As consumers shift toward clean label diets and away from ultra-processed foods, they may be creative in how they actually define these two terms. Nearly one-third of adults now actively avoid ultra-processed foods, with avoidance highest among Generation X and boomers, the demographics controlling two-thirds of total food and beverage spending, according to Circana.
Consider this real-world example: A friend of mine carefully seeks out antibiotic-free, organic and free-range chicken for her family, then said without hesitation that she'd buy Doritos Protein to boost her kids' protein intake.
I know she's trying her best. I, too, love Doritos. But I eat them as a snack, not a health food or a protein source. Most people would also call them ultra-processed. That's part of the problem: ultra-processed has become one of those terms that's easy to say and hard to define.
Learn more about how consumer choices impact chicken
The 2026 Chicken Consumption Survey, commissioned by Elanco, WATT Global Media and the National Chicken Council and conducted by Circana, will explore how chicken consumers define ultra-processed foods, which protein sources consumers are choosing for high-protein diets and how GLP-1 usage impacts shopping behavior.
The results of the exclusive research will be shared by Erkin Peksoz, protein practice principal at Circana, during the 2026 Chicken Marketing Summit, scheduled for July 27-29 at the Innisbrook Resort in Palm Harbor, Florida.
Serving a unique cross section of the chicken supply chain, the 2026 Chicken Marketing Summit will feature the theme "The Protein Moment." The one-of-a-kind event explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
Registration for the 2026 Chicken Marketing Summit is now open. For more information, go to www.chickenmarketingsummit.com.
