomes of $50,000+ (89%). The average number of meals consumed that include chicken from a grocery store over the last two weeks by various segments are:

• Overall sample (3.1)
• 35-49 years (3.4)
• Income $50,000+ (3.5)
• “Heavy” users (4.5)
• Northeast (3.3)
• West (2.8)
• South (3.4)
• North Central (2.9)

With respect to meals/snacks including chicken purchased from a foodservice establishment, 67% of respondents had eaten 1+ meals over the prior two week period, averaging 1.8 meals outside the home. By various segments, the percentage of respondents who had consumed 1+ meals including chicken from foodservice over the prior two weeks was:

• Overall sample (67%)
• 18-24 years (77%)
• 25-34 years (69%)
• 34-49 years (73%)
• 50-64 years (64%)
• 65+ years (50%)

Geographically, the average times foodservice chicken meals were consumed over the last two weeks was:

• Overall (1.8)
• South (2.1)
• North Central (1.9)
• Northeast (1.7)
• West (1.4)

Males (11%) are more likely than females (6%) to have eaten foodservice meals with chicken 5+ times within the prior two weeks. Households with incomes of $50,000+ are more likely to have eaten 1+ (72%) or 5+ (11%) foodservice chicken meals within the last two weeks.

Respondents were also asked to use agreement scales to rate various statements. These results were presented by frequency of chicken consumption (Total/Heavy/Medium/Light/None):

• Versatile/cook many ways (96%/98%/96%/96%/84%)
• Convenient/easy to prepare (90%/95%/90%/89%/60%)
• More healthy (84%/89%/80%/82%/66%)
• Low in fat (84%/87%/79%/93%/64%)
• More economical (81%/86%/78%/82%/63%)
• Available in a wider variety (81%/86%/80%/77%/63%)
• Tenderness is better (81%/86%/80%/83%/54%)
• Quality and wholesomeness are better (80%/85%/80%/84%/52%)
• Freshness is better (77%/83%/71%/77%/56%)
• Tastes better (74%/79%/71%/69%/53%).

Women are more likely than the overall sample to agree that chicken is:

• Versatile (97%)
• More healthy (86%)
• More economical (84%)
• Tastes better (77%)

Younger respondents, ages 18-24, are less likely than the overall sample to agree that:

• Chicken is versatile (73%)
• Low in fat (73%)
• Economical (69%)

Respondents who are between 25-49 or earn $50,000+ are more likely to agree that chicken is more healthy.

In sum, comparing this 2002 survey with the 2001 survey, consumers are eating chicken more often, with supermarket based consumption 29% higher than the previous year. Only modest increases were noted for foodservice consumption, but overall, there has been a 22% increase in frequency (4.0 times in 2001 versus 4.9 times in 2002).