WHAT HAPPENED: The National Provisioner’s “State of the Industry 2026” special report includes a chicken feature by NCC Senior Vice President of Communications Tom Super. The piece argues that chicken is well positioned to lead as protein becomes the organizing principle of how Americans eat.
WHY IT MATTERS: The article points to several trends working in chicken’s favor:
- Dietary guidance: The 2025-2030 Dietary Guidelines nearly double the recommended protein target and steer consumers toward nutrient-dense proteins. In NCC’s Chicken Marketing Summit survey, fielded by Circana, a net 40% of buyers say they are purchasing more fresh chicken in response.
- GLP-1 users: 27% of respondents say they or a household member have used a GLP-1 medication, up from 12% two years ago. Within that group, poultry consumption is up a net 7 points, while snacking, alcohol and eating out are declining.
- Ultra-processed foods: The piece outlines NCC’s concern that a federal UPF definition could mislead consumers by judging foods on how they are made rather than on their nutrient content.
- Policy: FSIS’s proposed rule to raise maximum line speeds to 175 birds per minute has cleared public comment. The HOT Rotisserie Chicken Act passed the House 384-35 as part of the Farm Bill and was included in the Senate Agriculture Committee’s version.
- Convenience: Fast prep time remains buyers’ top priority. More than half of chicken buyers now use AI tools for recipes, up from 28% a year ago.
READ THE FULL ARTICLE: Why Chicken Is Poised to Lead the ‘Protein Moment’
