US: Digital-first consumers reshape chicken consumption
The study, commissioned by the National Chicken Council (NCC) and WATT Global Media and conducted online by Circana in June 2025, surveyed 625 U.S. adults aged 18–67. The focus was on understanding how generational cohorts shop for, prepare, and think about fresh chicken in an era of inflation and rapidly advancing technology.
Funding for the study was provided by Elanco Animal Health, Marel, NCC and WATT Global Media.
Chicken prices remain steady, inflation bites
Chicken prices settled in at over $3 per pound this past year with no negative impact to volume sales. While beef led the pack in dollar sales growth, chicken was a consistent second, with pork and turkey trailing. The research also showed that more than half of chicken buyers are “extremely concerned” about food costs, with Gen X expressing the highest sensitivity to price.
Younger shoppers drive digital-first trends
Convenience remains a defining priority. Heat-and-serve options, microwave- and air fryer-friendly meals, and minimal cleanup were cited by younger consumers as essential. These needs have fueled growing interest in meal prep and meal kits.
Seven in 10 now shop for groceries online or via mobile app, with more than a third of consumers younger than 42 doing so weekly. The barriers to online fresh chicken purchases, such as concerns about safety in transit and delivery costs, are gradually shrinking. More than one-third of Gen Z and younger Millennials are already open to buying fresh chicken online, showing major potential for digital channel expansion.
Tech tools in the kitchen: AI and smart appliances rise
Over one-third of fresh chicken buyers report using AI for food shopping, meal planning, or preparation. Meanwhile, nearly 1 in 4 are using smart appliances like refrigerators for these tasks. 73% say they are at least somewhat interested in smart technology for planning and shopping, with the strongest interest coming from Gen Z.
“Consumers are integrating digital tools into every stage of their food journey”, said Erkin Peksoz of Circana. “These shifts are happening fast, and fresh meat brands must meet consumers where they are: online, mobile, and increasingly in the kitchen with smart technology”.
Sustainability, welfare and quality matter - but trust still lags
More than two in five shoppers said they would pay more for chicken labeled antibiotic-free, free range, or organic. However, the chicken industry still faces trust challenges, especially among older consumers. Fewer than 25% of respondents across age groups said they completely trust the industry on food safety and quality.
The data underscores a clear takeaway for brands: telling a transparent, values-driven story around sourcing and welfare practices is no longer optional, especially for younger buyers who increasingly factor sustainability into food decisions.
Takeaways for industry leaders
The 2025 presentation suggested industry stakeholders would benefit from:
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