1. Consumer Market For Chicken 2007 1,000 Household Survey Results Gary Thornton Editor WATT Poultry USA Chicken Marketing Seminar 2007 Funding for Survey Project Provided by WATT Poultry USA Monday, July 16, 2007

2. 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. Consumers who purchase rotisserie chickens and frequency of purchase Consumption of dark meat chicken parts such as legs, thighs, and drumsticks.

3. Survey Facts Survey was conducted by PKS Research Partners 1,004 household interviews were conducted via telephone June 8-10, 2007 Respondents 18 years of age and older 516 females 484 males Part of an omnibus survey of randomly selected telephone numbers

4. Survey Facts Respondents’ numbers are on a weighted basis 679 respondents are primary grocery shoppers 70 respondents share primary grocery shopping with someone else 245 responses are from household members who do not have responsibility for grocery food shopping.

5. Region Percent New England 5 Mid Atlantic 14 East North Central 15 West North Central 8 South Atlantic 20 East South Central 7 West South Central 9 Mountain 6 Pacific 16 US Total 100 Regional Distribution of Respondents (weighted): Survey Facts

6. Race of Respondents (weighted) Race Percent White67 Hispanic13 Black12 Asian1 Other5 Refused2 Total100

7. 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.)

8. 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.)

9. Note: Frequency includes all respondents whether they ate chicken or not during the two week time period. Average Times During Two Week Time Period 0102 03 04 05 06 07 01 Frequency of Eating Chicken Purchased from Retail Grocery and Foodservice, 2001-2007

10. Combined Frequency of Eating Chicken 2001 2002 2003 2004 2005 2006 2007 Supermarket/ Grocery Store Restaurant/ Foodservice 2.43.12.93.13.13.32.7 1.71.82.02.02.01.91.8 Total 4.14.94.95.15.15.24.5 ---------------------------Average times in two weeks-------------------------- Note: Frequency includes all respondents whether they ate chicken or not during the two week time period

11. Note: Combined frequency includes all respondents whether they ate chicken or not during two week time period. Frequency of Eating Chicken Purchased from Retail Grocery and Foodservice (combined) 2001-2007

12. Share of Consumers Eating Chicken Purchased From Retail Grocery During Two Week Time Period 2001-2007 Percent

13. Share of Consumers Eating Chicken Purchased From Foodservice During Two Week Time Period 2001-2007 Percent

14. Share of Consumers Eating Chicken Purchased From Retail Grocery and Foodservice (combined) During Two Week Time Period 2001-2007 Percent

15. Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery (Times During Past Two Weeks/2007 ) Light None Average times including none: 2.7 Average times excluding none: 3.3 1 percent didn’t know/didn’t respond

16. Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery (Times During Past Two Weeks/2007) Light Medium None 1 percent didn’t know/didn’t respond Average times including none: 2.7 Average times excluding none: 3.3

17. Frequency of Eating Chicken That Was Purchased at Supermarket/Retail Grocery (Times During Past Two Weeks/2007) Light Medium Heavy None 1 percent didn’t know/didn’t respond Average times including none: 2.7 Average times excluding none: 3.3

18. Frequency of Eating Chicken Purchased from Foodservice (Times During Two Weeks/2007) Light Frequency None 1 percent didn’t know/didn’t respond Average times including none: 1.8 Average times excluding none: 2.8

19. Light Medium Frequency Frequency of Eating Chicken Purchased from Foodservice (Times During Two Weeks/2007) None 1 percent didn’t know/didn’t respond Average times including none: 1.8 Average times excluding none: 2.8

20. Light Medium Heavy Frequency Frequency of Eating Chicken Purchased from Foodservice (Times During Two Weeks/2007) None 1 percent didn’t know/didn’t respond Average times including none: 1.8 Average times excluding none: 2.8

21. Light Average times excluding none: 4.9Average times including none: 4.5 None Responses for Eating Chicken from Retail Grocery and Foodservice Combined (Times During Two Weeks/2007)

22. Light Medium Average times including none: 4.5Average times excluding none: 4.9 None

23. Responses for Eating Chicken from Retail Grocery and Foodservice Combined (Times During Two Weeks/2007) Light Medium Heavy Average times excluding none: 4.9Average times including none: 4.5 None

24. Chicken Consumption Summary Nine of ten people surveyed had consumed chicken in the two weeks prior to the survey (meal or snack). Average of 4.5 times when all respondents are combined. More than eight of ten surveyed had consumed chicken purchased from a supermarket/ grocery store. About two-thirds of survey respondents had consumed chicken from some foodservice establishment in 2007.

