AVN Web Desk
Brian Earnest, CoBank’s lead economist for animal protein, discussed the considerable changes in consumer behavior brought on by the Covid-19 pandemic at the 2024 Chicken Marketing Summit.
As the poultry industry seeks to maintain chicken’s dominant position in American diets, Earnest emphasised the need for the sector to adapt to shifting consumer preferences.
Earnest pointed to demographic changes that will shape future market trends. According to the U.S. Census Bureau, the median age of the population continues to rise—currently at 39, compared to 30 in 1980. This aging trend is likely to influence purchasing habits, with older consumers favouring more convenient and appropriately portioned food products.
“Understanding the aging population is crucial,” Earnest noted. “We must consider their buying patterns and household sizes as we move forward.”
He also highlighted future trends, including a growing female population and increasing ethnic diversity, which could drive demand for dark meat and globally-inspired flavours in chicken products.
Despite challenges such as high capital costs and rising interest rates, the industry remains well-positioned for short-term success, benefiting from a favourable low-cost feed environment. Furthermore, inflation-weary consumers and a subdued red meat market are expected to sustain strong demand for chicken in the coming months.
