Don’t Be Afraid: Put Chicken in the Center of the Plate

Chicken has long been more than just a mealtime staple according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® it's a global powerhouse that continues to reshape the culinary landscape, driving sales across restaurants, convenience stores, and delis alike. From its humble beginnings to its current reign as the king of protein, chicken has proven to be not just a safe bet for consumers, but a dynamic driver of innovation and growth in the food industry.

A Global Perspective on Chicken's Rise

Historically, chicken's popularity can be traced back thousands of years, with domestication occurring in Southeast Asia around 6000 B.C. However, it wasn’t until the 20th century that chicken began its rapid ascent in global markets, particularly in the United States. The post-World War II era saw the rise of factory farming, which made chicken more affordable and accessible than ever before. By the 1970s, chicken had become a common fixture on dinner plates, outpacing beef as a healthier and more versatile option.

Fast forward to the 21st century, and chicken’s dominance is undeniable. The USDA reported that in 2023, per capita chicken consumption in the United States reached approximately 100 pounds—nearly double that of beef and six times that of turkey. This isn’t just a U.S. phenomenon; chicken's appeal is global. In countries like China and Brazil, chicken consumption has soared, driven by both cultural preferences and economic factors.

The Power of Poultry in Today's Market

Chicken's power lies in its unique combination of affordability, versatility, and consumer appeal. According to the 2024 "Power of Meat" report from FMI, fresh poultry sales in the U.S. hit $18.4 billion in 2023, outpacing the growth of fresh beef. Fresh chicken alone garnered $1.5 billion in sales this past June, a 2.6% increase from June 2023, demonstrating its resilience even in challenging economic times.

But it's not just about raw sales figures. The flexibility of chicken allows it to thrive across various market segments, from high-end dining establishments to fast food chains, and from grocery delis to convenience store counters. Brands like Tyson Foods have capitalized on this by introducing innovative frozen chicken items that cater to the demand for quick, easy-to-prepare meals. Whether baked in an oven or crisped in an air fryer, these products meet consumers' needs for convenience without sacrificing quality.

Rick Stein, VP of Fresh at FMI, highlights that chicken's success is not only due to its price point but also its unparalleled versatility. Unlike beef or pork, which can take years to mature, chickens are ready for market in just 16 weeks. This rapid turnaround allows for more responsive supply chains and consistent availability, making chicken a reliable choice for both consumers and retailers.

Chicken's Role in Driving Sales Across Sectors

In the restaurant industry, chicken is a star player. From fried chicken joints to upscale bistros offering organic, free-range options, chicken’s ability to adapt to various culinary styles makes it a menu mainstay. Chains like Chick-fil-A have built entire brands around chicken, demonstrating how centering a business model on this protein can lead to monumental success.

In the convenience store sector, chicken’s grab-and-go appeal has not gone unnoticed. Many C-stores have expanded their offerings to include fresh, ready-to-eat chicken items, tapping into the demand for quick, satisfying meals that don’t compromise on taste. Deli counters in grocery stores have also embraced chicken, offering rotisserie chickens, chicken salads, and other ready-made options that cater to time-starved consumers.

The Future of Chicken: What Lies Ahead

As we move further into the 2020s, the outlook for chicken remains bright. With inflationary pressures still influencing consumer behavior, chicken's affordability will continue to drive its popularity. The average price of fresh chicken in June 2024 was $3.05 per pound, significantly lower than fresh beef at $6.86 and even fresh pork at $3.26. This price stability, coupled with minimal year-over-year increases, positions chicken as the go-to protein for budget-conscious consumers.

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Moreover, the ongoing trend of health-conscious eating will likely bolster chicken’s appeal. Its reputation as a leaner, lower-fat alternative to red meat aligns with current dietary preferences, ensuring that chicken remains a top choice for those seeking a balanced diet.

Think About This: Embrace Chicken's Potential

The message is clear: don’t be afraid to put chicken in the center of the plate. Its historical roots, global appeal, and proven track record of driving sales make it an indispensable part of any menu or product lineup. Whether you're running a restaurant, stocking a convenience store, or managing a grocery deli, chicken offers a versatile and profitable option that resonates with today’s consumers. As we continue to navigate a complex and ever-changing food landscape, chicken will remain a reliable anchor—one that’s sure to keep bringing customers back for more.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information.