Table of Contents
- Scopes and ThemesWhat you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Executive Summary
- Market at a glance
- Packaged poultry sales are meeting consumer needs
- Highly fragmented market lead by Tyson and private labels
- Supermarkets eclipse other outlets in the poultry market
- Incidence and frequency highest among under-35s and households with kids
- Opportunity to create value added poultry appealing those over age 55
- Poultry has status with consumers
- Consumers choose poultry in part based on claims made, and manufacturers
are listening
- Ethnic consumers of poultry products
- Market Size and Forecast
- Key points
- Higher food costs put a small dent in poultry consumption in 2006-08
- Value added private label is key for future growth
- Figure 1: Total U.S. retail sales of poultry, at current prices, 2003-13
- Figure 2: Total U.S. retail sales of poultry, at inflation-adjusted
prices, 2003-13
- Wal-Mart sales of frozen poultry
- Competitive Context
- Key points
- Figure 3: Poultry consumption, 2006-08
- Figure 4: Protein sources' retail and wholesale prices, 2004-09
- Market saturation makes growth a challenge
- Figure 5: Going up: Chicken as a percentage of overall meat, poultry and
fish consumption, 1960-2003
- Poultry consumption is flat although turkey could grow
- Overall Segment Performance
- Key points
- Figure 6: Sales of poultry, segmented by type, 2006 and 2008
- Segment Performance--Chicken Parts
- Key points
- Ethnic flavors
- Affordable organic
- Figure 7: Sales of chicken parts, 2003-13
- Segment Performance--Whole Chicken
- Key points
- Consumers like the value, but could use help with what to do with a whole
chicken
- Figure 8: Sales of fresh and frozen whole chicken, 2003-13
- Segment Performance--Other Poultry
- Key points
- Precooked convenience more appealing
- Figure 9: Sales of other poultry, 2003-13
- An IRI Snapshot--FDMx Packaged Poultry Sales
- Key points
- Figure 10: FDMx sales of poultry, segmented by type, 2006 and 2008
- Processed frozen poultry
- Key points
- New formats for "other poultry" spurs market gain
- Easy preparation spurs growth for chicken
- Figure 11: FDMx sales of processed frozen poultry, segmented by type,
2003-08
- IQF frozen poultry
- Key points
- More eating occasions increases consumption
- Figure 12: Per capita consumption of turkey, 1970-2007
- Innovation needed for future growth
- Figure 13: FDMx sales of IQF poultry, segmented by type, 2003-08
- Refrigerated poultry
- Key points
- Figure 14: FDMx sales of refrigerated poultry, segmented by type, 2003-08
- Retail Channels
- Introduction
- Key points
- Convenience channels can stimulate sales through single-serve selection
- Figure 15: U.S. retail sales of red meat, fish, and poultry, by retail
channel, 2006 and 2008
- Retail Channels--Supermarkets
- Supercenters and warehouse clubs stealing share
- Merchandising convenient solutions is key to future growth
- Figure 16: U.S. supermarket sales of red meat, fish, and poultry, at
current and constant prices, 2003-08
- Retail Channels--Natural Channel/SPINS
- Figure 17: Natural product supermarket retail sales of poultry, at
current and constant prices, 2006-08*
- Natural channel sales of poultry by organic
- Figure 18: Natural product supermarket retail sales of poultry, by
organic, 2006-08
- Market Drivers
- Key points
- Consumers look for purity claims when shopping
- Figure 19: Attitudes towards packaging, hormones, and avian flu, by
gender, September 2008
- Figure 20: Important marketing attributes for poultry, September 2008
- Economic challenges lead to more meals at home
- Figure 21: Average price of meal for a family of four at selected
restaurant types, 2005-07
- Figure 22: Food sales at home and away from home, 2005-07
- Private label growing faster than average in FDMx
- Leading Companies and Brand Share
- Key points
- Market leader Tyson losing share
- Cargill climbing the ranks
- Private label--the second largest "brand"
- Figure 23: Manufacturer sales of poultry in the U.S., 2007 and 2008
- Figure 24: New product introductions of poultry in the U.S., 2003-08
- Brand Qualities
- Perdue targets mom with dinner time solutions
- Foster Farms offers wellness-oriented buyers peace of mind
- Traditional burger stops target chicken market
- Innovation and Innovators
