Poultry Market

Published: Mar 1, 1996 - 242 Pages

Table of Contents:

Executive Summary
The Products

  • Scope of the Report
  • Technological Improvements Advance Production

The Market
  • Market Exceeded $18 Billion in 1995
  • Chicken Category Larger and Growing Faster
  • Positive Factors in Growth of Poultry Market
  • Inexpensive to Produce
  • Poultry Is Healthy
  • Versatility
  • Export Situation Positive
  • Negative Factors in Growth of Poultry Market
  • Negative Publicity About Contamination
  • Turkey Consumption Has Plateaued
  • Retail Sales of Poultry to Approach $21 Billion by 2000
  • [Table] Size and Growth of the Poultry Market,
  • 1991-2000 (retail dollars)
  • Market Composition: Chicken Dominates

The Marketers
  • Around 350 Marketers
  • Tyson Dominates Chicken, While Turkey
  • Market Leadership Is Hotly Contested
  • Almost $56 Million Spent in Mass Media in 1994
  • Poultry Companies Wish to Dominate
  • the "Center-of-the-Plate Protein" Category
  • Diversification: A Possibly Way to Stay Ahead
  • of the Competition or Stifle It
  • Further-Processing

Retail and Distribution
  • Three Channels of Retail Poultry Distribution
  • Supermarkets Most Important Poultry Retailers

The Consumer
  • Chicken a Popular Food Choice
  • Over One-Fourth of Principal Shoppers Buy
  • Fresh Whole Turkeys, Fewer Buy Fresh Breast

    The Overall Poultry Market

  1. The Products
    The Products
    • Scope of the Report
    • A Brief History of the U.S. Poultry Industry
    • Vertical Integration of the Broiler Industry
    • Technological Improvements

    Poultry Market Regulations
    • Poultry Regulation
    • Modern Regulation: For Sanitary Processing
    • Regulations and Laws
    • The Present Inspection Standard
    • HACCP
    • New Handling Labeling
    • New Nutritional Labeling
    • Fresh Frozen
  2. The Market
    • [Graphic] Retail Sales of Poultry: By Category, 1991-2000 (dollars)

    Market Size and Growth
    • Market Exceeds $18 Billion in 1995
    • Dollar Sales Gains Average 2.3% Annually
    • Chicken Category Experiences Faster Growth
    • [Table] Retail Dollar Sales and Growth of Poultry: By Category, 1991-1995: Chicken, Turkey, and Total Poultry

    Factors in Future Market Growth
    • Poultry Has the Edge Over Other Center-of-the-Plate Proteins
    • Inexpensive to Produce
    • Poultry Is Healthy
    • Versatility
    • Export Situation Positive
    • Negative Publicity About Contamination
    • Turkey Consumption Has Plateaued

    Projected Market Size
    • Retail Sales of Poultry to Exceed $20 Billion by 2000
    • [Table] Projected Retail Dollar Sales and Growth of Poultry: By Category, 1995-2000: Chicken, Turkey, and Total Poultry

    Market Composition
    • Chicken Dominates
    • [Graphic] Share of Poultry Retail Dollar Sales, Chicken vs. Turkey, 1995 (percent)
  3. The Marketers
    The Marketers
    • Around 350 Marketers
    • Market in a State of Flux
    • Despite Massive Changes in the Industry,
    • Poultry Companies Still Cleave Close to Their Origins
    • Poultry Companies Wish to Dominate the
    • Center-of-the-Plate Protein Category
    • Diversification: A Possible Way to Stay Ahead
    • of the Competition or Stifle It
    • Further-Processing
    • [Chart] Leading Marketers of Poultry: By Type of Product Marketed, 1995; Company: Allen Family Foods, B.C. Rogers, Cagle's, Campbell Soup, Cargill North American Turkey Operations, Choctau Maid Farms, ConAgra, Empire Kosher Poultry, Fieldale Farm Corporation, Foster Farms, George's, Gold Kist, Green Acre Foods, Hormel Foods, House of Raeford Farms, Hudson Foods, Jerome Foods, Marshall Durbin, Mountaire Farms of Delmarva, O.K. Foods, Peco Foods, Perdue Farms, Philip Morris, Pilgrim's Pride Corporation, Rocco Enterprises, Sanderson Farms, Sara Lee Foods, Seaboard Farms, Simmons Foods, Townsends, Tyson Foods, Wayne Poultry, WLR Foods, Zacky Farms

