Source: Rita Jane Gabbett, MEATINGPLACE, 7/26/18



Chicken consumption rates remain high, but fewer consumers are purchasing it for health reasons, and nearly half of those polled in a new survey say they now sometimes buy plant-based proteins for health benefits.

This is cause for concern, Watt Global Media Director of Audience Development and Research Joyce Neth and IRI Fresh Center of Excellence Principal Jonna Parker told attendees at the Chicken Marketing Summit here. They presented survey results from 1,004 consumers polled in June by ORC International on behalf of the National Chicken Council paired with actual purchase data from IRI.

The research showed 45 percent of consumers said they purchased chicken over other types of meat because it was perceived as more healthy, down from 53 percent a year ago. And, for the first time, health was not the top reason given for buying chicken; 51 percent of consumers said they bought chicken because it could be cooked in many ways, up from 50 percent a year ago.

At the same time, 65 percent of consumers cited health and wellness as a shopping motivator, an increase from a year ago.

The researchers also compared millennials and baby boomers (two large consumer blocks) in terms of specific health needs they shop for. Protein-rich foods are sought out specifically by 30 percent of millenials and by 23 percent of baby boomers. Millennials also scored higher than baby booms on their search for: super foods, natural foods, foods rich in micronutrients, fresh herbs and ethnic and unique foods. More millennials also identified as having dietary restrictions.

The research showed nearly half of consumers sometimes purchase plant-based proteins instead of chicken for a meal, with frequency varying from daily to every few months. Of those who choose a plant-based protein over chicken, nearly half do so because they believe it’s a healthy alternative.

Sales of meat alternative products totaled $690 million in the 52 weeks ended in June. This was a 22 percent increase year over year and compared to increases of just 5 percent per year in the 2012-2016 period.

Just 26 percent of consumers said they had eaten meat alternatives. However, of those buying Beyond Meat products, purchasing data showed that 70 percent of those households are meat eaters. In other words – these products are going head to head with poultry and meat for the same consumers.

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The research showed that 89 percent of consumers want more information about the chicken they purchase. Consumers said they want to know:
• How product freshness is communicated (39 percent)
• How best to cook chicken (39 percent)
• What chicken label claims mean (38 percent)
• How chickens are cared for (37 percent)
• Chicken recipe ideas (34 percent)

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