Consumer Trends & Insights in the Chicken Product Market

1. Consumer Perceptions on Healthier Food Choices

Recent research shows that while consumers—especially young adults—recognize and value healthier food alternatives, price and taste remain the most important purchase drivers. Women are more likely than men to choose health-conscious options. Nutrition and health claims do influence buying behavior positively, but are less persuasive than cost or flavor. Consumers are increasingly label-literate, with many verifying claims by reading nutrition facts. Additionally, athletic individuals are more likely to read labels and pay attention to ingredients. Despite a willingness to pay more for healthier options, traditional products continue to dominate due to habit, skepticism about unfamiliar ingredients, and limited availability.

2. Chicken-Specific Nutrition & Consumer Preferences

Chicken remains a popular lean protein, but different cuts offer different health profiles. Dark meat such as thighs and drumsticks have higher fat and calorie content than white meat like breasts. These dark cuts, however, provide healthy fats and are suitable for keto diets. Skin-on and fried preparations add saturated fat, which may deter health-conscious buyers. As demand for clean-label, high-protein foods rises, brands are introducing more transparent and health-focused chicken products to appeal to this growing segment.

3. Plant-Based Protein & Clean Label Demand

Over the past five years, there has been increasing demand for plant-based proteins, particularly those that support clean labeling. Rather than replacing animal protein entirely, brands have found success in blending chicken with soy or other plant-based proteins. This approach appeals to both traditional chicken lovers and consumers interested in plant-forward eating. These hybrid products enhance protein content while meeting the growing demand for natural, minimally processed options.

4. Popular Chicken Recipes and Brands

Darker cuts like the thigh and drumstick contain higher caloric content than lighter cuts like the breast. Chicken thighs are a great source of protein and healthy fats, making them a good choice for a keto-friendly meal. Keeping the skin or frying chicken will also add saturated fat. As the demand for cleaner, protein-rich foods grows, food manufacturers continue to expand their offerings, making healthy eating more accessible than ever. 

Summary:  

The increase in demand for plant-based protein has been on the rise over the past 5 years. This also promotes clean label products which are preferred by our niche consumer market. Rather than completely replace the chicken protein with the soy or wheat-based protein, we could add in a portion of the soy protein to increase the protein content of our product while still appealing to the consumers looking for high protein, all-natural chicken and those looking plant-based protein.  

Recipes available in the market:  
 
1. Feta & Roasted Red Pepper Stuffed Chicken Breast 
2. Creamy Chicken & Mushroom  
3. Chicken in vinegar 
4. Balsamic-Dijon Chicken 
5. Filipino Chicken Adobo 

Brands Available in the market: 
1. Natures Promise  
2. 365 
3.  Perdue 
4. Simple Truth  
5. Trader Joe's 
6. Amazon Fresh 
7. Kroger  

5. Chicken Market Report (2024–2032)

Market Overview 

The global chicken products market was valued at USD 452.98 billion in 2024 and is projected to reach USD 700.47 billion by 2032, growing at a CAGR of 5.6% from 2025 to 2032. The market growth is driven by the rising demand for poultry as an affordable, high-protein food source, the increasing popularity of processed chicken products, and the expansion of the fast-food industry and food delivery services. 

Key Market Drivers 

• Growing demand for poultry worldwide due to affordability and adaptability in various cuisines. 

• Preference for healthier protein sources, as chicken is leaner than red meat. 

• Expansion of fast-food chains and quick-service restaurants (QSRs) boosting the demand for processed chicken products. 

• Rise in convenience-based chicken meals, including frozen, ready-to-eat, and pre-cooked options. 

Market Challenges 

• Price volatility of raw chicken due to fluctuating production and feed costs. 

• Health concerns over processed meats, particularly regarding preservatives and high sodium content. 

• Sustainability and ethical concerns, leading to pressure for humane poultry farming practices. 

• Threat from plant-based alternatives, which are gaining popularity among health-conscious and vegan consumers. 

Market Trends 

• Increased demand for organic and antibiotic-free chicken due to consumer preference for natural, hormone-free products. 

• Sustainable and innovative packaging solutions such as vacuum-sealed and recyclable materials. 

• Customization and flavor innovation, with rising demand for marinated, spicy, and specialty chicken products. 

• Growth in e-commerce and online food delivery, making fresh and frozen chicken products more accessible. 

Market Segmentation 

• By Application: Online sales, Offline sales. 

• By Product: Snacks, Meals, Others. 

• By Region: 

• North America (U.S., Canada, Mexico) 

• Europe (UK, Germany, France, Italy, Spain, Others) 

• Asia Pacific (China, Japan, India, ASEAN, Australia, Others) 

• Latin America (Brazil, Argentina, Mexico, Others) 

• Middle East & Africa (Saudi Arabia, UAE, Nigeria, South Africa, Others) 

Key Players 

• Tyson Foods Inc. 

• Perdue Farms Inc. 

