WHY CONSUMERS
PREFER CHICKEN:
Survey Results of
Marketers
Chuck Kucharik
Kucharik & Associates
Research
June 2010
Research conducted by National Chicken
Council
Sponsored by Watt Poultry USA
and Givaudan Flavors
1,000 heads-of-households on-line
Question …
Reasons why you purchase chicken rather
than some other type of meat or poultry
Marketing/Sales Manager comparison to
Consumer responses
Respondent Companies
Allen's
Barber Foods
Coleman Natural Foods
Foster Farms
House of Raeford
MBA Poultry - Smart Chicken
Mountaire Farms
Perdue Farms
Sanderson Farms
Simmons Foods
Tyson Foods, Inc
Reasons you purchase chicken
Agree strongly / Somewhat agree Consumers
It's versatile and can be cooked in many w ays 93%
It's convenient and easy to prepare 89%
It's more healthful 86%
It's more economical 82%
It's low in fat 81%
UP 6%
It tastes better 80% From
2002
Its quality and w holesomeness are better 79%
Its tenderness is better 79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
percent of responses
Reasons you purchase chicken
Agree strongly / Somewhat agree Marketers Consumers
93%
It's versatile and can be cooked in many w ays 100%
89%
It's convenient and easy to prepare 100%
86%
It's more healthful 100%
82%
It's more economical 100%
81%
It's low in fat 100%
80%
It tastes better
94%
79%
Its quality and w holesomeness are better 88%
79%
Its tenderness is better 83%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
percent of responses
Reasons you purchase chicken
Agree strongly Consumers
It's versatile and can be cooked in many w ays 56%
It's convenient and easy to prepare 44%
It's more healthful 42%
It's more economical 40%
It's low in fat 39%
It tastes better 32%
Its quality and w holesomeness are better 29%
Its tenderness is better 31%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
percent of responses
Reasons you purchase chicken
Agree strongly Marketers Consumers
56%
It's versatile and can be cooked in many w ays 89%
44%
It's convenient and easy to prepare 61%
42%
It's more healthful 76%
40%
It's more economical 89%
39%
It's low in fat 67%
32%
It tastes better 11%
29%
Its quality and w holesomeness are better 35%
31%
Its tenderness is better 17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
percent of responses
Reason difference Marketers vs. Consumers
Agree strongly Difference
It's m ore econom ical 49%
It's m ore healthful 34%
It's versatile and can be cooked in m any w ays 33%
It's low in fat 28%
It's convenient and easy to prepare 17%
Its quality and w holesom eness are better 6%
-14% m ore tender
-21% tastes better
-30% -20% -10% 0% 10% 20% 30% 40% 50%
Negative means marketers percent of responses Positive means marketers
understated consumers overstated consumers
WHY CONSUMERS
PREFER CHICKEN:
Survey Results of
Marketers
Thanks again to our sponsors:
Watt Poultry USA, and
Givaudan Flavors
WHY CONSUMERS
PREFER CHICKEN:
Survey Results of
Marketers
Chuck Kucharik
Kucharik & Associates
Kucharik04@yahoo.com
(302) 270-4880