Market data revealed a 1.5% increase in poultry sales from 2022 to 2023, driven by evolving consumer preferences for convenience, health benefits and value-added products.
"Despite economic challenges, consumers are still eating chicken," Lynn Dornblaser, principal consultant at Mintel, noted at the 2025 Chicken Marketing Summit. "The key is understanding that value isn't just about low price – it’s about delivering on promises and bundling benefits together."
Health, convenience remain priorities
Health consciousness remains paramount, with consumers prioritizing protein content above other nutritional factors when selecting meal options. This trend is particularly relevant given that 8% of U.S. consumers are currently using GLP-1 medications for weight loss, creating increased demand for high-protein, high-fiber products.
Convenience continues driving product development, especially among younger consumers who seek restaurant-style recipes and detailed preparation instructions. Generation Z and millennials show the strongest preference for value-added proteins and innovative flavors, with millennials leading in willingness to try new taste profiles.
The data also reveals generational differences in purchasing patterns, with older consumers preferring white and dark meat cuts while younger consumers gravitate toward processed options like nuggets and ground products. Rotisserie chicken remains popular across all age groups, addressing convenience needs while maintaining the appeal of whole bird products.
Looking ahead, Dornblaser emphasized that successful products must balance health benefits with taste appeal, noting that "food is supposed to be fun" while meeting consumers' nutritional and convenience requirements.
Attend the 2026 Chicken Marketing Summit
The 2026 Chicken Marketing Summit will be held at the Innisbrook Resort in Palm Harbor, Florida, on July 27-29, 2026. Serving a unique cross-section of the chicken supply chain, the Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
Registration will open in Spring 2026.