    Advertising Expenditures
    • Poultry Advertisers Spent Almost $56 Million in 1994
    • 1994 Ad Spending Favored Chicken
    • [Table] Poultry Advertising: By Product Category, 1992-1994 (dollars): Chicken, Turkey, Combined, and Total
    • Two-Thirds of Spending Traced to Three Marketers
    • Tyson Leading Advertiser
    • Perdue's 1994 Spending Close Behind
    • ConAgra's Ad Budget Almost Doubled in 1994
    • Foster Farms Spent Close to $4 Million
    • Three Marketers Spent Approximately $2.5 Million Each in 1994
    • Philip Morris Spending Less than $440,000
    • All Other Advertisers Spend Less than $2 Million Each
    • [Table] Poultry Advertising Expenditures: By Company, 1992-1994 (dollars); Company: Tyson Foods, Perdue Farms, ConAgra, Foster Farms, Jerome Foods, Johnsonville Foods, Hormel Foods, Sara Lee Corp., Rocco Enterprises, Gold Kist, Philip Morris, Others

The Chicken Market

  1. The Products
    The Products
    • Historical Background
    • The 20th Century
    • 67 Breeds of Chicken
    • How Chicken Is Processed
    • Five Major Types
    • Three Basic Product Forms
    • Whole Bird: The Traditional Commodity Form
    • Cut-Up Chicken—Minimal Processing
    • Further-Processed Products
    • Chicken Frankfurters, Sausages, and Bacon
    • Cold Cuts
    • Formed Chicken: Patties, Nuggets, Cutlets, and Fritters
    • Premium Cuts: Strips, Tenders, and Filets
    • Buffalo Wings
    • Pulled and Diced Chicken
    • Ground Chicken
    • Ice-Chilling Most Popular Preservation Method
    • Ice-Packing versus Ice-Chilling
    • Chill-Packing
    • Freezing
    • MAP and CAP Packaging
    • Sous Vide
    • Curing
  2. The Market
    • [Graphic] Retail Sales of Chicken Products: By Product Form, 1991-2000 (dollars); Form: Whole, Further-Processed, and Cut-Up

    Market Size and Growth
    • Introductory Note
    • Broiler Production Strong
    • [Table] U.S. Broiler Production, 1991-1995 (RTC Pounds)
    • Retail Sales of $13.8 Billion in 1995
    • Sales of Cut-Up Chicken Have Risen 10% Since 1991
    • [Table] Retail Dollar Sales and Growth of U.S. Chicken Market: By Product Form, 1991-1995 (dollars); Form: Cut-Up, Further-Processed, and Whole
    • Further-Processed Segment Growing Fastest
    • Whole Chicken Sales on the Decline
    • Further-Processed Chicken Is Biggest Dollar and Percentage Gainer
    • [Table] Growth in Retail Dollar Volume of U.S. Chicken Market: By Product Form, 1991-1995 (dollars and percent); Form: Cut-up, Further- Processed, and Whole

    Factors in Market Growth
    • Overall Factors Are Key
    • Per Capita Consumption Rises Steadily During Past Five Years
    • [Table] Per Capita Consumption of RTC Chicken, 1990-1997 (Pounds)
    • Retail Broiler Prices Hold Fairly Steady
    • [Table] Retail Broiler Prices, 1991-1995 (cents) Export Market Booms
    • [Table] Exports of Broilers, 1991-2000 (Pounds) Chicken Fast-Food Restaurants Are Thriving
    • Further-Processing Is the Wave of the Future
    • Consumers Consider Chicken Nutritious
    • [Table] Share of U.S. Adults Ranking Particular Type of Meat as Most Nutritious, 1993 vs. 1974 (percent): Type: Chicken, Beef, and Pork
    • Chicken Has Little Competition from Other Meats
    • Per Capita Consumption of Beef Continues to Decline
    • Pork's Position Stronger than Beef's, but No Threat to Chicken
    • Turkey Consumption Has Leveled Off
    • [Table] Turkey Share of Per Capita Consumption of All Poultry, 1991-1995 (pounds and percent)
    • Lamb, Veal, and Seafood No Threat to Chicken

