The 2005 Chicken Consumer Market Survey Results Steve Kernen Vice President of Sales and Marketing...

The 2005 Chicken Consumer Market Survey Results

Steve Kernen

Vice President of Sales and Marketing

Amick Farms

Chicken Marketing Seminar 2005Funding for Survey Project Provided by

Watt PoultryUSA

Tuesday, July 19, 2005

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.

• Market penetration of eating certain chicken products.

Survey Facts

• Survey was conducted by PKS ResearchPartners.

• 1,004 household interviews were conductedvia telephone June 3-5, 2005 withrespondents 18 years of age and older with524 females and 480 males, and rebalanced to517 females and 483 males

Survey Facts

• 694 respondents are primary grocery shoppers and 86 additional responses are from respondents who share primary grocery shopping with someone else. The remaining 220 responses are from household members who do not have responsibility for grocery food shopping. Respondents’ numbers are on a weighted basis.

Survey Facts• Regional distribution of respondents (weighted):

Region PercentNew England. . . . . . . . . . . . . 4Mid Atlantic . . . . . . . . . . . . . 15East North Central. . . . . . . . 14West North Central . . . . . . . 9South Atlantic. . . . . . . . . . . . 20East South Central. . . . . . . . 6West South Central . . . . . . . 9Mountain. . . . . . . . . . . . . . . . 6Pacific. . . . . . . . . . . . . . . . . . . 17

U.S. 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.)

Frequency of Eating Chicken That WasPurchased at Supermarket/Retail Grocery Store

(Times During Past Two Weeks/2005)

18

13

0

5

10

15

20

25

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

per

cen

t

Average times including none: 3.1Average times excluding none: 3.7

Light

--------------------------------Share of Consumers-------------------------------

1 percent don’t know/didn’t respond



18

13

20

13

0

5

10

15

20

25

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

frequency

per

cen

t


LightMedium





18

13

20

1312

9

67

0

5

10

15

20

25

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

frequency

per

cen

t


LightMedium

---------Heavy---------



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.)

Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2005)

-----------------------Share of Consumers----------------------------33

21

0

5

10

15

20

25

30

35

40

0 1 2 3 4 5->5

Per

cent


Light

frequency




21 20

9

0

5

10

15

20

25

30

35

40

0 1 2 3 4 5->5

Per

cent


Light--Medium--

frequency




21 20

96

10

0

5

10

15

20

25

30

35

40

0 1 2 3 4 5->5

Per

cent


Light--Medium--

--Heavy--

frequency


Combined Responses For Eating Chicken From Retail Grocery and Foodservice

(Times During Two Weeks/2005)

810

-4

1

6

11

16

21

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

Light

frequency

Average times including none: 4.9 Average times excluding none: 5.5

----------------------Share of Consumers---------------------

Less than1 percent don’t know/didn’t respond



8

13 1210

-4

1

6

11

16

21

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

LightMedium

frequency



Less than 1 percent don’t know/didn’t respond



8

13 12 12 11

15

18

10

-4

1

6

11

16

21

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

Light

Medium

---------Heavy-----------

frequency



Less than 1 percent don’t know/didn’t respond

Frequency of Eating Chicken Purchased From Retail Grocery and Foodservice, 2001-2005

2.4

1.7

3.1

1.8

2.9

2.0

3.1

2.0

3.1

2.0

0

0.5

1

1.5

2

2.5

3

3.5

Supermarkets/Grocery Stores Restaurants/Food Service

Tim

es

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

2001 2002 2003 2004 2001 2002 2003 2004

Average Times During Two Week Time Period

2005 2005

Comparison of Frequency of Eating Chicken

Place of Purchase 2001 2002 2003 2004 2005

average times in two weeks --------------%----------------

Supermarkets/Grocery Stores…… 2.4 3.1 2.9 3.1 3.1

Restaurants/Foodservice………. 1.7 1.8 2.0 2.0 2.0

Combined Total…. 4.0 4.9 4.8 5.1 4.9Note: Frequency includes all respondents whether they ate chicken or notduring the two weeks time period.

