Live From NCC: Young And Liberal Is Where It’s At For Poultry
This journal article summarizing a Zogby survey discusses the meat consumption preferences among various U.S. population segments. In particular, this study found that chicken processors would have the most success targeting “young, liberal Americans, particularly single females and African Americans.”
According to this Zogby survey of 11,948 Americans, 47% prefer beef, 36% prefer chicken, and 7% prefer pork. These results seem to show that the trend of diminishing preference for beef is reversing, most likely due to the taste and “It’s What’s for Dinner” campaign.
However, the stronger preference for beef is not present in either young singles or women. In fact, singles (18-30) equally prefer chicken and beef, and 42% of women prefer chicken (compared to the 38% who prefer beef).
Along political lines, democrats prefer chicken, while conservatives prefer beef. This trend holds true for African Americans and Hispanics who tend to vote liberally.
Another notable segment, one half of American families select chicken as the protein of choice.