866-997-4948(US-Canada Toll Free)

Poultry - US - November 2017

Published By :

Mintel

Published Date : Nov 2017

Category :

Meat & Poultry

No. of Pages : N/A

Poultry is a household staple, offering something to everyone and for every situation. The categorys success is driven by the dominance of chicken, the most frequently eaten animal protein and poultrys highest selling segment. The already high penetration coupled with falling prices of poultry and other competitive proteins has made growth in the category harder to come by. The category did manage marginal growth of 1% from 2016-17.
Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Modest growth in category
Figure 1: Total US retail sales and forecast of poultry, by segment, at current prices, 2016-17
Sales of processed poultry fall
Figure 2: MULO sales of processed poultry, rolling 52 weeks 2016 and 2017
Competition from other proteins
Figure 3: Changes in consumer food price indexes, fish and seafood, beef and veal, pork, other meats, and poultry, 2014-16
Engagement in the category already nearly universal
Figure 4: Meat consumption frequency, at least once a week, September 2017
The opportunities
Poultry swap-ins may help grow category
Figure 5: Poultry behavior, September 2017
Category adaptability offers something for everyone, every need
Figure 6: Poultry sentiment, September 2017
Wide range of uses offered by diverse category
Figure 7: Poultry purchase, any poultry formats, September 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Category flat, sustained by chicken
Competitive protein sources
Poultry price recovery expected
Poultry offers something to everyone
MARKET SIZE AND FORECAST
Modest growth of poultry
Figure 8: Total US sales and fan chart forecast of poultry, at current prices, 2012-22
Figure 9: Total US retail sales and forecast of poultry, at current prices, 2012-22
MARKET BREAKDOWN
Massive chicken segment drives growth in category
Figure 10: Total US retail sales and forecast of poultry, by segment, at current prices, 2012-22
Figure 11: Total US market share of poultry, by segment, at current prices, 2017
Supermarkets continue to dominate in sales of poultry
Figure 12: Total US market share of poultry, by channel, at current prices, 2015 and 2017
MARKET PERSPECTIVE
Red meat prices recover as health concerns mount
Figure 13: Changes in consumer food price indexes, meats, 2013-18
Overfishing leads to drop in fish and shellfish prices
Figure 14: Changes in consumer food price indexes, fish and seafood, 2013-18
Meat alternatives, plant-based protein compete against animal proteins
Figure 15: Consumption, by meat alternatives, October 2016
Chicken appears more on restaurant brunch, breakfast menus
Figure 16: Chicken ingredients on brunch and breakfast menus, by menu incidence, Q2 2015 and Q2 2017
Figure 17: Brunch menu items with chicken ingredients, by menu incidence change, Q2 2015 and Q2 2017
MARKET FACTORS
Poultry prices forecast to rebound
Figure 18: Changes in consumer food price indexes, poultry, 2013-18
Foodborne outbreaks, scandals a cause for concern
Figure 19: Number of foodborne outbreaks in the US, chicken and turkey, 2010 and 2015
Poultrys versatility and variety universally appealing
Figure 20: Grocery retailer preferences, poultry, September 2017
Reduction of households with children
Figure 21: Households, by presence of own children, 2006-16
Growth of Hispanic population expected to continue
Figure 22: US population, by Hispanic origin, 2012-22
KEY PLAYERS WHAT YOU NEED TO KNOW
Leading chicken companies struggle, top turkey sellers grow
Free-from claims increase health, premium perception
Further processed poultry sales stumble
Poultry burgers gain thanks to health, convenience, and indulgence
COMPANY AND BRAND SALES OF POULTRY
Tyson dominates poultry category
Figure 23: MULO sales of poultry, by leading companies, rolling 52-weeks 2016 and 2017
Top chicken brands face decline in sales
Figure 24: Online video American Made: Is Tyson Chicken Produced in the USA? Tyson Foods
Figure 25: MULO market share of chicken, by leading brands, rolling 52-weeks 2016 and 2017
Figure 26: MULO sales of chicken, by growing brands, Harvestland, Just Bare, and Tyson naturals, rolling 52-weeks 2016 and 2017
Jennie-O gobbles up over third of turkey sales
Figure 27: Online video Jennie-O Make The Switch Tour 2016 Seattle Jennie-O
Figure 28: MULO market share of turkey, by leading brands, rolling 52-weeks 2016 and 2017
Figure 29: MULO sales of turkey, by growing brands, Shady Brook Farms, Butterball, and Jennie O, rolling 52-weeks 2016 and 2017
Other poultry sales driven by Tyson
Figure 30: MULO market share of other poultry, by leading brands, rolling 52-weeks 2016 and 2017
Figure 31: MULO sales of other poultry, by growing brands, DArtagnan Inc, Maple Leaf Farms, and Tyson, rolling 52-weeks 2016 and 2017
WHATS WORKING?
Better birds
Figure 32: Poultry product launches, by all natural product and hormone-free, 2014-17*
Figure 33: TV Advertisement Free Range - Perdue
Figure 34: TV Advertisement Old MacGimmik Sanderson Farms
Figure 35: TV Advertisement Truth About Chicken Labels Sanderson Farms
Convenience and versatility
Figure 36: Poultry product launches, by convenience claims, 2014-17*
Easy-to-use formats and packaging
Figure 37: TV advertisement Turkey Wrestling Jennie-O
Simple and rapid recipes
Figure 38: Online video Easy Chicken Alfredo - Saut Ready Foster Farms
