Consumer Market For Chicken2007

1,000 Household Survey Results

Gary ThorntonEditor

WATT Poultry USA

Chicken Marketing Seminar 2007

Funding for Survey Project Provided byWATT Poultry USA

Monday, July 16, 2007

Purpose To Determine...

• Frequency and market penetration of eating chicken at-home, away-from-home, and combined.

• Frequency of eating chicken by light, medium, and heavy consumers of chicken.

• Consumers who purchase rotisserie chickens and frequency of purchase

• Consumption of dark meat chicken parts such as legs, thighs, and drumsticks.

Survey Facts• Survey was conducted by PKS Research

Partners

• 1,004 household interviews were conducted via telephone June 8-10, 2007

• Respondents 18 years of age and older

• 516 females

• 484 males

• Part of an omnibus survey of randomly selected telephone numbers

Survey Facts• Respondents’ numbers are on a weighted

basis

• 679 respondents are primary grocery shoppers

• 70 respondents share primary grocery shopping with someone else

• 245 responses are from household members who do not have responsibility for grocery food shopping.

Region PercentNew England 5

Mid Atlantic 14

East North Central 15

West North Central 8

South Atlantic 20

East South Central 7

West South Central 9

Mountain 6

Pacific 16

US Total 100

Regional Distribution of Respondents (weighted):

Survey Facts

Survey Facts

Race of Respondents (weighted)

Race Percent

White 67

Hispanic 13

Black 12

Asian 1

Other 5

Refused 2

Total 100

Question 1

• 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? (Fresh, frozen, or prepared chicken are included in the responses.)

Question 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 at a restaurant, fast food store, carryout shop or employee cafeteria? (Prepared meals of chicken, chicken products/sandwiches, and similar foodservice chicken items are included in the responses.)

Note: Frequency includes all respondents whether they ate chicken or not during the two week time period.

Average Times During Two Week Time Period

2.4

1.7

3.1

1.8

2.9

2.0

3.1

2.0

3.1

2.0 1.9 1.8

3.32.7

00.5

11.5

22.5

33.5

Supermarkets/GroceryStores

Restaurants/Foodservice

Tim

es

01 02 0203 0304 0405 0506 0607 0701

Frequency of Eating Chicken Purchased from Retail Grocery and Foodservice, 2001-2007

Combined Frequency of Eating Chicken

2001 2002 2003 2004 2005 2006 2007

Supermarket/Grocery Store

Restaurant/ Foodservice

2.4 3.1 2.9 3.1 3.1 3.3 2.7

1.7 1.8 2.0 2.0 2.0 1.9 1.8

Total 4.1 4.9 4.9 5.1 5.1 5.2 4.5

---------------------------Average times in two weeks--------------------------

Note: Frequency includes all respondents whether they ate chicken or not during the two week time period

Note: Combined frequency includes all respondents whether they ate chicken or not during two week time period.

Frequency of Eating Chicken Purchased from Retail Grocery and Foodservice

(combined) 2001-2007

4.1

4.9

4.9

5.1

5.1

5.2

4.5

0 2 4 6

2001

2002

2003

2004

2005

2006

2007

Share of Consumers Eating Chicken Purchased From Retail Grocery During Two Week Time

Period 2001-2007

74

81

78

84

82

87

82

0 20 40 60 80 100

2001

2002

2003

2004

2005

2006

2007

Percent

Share of Consumers Eating Chicken Purchased From Foodservice During Two Week Time

Period 2001-2007

Percent

63

67

62

69

67

67

65

0 20 40 60 80 100

2001

2002

2003

2004

2005

2006

2007

Share of Consumers Eating Chicken Purchased From Retail Grocery and Foodservice

(combined) During Two Week Time Period 2001-2007

86

90

87

92

90

92

91

0 20 40 60 80 100

2001

2002

2003

2004

2005

2006

2007

Percent

Frequency of Eating Chicken That WasPurchased at Supermarket/Retail Grocery

(Times During Past Two Weeks/2007)

1718

0

5

10

15

20

25

0 1 2 3 4 5 6-7 8->8

Frequency

--P

erc

en

t o

f C

on

su

me

rs--

Light

None

Average times including none: 2.7Average times excluding none: 3.31 percent didn’t know/didn’t respond

