As Generation Z ages and becomes the primary protein purchasing demographic, their priorities could affect how broilers are fed, raised and produced.
“The things that Generation Z wants are not unique by any means. Everybody wants them to varying degrees,” explained Joyce Neth, VP of audience engagement, WATT Global Media. “Chicken is positioned very well for the next generation of buyers. Let’s just keep that going.”
Neth, alongside Erkin Peksoz, principal, protein practice, Circana will present exclusive research, sponsored by Elanco, Evonik and the NCC, that reveals what chicken companies need to keep in mind to best reach the chicken consumer of 2035 at the 2024 Chicken Marketing Summit.
What stays the same, what changes
According to preliminary research results, members of Generation Z will prioritize fast preparation and convenience when it comes to chicken purchases and consumption. Convenience regularly wins when consumers are asked how they make purchasing decisions.
When it comes to thinking about preparing for the consumer of 2035, it’s not just about the young people, Peksoz said, noting that “a lot of other people will still be eating chicken.”
However, there will be more dramatic changes in the chicken consumption and behaviors of younger consumers, he added.
“Brands that address good for me, good for the environment, good for the animal in a way that is more appealing to this cohort are going to be more successful,” said Peksoz.
Attend the 2024 Chicken Marketing Summit
Make plans to attend the 2024 Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024. This one-of-a-kind event will look forward to the consumer of 2035 and the issues that will impact their protein choices.
For the first time, the Summit will have two content tracks. As always, one track will focus on consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future. The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.
