The Rise of Poultry: How Consumer Demand Is Reshaping the Market
The poultry market is witnessing a remarkable transformation, characterized by increased product variety, pricing options, and brand differentiation. Driven by consumer preferences for affordability, convenience, and innovation, poultry — particularly chicken and turkey — stands resilient amid economic challenges. According to the FMI’s 2024 “Power of Meat” report, fresh poultry sales reached $18.4 billion in 2023, showing a 2.9% increase compared to the 1.4% growth in the $36.2 billion fresh beef sector.
In June 2024 alone, fresh chicken sales surpassed $1.5 billion, marking a 2.6% rise from the previous year. Ann-Marie Roerink of 210 Analytics emphasizes chicken’s popularity during economically strained times due to its competitive pricing and versatility. For instance, fresh chicken averaged $3.05 per pound, significantly lower than the $6.86 for fresh beef and $3.26 for pork, making it an attractive option for budget-conscious consumers.
Furthermore, convenience remains a pivotal factor shaping consumer choices. Brands like Bell & Evans and Perdue Farms are launching easy-to-prepare products, catering to a desire for quick meal solutions. The introduction of products like kebob-style chicken breast cubes and hickory smoked chicken strips demonstrates a commitment to consumer needs for both variety and time-saving options.
Transparency about sourcing and production practices is also critical. Diestel Family Ranch, for example, recently earned third-party Regenified certification, highlighting its dedication to sustainable practices. As shoppers increasingly prioritize environmentally friendly choices, brands that provide clear insights into their production methods are likely to win consumer loyalty.
Ultimately, as consumers navigate these trends, the poultry market continues to evolve, offering robust opportunities for brands to adapt and thrive in a competitive landscape.
