Consumer Survey Shows Chicken Has Advantage on Attributes Consumption of chicken in the United States will continue to increase while beef consumption falls over the next several years, according to Randall W. Goins, Chairman of the National Chicken Council. "Beef has gotten very expensive and the cattle herd is shrinking," Goins told an audience of food writers attending a seminar in conjunction with the National Chicken Cooking Contest here. "Beef prices will remain relatively high for the next several years, and consumption will drop as a result."