    Projected Market Size
    • Retail Sales of Chicken to Exceed $16.1 Billion by 2000
    • [Table] Projected Retail Dollar Sales and Growth of Chicken, 1995-2000: Cut-Up, Further-Processed, Whole

    Market Composition
    • Sales by Product Form: Cut-Up Chicken Accounts for Most Sales
    • [Graphic] Share of Chicken Sales: By Product Form, 1991 vs. 1995 (percent)
    • Poultry Sales by Retail Outlet
    • [Table] Share of Poultry Sales: By Retail Outlet and Product Type, 1994 (percent); Outlet: Supermarkets, Other Grocery, and Non-Grocery Outlets Sales by Region
    • [Table] Average Annual Fresh and Frozen Chicken Expenditures Per Consumer Unit: By Census Region, 1994 (dollars and index); Type: Fresh Whole Chicken and Fresh/Frozen Chicken Parts; Region: Northeast, Midwest, South, and West
  3. The Marketers
    The Marketers
    • Around 300 Marketers
    • 52 Companies Account for Almost All Production
    • The First Tier: Five Producers
    • Middle Tier Marketers Mostly Regional
    • Third Tier Firms Generally Have Limited Retail Involvement
    • Important Niche Players
    • [Chart] Leading Marketers and Their Brands of Chicken, 1994; Factors: Marketer, Brand, Share Sold at Retail, Percent of Volume Shipped as Fresh, Frozen, and Value Added; Marketers: Allen Family Foods, B.C. Rogers Poultry, Cagle's, Choctau Maid Farms, ConAgra Poultry, Fieldale Farms, Foster Farms, George's, Gold Kist, Green Acre Foods, Herider Farms, Hormel Foods, Hudson Foods, Marshall Durbin, Mountaire Farms of Delmarva, O.K. Foods, Perdue Farms, Philip Morris, Pilgrim's Pride, Sanderson Farms, Simmons Foods, Townsends, Tyson Foods, Wayne Poultry, WLR/Wampler-Longacre

    Company Shares
    • Note on Company Share Data

    Standard Company Shares
    • Tyson Rules the Roost
    • Gold Kist a Distant Second
    • Perdue Now Number Three in Chicken Production
    • ConAgra Drops to Number Four
    • Pilgrim's Pride Posts About 5% of Production
    • Middle Tier Firms Post Shares of 2% to 4%
    • Third Tier Firms Have Shares of 1% to 2%
    • Other Producers
    • [Table] Market Shares of Leading Chicken Marketers Based on Average Weekly Production, 1995 vs. 1994 vs. 1991 (RTC pounds, percent); Marketer: Tyson Foods, Gold Kist, Perdue, ConAgra, Pilgrim's Pride, Wayne Poultry Div., Hudson Foods, Seaboard Farms, Cagle's, Townsends, Foster Farms, Fieldale Farms, Wampler-Longacre, Sanderson Farms, Allen Family Foods, Marshall Durbin, O.K. Foods, Choctaw Maid Farms, Simmons Foods, B.C. Rogers Poultry, George's, Herider Farms, Others

    Company Shares at Retail
    • Top Three Companies Responsible for Almost Half of Production
    • Eight Others Post Shares of 2% or More
    • [Table] Market Shares of Leading Chicken Marketers at Retail, 1995 (RTC pounds per week); Marketer: Perdue Farms, Tyson Foods, ConAgra, Gold Kist, Foster Farms, Wayne Poultry Division, Pilgrim's Pride, Hudson Foods, Fieldale Farms, Townsends, WLR/Wampler-Longacre

    The Competitive Situation: Background
    • Historical Background: Regional Giants Emerge
    • Through Territorial Expansion
    • The Growth of Vertical Integration
    • Consolidation and Integration
    • The Dominant Roosters Appear
    • The Five Major Players

