Poultry Has Potential for Breakfast & Snacking

CANADA - Poultry has potential for growth on breakfast menus and for snacking occasions, according to market research carried out in Canada.
calendar icon 14 July 2011
clock icon 3 minute read

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 21 per cent saying they eat chicken for breakfast at least once per week compared to just nine per cent of all chicken consumers. Nearly a quarter of consumers eat chicken as a snack at least once a week.

Technomic EVP, Darren Tristano, commented: "Poultry is a very versatile protein that can be positioned in a number of ways for different day parts. 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'.

Key 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 per cent 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.

Technomic's Canadian Center of the Plate: Poultry Consumer Trend Report is designed to help operators and suppliers determine where opportunities exist by providing a comprehensive guide to the menu and consumer trends impacting the chicken and turkey categories. MenuMonitor, Technomic's exclusive online trend-tracking database, has been analysed to detail menu trends at leading chains, and an online survey of 1,000 consumers reveals consumer attitudes and preferences.

Comparative data from Technomic's 2008 Canadian Poultry Consumer Trend Report reveals how consumer consumption and sentiment has shifted over the past few years. Finally, appendices to this report include detailed concept and menu profiles of 10 leading concepts with a menu focus on poultry.

To purchase or learn more about this report, click here.

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