Ice-packed chicken, both wet and dry, remains the dominate marketing form with a 35.1-percent share of shipments by processors in 2011, compared with 35.6 percent in 2009 and 35.1 percent in 2007, according to an industry survey conducted by the National Chicken Council. Fresh, prepackaged chicken accounted for 15.9 percent of processor shipments in 2011 compared with 16.9 percent in 2009 and 15.4 percent in 2007. Frozen, unprepared product gained in market share increasing 24.7 percent in 2011 compared with 22.6 percent in 2009 and 22.9 percent in 2007.
With respect to marketing channels, retail grocery stores were found to be the primary outlet with 29.1 percent of processor shipments going to supermarkets, warehouse club stores, and similar formats. This share is up from the 26.6 percent in 2009 and 25.3 percent in 2007. Distributors had previously been the major outlet for processors but the latest survey saw their share decrease to 21.7 percent down from the 28.5 percent in 2009 and 28.5 percent in 2007. Exports’ share of shipments was 17.9 percent, up from 14.1 percent in 2009 and 13.7 percent in 2007.
Participating in the survey were 17 chicken processors that accounted for 84 percent of young meat chicken processed in 2011. The survey was conducted with the assistance of Express Markets, Inc., (EMI), a division of Agri Stats. Compilation of the data and organization of data tables were completed by EMI.
A summary report of the survey results that was presented by EMI Director Eric Scholer to NCC’s Marketing Committee last month can be viewed by clicking here. National Chicken Council members can access the full report “Broiler Industry Marketing Survey Report, Calendar Year 2011” by clicking here.