    Competitive Focus: Tyson Foods, Inc.
    • Tyson Rules the Roost
    • Value-Enhanced Poultry Products Drive Growth
    • Acquisition of Holly Farms a Major Coup
    • Tyson versus WLR
    • Two Major Acquisitions in 1995
    • Tyson and the Clinton Administration: Problems
    • Don Tyson Resigns
    • Plant Expansions
    • International Position Also Important
    • New Masterbranding Advertising Campaign

    Competitive Focus: Gold Kist
    • Gold Kist Supplants ConAgra in the Number Two Spot
    • Gold Kist Relationship to Golden Poultry Company Strengthened
    • Solidifies Position with Plant Expansions

    Competitive Focus: Perdue Farms
    • Perdue Farms Dominates Northeastern United States
    • A Big Innovator
    • Perdue Chickens Are Yellow
    • Several Major Acquisitions—Two Named Shenandoah,
    • Another Showell Farms
    • Perdue TV Ads a Tradition
    • James Replaces Frank
    • Perdue Enters Hispanic Market

    Competitive Focus: ConAgra
    • ConAgra a Relative Newcomer to Chicken
    • ConAgra Poultry a Complex Operation
    • Poultry Business Grows via Acquisitions
    • Butterball Chicken Introduced
    • 1995 a Bad Chicken Year

    Competitive Focus: Pilgrim's Pride
    • Business Conducted in U.S. and Mexico
    • Started as a Feed Store, Now Vertically Integrated
    • Chicken Processor
    • Pilgrim's Pride Goes Public
    • Expansion Into Mexico Brings Grief
    • Expansion Plans for 1996

    Marketing and New Product Trends
    • Processed Products Increasing
    • Chicken Wings No Longer a Waste By-Product
    • Branding Trend Continues
    • Export Market
    • Alliances with Fast-Food Industry
    • Free-Range Chicken

    Advertising Expenditures
    • Spending Up Substantially in 1994
    • Only Three Notable Advertisers
    • Tyson Heaviest Advertiser in 1994 by Wide Margin
    • Perdue Farms Spent $9 Million
    • ConAgra Spent Close to $8 Million
    • No One Else Approached $1 Million Mark
    • [Table] Chicken Advertising Expenditures: By Company, 1992-1994 (dollars); Marketer: Tyson Foods, Perdue Foods, ConAgra, Others

    Advertising Positioning
    • Four Primary Themes: Convenience, Health, Quality, Taste
    • Perdue's New Spokesman Still Pushes Quality and Value
    • ConAgra's Butterball Chicken Ads Center on Taste
    • Gold Kist's Touts Wholesomeness of Young 'n Tender
    • Umbrella Instead of Product-Specific Advertising for Tyson

    Consumer Promotions
    • National Chicken Cooking Contest
    • Point-of-Purchase Promotion Used for Fresh Chicken
    • Couponing Used to Promote Further-Processed Products
    • National Chicken Month

    Trade Promotions and Advertising
    • Fresh Chicken Promotions Differ from Those
    • for Further-Processed Products
    • Trade Advertising Common
  4. Distribution And Retail
    • [Chart] Major Broiler Market Channels and Product Flow, 1993

    Distribution
    • Close to 43% of Chicken Production Sold at Retail
    • Three Channels of Retail Distribution
    • Direct
    • Independent Distributors
    • Further-Processors

    At the Retail Level: Supermarkets
    • Supermarkets Are Most Important Chicken Retailers
    • Space Allocation Depends on Store Size and Region
    • Fresh Chicken Margins Range from 20% to 25%
    • Margins for Further-Processed Poultry
    • Further-Processed—The Retailer's Friend
    • Product Location
    • Retail Promotions
    • "Wholesome" Chickens Get Small Niche
    • Deli Department and Cooked Chicken

