Poultry - US - December 2010
Report description
The U.S. retail poultry market gained 31% during 2005-10, topping an estimated $41 billion in 2010. It enjoys a healthy halo compared to red meat, thanks to its lower fat content. Additionally, its low cost has made it more attractive to cost-cutting consumers in the past five years. Lastly, it’s flexibility as a food ingredient lends itself to many applications in meals and snacks.
In the past year, however, competition from value-based restaurant meals began cutting in on poultry sales and threaten to hamper market growth unless manufacturers can keep poultry consumers engaged with innovative recipes and convenient, ready-to-eat (RTE) preparations.
Table of contents
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Poultry gets a boost from the recession
Poultry fairs well against the competition
Poultry market led by chicken parts
Supermarkets lead poultry sales
Leading companies have successful 2009-10
Frozen/refrigerated chicken
Frozen/refrigerated turkey
Frozen/refrigerated other poultry
Innovation driven by convenience, purity, and BFY
The poultry consumer
Usage and frequency
Popularity among consumers
At-home and restaurant consumption
Insights and Opportunities
Increasing poultry sales in urban communities
International/ethnic options would increase poultry usage
Communicate wholesomeness of ground turkey and chicken
Freezer-friendly chicken
Impulse-driven turkey leg sales could spur growth
Great taste of fried—health benefits of baked
Inspire Insights
Trend: The Fresh Factor
Market Size and Forecast
Key points
Chicken supplies will keep prices low
Low prices will help chicken take share from red meat and turkey
Sales and forecast of poultry
Figure 1: Total U.S. retail sales of poultry, at current prices, 2005-15
Figure 2: Total U.S. retail sales of poultry, at inflation-adjusted prices, 2005-15
Fan-chart forecast
Figure 3: Total U.S. retail sales of poultry, with fan-chart forecast, 2005-15
Walmart sales
Market Drivers
Chicken consumption declined but more slowly than red meat
Figure 4: Per capita consumption of poultry and livestock, 2005-10
Poultry fits the bill for adults seeking low-fat food products
Figure 5: Nutritional profiles of pork, beef, and chicken
Hispanic households spend more on poultry
Figure 6: Overall consumption frequency, by meat type, and Hispanic origin, April 2009-June 2010
Figure 7: Average annual expenditures on food at home, by Hispanic origin, 2010*
Figure 8: Population by race and Hispanic origin, 2005-15
Recession benefits poultry sales
Competitive Context
Key points
Poultry versus red meat and fish
Figure 9: U.S. retail prices for beef, pork and broilers, 2005-10
Quick and tasty—competition from refrigerated and frozen foods
GIPSA’s efforts to increase competition
Food safety a top-of-mind consideration
Import reduction may drive prices up at home
Segment Performance
Key points
Convenience and variety keep chicken parts in the lead
Figure 10: Poultry product launches in U.S., by poultry type, 2005-10
Other poultry sales hold the key to future innovations and sales expansion
Sales of poultry in all retail
Figure 11: Total U.S. sales of poultry, by segment, 2008-10
Segment Performance—Chicken Parts
Key points
Innovative use of chicken expands sales and offers competitive pricing
Sales and forecast of chicken parts
Figure 12: Total U.S. sales of chicken parts, 2005-15
Segment Performance—Whole Chickens
Key points
Whole chickens wins on price—wings down
Expand the market with new international-inspired whole chickens
Figure 13: Retail prices for various poultry products, Sept. 2008-Sept. 2010
Sales and forecast of whole chickens
Figure 14: Total U.S. sales and forecast of whole chickens, at current prices, 2005-15
Segment Performance—Other Poultry
Key points
Millennials are key for growth
Make turkey the “party bird” for entertaining and growing sales
Sales and forecast of other poultry
Figure 15: Total U.S. sales and forecast of other poultry, at current prices, 2005-15
