WHAT HAPPENED: New consumer research commissioned by the National Chicken Council (NCC) and WATT Global Media, conducted online by Circana in June 2026, finds that GLP-1 medications and artificial intelligence are rapidly changing how Americans shop for, prepare and eat chicken. The survey polled 535 U.S. fresh chicken buyers ages 18-67 and was presented this week at the 2026 Chicken Marketing Summit. A full copy of the presentation is available here.
Funding for the survey was provided by Elanco Animal Health, NCC and WATT Global Media.
WHAT ARE THE KEY FINDINGS:
- GLP-1 use has more than doubled. Twenty-seven percent of respondents said they or someone in their household has used a GLP-1 medication, up from roughly half that share two years ago. These consumers reported snacking less, eating out less, drinking less alcohol, and eating more poultry, fruits and vegetables.
- AI has moved from novelty to everyday tool. More than half of fresh chicken buyers now use AI for recipes and meal inspiration, and about a third use it for meal planning or grocery shopping — with usage up across every category and younger consumers leading adoption.
- Fresh chicken’s position is strengthening. Sixty-four percent of respondents said fresh meat is the best source of protein, up from last year. Consumers also showed a willingness to pay more for free-range, antibiotic-free and locally sourced claims, with Millennials showing the strongest premium tolerance.
- Convenience still matters. Fast preparation time remains the top meal-prep priority, and six in 10 consumers buy groceries online or via a mobile app at least monthly.
NCC’s TAKE: “Chicken is uniquely positioned to meet consumers where they are — whether they’re managing a health goal, short on time or looking for AI-powered meal inspiration,” said Tom Super, spokesman for the National Chicken Council. “This research reinforces why chicken remains America’s protein of choice.”
WHAT’S NEXT: As GLP-1 adoption and AI-assisted shopping continue to climb, expect chicken marketers and retailers to lean further into messaging around freshness, production claims and quick-prep formats to meet consumers where these trends are heading.
Erkin Peksoz, protein practice principal at Circana, delivers the results of the 2026 chicken consumption survey