Frequency of Eating Chicken That WasPurchased at Supermarket/Retail Grocery

(Times During Past Two Weeks/2007)

1718

21

14

0

5

10

15

20

25

0 1 2 3 4 5 6-7 8->8

Frequency

--P

erc

en

t o

f C

on

su

me

rs--

Light

Medium

None

1 percent didn’t know/didn’t respondAverage times including none: 2.7Average times excluding none: 3.3

Frequency of Eating Chicken That WasPurchased at Supermarket/Retail Grocery

(Times During Past Two Weeks/2007)

1718

21

14

12

76

4

0

5

10

15

20

25

0 1 2 3 4 5 6-7 8->8

Frequency

--P

erc

en

t o

f C

on

su

mers

--

Light

Medium

Heavy

None

1 percent didn’t know/didn’t respond Average times including none: 2.7Average times excluding none: 3.3

Frequency of Eating Chicken Purchased from Foodservice

(Times During Two Weeks/2007)

34

22

0

5

10

15

20

25

30

35

40

0 1 2 3 4 5->5

--P

erce

nt

of

Co

nsu

mer

s--

Light

Frequency

None

1 percent didn’t know/didn’t respondAverage times including none: 1.8Average times excluding none: 2.8

34

2220

11

0

5

10

15

20

25

30

35

40

0 1 2 3 4 5->5

--P

erce

nt

of

Co

nsu

mer

s--

Light Medium

Frequency

Frequency of Eating Chicken Purchased from Foodservice

(Times During Two Weeks/2007)

None

1 percent didn’t know/didn’t respondAverage times including none: 1.8Average times excluding none: 2.8

34

2220

11

57

0

5

10

15

20

25

30

35

40

0 1 2 3 4 5->5

--P

erce

nt

of

Co

nsu

mer

s--

LightMedium

Heavy

Frequency

Frequency of Eating Chicken Purchased from Foodservice

(Times During Two Weeks/2007)

None

1 percent didn’t know/didn’t respondAverage times including none: 1.8Average times excluding none: 2.8

9

12

0

2

4

6

8

10

12

14

16

18

0 1 2 3 4 5 6-7 8->8Frequency

--P

erc

en

t o

f C

on

su

me

rs--

Light

Average times excluding none: 4.9Average times including none: 4.5

None

Responses for Eating Chicken from Retail Grocery and Foodservice Combined

(Times During Two Weeks/2007)

Responses for Eating Chicken from Retail Grocery and Foodservice Combined

(Times During Two Weeks/2007)

9

12

14

12

0

2

4

6

8

10

12

14

16

18

0 1 2 3 4 5 6-7 8->8Frequency

--P

erc

en

t o

f C

on

su

me

rs--

Light

Medium

Average times including none: 4.5 Average times excluding none: 4.9

None

Responses for Eating Chicken from Retail Grocery and Foodservice Combined

(Times During Two Weeks/2007)

9

12

14

1213

9

17

14

0

2

4

6

8

10

12

14

16

18

0 1 2 3 4 5 6-7 8->8Frequency

--P

erc

en

t o

f C

on

su

me

rs--

Light

Medium

Heavy

Average times excluding none: 4.9Average times including none: 4.5

None

Chicken Consumption Summary

• Nine of ten people surveyed had consumed chicken in the two weeks prior to the survey (meal or snack).

• Average of 4.5 times when all respondents are combined.

• More than eight of ten surveyed had consumed chicken purchased from a supermarket/ grocery store.

• About two-thirds of survey respondents had consumed chicken from some foodservice establishment in 2007.

Question 3a• Thinking of the past four weeks, how many

times have you purchased a rotisserie chicken?– Number from supermarket or grocery store– Number from carryout restaurant or similar

foodservice outlet

Question 3b• What was your primary reason for buying a

rotisserie chicken? (responses were unaided with up to three different responses accepted from an individual respondent).

Yes 23

No 75

Didn’t Know 2

Total 100

Percent of RespondentsPurchased ?

