Chicken producers, processors, and marketers need to start future-proofing operations and communications with the unique expectations of the consumer of 2035 in mind. During the 2024 Chicken Marketing Summit, industry experts presented the latest data and insights to help the chicken industry and poultry buyers prepare for the future chicken consumer. Here are the highlights.
1. 7 chicken consumption predictions for 2035
Understanding what the future consumer values will help set the chicken industry up for success over the next decade and beyond.
2. Pecking order 2035: The changing landscape of poultry consumption [PODCAST]
CoBank’s lead protein analyst, Brian Earnest, discusses the state of the poultry and feed market and looks ahead to 2035 to examine how Gen Z will affect chicken demand.
3. The future of poultry genetic improvement is bright (blog)
Meredith Dawson: Poultry genetics companies are prioritizing new research and technology to meet the needs of hungry consumers worldwide.
4. Chicken must bridge the trust gap with Gen Z consumers
As poultry marketers grapple with Gen Z’s ‘say-eat’ contradictions, they would be wise to focus on authenticity and transparency when engaging with the demographic.
5. Chicken will continue to meet the needs of consumers in 2035
In the decade ahead, fast prep time, easy-to-prepare, single-serve packaging, and other time-savings will be priorities for Gen Z and younger Millennials who buy fresh chicken.
6. Challenges the poultry industry of 2035 should prepare for
Disasters and the need for labor will affect the poultry industry’s operations over the next decade.
7. 6 ways the Gen Z chicken consumer of 2035 may surprise marketers
Data suggests Gen Z’s relationship with chicken may be more complex than anticipated, challenging marketers to rethink their strategies.
8. Air chilling predicted to increase in US processing by 2035
Immersion chilling is one of the highest water consumption areas in U.S. poultry processing plants, making it less appealing from a sustainability standpoint.
9. Chicken marketers key to influencing the consumer narrative
Elevated consumer engagement will be needed for the future.
10. Areas of focus to improve poultry sustainability by 2035
Due to the complexity of sustainability, identifying the right areas for producers to focus on can be difficult.
11. Gen Z chicken preferences shaping the future of fast food
As restaurants face economic pressures, chicken emerges as a versatile and profitable menu option, especially for younger diners seeking customization.
12. Older, ethnically diverse women to shape 2035 chicken choices
Changing U.S. demographics will impact consumer behavior and purchasing decisions.
Attend the 2025 Chicken Marketing Summit
The 2025 Chicken Marketing Summit will be held at the DeSoto Savannah in Savannah, Georgia, on July 28-30, 2025.
Serving a unique cross-section of the chicken supply chain, the Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
Registration will open in early 2025.
For more information, visit here.
