Poultry has room for growth on breakfast menus and for snacking occasions

Canadian consumers recently polled by Technomic say they eat chicken more frequently than any other type of meat. Yet despite this high rate of consumption, consumers indicate that opportunities still exist for new poultry applications during breakfast or for snacking occasions.  

Younger consumers are the most likely to look for chicken on the breakfast menu, with twenty one percent saying they eat chicken for breakfast at least once per week compared to just nine percent of all chicken consumers. Nearly a quarter of consumers eat chicken as a snack at least once a week.

“Poultry is a very versatile protein that can be positioned in a number of ways for different day parts,” says Technomic EVP Darren Tristano. “We’ve seen an increase in the number of turkey items on breakfast menus, and also some high-profile additions of chicken items positioned as snacks.”

To help food industry professionals stay abreast of current issues and evolving consumer need-states in the poultry category, Technomic has developed the Canadian Center of the Plate: Poultry Consumer Trend Report.

Findings include:

  • For poultry, attributes related to fat and sodium content resonate most strongly with consumers as an indicator of healthfulness, and call-outs related to natural processing—especially those that state a lack of additives such as steroids or hormones—are most likely to increase consumer price thresholds.
  • Humane animal treatment and environmentally sound practices are of increasing importance to consumers, with more than 50 percent indicating both of those items as important to them.
  • Both limited-and full-service restaurants have increased their use of turkey on the breakfast menu since 2008, positioning turkey sausage and bacon as a lighter, more healthful alternative to pork.

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