25. Question 3a Thinking of the past four weeks, how many times have you purchased a rotisserie chicken? –Number from supermarket or grocery store –Number from carryout restaurant or similar foodservice outlet Question 3b What was your primary reason for buying a rotisserie chicken? (responses were unaided with up to three different responses accepted from an individual respondent).

26. Yes23 No75 Didn’t Know2 Total100 Percent of RespondentsPurchased ? Households Purchasing Rotisserie Chicken from Supermarket, Takeout Restaurant, or Similar Foodservice Outlet During the Past Four Weeks. (2007)

27. Place of Purchase for Rotisserie Chicken OutletPercent Supermarket/ Grocery Store 931.7 Restaurant/ Foodservice 521.0 Both412.7 Average Purchased

28. Frequency of Purchasing Rotisserie Chicken at Supermarket or Foodservice Combined 2 percent didn’t know/didn’t respond Light Medium Heavy Average excluding none: 2.7 Average including none: 2.7

29. Primary Reason for Buying a Rotisserie Chicken ReasonPercent Very Convenient/Quick/Easy Meal Tastes Good Already Cooked/Prepared Family Likes/Prefers Saves Time Good Value/Saves Money It’s Nutritious No Time to Cook Smelled Good in the Store Special Price or Featured Item Better than Fried Chicken Other Didn’t Know 29 28 20 9 7 4 4 3 3 1 1 16 3

30. Primary Reason for Buying a Rotisserie Chicken Didn’t know/Didn’t Respond – 3%

31. Rotisserie Summary Nearly one of four (23 percent) of the people surveyed purchased rotisserie chicken. Average of 2.7 rotisserie chickens purchased over four week period, when just the purchasers of rotisserie chicken are considered. Race of consumers purchasing rotisserie chicken are as follows (times in four weeks): Black 3.8, Hispanic 3.1, White 2.3, and other 2.5. Regions with the highest frequency of rotisserie chicken purchases were as follows (times in four weeks): East North Central 4.0 and Mid-Atlantic 3.2.

32. Question 5 Thinking about the last four weeks how often did you eat dark meat chicken parts (like legs, thighs, and drumsticks) either at home or away from home?

33. Frequency of Eating Dark Meat Chicken Parts (Four week period/2007) Light None Medium Heavy Average excluding none: 3.2 Average including none: 1.8 1 percent didn’t know/didn’t respond

34. Question 6 Which of the following best describes reason why you might eat dark meat chicken parts such as legs, thighs, or drumsticks more often?

35. Would eat more dark meat parts more often if… ReasonPercent Tasted Better Less Fat Lower Price More Convenient to Purchase Barbequed More Frequently More Info/Recipes about Parts Smaller Parts Other Wouldn’t Eat Dark Meat Parts Don’t Know/No Response 41 34 33 32 28 18 17 12 19 6

36. Would eat more dark meat parts if… Wouldn’t eat dark meat – 19%Didn’t know/Didn’t Respond – 6%

37. Dark Meat Summary Over half (55 percent) of those surveyed said they consumed dark meat parts in the past month. Dark meat was eaten 1.8 times on average in the past month of survey when all respondents are included. Black and Hispanic consumers ate dark meat more frequently, 2.5 times and 2.0 times, respectively, in four weeks. Top regional dark meat consumers were West South Central 2.3 times and East South Central 2.2 times.

38. For more information about the 2007 survey results, contact the National Chicken Council. A print out of the survey is available via e-mail upon request. Contact Bill Roenigk at wroenigk@chickenusa.org / (202) 296-2622 National Chicken Council 1015 15th St NW, Suite 930 Washington DC 20005 tel (202) 296-2622 fax (202) 293-4005 www.nationalchickencouncil.com