Changing Consumer Habits Create New Opportunities for the Chicken Industry

Changing consumer habits, particularly among millennials and Generation Z, are creating significant opportunities for the chicken industry as shoppers increasingly seek protein-rich foods that are healthy, convenient and affordable.

Speaking at the 2026 Chicken Marketing Summit, Erkin Peksoz of Circana said chicken is well positioned to benefit from several major consumer trends, including the growing emphasis on protein, the rise of GLP-1 weight-loss medications and increasing demand for quick meal solutions.

“Chicken already delivers what consumers are looking for,” Peksoz explained, noting that it is naturally high in protein while remaining one of the leanest and lower-calorie animal proteins available.

The findings were presented as part of the 2026 Chicken Consumption Survey, conducted annually by Circana with support from Watt Poultry, the National Chicken Council and Elanco. The survey gathered responses from 535 chicken consumers between the ages of 18 and 67 to better understand how health priorities, technology and changing dietary habits are influencing purchasing decisions.

Chicken Consumption Continues to Rise

Demand for protein continues to grow across the United States. Over the past three years, Americans have increased their consumption of chicken, beef and pork by 1.4 billion pounds, equal to an additional 4.3 pounds per person.

Chicken accounted for more than half of that growth, with consumption rising by 748 million pounds, or 6.8 pounds per person, representing a 12.4% increase.

With beef prices remaining historically high, Peksoz believes chicken is well positioned to capture additional market share. He noted that the cost of one pound of beef is now roughly equivalent to purchasing 2.5 pounds of chicken, making poultry an increasingly attractive value for consumers.

Convenience Drives Younger Consumers

Convenience remains one of the strongest purchasing drivers, particularly for younger generations. Survey results showed that millennials and Gen Z consumers, who also report the highest levels of stress, consistently favour products that simplify meal preparation.

Features such as pre-seasoned products, ready-to-cook meals and packaging highlighting “air fryer ready” have proven especially successful in attracting shoppers.

The desire for convenience extends beyond meal preparation. Online grocery shopping continues to gain popularity among younger consumers, with 28% of Gen Z respondents purchasing groceries online at least once a week — approximately twice the rate of the overall population.

According to Peksoz, technology adoption is largely driven by consumers’ desire to make everyday tasks faster and easier.

Fresh Chicken Gains Confidence as a Protein Source

The survey also found growing confidence in fresh meat as a protein source. Nearly two-thirds (64%) of fresh chicken buyers identified fresh meat as the best source of protein, an increase from the previous year.

Gen Z ranked second only to younger baby boomers in their preference for fresh meat as their primary protein source, suggesting younger consumers are increasingly embracing traditional animal proteins.

Consumers Willing to Pay for Added Attributes

Shoppers are also showing a greater willingness to pay for product attributes they value. Free-range, antibiotic-free and locally sourced chicken were among the claims consumers rated most highly, with millennials expressing the strongest willingness to pay a premium.

Among Gen Z respondents, 39% indicated they would spend more on pre-seasoned or marinated chicken products. This generation also showed above-average interest in protein snacks, frozen products and other packaged protein options that reduce preparation time.

GLP-1 Medications Influence Food Choices

Technology is influencing food purchasing in other ways as well. More than one-quarter (27%) of survey respondents said they or someone in their household has used a GLP-1 medication, more than double the proportion reported two years earlier.

These consumers reported buying more fresh foods and ingredients for home cooking while reducing purchases of heavily processed products.

Artificial Intelligence Enters Meal Planning

Artificial intelligence is also becoming an increasingly common tool in meal planning. More than half of survey respondents now use AI to help with recipes, grocery shopping or meal planning, up from 28% the previous year.

Among Gen Z consumers, AI adoption is even higher, with roughly two-thirds reporting they use the technology for food-related decisions.

Chicken Aligns with Changing Consumer Priorities

Overall, the survey suggests that chicken remains well aligned with today’s consumer priorities. As demand continues to grow for protein-rich foods that are affordable, nutritious and easy to prepare, the poultry industry appears well positioned to benefit from changing purchasing habits, particularly among younger generations.