Consumers want chicken brands to create retail options that are easy to shop for and easy to prepare. “People are looking for convenient options. For fresh chicken, you’ve got thighs, you’ve got breasts, you’ve got whole chickens. But if you go and look at the beef section, you can buy pre-cubed beef. You can buy pre-cubed pork, but you can’t buy pre-cubed chicken,” Jennifer Bartashus, senior analystBloomberg Intelligence. Bartashus will explore shifts in consumer attitudes toward online and in person shopping, delivery and pickup for chicken products could change going forward, as well as consumer expectations for innovation, tastes and flavors at the 2022 Chicken Marketing Summit.

“Very few retailers sell rotisserie chicken that is already shredded. If somebody wants to make enchiladas, they have to debone that chicken and pull it apart themselves.”

Make plans to attend the 2022 edition of Chicken Marketing Summit scheduled for July 25-27, 2022 at the Château Élan in Braselton, Georgia. Registration is now open with early savings available.

The convenience of heat and eat

When it comes to convenient meals, Bartashus is most excited about options like heat and eat.

“You see all kinds of different flavors where it’s pre-marinated and all you have to do is throw it on the grill or put it in the oven,” she noted, adding that this gives consumers an easy meal option for their families on busy nights.

Meal kits are another attractive option to consumers

Another easy way chicken brands can offer convenience to consumers is by creating partnerships through meal kits. If consumers can get everything they need for a meal in one stop – from spices to sauces to protein – it’s a much easier sale, Bartashus said.

“There’s value in not having to buy all the spices, not having to buy all the ingredients, not having to chop all the ingredients – even at a slightly higher retail price. There’s inherent value in the fact that you’re saving in other ways.”

Attend the 2022 Chicken Marketing Summit

The 2022 Chicken Marketing Summit will be held at Chateau Elan in Braselton, Georgia on July 25-27. Serving a unique cross section of the chicken supply chain, Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.

NEW FOR 2022: Submit your free nomination for Chicken Marketer of the Year.