Households Purchasing Rotisserie Chicken from Supermarket, Takeout Restaurant, or Similar Foodservice Outlet During the Past

Four Weeks. (2007)

Place of Purchase for Rotisserie Chicken

Outlet Percent

Supermarket/

Grocery Store93 1.7

Restaurant/

Foodservice52 1.0

Both 41 2.7

Average Purchased

Frequency of Purchasing Rotisserie Chicken at Supermarket or Foodservice Combined

41

26

811

6

24

0

5

10

15

20

25

30

35

40

45

50

1 2 3 4 5 6-7 8->8Frequency

Per

cen

t o

f C

on

sum

ers

Wh

o

Pu

rch

ased

Ro

tiss

erie

Ch

icke

n

2 percent didn’t know/didn’t respond

Light

Medium

Heavy

Average excluding none: 2.7Average including none: 2.7

Primary Reason for Buying a Rotisserie Chicken

Reason PercentVery Convenient/Quick/Easy Meal

Tastes Good

Already Cooked/Prepared

Family Likes/Prefers

Saves Time

Good Value/Saves Money

It’s Nutritious

No Time to Cook

Smelled Good in the Store

Special Price or Featured Item

Better than Fried Chicken

Other

Didn’t Know

29

28

20

9

7

4

4

3

3

1

1

16

3

Primary Reason for Buying a Rotisserie Chicken

29 28

20

97

4 4 3 31 1

16

0

5

10

15

20

25

30

35

40

Per

cent

of C

onsu

mer

s

Didn’t know/Didn’t Respond – 3%

Rotisserie Summary• Nearly one of four (23 percent) of the people

surveyed purchased rotisserie chicken.

• Average of 2.7 rotisserie chickens purchased over four week period, when just the purchasers of rotisserie chicken are considered.

• Race of consumers purchasing rotisserie chicken are as follows (times in four weeks): Black 3.8, Hispanic 3.1, White 2.3, and other 2.5.

• Regions with the highest frequency of rotisserie chicken purchases were as follows (times in four weeks): East North Central 4.0 and Mid-Atlantic 3.2.

Question 5

• Thinking about the last four weeks how often did you eat dark meat chicken parts (like legs, thighs, and drumsticks) either at home or away from home?

Frequency of Eating Dark Meat Chicken Parts (Four week

period/2007)44

16 16

69

2 24

0

5

10

15

20

25

30

35

40

45

50

0 1 2 3 4 5 6-7 8->8

Frequency

Pe

rce

nt

of

Co

ns

um

ers

Light

None

Medium

Heavy

Average excluding none: 3.2Average including none: 1.8 1 percent didn’t know/didn’t respond

Question 6

• Which of the following best describes reason why you might eat dark meat chicken parts such as legs, thighs, or drumsticks more often?

Would eat more dark meat parts more often if…

Reason Percent

Tasted Better

Less Fat

Lower Price

More Convenient to Purchase

Barbequed More Frequently

More Info/Recipes about Parts

Smaller Parts

Other

Wouldn’t Eat Dark Meat Parts

Don’t Know/No Response

41

34

33

32

28

18

17

12

19

6

Would eat more dark meat parts if…

Wouldn’t eat dark meat – 19% Didn’t know/Didn’t Respond – 6%

41

34 33 3228

18 1712

05

101520253035404550

Per

cen

t o

f C

on

sum

ers

Dark Meat Summary

• Over half (55 percent) of those surveyed said they consumed dark meat parts in the past month.

• Dark meat was eaten 1.8 times on average in the past month of survey when all respondents are included.

• Black and Hispanic consumers ate dark meat more frequently, 2.5 times and 2.0 times, respectively, in four weeks.

• Top regional dark meat consumers were West South Central 2.3 times and East South Central 2.2 times.

For more information about the 2007 survey results, contact the National Chicken Council. A print out of the survey is available via e-mail upon

request.

Contact Bill Roenigk at

wroenigk@chickenusa.org / (202) 296-2622

National Chicken Council

1015 15th St NW, Suite 930Washington DC  20005

tel (202) 296-2622fax (202) 293-4005

www.nationalchickencouncil.com