Chicken will continue to meet the needs of consumers in 2035



In the decade ahead, fast prep time, easy-to-prepare, single-serve packaging and other time savers will be priorities for Gen Z and younger Millennials who buy fresh chicken, according to research presented today at the 2024 Chicken Marketing Summit. More than two-thirds (71%) of consumers surveyed said they now spend more than 30 minutes preparing a typical evening meal. Gen Z spends the most time preparing dinner, with almost a third spending an hour or more on a typical evening meal.

67% of Gen Z say that fast prep will be a priority in five years. “Beyond speed, Gen Z indicates a future need for advance meal prep, global flavors and minimal clean-up,” according to Joyce Neth, WATT Global Media. “Meal kits, packaging that offers no mess and labels with information on nutrition are especially appealing to Gen Z who in five years will likely be in a different stage of lifestyle, balancing work and families.

The National Chicken Council (NCC) and WATT Global Media presented the results of a study that focused on current and anticipated U.S. consumer behavior, specifically, to better understand the consumer of 2035 with regards to consumption of fresh chicken and other proteins. Circana provided supporting data from its retail databases. The results compared and contrasted generational cohorts, spanning ages 18-67, and suggested several opportunities for chicken to maintain customer satisfaction through 2035.

The study was commissioned by NCC and conducted online by Circana June 28 – July 5, 2024, among 620 U.S. adults. Funding was provided by Elanco Animal Health, Evonik Animal Nutrition, NCC and WATT Global Media. A full copy of the presentation is available by clicking here.

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