Retail Channels
Key points
Outlets where consumers buy meat eaten at home
Figure 16: Outlets where consumers buy meat eaten at home, July/August 2010
Sales of poultry, by channel
Figure 17: Total U.S. sales of poultry, by channel, 2008 and 2010
Supermarket/food stores’ sales of poultry
Figure 18: Grocery and specialty food stores’ sales of poultry, at current prices, 2005-10
Supercenters and warehouse clubs’ sales of poultry
Figure 19: Supercenters and warehouse clubs’ sales of poultry, at current prices, 2005-10
Other retailers’ sales of poultry
Figure 20: Other retailers’ sales of poultry, at current prices, 2005-10
Retail Channels—Natural Supermarkets
Key points
Insights
Sales of poultry in the natural channel
Figure 21: Natural supermarket sales of poultry, at current prices, 2008-10
Figure 22: Natural supermarket sales of poultry, at inflation-adjusted prices, 2008-10
Natural channel sales by organic content
Figure 23: Natural supermarket sales of poultry, by organic content, 2008 and 2010
Leading Companies
Key points
Three suppliers dominate market
FDMx sales of poultry by manufacturer
Figure 24: Manufacturer FDMx sales of poultry in the U.S., 2009 and 2010
Brand Share—Frozen/Refrigerated Chicken
Key points
Giant Tyson Foods, still growing faster than average—despite its size
Perdue Farms leads growth with product differentiation
Manufacturer and brand sales of frozen/refrigerated chicken
Figure 25: Selected FDMx brand sales of frozen/refrigerated chicken, 2009 and 2010
Brand Share— Frozen/Refrigerated Turkey
Key points
Private label gobbles up competition
Hormel Foods innovates to grow sales and value
Figure 26: Selected FDMx brand sales of frozen/refrigerated turkey, 2009 and 2010
Brand Share—Frozen/Refrigerated Other Poultry
Key points
Tyson’s Cornish hens hold steady
Convenient Cornish hens win sales
Developing a U.S. web presence could lead to big win for Prepack Foods
Manufacturer and brand sales of frozen/refrigerated other poultry
Figure 27: Selected FDMx brand sales of frozen/refrigerated other poultry, 2009 and 2010
Innovations and Innovators
Key points
Poultry product launches divided evenly between chilled and frozen
Figure 28: Poultry product launches, by storage type, 2005-10
Convenient preparation and packaging
Purity claims
Meeting the wellness needs with fat-free poultry
Other interesting trends—Co-branding and restaurant brands at home
Figure 29: Top 10 claims on poultry product launches, 2005-10
Innovations by company
Tyson Foods
Perdue Farms
Jennie-O Turkey Store
Aldi
Target
Figure 30: Top companies and brands with product launches across poultry, 2005-10
Private label
Figure 31: Private label versus name brand poultry product launches, 2005-10
Marketing Strategies
Overview
Poultry marketers highlight tasty meals in a hurry
Barber foods stuffed chicken breasts
Figure 32: Barber Foods Stuffed Chicken Breasts, TV ad, 2010
Tyson Any’tizers
Figure 33: Tyson Any’tizers, TV ad, 2010
Tyson chicken nuggets
Figure 34: Tyson Chicken Nuggets, TV ad, 2010
Calming fears about safety
Boar’s Head EverRoast Chicken Breast
Figure 35: Boar’s Head EverRoast Chicken Breast, TV ad, 2010
Springer Mountain Farms
Figure 36: Springer Mountain Farms, TV ad, 2010
Perdue Farms
Figure 37: Perdue Chicken-- Jim Perdue dresses as a drill sergeant, TV ad, 2010
Figure 38: Perdue Chicken-- Reporters ask about USDA process, TV ad, 2010
Online initiatives
Figure 39: Food network.com usage, by age, April 2009-June 2010
Tyson
ConAgra
Poultry Trends in Restaurants
Foodservice losing sales to retail
Figure 40: Trend of poultry sold in retail grocery versus foodservice, 2005-09
QSRs increase value offerings and healthy options
Figure 41: Top 10 poultry entrées on menus, 2007-10
Meat Usage
Key points
Household usage poultry, meat and seafood
Figure 42: Household usage of meat and seafood, April 2009-June 2010
Poultry usage by age and household income demographics
Figure 43: Household usage of poultry, by age, April 2009-June 2010
