While consumers’ average rating for their current financial situation is in the middle between “poor” and “excellent,” 87 percent are buying more or the same amount of fresh chicken now compared to six months ago, according to new research presented at Chicken Marketing Summit. The 2022 edition of the executive conference was hosted by WATT Global Media on July 25-27, 2022, at the Château Élan in Braselton, Georgia.
Chicken Marketing Summit was well attended by industry professionals representing a vast array of companies including Allen Harim, Amick Farms, Fieldale Farms, Huey Magoo’s, Inspire Brands, Panda Restaurant Group, Peco Foods, Pilgrim’s Pride, Wayne Farms, Wingstop, Zaxby’s and many others.
“This year’s Summit focused on the many challenges and opportunities facing the industry,” said Terrence O’Keefe, content director, WATT Global Media. “The strategies and insights shared during the conference will assist chicken markets with finding success in reaching consumers digitally to keep chicken on the center of the plate.”
The agenda included an exclusive presentation revealing the results of the 2022 Chicken Consumption Survey, that focused on current and anticipated US consumer behavior, specifically, consumption of fresh chicken. The survey results were presented by Chris DuBois, senior vice president and principal of IRI, and Joyce Neth, vice president, director of audience development and research with WATT Global Media. The study was commissioned by the National Chicken Council (NCC), with funding provided by Elanco Animal Health, Evonik Animal Nutrition, NCC and WATT Global Media.
In addition, the summit featured speakers and panelists who shared research and information centered around this year’s theme, “Accelerating your digital connection with consumers.” Experts discussed post-covid chicken consumer values, chicken’s affordability for market growth, four chicken consumption predictions for 2030 technologies and trends ready to share the future of foodservice, and more.
New in 2022, Chicken Marketing Summit named Chick-fil-A the first recipient of the Chicken Marketer of the Year award which was developed to recognize organizations or companies who demonstrate excellence and innovation in promoting chicken.
The annual Chicken Marketing Summit is produced in collaboration with the National Chicken Council and with support from the National Protein and Food Distributors Association.
Dates and location for the 2023 Chicken Marketing Summit will be announced soon. For more information visit, ChickenMarketingSummit.com.