Frequency of Eating Chicken Purchased fromRetail Grocery and Foodservice

(combined) 2001-2005

4.04.9

4.85.1

4.9

0.0 1.0 2.0 3.0 4.0 5.0 6.0

Average Number of Times During Two Week Time Period

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

2004

2003

2002

2001

2005

Share of Consumers Eating Chicken Purchased From Retail Grocery During

Two Week Time Period 2001-2005

74

81

78

84

82

0 20 40 60 80 100

2001

2002

2003

2004

2005

Percent

Share of Consumers Eating Chicken Purchased From Foodservice During

Two Week Time Period 2001-2005

63

67

62

69

67

0 20 40 60 80 100

2001

2002

2003

2004

2005

Percent

Share of Consumers Eating Chicken Purchased From Retail Grocery and Foodservice (combined) During Two

Week Time Period 2001-2005

86

90

87

92

90

0 20 40 60 80 100

2001

2002

2003

2004

2005

Percent

Share of Respondents Eating Certain Chicken Products During the Past Month / 2005

Product Share----percent----

Fresh salad that contains chicken . . . . . . . . . . . 35Chicken strips . . . . . . . . . . . . . . . . . . . . . . . . . . . 30Hot rotisserie - roasted chicken from a grocery store, supermarket or warehouse club . . . . . . . 28Spicy or buffalo chicken wings . . . . . . . . . . . . . 26Chicken nuggets . . . . . . . . . . . . . . . . . . . . . . . . . 25


Product Share----percent----

Fastfood chicken sandwich . . . . . . . . . . . . . . . 25Frozen chicken entrée or meal . . . . . . . . . . . . 24Rotisserie-roasted chicken from a fastfood store or other restaurant . . . . . . . . . . . . . . . . 17Chicken breakfast biscuit . . . . . . . . . . . . . . . . 6None . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16


Product Share Usage of Chicken (Total)heavy medium light none (4+) (2-3) (1) (0)---------------percent---------------

Fresh salad that contains chicken . . . 35 45 27 26 4Chicken strips . . . . . . . . . . . . . . . . . . . 30 39 22 18 7Hot rotisserie-roasted chicken from a grocery store, supermarket, or warehouse club . . . . . . . . . . . . . . . . . . 28 36 21 17 7Spicy or buffalo chicken wings . . . . . 26 32 23 17 5Chicken nuggets . . . . . . . . . . . . . . .. . 25 32 20 15 8


Product Share Usage of Chicken (Total)heavy medium light none (4+) (2-3) (1) (0)---------------percent---------------

Fastfood chicken sandwich . . . . . . . . 25 33 19 12 6Frozen chicken entrée or meal . . . . . 24 30 20 8 7Rotisserie-roasted chicken from a fast food store or other restaurant . . 17 22 14 8 4Chicken breakfast biscuit . . . . . . . . . . 6 8 5 -- --None . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 7 13 30 66

Selected Findings About Chicken Products Eaten During Previous

Month/2005• Men are more likely than women to have

eaten the following:– spicy/buffalo wings: 31 percent for men/22

percent for women– rotisserie-roasted chicken from fastfood

stores or other restaurant: 22 percent for men/13 percent for women

– chicken breakfast biscuit: 8 percent for men/4 percent for women


Month/2005• Women are more likely than men to have

eaten a fresh salad that contains chicken: 39 percent for women/30 percent for men

• Frozen chicken entrée/meal consistently eaten across all age groups: low of 21 percent for 35-49 years to high of 28 percent for 18-24 years


Month/2005

• Respondents with a household income under $20,000 are more likely to have eaten chicken strips and chicken nuggets

• Respondents with a household income of $30,000 - $49,999 are more likely to have eaten a fastfood chicken sandwich


Month/2005

• Respondents with a household income of $30,000 - $39,999 are most likely to have eaten a frozen chicken entrée/meal

• Respondents with household incomes of $50,000 or more are most likely to eat a fresh salad that contains chicken

Regionally, The Following Differences Are Noted

• Northeasterners are less likely than others to have eaten a fastfood chicken sandwich

• Midwesterners are less likely to have eaten a frozen chicken entrée/meal

• Southerners are the most likely to eat chicken strips, chicken nuggets, and chicken breakfast biscuits

Regionally, The Following Differences Are Noted

• Both Southerners and Westerners are more likely than others to have eaten hot rotisserie-roasted chicken from a grocery store/supermarket/warehouse club and spicy/buffalo chicken wings

• Westerners are the most likely to eat fresh salad that contains chicken, but are the least likely to eat chicken nuggets

The 2005 Chicken Consumer Market Survey Results Steve Kernen Vice President of Sales and Marketing...

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