The 2005 Chicken Consumer Market Survey Results

1. The 2005 Chicken Consumer Market Survey Results Steve Kernen Vice President of Sales and Marketing Amick Farms Chicken Marketing Seminar 2005 Funding for Survey Project Provided by Watt PoultryUSA Tuesday, July 19, 2005

2. Purpose To Determine... • Frequency and market penetration of eating chicken at-home, away-from-home, and combined. • Frequency of eating chicken by light, medium, and heavy consumers of chicken. • Market penetration of eating certain chicken products.

4. Survey Facts • 694 respondents are primary grocery shoppers and 86 additional responses are from respondents who share primary grocery shopping with someone else. The remaining 220 responses are from household members who do not have responsibility for grocery food shopping. Respondents’ numbers are on a weighted basis.

5. Survey Facts • Regional distribution of respondents (weighted): RegionPercent New England. . . . . . . . . . . . . 4 Mid Atlantic . . . . . . . . . . . . . 15 East North Central. . . . . . . . 14 West North Central . . . . . . . 9 South Atlantic. . . . . . . . . . . . 20 East South Central. . . . . . . . 6 West South Central . . . . . . . 9 Mountain. . . . . . . . . . . . . . . . 6 Pacific. . . . . . . . . . . . . . . . . . . 17 U.S. Total 100

6. Question1 • Thinking about the meals and snacks you’ve eaten in the past two weeks, how many times did you eat chicken that was purchased from a supermarket or other retail grocery store? (Fresh, frozen, or prepared chicken are included in the responses.)

7. Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery Store (Times During Past Two Weeks/2005) --------------------------------Share of Consumers------------------------------- Light Average times including none: 3.1 Average times excluding none: 3.7 1 percent don’t know/didn’t respond

8. Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery Store (Times During Past Two Weeks/2005) --------------------------------Share of Consumers------------------------------- Medium Light Average times including none: 3.1 Average times excluding none: 3.7 1 percent don’t know/didn’t respond

9. Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery Store (Times During Past Two Weeks/2005) --------------------------------Share of Consumers------------------------------- Medium Light ---------Heavy--------- Average times including none: 3.1 Average times excluding none: 3.7 1 percent don’t know/didn’t respond

10. Question 2 • Thinking about the meals and snacks you’ve eaten in the past two weeks, how many times did you eat chicken that was purchased at a restaurant, fast food store, carryout shop or employee cafeteria? (Prepared meals of chicken, chicken products/sandwiches, and similar foodservice chicken items are included in the responses.)

11. Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2005) Light frequency Average times including none: 2.0 Average times excluding none: 2.9 1 percent don’t know/didn’t respond

12. Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2005) Light --Medium-- frequency Average times including none: 2.0 Average times excluding none: 2.9 1 percent don’t know/didn’t respond

13. Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2005) Light --Medium-- --Heavy-- frequency Average times including none: 2.0 Average times excluding none: 2.9 1 percent don’t know/didn’t respond

14. Combined Responses For Eating Chicken From Retail Grocery and Foodservice(Times During Two Weeks/2005) ----------------------Share of Consumers--------------------- Light frequency Average times including none: 4.9 Average times excluding none: 5.5 Less than1 percent don’t know/didn’t respond

15. Combined Responses For Eating Chicken From Retail Grocery and Foodservice (Times During Two Weeks/2005) ----------------------Share of Consumers--------------------- Medium Light frequency Average times including none: 4.9 Average times excluding none: 5.5 Less than 1 percent don’t know/didn’t respond

16. Combined Responses For Eating Chicken From Retail Grocery and Foodservice (Times During Two Weeks/2005) ----------------------Share of Consumers--------------------- ---------Heavy----------- Medium Light frequency Average times including none: 4.9 Average times excluding none: 5.5 Less than 1 percent don’t know/didn’t respond

17. 2001 2002 2003 2004 2005 2001 2002 2003 2004 2005 Average Times During Two Week Time Period Note: Frequency includes all respondents whether they ate chicken or not during the two week time period.

18. Comparison of Frequency of Eating Chicken Place of Purchase 200120022003 20042005 average times in two weeks --------------%---------------- Supermarkets/ Grocery Stores…… 2.4 3.1 2.9 3.1 3.1 Restaurants/ Foodservice………. 1.7 1.8 2.0 2.0 2.0 Combined Total…. 4.0 4.9 4.8 5.1 4.9 Note: Frequency includes all respondents whether they ate chicken or not during the two weeks time period.