• Pilgrim's Pride Corporation 

• Butterball LLC 

• Conagra Brands Inc. (Banquet) 

• Foster Farms LLC 

• Bellisio Foods Inc. 

• Home Market Foods Inc. 

• Dr. August Oetker Nahrungsmittel KG 

Research Methodology 

The report is based on primary and secondary research, including industry reports, expert interviews, company financials, and government sources. It provides qualitative and quantitative analyses of market trends, competitive landscape, and growth opportunities. 

Reasons to Purchase the Report 

• Comprehensive segmentation and in-depth market analysis. 

• Market value insights for investment opportunities. 

• Competitive landscape evaluation, including company profiles and SWOT analysis. 

• Market trends, challenges, and opportunities from 2024 to 2032. 

• Porter’s Five Forces and value chain analysis for strategic decision-making. 

Sources

• https://doi.org/10.7819/rbgn.v23i3.4113

• https://www.ers.usda.gov/amber-waves/2024/august/food-consumption-and-nutrient-intake-trends-emerge-over-past-four-decades

• https://www.webmd.com/diet/health-benefits-chicken

• https://www.eatingwell.com/gallery/7893663/high-protein-low-carb-chicken-dinner-recipes/

• https://sureketo.com/best-for-keto/chicken

• https://www.tilleydistribution.com/insights/plant-based-chicken-is-here-kind-of/

• https://www.marketresearchintellect.com/product/chicken-products-market/

Week 2 - Discover

This week, our group focused on testing and refining potential products for our final development. We began by evaluating the Steak-umms product, analyzing its texture and how well it reconstituted after cooking. This gave us a valuable benchmark as we considered a poultry-based version for a chicken cheesesteak.

To start experimenting with our own ideas, we created a shredded BBQ chicken using cooked thigh meat. While the texture turned out as expected—tender and moist—we found that the flavor profile was lacking. It was missing the depth and balance that a successful commercial product would require. Based on these results, we ultimately decided to shift our attention toward creating a poultry-based steak-umms alternative for use in a chicken cheesesteak.

We cut chicken thighs into one-inch strips and seasoned them with salt, paprika, and onion powder to begin developing our prototype. The cooked product had an appropriate texture and held up well, similar to the original Steak-umms product. The seasoning mix worked for our initial trial, but we recognize there’s room for improvement in depth and complexity, especially if we’re aiming for a product that stands out in the market.

As we move forward, we’ll begin preparing different versions of our chicken cheesesteak product and conducting sensory evaluations with our classmates. We'll be asking for feedback on flavor, texture, and overall appeal to inform future adjustments.

In addition to salt, our product will contain the following functional ingredients:

• Chicken Broth – to improve moisture retention and texture

• Modified food starch – to enhance mouthfeel and binding

We’ll test multiple formulations to determine how each ingredient contributes to flavor, juiciness, and structure. As we continue to iterate, we'll be mindful of commercial feasibility, ease of manufacturing, and overall consumer appeal.

We’re excited to keep refining our chicken cheesesteak concept and are confident that we’re moving in the right direction for a viable final product.

Week 4 - Develop

As we entered the final stretch of our product development, this week was all about tying together the technical performance of our chicken steak with the early stages of branding and marketing. With a nearly finalized product in hand, we turned our attention to how it holds up during preparation, how long it can be stored, and—just as importantly—how we want it to show up on shelves.

In the kitchen, we ran additional trials and discovered that our chicken steak has a cook loss of about 20%. This number was helpful—it gave us a clearer picture of how the product behaves during cooking and helped us adjust expectations for portion size and nutritional output. While a 20% loss is typical for raw poultry, understanding this allowed us to ensure the final cooked product still delivers on value and protein.

We also finalized our storage and shelf life plan. Based on USDA food safety standards and quality benchmarks, we set a best by date of 6 months when stored at 0°F or below. This gives consumers enough time to enjoy the product at its peak while ensuring safety and maintaining flavor. We also established clear instructions for safe handling:

• Keep frozen until ready to use

• Do not refreeze after thawing

• Once thawed in the fridge, cook within 1–2 days

• Always cook to a minimum internal temperature of 165°F

On the branding side, things got even more exciting. We started developing packaging mockups this week—playing with design, color schemes, fonts, and layout ideas that would bring our story and product to life visually. We wanted our packaging to reflect who we are: bold, clean, and made for real people with real lives. Bright orange, inspired by our Auburn roots, became a front-runner in our color palette, helping our product stand out while staying true to our identity.

And this week also marked the birth of our slogan:

“No degree required in cooking.”

This phrase captures so much of what we believe in. It speaks to our audience—students, parents, and working people—who want easy, delicious food without complicated prep. It reflects the approachability of our product and the heart of our brand: good food made simple.

With these key elements coming together—technical refinement, storage planning, and the first pieces of our brand voice—it finally feels like we're not just making a product. We're building a company.