Abstract
With record levels of consolidation among the largest players in the poultry market, it has become more difficult to compete and maintain share. This report details market transformations in the wake of recent mergers, and strategies for competing in the new market.
Although the largest players have clear advantages, Mintel' s consumer research suggests that smaller players have a unique opportunity to differentiate with claims such as "fed an all-vegetable diet" and "free of animal by-products." More than a third of respondents to Mintel' s consumer survey reported interest in poultry products that are organic, hormone free, produced without preservatives, and all natural.
Despite nearly universal consumption, potential exists for large brand-to-brand shifts within the category. Breaking away from poultry product commoditization with standout product development, marketing, and retail strategies will be the most important driver in the next few years.
This report focuses primarily on uncooked poultry (both fresh and frozen) sold through retail channels.
This report contains US IRI InfoScan data.
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