The 2005 Chicken Consumer Market Survey Results Steve Kernen Vice President of Sales and Marketing Amick Farms Chicken Marketing Seminar 2005 Funding for Survey Project Provided by Watt PoultryUSA Tuesday, July 19, 2005

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. Market penetration of eating certain chicken products.

Survey Facts 694 respondents are primary grocery shoppers and 86 additional responses are from respondents who share primary grocery shopping with someone else. The remaining 220 responses are from household members who do not have responsibility for grocery food shopping. Respondents’ numbers are on a weighted basis.

Survey Facts Regional distribution of respondents (weighted): RegionPercent New England Mid Atlantic East North Central West North Central South Atlantic East South Central West South Central Mountain Pacific U.S. Total 100

Question 1 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.)

Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery Store (Times During Past Two Weeks/2005) Average times including none: 3.1 Average times excluding none: 3.7 Light Share of Consumers percent don’t know/didn’t respond

Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery Store (Times During Past Two Weeks/2005) Average times including none: 3.1 Average times excluding none: 3.7 Light Medium Share of Consumers percent don’t know/didn’t respond

Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery Store (Times During Past Two Weeks/2005) Average times including none: 3.1 Average times excluding none: 3.7 Light Medium Heavy Share of Consumers percent don’t know/didn’t respond

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.)

Frequency of Purchasing Chicken at Foodservice (Times During Two Weeks/2005) Average times including none: 2.0 Average times excluding none: 2.9 Light frequency 1 percent don’t know/didn’t respond

Frequency of Purchasing Chicken at Foodservice (Times During Two Weeks/2005) Average times including none: 2.0 Average times excluding none: 2.9 Light --Medium-- frequency 1 percent don’t know/didn’t respond

Frequency of Purchasing Chicken at Foodservice (Times During Two Weeks/2005) Average times including none: 2.0 Average times excluding none: 2.9 Light --Medium-- --Heavy-- frequency 1 percent don’t know/didn’t respond

Combined Responses For Eating Chicken From Retail Grocery and Foodservice (Times During Two Weeks/2005) Light frequency Average times including none: 4.9 Average times excluding none: Share of Consumers Less than1 percent don’t know/didn’t respond

Combined Responses For Eating Chicken From Retail Grocery and Foodservice (Times During Two Weeks/2005) Light Medium frequency Average times including none: 4.9 Average times excluding none: Share of Consumers Less than 1 percent don’t know/didn’t respond

Combined Responses For Eating Chicken From Retail Grocery and Foodservice (Times During Two Weeks/2005) Light Medium Heavy frequency Average times including none: 4.9 Average times excluding none: Share of Consumers Less than 1 percent don’t know/didn’t respond

Note: Frequency includes all respondents whether they ate chicken or not during the two week time period Average Times During Two Week Time Period 2005

Comparison of Frequency of Eating Chicken Place of Purchase average times in two weeks % Supermarkets/ Grocery Stores…… Restaurants/ Foodservice……… Combined Total… Note: Frequency includes all respondents whether they ate chicken or not during the two weeks time period.

Notes: Combined frequency includes all respondents whether they ate chicken or not during two week time period

Share of Consumers Eating Chicken Purchased From Retail Grocery During Two Week Time Period Percent

Share of Consumers Eating Chicken Purchased From Foodservice During Two Week Time Period Percent

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

Share of Respondents Eating Certain Chicken Products During the Past Month / 2005 ProductShare ----percent---- Fresh salad that contains chicken Chicken strips Hot rotisserie - roasted chicken from a grocery store, supermarket or warehouse club Spicy or buffalo chicken wings Chicken nuggets

Share of Respondents Eating Certain Chicken Products During the Past Month / 2005 ProductShare ----percent---- Fastfood chicken sandwich Frozen chicken entrée or meal Rotisserie-roasted chicken from a fastfood store or other restaurant Chicken breakfast biscuit None

Share of Respondents Eating Certain Chicken Products During the Past Month / 2005 ProductShare Usage of Chicken (Total) heavymedium light none (4+) (2-3) (1) (0) percent Fresh salad that contains chicken Chicken strips Hot rotisserie-roasted chicken from a grocery store, supermarket, or warehouse club Spicy or buffalo chicken wings Chicken nuggets

Share of Respondents Eating Certain Chicken Products During the Past Month / 2005 ProductShare Usage of Chicken (Total) heavymedium light none (4+) (2-3) (1) (0) percent Fastfood chicken sandwich Frozen chicken entrée or meal Rotisserie-roasted chicken from a fast food store or other restaurant Chicken breakfast biscuit None

Selected Findings About Chicken Products Eaten During Previous Month/2005 Men are more likely than women to have eaten the following: –spicy/buffalo wings: 31 percent for men/22 percent for women –rotisserie-roasted chicken from fastfood stores or other restaurant: 22 percent for men/13 percent for women –chicken breakfast biscuit: 8 percent for men/4 percent for women

Selected Findings About Chicken Products Eaten During Previous Month/2005 Women are more likely than men to have eaten a fresh salad that contains chicken: 39 percent for women/30 percent for men Frozen chicken entrée/meal consistently eaten across all age groups: low of 21 percent for years to high of 28 percent for years

Selected Findings About Chicken Products Eaten During Previous Month/2005 Respondents with a household income under $20,000 are more likely to have eaten chicken strips and chicken nuggets Respondents with a household income of $30,000 - $49,999 are more likely to have eaten a fastfood chicken sandwich

Selected Findings About Chicken Products Eaten During Previous Month/2005 Respondents with a household income of $30,000 - $39,999 are most likely to have eaten a frozen chicken entrée/meal Respondents with household incomes of $50,000 or more are most likely to eat a fresh salad that contains chicken

Regionally, The Following Differences Are Noted Northeasterners are less likely than others to have eaten a fastfood chicken sandwich Midwesterners are less likely to have eaten a frozen chicken entrée/meal Southerners are the most likely to eat chicken strips, chicken nuggets, and chicken breakfast biscuits

Regionally, The Following Differences Are Noted Both Southerners and Westerners are more likely than others to have eaten hot rotisserie-roasted chicken from a grocery store/supermarket/warehouse club and spicy/buffalo chicken wings Westerners are the most likely to eat fresh salad that contains chicken, but are the least likely to eat chicken nuggets