Figure 44: Household usage of poultry, by household income, April 2009-June 2010
Recent Meat Consumption Frequency
Key points
Overall consumption frequency
Figure 45: Overall consumption frequency, by meat type, April 2009-June 2010
Figure 46: Overall consumption frequency, by top three poultry types, by age, July/August 2010
Recent consumption frequency
Figure 47: Recent consumption frequency, by meat type, by gender, July/August 2010
Figure 48: Recent consumption frequency, by meat type, by age, July/August 2010
Meat Preparation and Popularity in the Household
Key points
Meat preparation by meat type
Figure 49: Meat preparation, by meat type, July/August 2010
Consumer attitudes toward each meat type
Figure 50: Consumer attitudes toward each meat type, July/August 2010
Figure 51: Consumer attitudes toward poultry, by age, July/August 2010
Figure 52: Consumer attitudes toward poultry, by household income, July/August 2010
Outlets Where Consumers Buy Meat
Key points
Foodservice outlets where consumers buy meat
Figure 53: Foodservice outlets where consumers buy meat, by age, July/August 2010
Retail outlets where consumers buy meat eaten at home
Figure 54: Retail outlets where consumers “most often” buy meat eaten at home, by age, July/August 2010
Attitudes Toward Meat
Key points
Attitudes toward meat
Figure 55: Attitudes toward meat, by gender, July/August 2010
Figure 56: Attitudes toward meat, by age, July/August 2010
Innovations/Types of Meat of Interest to Consumers
Key point
Types/positioning of meat that consumers buy or are interested in
Figure 57: Types/positioning of meat that consumers buy or are interested in, July/August 2010
Top three convenient/premium meat varieties that consumers buy or are interested in
Figure 58: Top three convenient/premium meat varieties that consumers buy or are interested in, by age, July/August 2010
Impact of Race and Hispanic Origin
Key points
Meat preparation by meat type
Figure 59: Poultry preparation, by race/Hispanic origin, July/August 2010
Consumer attitudes toward each meat type
Figure 60: Consumer attitudes toward poultry, by race/Hispanic origin, July/August 2010
Outlets where consumers buy meat eaten at home
Figure 61: Outlets where consumers “most often” buy meat eaten at home, by Hispanic origin, July/August 2010
Attitudes toward meat
Figure 62: Attitudes toward meat, by race/Hispanic origin, July/August 2010
Cluster Analysis
Flockers
Demographics
Characteristics
Opportunity
Gobblers
Demographics
Characteristics
Opportunity
Processors
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 63: Poultry clusters, August 2010
Figure 64: Overall consumption frequency, by poultry clusters, August 2010
Figure 65: Recent consumption frequency, by poultry clusters, August 2010
Figure 66: Attitudes toward meat, by poultry clusters, August 2010
Cluster demographics
Figure 67: Poultry clusters, by gender, August 2010
Figure 68: Poultry clusters, by age group, August 2010
Figure 69: Poultry clusters, by household income, August 2010
Figure 70: Poultry clusters, by race, August 2010
Figure 71: Poultry clusters, by Hispanic origin, August 2010
Cluster methodology
Custom Consumer Groups
Overall consumption frequency of poultry, by top three types
Figure 72: Overall consumption frequency, by top three poultry types, by gender and age, July/August 2010
Top three types/positioning of meat that consumers buy or are interested in
Figure 73: Top three types/positioning of meat that consumers buy or are interested in, by gender and household income, July/August 2010
Poultry usage among Mosaic groups
Figure 74: Household usage of poultry, by Mosaic group, April 2009-June 2010
IRI/Builders—Key Household Purchase Measures
Frozen/refrigerated poultry
Overview
Frozen/refrigerated chicken/chicken substitute
Consumer insights on key purchase measures
Brand map