- Strong move to increase claims on the label
- Figure 25: Top claims for new poultry products, 2003-08
- Products for time-constrained consumers
- Purity claims gaining momentum
- Advertising and Promotion
- Overview
- Building the brand
- Barber Foods Stuffed Chicken Breasts
- Figure 26: Barber Foods, Wife rescues husband from refrigerator coma,
2008
- Tyson
- Figure 27: Tyson, Family stands on chairs & thanks mom, 2008
- Brand differentiation
- Foster Farms Chicken
- Figure 28: Foster Farms, Arkansas is the opposite of California, 2008
- Figure 29: Foster Farms, Chickens get car towed/New tagline, 2008
- Solutions in the kitchen
- Perdue
- Figure 30: Perdue, Jim & family confronts woman about roasterphobia, 2008
- Figure 31: Perdue, Jim reads Goldilocks book, 2008
- Consumers Talk about Poultry vs. Beef, Pork and Seafood
- Figure 32: Incidence and frequency of eating poultry vs. beef, pork and
seafood, September 2008
- Figure 33: How meat is prepared, by type of meat, September 2008
- Figure 34: Views about poultry vs. beef, pork and seafood, September 2008
- Consumption of Chicken or Turkey in the Past Week
- Figure 35: Consumption of chicken or turkey in the past week, by age,
September 2008
- Consumption of Chicken or Turkey at Home
- Figure 36: Consumption of chicken or turkey at home in the past week, by
age, September 2008
- Consumption of Chicken or Turkey away from Home
- Figure 37: Consumption of chicken or turkey away from home in the past
week, by age, September 2008
- Place Where Chicken or Turkey is Eaten away from Home
- Figure 38: Place where chicken or turkey is eaten away from home, by
age, September 2008
- Attitudes towards Packaging, Hormones and Avian Flu
- Figure 39: Attitudes towards packaging, hormones, and avian flu, by age,
September 2008
- Attitudes towards Value Added Products
- Rotisserie chicken
- Other value added poultry
- Figure 40: Attitudes towards value added products, September 2008
- Figure 41: Attitudes towards value added products, by age, September 2008
- Race and Ethnicity
- Figure 42: Consumption of chicken or turkey in the past week, by
race/ethnicity, September 2008
- Figure 43: Consumption of chicken or turkey at home in the past week, by
race/ethnicity, September 2008
- Figure 44: Place of purchase of chicken or turkey eaten at home, by
race/ethnicity, September 2008
- Figure 45: Consumption of chicken or turkey away from home in the past
week, by race/ethnicity, September 2008
- Figure 46: Place where chicken or turkey is eaten away from home, by
race/ethnicity, September 2008
- Figure 47: Attitudes towards packaging, hormones, and avian flu, by
race/ethnicity, September 2008
- Figure 48: Important marketing attributes for poultry, by
race/ethnicity, September 2008
- Figure 49: Attitudes towards value added products, by race/ethnicity,
September 2008
- Appendix: Other Useful Consumer Tables
- Incidence and frequency of poultry consumption
- Figure 71: Frequency of eating poultry vs. beef, pork and seafood, by
gender, September 2008
- Consumption of chicken or turkey in the past week
- Figure 72: Consumption of chicken or turkey in the past week, by income,
September 2008
- Figure 73: Consumption of chicken or turkey in the past week, by
children in the household, September 2008
- Place of purchase for chicken or turkey eaten at home
- Figure 74: Place of purchase of chicken or turkey eaten at home, by age,
September 2008
- Figure 75: Place of purchase of chicken or turkey eaten at home, by
income, September 2008
- Figure 76: Place of purchase of chicken or turkey eaten at home, by
region, September 2008
- Figure 77: Place of purchase of chicken or turkey eaten at home, by
children in the household, September 2008
- Consumption of chicken or turkey away from home
- Figure 78: Consumption of chicken or turkey away from home in the past
week, by income, September 2008
- Figure 79: Consumption of chicken or turkey away from home in the past
week, by region, September 2008
- Place where chicken or turkey is eaten away from home
- Figure 80: Place where chicken or turkey is eaten away from home, by
children in the household, September 2008
- Attitudes towards value added products
- Figure 81: Attitudes towards value added products, by children in the
household, September 2008
- Appendix: Trade Associations
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