Consumers rely on chicken even as inflation affects prices

Nearly 9 in 10 say they will eat more or the same amount in the coming months

For over 60 years, House of Raeford Farms has been producing safe, quality, good-tasting chicken products.   In this current atmosphere of rising costs, our family owned and operated company strives to offer the best value to our customers with a sustainable, healthy product.  See why U. S. consumers are continuing to place chicken at the center of the plate.

Research Courtesy of the National Chicken Council

Braselton, GA (July 26, 2022) – While consumers average rating for their current financial situation is in the middle between “poor” and “excellent,” 87 percent are buying more or the same amount of fresh chicken now compared to six months ago, according to research presented today at the 2022 Chicken Marketing Summit.

The National Chicken Council (NCC) and WATT Global Media presented the results of a study that focused on current and anticipated U.S. consumer behavior, specifically, consumption of fresh chicken. The results suggest opportunities for chicken to maintain market share. IRI provided supporting data from its retail databases. The study was commissioned by NCC and conducted online by IRI June 30 – July 5, 2022, among 537 U.S. adults.  Funding was provided by Elanco Animal Health, Evonik Animal Nutrition, NCC and WATT Global Media.

Chicken continues to be the healthy choice, best value for the money

During the past six months, 99 percent of those surveyed said they eat meals made with fresh chicken more than once a month; 88 percent do so more than once a week.

U.S. consumers plan to buy more chicken than other types of protein in the twelve months ahead. Chicken purchasers cite nutrition, value and versatility as the top reasons for consuming more chicken. When asked about the fresh proteins they plan to consume in the next 6-12 months, 37 percent said they plan to consume more chicken, while 15 percent plan to consume more beef and 14 percent plan to eat more pork.

Rising prices are attributed to higher costs of fuel, labor and chicken feed

85 percent of respondents recognize that chicken prices are higher than at the start of the year. When asked why they believe those prices are rising, 52 percent said higher energy and gas prices, 44 percent said higher wages and worker shortages across supply chains, and 42 percent cited higher prices for chicken feed. “U.S. consumers are being faced with higher costs for everything,” said Tom Super, NCC senior VP of communications. “However, the data show they are continuing to rely on chicken as a healthy and affordable protein source to feed their families.”

Despite evidence of intention to trade down to less expensive cuts, store brand from name brand, and value-size packs, 53 percent are keeping chicken “center of the plate,” according to the research. Chris DuBois, IRI, noted, “Chicken is advantaged by the fact that Millennials buy more of it than other age groups, as well as the evidence that shows less price sensitivity for chicken than for other proteins.”

While 37 percent say they will continue to eat at home the same amount, 57 percent of those surveyed said they plan to eat more meals at home than during the past six months. While 40 percent will continue to order delivery or takeout from restaurants, only 11 percent plan to increase that activity. “Eating at home saves money on food and transportation,” said Joyce Neth, WATT Global Media. “Chicken is versatile and is a family-pleaser for the home cook.”

Other than price, sustainability is a consideration

Consumers were asked to rate the importance of sustainability benefits when buying fresh chicken. More than half of respondents rated sustainability as very or somewhat important.  Animal welfare, packaging and carbon footprint were among the benefits rated.

In conclusion, chicken has proven to be ‘inflation’ proof. According to USDA, Americans on average will eat a record 98.3 pounds of chicken per person this year. Chicken consumption is nearly twice that of beef and pork. Chicken outpaced pork in 1984 and surpassed beef as America’s favorite meat in 1991.