Figure 39: Online Video Jennie-O Turkey Chili Con Queso Jennie-O
Seasoned and flavored poultry
Figure 40: Purchase intent, by seasoned/flavored and unseasoned/unflavored poultry, September 2016 September 2017
WHATS STRUGGLING?
Concerns about processed poultry
Figure 41: TV advertisement Whats in a Tyson Fun Nugget? Tyson Foods
Figure 42: MULO sales of processed poultry, rolling 52 weeks 2016 and 2017
WHATS NEXT?
Growing them slow
Poultry burgers
Tastes like chicken
No poultry, no problem
THE CONSUMER WHAT YOU NEED TO KNOW
Strong penetration, frequent consumption keeps the bird in flight
Ease, cost-effectiveness, and versatility keep the category hot
Occasion, need drives format choice
POULTRY PURCHASE
Poultrys universal purchase driven by chicken
Figure 43: Poultry purchase, any poultry and segments, September 2017
Fresh bought more than frozen
Figure 44: Poultry purchase, chicken and turkey formats, September 2017
Parents purchase across poultry segments, formats
Figure 45: Poultry purchase, poultry segments, by parental status, September 2017
Figure 46: Poultry purchase, any poultry formats, by parental status, September 2017
Convenience important in mens purchase of poultry
Figure 47: Poultry purchase, chicken and turkey formats, by gender, September 2017
Hispanics heavy purchasers of all poultry types
Figure 48: Poultry purchase, poultry segments, by race and Hispanic origin, September 2017
Millennials opt for convenient chicken formats, Boomers prefer parts
Figure 49: Poultry purchase, chicken formats, by age, September 2017
Younger consumers are early adopters of turkey
Figure 50: Poultry purchase, turkey formats, by age, September 2017
POULTRY BEHAVIOR
Healthfulness of poultry appealing
Figure 51: Poultry behavior, September 2017
Figure 52: Poultry purchase, poultry segments, by poultry behavior, September 2017
Older consumers use poultry to eat healthier, young adults for its value
Figure 53: Poultry behavior, by age, September 2017
Household income drives reasons for poultry substitution
Figure 54: Poultry behavior, by household income, September 2017
POULTRY ATTRIBUTES
Poultry characteristics, free-from claims influential to purchase
Figure 55: Poultry attributes, any rank, September 2017
Poultry attributes sought for vary by format
Figure 56: Poultry purchase, processed and frozen formats, by poultry attributes, characteristics, any rank, September 2017
Figure 57: Poultry purchase, unprocessed and fresh formats, by poultry attributes, transparency, any rank, September 2017
Women seek clean labeling, men more likely to place importance on convenience
Figure 58: Poultry attributes, any rank, by gender, September 2017
Free-range poultry, convenient options appeal to younger consumers
Figure 59: Poultry attributes, any rank, by age, September 2017
POULTRY ATTITUDES
Poultry format, features outweigh brand
Figure 60: Poultry attitudes, September 2017
Freshness important to Hispanic and Black consumers
Figure 61: Poultry attitudes, fresh poultry, by race and Hispanic origin, September 2017
Club value limited to higher-income households
Figure 62: Poultry attitudes, warehouse clubs offer better value on poultry than other food stores, by household income, September 2017
MEAT CONSUMPTION FREQUENCY
Poultry is most widely consumed protein source
Figure 63: Meat consumption frequency, any consumption, September 2017
Chicken dominates poultry consumption
Figure 64: Meat consumption frequency, at least once a week, September 2017
Younger men are core consumers, but consumption frequency of turkey lags behind
Figure 65: Meat consumption frequency, poultry types, 3 or more times a week, by gender and age, September 2017
Chicken a weekly household staple
Figure 66: Meat consumption frequency, poultry types, at least once a week, by gender and age, September 2017
POULTRY SENTIMENT
Poultry delivers on affordability, healthfulness, and versatility
Figure 67: Poultry sentiment, September 2017
Versatility of poultry appeals to women
Figure 68: Poultry sentiment, by gender, September 2017
Older consumers value poultrys affordability, variety of uses
Figure 69: Poultry sentiment, by age, September 2017
Non-parents enjoy poultrys affordability, parents find it easy to cook and save for later
Figure 70: Poultry sentiment, September 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX THE MARKET
Figure 71: Total US retail sales and forecast of poultry, at inflation-adjusted prices, 2012-22
Figure 72: Total US retail sales and forecast of poultry, by segment, at current prices, 2012-22
Figure 73: Total US retail sales of poultry, by segment, at current prices, 2015 and 2017
Figure 74: Total US retail sales and forecast of chicken, at current prices, 2012-22
Figure 75: Total US retail sales and forecast of chicken, at inflation-adjusted prices, 2012-22
Figure 76: Total US retail sales and forecast of other poultry, at current prices, 2012-22
Figure 77: Total US retail sales and forecast of other poultry, at inflation-adjusted prices, 2012-22
Figure 78: Total US retail sales of poultry, by channel, at current prices, 2015 and 2017
APPENDIX KEY PLAYERS
Figure 79: MULO sales of chicken, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 80: MULO sales of turkey, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 81: MULO sales of other poultry, by leading companies and brands, rolling 52 weeks 2016 and 2017

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *