In the United States, the broiler chicken industry has seen big changes. These changes come from what consumers like and what they worry about. The U.S. is a big player in broiler chicken production and export. It shows how what people buy affects how chicken products are marketed.
Animal welfare has become a big deal for consumers over the last 20 years. In the EU, 94% of people think it’s key to protect farmed animals. Six out of ten (59%) are ready to pay more for products from systems that care about animal welfare. In the U.S., 86% of people bought something with a welfare label in the last year. More than half (57%) might choose a restaurant for its animal welfare-certified products.
The U.S. has seen its broiler exports grow. This is because of more U.S. chicken production and different tastes in chicken products between the U.S. and other countries. As the chicken industry grows, knowing what consumers want is key. It helps stay competitive and meet the needs of both home and international markets.
Key Takeaways
- Consumers are increasingly concerned about animal welfare and are willing to pay more for products from welfare-friendly production systems.
- The U.S. is the world’s largest producer and exporter of broiler chickens, with the market being a key indicator of how consumer preferences shape poultry marketing.
- Expanding U.S. broiler production and differences in consumer preferences between the U.S. and foreign markets have driven the growth in U.S. broiler exports.
- Understanding the impact of consumer preferences on broiler chicken marketing strategies is crucial for maintaining competitiveness and meeting the changing demands of both domestic and international markets.
- The broiler chicken industry must adapt to evolving consumer preferences, particularly around animal welfare, to remain successful in the long run.
The Growing Importance of Animal Welfare in Consumer Food Choices
People all over the world are now thinking more about animal welfare when they buy food. A study found that most people believe chickens can feel pain and emotions. They also think chickens need enough space to move and play.
This shift in consumer attitudes towards animal welfare is making people want to buy higher welfare chicken products. This change is big for the poultry industry.
In the United States, 78% of people worry about how chickens are raised for meat. In China, 65.8% of people want laws to make chicken living conditions better. This shows how important animal welfare is when people buy food.
Consumers Increasingly Value Animal Welfare
Surveys in 14 countries showed most adults think chickens can feel pain and emotions. They also believe chickens need space to explore and exercise. In Europe, people don’t like how chickens are raised and want better conditions.
| Consumer Concern | Percentage |
|---|---|
| Concerned about the treatment of animals by the meat and dairy industries | 75% |
| Believe that organic production is better for animal welfare | 60% |
| Consider how animals are handled during slaughter when making meat purchasing decisions | 60% |
| Think the amount of living space for animals matters when purchasing meat | 58% |
The importance of animal welfare in food choices is clear. The poultry industry needs to change to meet the needs of caring consumers.
Consumer Attitudes Towards Broiler Chicken Welfare and Production Systems
More and more people care about the welfare of broiler chickens. They worry about where these chickens live, if they can go outside, and how much space they have. They also want to know if the chickens are treated humanely when they are killed.
When people are willing to pay more for chicken that is raised better, it can really help. This money can go towards making the lives of these chickens better.
Preference for Higher Welfare Chicken Products
In Europe, people often choose chicken based on how it was raised. They think that better treatment of animals means the chicken tastes better and is safer to eat. Many in Britain see ‘free range’ and ‘organic’ as signs of better animal care.
Research shows that many people might buy chicken that was raised differently. This includes chicken that was not killed as a day-old chick. But, there are not many options for chicken that is raised in a better way.
There is a need for more research on how people feel about different ways of raising chicken. Knowing what people think is key to making the chicken industry better for animals and people.
“Only 4-5% of UK broiler production currently utilizes ‘Better Welfare’ slower-growing breeds. An additional 5% transition of conventional producers to these breeds would replace approximately 50 million conventional birds with higher welfare birds in the UK per annum.”
Some groups want chicken producers to use breeds that are raised slower. But, there’s not enough information on how this would help UK farming. The vet community also needs more data to help farmers and policymakers make better choices.
The Impact of Consumer Preferences on Broiler Chicken Marketing Strategies
As people care more about animal welfare, broiler chicken producers and marketers must change their ways. Studies show that many consumers are willing to pay more for chicken from better systems. These systems offer more space, enrichment, free-range, and organic production.
In several European countries, people are ready to pay up to 30% more for chicken from better systems. In Belgium, for example, some consumers are willing to pay a 43% premium for ‘free range’ chicken breast. They also pay 50% more for ‘traditional free range’ and 63% more for ‘free range total freedom.’ Clear labels help consumers make better choices and let producers stand out.
Broiler chicken marketers need to think about who they’re selling to and how to reach them. By knowing what different groups value, they can tailor their products and ads. This way, they can meet the growing demand for animal products that are ethically sourced and of high welfare.
| Country | Premium Paid for Higher Welfare Chicken |
|---|---|
| European Countries | 5% to 30%, with some consumers willing to pay 50-100% more |
| Belgium |
|
By matching their marketing with what consumers want, broiler chicken producers can tap into the growing demand. This is for ethically-sourced and high-welfare poultry products.
Broiler Chicken Export Markets and Consumer Preferences
The broiler chicken industry has grown a lot in recent years. Exports are now a big part of this growth. The USDA Economic Research Service says exports of poultry meat, including broilers, make up about 20% of U.S. production. This growth is due to more U.S. production and different consumer preferences for broiler products in the U.S. and abroad.
In the U.S., people love chicken breast meat. But in many other countries, they prefer leg-quarters and feet. This is because of taste or because these parts are cheaper. Fresh parts, like those shipped to Canada and Mexico, are also becoming more popular. This is because these countries are close and open to trade in fresh chicken.
Composition of U.S. Broiler Exports
The growth in U.S. broiler exports comes from several things:
- More U.S. broiler production to meet global demand
- Different tastes for chicken cuts and portions in the U.S. and abroad
- More trade with Canada and Mexico because of their closeness and openness
| Key Broiler Export Markets | Dominant Chicken Cuts and Portions |
|---|---|
| United States | High demand for chicken breast meat |
| Foreign Markets | Relatively high demand for leg-quarters and feet |
It’s important for U.S. producers and marketers to know about these broiler chicken export markets and consumer preferences. This helps them meet the varied global demand for broiler products.
Consumer Segmentation and Broiler Chicken Marketing
In the fast-paced broiler chicken market, using consumer segmentation is key for brands to lead. By knowing what different groups like and buy, marketers can make campaigns that speak to their audience. This approach boosts sales.
Experts have used tools like latent class vector models and correspondence analysis to get into the details of what people want in broiler chicken. They’ve found out how taste, health info, and how it’s made affect what people choose.
- Market segmentation strategies help broiler chicken makers make their products and marketing fit what different groups want.
- Consumer profiling lets marketers know who their audience is, so they can make their campaigns more personal and effective.
- Targeted marketing for broiler chicken uses these insights to craft messages, packaging, and how to get products to market that speak to specific groups.
By focusing on what consumers want in broiler chicken marketing, brands can keep up with today’s health-aware and socially conscious shoppers. This strategy can build brand loyalty, grow market share, and make the industry more competitive.
“Segmentation is the foundation of effective marketing. By understanding the unique needs and preferences of different consumer groups, brands can create products and campaigns that truly resonate with their target audience.”
Breeding and Genetics in Broiler Chicken Production
The broiler chicken industry has grown a lot in the last 100 years. This growth is thanks to big steps in breeding and genetics. Before, chickens were raised for eggs, but now they’re mainly for meat.
Today, broilers grow faster and eat less thanks to better breeding. But, the industry mostly uses a few big companies for their breeding stock. This means there’s not much genetic diversity in broiler chickens worldwide.
Consumer Concerns about Breeding Practices
More and more people care about how chickens are raised. In the U.S., 78% of consumers worry about the treatment of chickens. This includes how they’re bred.
In the UK, most adults want chickens to be healthy and able to move. They also want chickens to have access to food. Seven out of ten people think it’s important to know if a chicken had a good life when buying meat.
“When purchasing meat from a supermarket, a majority of UK adults surveyed consider it important that the chicken was not prone to disease, did not have health issues due to breeding (e.g., unable to walk), and could access its food.”
As people’s views on broiler chicken breeding and genetics change, the industry must adapt. It needs to address concerns about health issues due to breeding while keeping costs down and production up.
Labeling and Transparency in Broiler Chicken Marketing
Clear labeling is key for better farm animal welfare. It lets consumers make smart choices and helps producers stand out. Bad labeling can confuse shoppers, with 85% of US buyers worried about misleading chicken packaging.
Showing how animals are raised on labels can really sway buyers. This shows how important clear labels are in the meat, eggs, and dairy world. As people care more about animal welfare, companies need to show they do too through honest labeling.
| Program | Funding |
|---|---|
| Local MCap grant program | Supports smaller-scale projects in processing meat and poultry, offers grants for equipment purchases, facility upgrades, and capacity expansion. |
| FSC Guaranteed Loan Program | Guaranteed over $750 million in loans to support investments in food infrastructure, with a focus on independently owned food systems businesses in the middle of the food supply chain. |
| MPILP program | Awarded $167 million to 15 lenders to increase access to capital for meat and poultry processors looking to expand their processing capacity. |
| MPPEP Phase 1 | Awarded $146 million in grants to 30 projects aimed at expanding meat and poultry processing capacity to enhance competition and supply chain resiliency. |
| MPIRG | Awarded a total of $54.6 million in grants, with the second round providing $21.9 million to 111 projects to strengthen market opportunities for meat and poultry processors. |
| Meat and Poultry Inspection Readiness Grants program | In its first round, awarded $32 million to 167 facilities to improve capacity and efficiency for meat and poultry processing. |
These government programs show a big push to help the meat and poultry industry. They aim to clear up confusion and meet the demand for better chicken. This can help build trust and meet the growing need for higher welfare chicken products.
“Providing details of animal rearing conditions on the label increases consumer purchasing intention for higher welfare chicken breast fillets.”
The Future of Broiler Chicken Marketing and Sustainability
The broiler chicken industry is set for a big change. This is because more people want products that are good for the environment and animals. The industry is using new technologies to make things better, like being more efficient and caring for animals more.
New tech like automated feeding and cleaning is changing broiler farms. These tools help farms work better and keep animals healthy. They also help find diseases early, which keeps more birds alive and well.
Automation is making farms run smoother. Robots feed the birds the right amount, helping them grow evenly. Cleaning robots keep the places where birds live clean, which helps prevent sickness.
“A proactive approach is crucial to supplying the right bird for the evolving demands of the market in 2035 and beyond,” emphasizes Jan Henriksen, underscoring the industry’s commitment to addressing trends in sustainable broiler chicken production and marketing.
New tech like data and artificial intelligence will help improve breeding and genetics. The 2024 Chicken Marketing Summit will bring together leaders to talk about these changes.
The broiler chicken industry is getting ready for a big change. It’s all about meeting the needs of people who care about health and the environment. By using new tech and focusing on sustainability, the industry can do well in the future.
Consumer preferences greatly affect broiler chicken marketing strategies. People care more about animal welfare and are willing to pay more for products that show better treatment. This includes free-range, organic, or products with clear labels.
Broiler chicken marketers must keep up with these changing tastes. They should adjust their products, prices, and how they talk about their chicken. This way, they can meet the needs of their customers better.
By focusing on ethical and sustainable poultry, producers and marketers can improve their brand’s image. This is crucial because consumers are worried about antibiotics and hormones in regular chicken. They see organic chicken as a healthier choice.
The poultry industry, especially in Arkansas, is key to the U.S. economy. But, with more people caring about animal welfare, marketers need to change. Understanding what consumers want helps the industry stay successful and sustainable in a changing market.