Why chicken wins with cost-conscious consumers in 2023

Value plays an important role in purchasing decisions.

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Choosing Chicken In Supermarket
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In a world where inflation has a significant impact, consumers are more cost-conscious than ever. This puts chicken in a unique position among proteins in 2023.

“Chicken is advantageous now and it’s going to be even more advantageous in the short-term and long-term,” explained Erkin Peksoz, senior director, client insights, Circana.

Peksoz, alongside Joyce Neth, VP of audience engagement, WATT Global Media, will share exclusive research that reveals what chicken companies need to keep in mind to best reach the cost-conscious consumer at the 2023 Chicken Marketing Summit will be held at Hotel Effie Sandestin in Miramar Beach, Florida on Monday, July 31 – Wednesday, August 2, 2023.

Registration is now open with early savings available.

How consumers determine value

Chicken is low-price compared to other proteins, widely consumed by households across the globe and considered more sustainable than many other proteins by consumers.

“Right now, everyone’s looking for value,” Neth said. “We see that there are tradeoffs going between chicken and beef.”

Consumers are also looking to get the most value out of their purchasing dollars. Beef and seafood are typically viewed as more of a premium product compared to chicken, but is there a way to market and sell a premium chicken?

“The root of that really is determining what the premium chicken is to the consumer?” added Neth, noting that, in the future, this could be related to feed, animal welfare, traceability or sustainability metrics.

Attend the 2023 Chicken Marketing Summit

The 2023 Chicken Marketing Summit will be held at Hotel Effie Sandestin in Miramar Beach, Florida on Monday, July 31 – Wednesday, August 2, 2023. Serving a unique cross section of the chicken supply chain, Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.

Registration is now open with early savings available.

For more information and to attend, visit: www.wattglobalmedia.com/chickenmarketingsummit/.

 

 

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