Poultry 2012-AMERICAN EATING TRENDS REPORT
CONSUMPTION DEMOGRAPHICS
According to the United States Department of Agriculture (USDA), the established trend toward increased poultry consumption will continue, rising from 100.3 lbs. per capita in 2010 to 109.3 lbs. in 2020.
The greatest gains will be in chicken, as the consumption of turkey is projected to remain fairly consistent, at approximately 16 to17 lbs. per person until 2020 (USDA Agricultural Projections to 2020, 2011).
Within chicken consumption there has been a move from fresh to more processed products. In 2000, 72% of eating occasions involved fresh chicken, as opposed to processed (15%), while in 2010, 68% of the occasions were associated with fresh as opposed to processed (22%) chicken.
Core Markets (at least 20% above the average consumption rate)
Families, particularly those where the homemaker* is under 45 years of age, and where there are children under 6 years;
Most such families prefer processed chicken to fresh, with the exception of large families;
Households with annual incomes under US$40,000 (greater for processed);
Black consumers who tend to choose fresh chicken and Asian consumers who consume both fresh and processed; and
Those interested in healthy diets (fresh).