19. 2005 2004 2003 2002 2001 Notes: Combined frequency includes all respondents whether they ate chicken or not during two week time period.

20. Share of Consumers Eating Chicken Purchased From Retail Grocery During Two Week Time Period 2001-2005 Percent

21. Share of Consumers Eating Chicken Purchased From Foodservice During Two Week Time Period 2001-2005 Percent

22. Share of Consumers Eating Chicken Purchased From Retail Grocery and Foodservice (combined) During Two Week Time Period 2001-2005 Percent

23. Share of Respondents Eating Certain Chicken Products During the Past Month / 2005 ProductShare ----percent---- Fresh salad that contains chicken . . . . . . . . . . . 35 Chicken strips . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Hot rotisserie - roasted chicken from a grocery store, supermarket or warehouse club . . . . . . . 28 Spicy or buffalo chicken wings . . . . . . . . . . . . . 26 Chicken nuggets . . . . . . . . . . . . . . . . . . . . . . . . . 25

24. Share of Respondents Eating Certain Chicken Products During the Past Month / 2005 ProductShare ----percent---- Fastfood chicken sandwich . . . . . . . . . . . . . . . 25 Frozen chicken entrée or meal . . . . . . . . . . . . 24 Rotisserie-roasted chicken from a fastfood store or other restaurant . . . . . . . . . . . . . . . . 17 Chicken breakfast biscuit . . . . . . . . . . . . . . . . 6 None . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

25. Share of Respondents Eating Certain Chicken Products During the Past Month / 2005 ProductShareUsage of Chicken (Total) heavy medium light none (4+) (2-3) (1) (0) ---------------percent--------------- Fresh salad that contains chicken . . . 35 45 27 26 4 Chicken strips . . . . . . . . . . . . . . . . . . . 30 39 22 18 7 Hot rotisserie-roasted chicken from a grocery store, supermarket, or warehouse club . . . . . . . . . . . . . . . . . . 28 36 21 17 7 Spicy or buffalo chicken wings . . . . . 26 32 23 17 5 Chicken nuggets . . . . . . . . . . . . . . .. . 25 32 20 15 8

26. Share of Respondents Eating Certain Chicken Products During the Past Month / 2005 ProductShareUsage of Chicken (Total) heavy medium light none (4+) (2-3) (1) (0) ---------------percent--------------- Fastfood chicken sandwich . . . . . . . . 25 33 19 12 6 Frozen chicken entrée or meal . . . . . 24 30 20 8 7 Rotisserie-roasted chicken from a fast food store or other restaurant . . 17 22 14 8 4 Chicken breakfast biscuit . . . . . . . . . . 6 8 5 -- -- None . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 7 13 30 66

27. Selected Findings About Chicken Products Eaten During Previous Month/2005 • Men are more likely than women to have eaten the following: • spicy/buffalo wings: 31 percent for men/22 percent for women • rotisserie-roasted chicken from fastfood stores or other restaurant: 22 percent for men/13 percent for women • chicken breakfast biscuit: 8 percent for men/4 percent for women

28. Selected Findings About Chicken Products Eaten During Previous Month/2005 • Women are more likely than men to have eaten a fresh salad that contains chicken: 39 percent for women/30 percent for men • Frozen chicken entrée/meal consistently eaten across all age groups: low of 21 percent for 35-49 years to high of 28 percent for 18-24 years

29. Selected Findings About Chicken Products Eaten During Previous Month/2005 • Respondents with a household income under $20,000 are more likely to have eaten chicken strips and chicken nuggets • Respondents with a household income of $30,000 - $49,999 are more likely to have eaten a fastfood chicken sandwich

30. Selected Findings About Chicken Products Eaten During Previous Month/2005 • Respondents with a household income of $30,000 - $39,999 are most likely to have eaten a frozen chicken entrée/meal • Respondents with household incomes of $50,000 or more are most likely to eat a fresh salad that contains chicken

31. Regionally, The Following Differences Are Noted • Northeasterners are less likely than others to have eaten a fastfood chicken sandwich • Midwesterners are less likely to have eaten a frozen chicken entrée/meal • Southerners are the most likely to eat chicken strips, chicken nuggets, and chicken breakfast biscuits

32. Regionally, The Following Differences Are Noted • Both Southerners and Westerners are more likely than others to have eaten hot rotisserie-roasted chicken from a grocery store/supermarket/warehouse club and spicy/buffalo chicken wings • Westerners are the most likely to eat fresh salad that contains chicken, but are the least likely to eat chicken nuggets