Figure 75: Brand map, selected brands of frozen/refrigerated chicken/chicken substitute buying rate, by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 76: Key purchase measures for the top brands of frozen/refrigerated chicken/chicken substitute, by household penetration, 2010*
Frozen/refrigerated turkey/turkey substitute
Consumer insights on key purchase measures
Brand map
Figure 77: Brand map, selected brands of frozen/refrigerated turkey/turkey substitute buying rate, by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 78: Key purchase measures for the top brands of frozen/refrigerated turkey/turkey substitute, by household penetration, 2010*
Processed frozen/refrigerated chicken/chicken substitutes
Consumer insights on key purchase measures
Brand map
Figure 79: Brand map, selected brands of frozen/refrigerated chicken/chicken substitutes buying rate, by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 80: Key purchase measures for the top brands of processed frozen/refrigerated chicken/chicken substitutes, by household penetration, 2010*
Appendix: Other Useful Consumer Tables
Figure 81: Overall consumption frequency, by top three poultry types, by geographic region, July/August 2010
Figure 82: Overall consumption frequency, by top three poultry types, by presence of children, July/August 2010
Figure 83: Recent consumption frequency, by meat type, by household income, July/August 2010
Figure 84: Frequency of usage in the last week, by meat type, July/August 2010
Figure 85: Consumer attitudes toward poultry, by geographic region, July/August 2010
Figure 86: Outlets where consumers buy meat, by household income, July/August 2010
Figure 87: Outlets where consumers buy meat, by race/Hispanic origin, July/August 2010
Figure 88: Poultry preparation, by age, July/August 2010
Figure 89: Attitudes toward meat, by age, July/August 2010
Figure 90: Attitudes toward meat, by presence of children, July/August 2010
Figure 91: Top three types/positioning of meat that consumers buy or are interested in, by age, July/August 2010
Figure 92: Top three types/positioning of meat that consumers buy or are interested in, by household income, July/August 2010
Figure 93: Top three convenient/premium meat varieties that consumers buy or are interested in, by household income, July/August 2010
Figure 94: Food network (television) usage, by age, April 2009-June 2010
Appendix: Trade Associations<br
What you need to know
Definition
Data sources
Sales data
Consumer data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Poultry gets a boost from the recession
Poultry fairs well against the competition
Poultry market led by chicken parts
Supermarkets lead poultry sales
Leading companies have successful 2009-10
Frozen/refrigerated chicken
Frozen/refrigerated turkey
Frozen/refrigerated other poultry
Innovation driven by convenience, purity, and BFY
The poultry consumer
Usage and frequency
Popularity among consumers
At-home and restaurant consumption
Insights and Opportunities
Increasing poultry sales in urban communities
International/ethnic options would increase poultry usage
Communicate wholesomeness of ground turkey and chicken
Freezer-friendly chicken
Impulse-driven turkey leg sales could spur growth
Great taste of fried—health benefits of baked
Inspire Insights
Trend: The Fresh Factor
Market Size and Forecast
Key points
Chicken supplies will keep prices low
Low prices will help chicken take share from red meat and turkey
Sales and forecast of poultry
Figure 1: Total U.S. retail sales of poultry, at current prices, 2005-15
Figure 2: Total U.S. retail sales of poultry, at inflation-adjusted prices, 2005-15
Fan-chart forecast
Figure 3: Total U.S. retail sales of poultry, with fan-chart forecast, 2005-15
Walmart sales
Market Drivers
Chicken consumption declined but more slowly than red meat
Figure 4: Per capita consumption of poultry and livestock, 2005-10
Poultry fits the bill for adults seeking low-fat food products
Figure 5: Nutritional profiles of pork, beef, and chicken
Hispanic households spend more on poultry
Figure 6: Overall consumption frequency, by meat type, and Hispanic origin, April 2009-June 2010