    At the Retail Level: Other Outlets
    • Warehouse Clubs Are Big on IQF
    • Health Food Stores Important Outlet for Free-Range Products
    • Prepared Chicken Making Inroads in Convenience Stores
  5. The Consumer
    Consumer Usage: Chicken Market
    • Chicken a Popular Food Choice
    • [Table] Frequency of Chicken Served at Home, 1995 (Percent)
    • Many Good Reasons for Buying Chicken
    • [Table] Reasons for Buying Chicken, 1995 (Percent); Reasons: More Healthy, Versatile, Low in Fat, Economical, Convenient, Tastes Better, Don't Purchase Chicken Fresh Parts Most Popular Way to Buy Chicken
    • [Table] Type of Chicken Usually Bought, 1995 (percent); Ways: Fresh Parts/All Same, Fresh Whole, Fresh Cut-Up Whole, Fresh Mixed Parts, Frozen Cooked Parts, Non-Frozen, Prepared Parts, Other Baked/Roasted Most Popular Way to Prepare Chicken
    • [Table] Usual Method of Preparing Chicken at Home, 1995 (percent); Method: Baked/Roasted, Grilled/Barbecued, Fried, In Casserole, Broiled, Stir-Fried, Microwaved, Other

    Consumer: Fresh Chicken
    • About 90% of Consumers Serve Fresh Chicken
    • Fresh Chicken Breasts the Most Popular Fresh Form
    • [Table] Purchasers of Fresh Chicken: By Product Form, 1994 (number and percent); Form: Fresh Chicken Breast, Fresh Whole Chicken, Fresh Chicken Parts Fresh Chicken Users Present Family Profile, Show Some Upcale Characteristics
    • [Chart] Demographic Characteristics Favoring Use of Various Fresh Chicken Products, 1994; Factors: Age, Education, Employment, Occupation, Family Status, Race, Region, Locality, Household Income, Household Size, Children in Household; Products: Whole, Breast, Bone-In Parts (Not Breasts), Boneless Part (Not Breasts)

    Consumer: Selected Further-Processed Chicken Products
    • Precooked/Packaged and Cold Cuts Are Popular Forms
    • [Table] Purchasers of Selected Further-Processed Chicken: By Product Type, 1994 (number and percent); Type: Precooked/Packaged, Cold Cuts, Frankfurters, Canned
    • Families Important in Use of Cold Cuts, Frankfurters,
    • and Canned Chicken Products
    • [Chart] Demographic Characteristics Favoring Use of Selected Further-Processed Chicken: By Product Type, 1994; Factors: Age, Education, Employment, Occupation, Family Status, Race, Region, Locality, Household Income, Household Size, Children in Household; Type: Cold Cuts, Frankfurters, Precooked/Packaged, Canned

    Consumer: Another Further-Processed Chicken Product—Frozen Fried Chicken
    • 27.4 Million Shoppers Purchase Frozen Fried Chicken
    • Whole Pieces/Parts Is Most Popular Form
    • [Table] Purchasers of Frozen Fried Chicken: By Product Form, 1994 (number and percent); Form: Whole Pieces/Parts, Nuggets, Tenders, Patties/Cutlets, Wings
    • Frozen Fried Chicken: Little Differences in Consumer
    • Usage by Form
    • [Chart] Demographic Characteristics Favoring Use of Frozen Fried Chicken: By Form, 1994; Factors: Age, Education, Employment, Occupation, Family Status, Race, Region, Locality, Household Income, Household Size, Children in Household; Form: Whole Pieces/Parts, Nuggets, and Tenders

The Turkey Market

  1. The Products
    The Products
    • Turkey: An Ancient Bird
    • Growth in the Industry
    • Where Turkey Is Raised
    • How Turkey Is Raised
    • How Turkey Is Processed
    • Commercial Market Develops in the 20th Century
    • Broad-Breasted White Variety Is Most Important
    • Four Major Types of Turkeys
    • Young Turkeys
    • Fryers/Roasters
    • Yearlings
    • Mature Turkeys
    • Three Product Forms
    • Whole Birds
    • Cut-Up Turkey
    • Further-Processed
  2. The Market
    • [Graphic] Retail Sales of Turkey Products, 1991-2000 (Dollars)

    Market Size and Growth
    • Turkey Retail Sales Approach $4.4 Billion in 1995
    • Dollar Sales Up and Down
    • [Table] Retail Dollar Sales and Growth of the Turkey Market, 1991-1995

