Consumer Market For Chicken 2006 1,000 Household Survey Results Roy Leidahl Agrifood Group Publisher Watt Publishing Com

1. Consumer Market For Chicken 2006 1,000 Household Survey Results Roy Leidahl Agrifood Group Publisher Watt Publishing Company Chicken Marketing Seminar 2006 Funding for Survey project Provided by WATT Poultry USA Monday, July 17,2006

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. • Type of chicken preferred for at-home consumption. • Intentions regarding future eating of chicken.

4. Survey Facts • 691 respondents are primary grocery shoppers and 56 additional responses are from respondents who share primary grocery shopping with someone else. The remaining 251 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 . . . . . . . 8 South Atlantic. . . . . . . . . . . . 19 East South Central. . . . . . . . 5 West South Central . . . . . . . 12 Mountain. . . . . . . . . . . . . . . . 6 Pacific. . . . . . . . . . . . . . . . . . . 16 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. 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.)

8. 2001 2002 2003 2004 2005 2006 2001 2002 2003 2004 2005 2006 Average Times During Two Week Time Period Note: Frequency includes all respondents whether they ate chicken or not during the two week time period.

9. Comparison of Frequency of Eating Chicken Place of Purchase200120022003200420052006 -----------------average times in two weeks------------------- Supermarkets/ Grocery Stores… 2.4 3.1 2.9 3.1 3.1 3.3 Restaurants/ Foodservice……. 1.7 1.8 2.0 2.0 2.0 1.9 Combined Total.. 4.0 4.9 4.8 5.1 4.9 5.2 Note: Frequency includes all respondents whether they ate chicken or not during the two weeks time period.

10. 2006 2005 2004 2003 2002 2001 Notes: Combined frequency includes all respondents whether they ate chicken or not during two week time period.

11. Share of Consumers Eating Chicken Purchased From Retail Grocery During Two Week Time Period 2001-2006 Percent

12. Share of Consumers Eating Chicken Purchased From Foodservice During Two Week Time Period 2001-2006 Percent

13. Share of Consumers Eating Chicken Purchased From Retail Grocery and Foodservice (combined) During Two Week Time Period 2001-2006 Percent

14. Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery Store (Times During Past Two Weeks/2006) Light Average times including none: 3.3 Average times excluding none: 3.8 1 percent don’t know/didn’t respond

15. Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery Store (Times During Past Two Weeks/2006) Medium Light Average times including none: 3.3 Average times excluding none: 3.8 1 percent don’t know/didn’t respond

16. Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery Store (Times During Past Two Weeks/2006) Medium Light ---------Heavy--------- Average times including none: 3.3 Average times excluding none: 3.8 1 percent don’t know/didn’t respond

17. Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2006) Light frequency Less than 1 percent don’t know/didn’t respond Average times including none: 1.9 Average times excluding none: 2.9

18. Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2006) Light --Medium-- frequency Less than 1 percent don’t know/didn’t respond Average times including none: 1.9 Average times excluding none: 2.9

19. Frequency of PurchasingChicken at Foodservice(Times During Two Weeks/2006) Light --Medium-- --Heavy-- frequency Less than 1 percent don’t know/didn’t respond Average times including none: 1.9 Average times excluding none: 2.9

20. Combined Responses For Eating Chicken From Retail Grocery and Foodservice(Times During Two Weeks/2006) Light frequency Average times including none: 5.2 Average times excluding none: 5.6 Less than 1 percent don’t know/didn’t respond

21. Combined Responses For Eating Chicken From Retail Grocery and Foodservice (Times During Two Weeks/2006) Medium Light frequency Average times including none: 5.2 Average times excluding none: 5.6 Less than 1 percent don’t know/didn’t respond

22. Combined Responses For Eating Chicken From Retail Grocery and Foodservice (Times During Two Weeks/2006) ---------Heavy----------- Medium Light frequency Average times including none: 5.2 Average times excluding none: 5.6 Less than 1 percent don’t know/didn’t respond

23. Question 3 • Which of the following types of chicken do you usually purchase in the supermarket or other grocery store? Up to the three types of the following were accepted: whole chicken; boneless, skinless, chicken breast; bone-in, skin-on chicken breast; leg or leg quarters; thighs; wings; drumsticks; other parts, and none.

24. Chicken Parts Purchased Most Often at Supermarkets/ Grocery Stores -------------Percent-------------

25. Question 4 • In the next 12 months, would you say that you are likely to eat more chicken, less chicken, or about the same amount of chicken? For respondents who said they were likely to eat less chicken, follow-up questions were given. They were: “Why do you say that? Why else?”

26. During the Next 12 Months, Likely to Eat 2006 ------Heavy Users (4+)------ IntentionsTotalTotal At-Home Away-From Home ---------------------percent-------------------------- About the Same Amount. . . . . . . . 79 80 80 78 More Chicken. . . . . . . . . . . . . . . . . 14 16 16 20 Less Chicken. . . . . . . . . . . . . . . . . . 5 4 5 2 Don’t Know/No Response. . . . . . . 2000 Total 100 100 100 100

27. During the Next 12 Months, Likely to Eat More, Less, Same 2006 Compared with 1998 Intentions19982006Difference ---------------percent----------------- About the Same Amount. . . . . . . . 86 79 -7 More Chicken. . . . . . . . . . . . . . . . . 8 14 6 Less Chicken. . . . . . . . . . . . . . . . . . 5 5 - Don’t Know/No Response. . . . . . . 121 Total 100 100 -

28. Percent Likely to Eat Less Chicken During the Next 12 Months 2006 Usage of Chicken TotalReasonsTotal Heavy UsersNone ---------------percent----------------- Changed my Way of Eating/Changed my Diet. . . . 22 21 57 Bird Flu/ Afraid of Bird Flu. 18 22 0 Don’t Like Chicken. . . . . . . . 18 13 33 Tired of Chicken/Want to Eat Other Foods. . . . . . . . . . . 10 14 0 Other . . . . . . . . . . . . . . . . . . . 22 12 10 None. . . . . . . . . . . . . . . . . . . . . 6 12 0 Don’t Know/No Response. . . 360 Total. . . . . . . . . 100 100 100

29. For more information about the 2006 survey results, contact the National Chicken Council. A print out of the survey is available via e-mail upon request. Contact Bill Roenigk at wroenigk@chickenusa.org / (202) 294-2622 National Chicken Council 1015 15th St NW, Suite 930Washington DC  20005tel (202) 296-2622fax (202) 293-4005www.nationalchickencouncil.com