Figure 7: Average annual expenditures on food at home, by Hispanic origin, 2010*
Figure 8: Population by race and Hispanic origin, 2005-15
Recession benefits poultry sales
Competitive Context
Key points
Poultry versus red meat and fish
Figure 9: U.S. retail prices for beef, pork and broilers, 2005-10
Quick and tasty—competition from refrigerated and frozen foods
GIPSA’s efforts to increase competition
Food safety a top-of-mind consideration
Import reduction may drive prices up at home
Segment Performance
Key points
Convenience and variety keep chicken parts in the lead
Figure 10: Poultry product launches in U.S., by poultry type, 2005-10
Other poultry sales hold the key to future innovations and sales expansion
Sales of poultry in all retail
Figure 11: Total U.S. sales of poultry, by segment, 2008-10
Segment Performance—Chicken Parts
Key points
Innovative use of chicken expands sales and offers competitive pricing
Sales and forecast of chicken parts
Figure 12: Total U.S. sales of chicken parts, 2005-15
Segment Performance—Whole Chickens
Key points
Whole chickens wins on price—wings down
Expand the market with new international-inspired whole chickens
Figure 13: Retail prices for various poultry products, Sept. 2008-Sept. 2010
Sales and forecast of whole chickens
Figure 14: Total U.S. sales and forecast of whole chickens, at current prices, 2005-15
Segment Performance—Other Poultry
Key points
Millennials are key for growth
Make turkey the “party bird” for entertaining and growing sales
Sales and forecast of other poultry
Figure 15: Total U.S. sales and forecast of other poultry, at current prices, 2005-15
Retail Channels
Key points
Outlets where consumers buy meat eaten at home
Figure 16: Outlets where consumers buy meat eaten at home, July/August 2010
Sales of poultry, by channel
Figure 17: Total U.S. sales of poultry, by channel, 2008 and 2010
Supermarket/food stores’ sales of poultry
Figure 18: Grocery and specialty food stores’ sales of poultry, at current prices, 2005-10
Supercenters and warehouse clubs’ sales of poultry
Figure 19: Supercenters and warehouse clubs’ sales of poultry, at current prices, 2005-10
Other retailers’ sales of poultry
Figure 20: Other retailers’ sales of poultry, at current prices, 2005-10
Retail Channels—Natural Supermarkets
Key points
Insights
Sales of poultry in the natural channel
Figure 21: Natural supermarket sales of poultry, at current prices, 2008-10
Figure 22: Natural supermarket sales of poultry, at inflation-adjusted prices, 2008-10
Natural channel sales by organic content
Figure 23: Natural supermarket sales of poultry, by organic content, 2008 and 2010
Leading Companies
Key points
Three suppliers dominate market
FDMx sales of poultry by manufacturer
Figure 24: Manufacturer FDMx sales of poultry in the U.S., 2009 and 2010
Brand Share—Frozen/Refrigerated Chicken
Key points
Giant Tyson Foods, still growing faster than average—despite its size
Perdue Farms leads growth with product differentiation
Manufacturer and brand sales of frozen/refrigerated chicken
Figure 25: Selected FDMx brand sales of frozen/refrigerated chicken, 2009 and 2010
Brand Share— Frozen/Refrigerated Turkey
Key points
Private label gobbles up competition
Hormel Foods innovates to grow sales and value
Figure 26: Selected FDMx brand sales of frozen/refrigerated turkey, 2009 and 2010
Brand Share—Frozen/Refrigerated Other Poultry
Key points
Tyson’s Cornish hens hold steady
Convenient Cornish hens win sales
Developing a U.S. web presence could lead to big win for Prepack Foods
Manufacturer and brand sales of frozen/refrigerated other poultry
Figure 27: Selected FDMx brand sales of frozen/refrigerated other poultry, 2009 and 2010
Innovations and Innovators
Key points
Poultry product launches divided evenly between chilled and frozen
Figure 28: Poultry product launches, by storage type, 2005-10
Convenient preparation and packaging
Purity claims
Meeting the wellness needs with fat-free poultry