    Factors in Market Growth
    • Overall Factors Important
    • A Versatile, Nutritious Product
    • Niche Competition: Kosher and "All-Natural"
    • Export Market Shows Potential
    • Turkey Consumption Drops During Economic
    • Hard Times; Picks Up During Good Ones
    • Per Capita Consumption Plateaus
    • [Table] Per Capita Consumption of Turkey, 1991-1995 (pounds)
    • No Established Fast-Food Outlet
    • Turkey Captures Aging Demographic, but Fails with Younger
    • Consumer Perception of Turkey Somewhat Negative
    • Pork a Formidable Foe
    • Ostrich Meat May Challenge Turkey
    • Emu Another Possible Alternative to Red Meat

    Projected Market Growth
    • Retail Sales Approach $4.7 Billion by 2000
    • [Table] Projected Retail Dollar Sales and Growth of Turkey, 1995-2000

    Market Composition
    • More than Half of Turkey Shipped Frozen
    • Sales by Retail Outlet
    • Sales by Region
    • [Table] Regionality of Turkey Use: By Product
    • Type, 1994 (percent and index)
    • Sales Peak Around the Holidays
  3. The Marketers
    The Marketers
    • 50 Turkey Marketers
    • Three Tier Market
    • Top Echelon Marketers
    • Nine Middle Tier Marketers
    • Minor and Niche Marketers
    • [Chart] Leading Marketers and Their Brands of Turkey, 1995

    Company Shares
    • Note on Statistical Data
    • Butterball Leads in Production
    • WLR Also Posts Double-Digit Share
    • Jennie-O Ranks Third
    • Rocco Share Exceeds 7%
    • Cargill and Carolina Switch Places
    • Several Other Top Tier Companies Posted Strong Gains
    • Campbell Soup Cuts Back
    • [Table] Market Shares of Leading Turkey Marketers, Based on Annual Production, 1995 (liveweight pounds and percent); Marketer: ConAgra, WLR, Hormel Foods, Rocco Turkeys, Cargill North American Turkey Operations, Carolina Turkeys, Sara Lee Foods, Jerome Foods, Philip Morris, Norbest, Perdue Farms, Plantation Foods, Heartland Foods, Hudson Foods, Foster Farms, Zacky Farms

    The Competitive Situation: Background
    • The Major Players
    • Turkey Competition from Chicken: If You Can't
    • Beat Them, Join Them

    Competitive Focus: ConAgra Inc.
    • Acquisitions Key to ConAgra's Growth
    • Further-Processed Products Are Major Growth
    • Vehicle: Butterball and Armour Lines Extended
    • Lost Law Suit to Oscar Mayer
    • Small Increase in Production Planned for 1996

    Competitive Focus: WLR Foods, Inc.
    • WLR Is a Vertically Integrated Poultry Company
    • Round Hill Acquisition Gives WLR a Major Boost
    • WLR Repulses Tyson
    • Wampler-Longacre Grows via Cuddy Farms Acquisition
    • Chicken and Turkey Operations Are Consolidated
    • Wampler's Plans for the Future

    Competitive Focus: Hormel Foods Corp./ Jennie-O Foods, Inc.
    • Turkey Business Conducted Through Jennie-O
    • Hormel Committed to Further-Processed
    • Major Capital Investment in Turkey Planned
    • Jennie-O Growth Based on New Product Introductions
    • Major Production Increase Planned

    Competitive Focus: Cargill Inc.
    • Cargill the World's Largest Private Agribusiness Firm
    • Cargill Names New CEO
    • Honeysuckle's New Further-Processed Product
    • Sells Chicken Business to Tyson

    Marketing and New Product Trends
    • Turkey Imitation of Other Meats
    • Jerome Foods' GobbleStix
    • Ground Turkey Is Gaining Ground
    • Convenience-Oriented Deli Items
    • Gobblers, the First Fast-Food Turkey Franchise

    Advertising Expenditures
    • Ad Spending Down in 1995
    • Four Companies Spent About $2.5 Million Each
    • Only Two Other Marketers Budgeted More than $1 Million
    • Philip Morris's Support for Louis Rich Disappearing
    • [Table] Turkey Advertising Expenditures: By Company, 1992-1994 (Dollars); Marketers: Jerome Foods, ConAgra, Johnsonville Foods, Hormel Foods, Sara Lee, Rocco Turkeys, Perdue Farms, Philip Morris

