Seven in 10 consumers now shop for groceries online or via mobile app, with more than a third of consumers younger than 42 doing so weekly. The barriers to online fresh chicken purchases, such as concerns about safety in transit and delivery costs, are gradually shrinking.
During the 2025 Chicken Marketing Summit, industry experts presented the latest data and insights to help the chicken industry and poultry buyers prepare for the future chicken consumer. Here are the highlights:
1. 8 tech trends shaping future chicken consumption (blog)
Eizabeth Doughman: The technologies of today could change how the chicken industry engages with the consumer of tomorrow.
2. Digital-first consumers reshape chicken consumption
Younger shoppers prioritize digital tools, online grocery access and responsible sourcing.
3. Chicken foodservice growth fueled by limited time offers
LTO growth is surpassing the number of new core items as menus rebuild.
4. Poultry and Salmonella: The success story should be told
Salmonella interventions are working, consumer confidence in chicken products is growing and consumption continues to increase.
5. Consumer demand for value, health spur chicken sales growth
Data reveals generational differences in purchasing behavior and taste profiles for poultry.
6. GLP-1 drugs, MAHA movement increase chicken demand
Two major forces fueling consumer perceptions of health and nutrition are driving increased interest in proteins in 2025.
7. Perdue’s “Winging It” wins big with Wayne Brady [PODCAST]
Elizabeth Doughman, editor, WATT PoultryUSA and Poultry Future, and Jody Hallman, VP, integrated marketing, Perdue Foods, discuss how an innovative approach to chicken marketing won over consumers.
8. Authenticity in chicken sustainability builds consumer trust
Clear marketing can boost brand reputation for broiler companies looking to connect with environmentally-conscious consumers.
9. Regulatory changes affecting the US poultry industry
Current and potential regulatory changes will impact production and the poultry market.
10. 3 consumer trends shaping chicken supply chains in 2025
Evolving preferences and economic pressures are transforming strategic priorities for both retail and foodservice.
11. SMART Broiler program advances welfare monitoring systems
Three technologies have demonstrated the ability to continuously monitor thousands of birds in real time.
12. 5 key priorities for poultry industry against HPAI (blog)
Elizabeth Doughman: With over 170 million birds lost since 2022 to HPAI outbreaks and consumer misconceptions driving market volatility, the path forward requires coordinated action across multiple fronts.
13. Plant-level program drives 20% poultry emission reduction
The strategy incorporates input from engineering, procurement and operations teams on the plant-level into a producer’s sustainability goals.
14. Poultry producers deliver on consumers' desire for convenience
With further processing advancements and genetic improvements, the industry is satisfying the customer demand for convenient poultry products.
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.