Other interesting trends—Co-branding and restaurant brands at home
Figure 29: Top 10 claims on poultry product launches, 2005-10
Innovations by company
Tyson Foods
Perdue Farms
Jennie-O Turkey Store
Aldi
Target
Figure 30: Top companies and brands with product launches across poultry, 2005-10
Private label
Figure 31: Private label versus name brand poultry product launches, 2005-10
Marketing Strategies
Overview
Poultry marketers highlight tasty meals in a hurry
Barber foods stuffed chicken breasts
Figure 32: Barber Foods Stuffed Chicken Breasts, TV ad, 2010
Tyson Any’tizers
Figure 33: Tyson Any’tizers, TV ad, 2010
Tyson chicken nuggets
Figure 34: Tyson Chicken Nuggets, TV ad, 2010
Calming fears about safety
Boar’s Head EverRoast Chicken Breast
Figure 35: Boar’s Head EverRoast Chicken Breast, TV ad, 2010
Springer Mountain Farms
Figure 36: Springer Mountain Farms, TV ad, 2010
Perdue Farms
Figure 37: Perdue Chicken-- Jim Perdue dresses as a drill sergeant, TV ad, 2010
Figure 38: Perdue Chicken-- Reporters ask about USDA process, TV ad, 2010
Online initiatives
Figure 39: Food network.com usage, by age, April 2009-June 2010
Tyson
ConAgra
Poultry Trends in Restaurants
Foodservice losing sales to retail
Figure 40: Trend of poultry sold in retail grocery versus foodservice, 2005-09
QSRs increase value offerings and healthy options
Figure 41: Top 10 poultry entrées on menus, 2007-10
Meat Usage
Key points
Household usage poultry, meat and seafood
Figure 42: Household usage of meat and seafood, April 2009-June 2010
Poultry usage by age and household income demographics
Figure 43: Household usage of poultry, by age, April 2009-June 2010
Figure 44: Household usage of poultry, by household income, April 2009-June 2010
Recent Meat Consumption Frequency
Key points
Overall consumption frequency
Figure 45: Overall consumption frequency, by meat type, April 2009-June 2010
Figure 46: Overall consumption frequency, by top three poultry types, by age, July/August 2010
Recent consumption frequency
Figure 47: Recent consumption frequency, by meat type, by gender, July/August 2010
Figure 48: Recent consumption frequency, by meat type, by age, July/August 2010
Meat Preparation and Popularity in the Household
Key points
Meat preparation by meat type
Figure 49: Meat preparation, by meat type, July/August 2010
Consumer attitudes toward each meat type
Figure 50: Consumer attitudes toward each meat type, July/August 2010
Figure 51: Consumer attitudes toward poultry, by age, July/August 2010
Figure 52: Consumer attitudes toward poultry, by household income, July/August 2010
Outlets Where Consumers Buy Meat
Key points
Foodservice outlets where consumers buy meat
Figure 53: Foodservice outlets where consumers buy meat, by age, July/August 2010
Retail outlets where consumers buy meat eaten at home
Figure 54: Retail outlets where consumers “most often” buy meat eaten at home, by age, July/August 2010
Attitudes Toward Meat
Key points
Attitudes toward meat
Figure 55: Attitudes toward meat, by gender, July/August 2010
Figure 56: Attitudes toward meat, by age, July/August 2010
Innovations/Types of Meat of Interest to Consumers
Key point
Types/positioning of meat that consumers buy or are interested in
Figure 57: Types/positioning of meat that consumers buy or are interested in, July/August 2010
Top three convenient/premium meat varieties that consumers buy or are interested in
Figure 58: Top three convenient/premium meat varieties that consumers buy or are interested in, by age, July/August 2010
Impact of Race and Hispanic Origin
Key points
Meat preparation by meat type
Figure 59: Poultry preparation, by race/Hispanic origin, July/August 2010
Consumer attitudes toward each meat type
Figure 60: Consumer attitudes toward poultry, by race/Hispanic origin, July/August 2010
Outlets where consumers buy meat eaten at home
Figure 61: Outlets where consumers “most often” buy meat eaten at home, by Hispanic origin, July/August 2010
Attitudes toward meat
Figure 62: Attitudes toward meat, by race/Hispanic origin, July/August 2010
Cluster Analysis
Flockers
Demographics
Characteristics
Opportunity
Gobblers
Demographics
Characteristics
Opportunity
Processors
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 63: Poultry clusters, August 2010
Figure 64: Overall consumption frequency, by poultry clusters, August 2010
Figure 65: Recent consumption frequency, by poultry clusters, August 2010
Figure 66: Attitudes toward meat, by poultry clusters, August 2010
Cluster demographics
Figure 67: Poultry clusters, by gender, August 2010
Figure 68: Poultry clusters, by age group, August 2010
Figure 69: Poultry clusters, by household income, August 2010
Figure 70: Poultry clusters, by race, August 2010
Figure 71: Poultry clusters, by Hispanic origin, August 2010
Cluster methodology
Custom Consumer Groups
Overall consumption frequency of poultry, by top three types
Figure 72: Overall consumption frequency, by top three poultry types, by gender and age, July/August 2010
Top three types/positioning of meat that consumers buy or are interested in
Figure 73: Top three types/positioning of meat that consumers buy or are interested in, by gender and household income, July/August 2010
Poultry usage among Mosaic groups
Figure 74: Household usage of poultry, by Mosaic group, April 2009-June 2010
IRI/Builders—Key Household Purchase Measures
Frozen/refrigerated poultry
Overview
Frozen/refrigerated chicken/chicken substitute
Consumer insights on key purchase measures
Brand map
Figure 75: Brand map, selected brands of frozen/refrigerated chicken/chicken substitute buying rate, by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 76: Key purchase measures for the top brands of frozen/refrigerated chicken/chicken substitute, by household penetration, 2010*
Frozen/refrigerated turkey/turkey substitute
Consumer insights on key purchase measures
Brand map
Figure 77: Brand map, selected brands of frozen/refrigerated turkey/turkey substitute buying rate, by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 78: Key purchase measures for the top brands of frozen/refrigerated turkey/turkey substitute, by household penetration, 2010*
Processed frozen/refrigerated chicken/chicken substitutes
Consumer insights on key purchase measures
Brand map
Figure 79: Brand map, selected brands of frozen/refrigerated chicken/chicken substitutes buying rate, by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 80: Key purchase measures for the top brands of processed frozen/refrigerated chicken/chicken substitutes, by household penetration, 2010*
Appendix: Other Useful Consumer Tables
Figure 81: Overall consumption frequency, by top three poultry types, by geographic region, July/August 2010
Figure 82: Overall consumption frequency, by top three poultry types, by presence of children, July/August 2010
Figure 83: Recent consumption frequency, by meat type, by household income, July/August 2010
Figure 84: Frequency of usage in the last week, by meat type, July/August 2010
Figure 85: Consumer attitudes toward poultry, by geographic region, July/August 2010
Figure 86: Outlets where consumers buy meat, by household income, July/August 2010
Figure 87: Outlets where consumers buy meat, by race/Hispanic origin, July/August 2010
Figure 88: Poultry preparation, by age, July/August 2010
Figure 89: Attitudes toward meat, by age, July/August 2010
Figure 90: Attitudes toward meat, by presence of children, July/August 2010
Figure 91: Top three types/positioning of meat that consumers buy or are interested in, by age, July/August 2010
Figure 92: Top three types/positioning of meat that consumers buy or are interested in, by household income, July/August 2010
Figure 93: Top three convenient/premium meat varieties that consumers buy or are interested in, by household income, July/August 2010
Figure 94: Food network (television) usage, by age, April 2009-June 2010
Appendix: Trade Associations<br
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