    Advertising Positioning
    • The Single Most Dominant Position for Turkey Ads Is Health
    • Jerome Foods Uses Family Spokesman a la Perdue
    • Butterball Touts the Excitement of Serving Turkey
    • Jennie-O

    Consumer Promotions
    • June Is Turkey Lovers' Month
    • Point-of-Purchase Promotion Popular for Fresh Turkey
    • Couponing Is Used Extensively

    Trade Promotions and Advertising
    • Overview
    • Trade Promotions
  4. Distribution And Retail
    Distribution
    • Most Sold Through Retail Food Stores
    • Three Channels of Retail Distribution

    At the Retail Level
    • Supermarkets Are the Major Outlets
    • Margins: Fresh Turkey
    • Margins for Specialty and Frozen Poultry
    • In-Store Location
    • Space Allocation
    • Retail Level Promotions
  5. The Consumer
    The Turkey Market: The Consumer
    • Over One-Fourth of Principal Shoppers Buy Fresh
    • Whole Turkeys, Fewer Buy Fresh Breast
    • [Table] Principal Shoppers Who Purchase Turkey: By Product Form, 1994 (number and percent); Form: Fresh Whole Turkey, Fresh Breast of Turkey, Frozen Turkey, Frozen Breast of Turkey, Fresh Turkey Parts, Frozen
    • Pre-Stuffed Turkey
    • Family Characteristics Dominate User Profiles
    • Upscale Socioeconomic Skew
    • Regional Tendencies: Differences Emerge
    • [Chart] Demographic Characteristics Favoring Use of Turkey: By Product Form, 1994; Factors: Age, Education, Employment, Occupation, Family Status, Region, Locality, Race, Household Income, Household Size, Children in Household; Form: Fresh Whole Turkey, Fresh Breast of Turkey, Frozen Breast of Turkey, Turkey Cold Cuts, Turkey Franks

    Appendix I: Company Profiles
    Cargill, Inc.

    • Cargill's 1995 Sales Reach $51 Billion
    • Growth Through Innovation
    • Its Brands Are Generally Not Well-Known to Consumers
    • New Leadership

    ConAgra, Inc.
    • Sales Top $24 Billion in Fiscal 1995
    • Three Business Segments
    • Some of ConAgra's Monumental Consumer Brands
    • Acquisitions Key to Growth
    • Van Camp's and Marie Callender's Are Acquired

    Gold Kist, Inc.
    • Sales Total $1.7 Billion
    • Gold Kist, Inc., a Diverse Cooperative
    • But Main Business Is Poultry

    Hormel Foods Corp. (Jennie-O Foods)
    • Hormel Overall Sales Exceed $3 Billion
    • Growth Through Brand Development
    • Many Familiar Brands

    Perdue Farms Inc.
    • Perdue Sales Estimated at $1.7 Billion
    • Diversification Within the Poultry Field
    • Three Main Divisions
    • Perdue Grows Through Expanding Product Line and Market
    • New Company Spokesman
    • Perdue Name Predominates

    Pilgrim's Pride
    • Pilgrim's Pride Sales Reach $923 Million
    • Expansion Through Marketing and Acquisition
    • Principal Sales Regions

    Tyson Foods, Inc.
    • Tyson's Sales Topped $5.5 Billion in Fiscal 1995
    • Poultry Still Dominant Product
    • Recent Expansion
    • Diversification to Control Center-of-the-Plate Proteins
    • Russian Import Ban Threatens Tyson Bottom Line
    • Management for Long-Term Profitability

    WLR Foods, Inc.
    • WLR Foods Sales of $909 Million
    • Growth by Merger and Acquisition
    • Company Brands
    • The Corporate Strategic Plan

    Appendix II: Examples Of Advertising—Chicken

    • Chicken Consumer Ads
    • Chicken Consumer Promotion
    • Chicken Trade Advertising

    Appendix III: Examples Of Advertising—Turkey

    • Turkey Consumer Ads
    • Turkey Consumer Promotion
    • Turkey Trade Advertising

    Appendix IV: Names And Addresses Of Leading Marketers

Abstract:

This report by Packaged Facts examines the structure of the entire $18 billion poultry industry, concentrating on chicken and turkey products sold at retail. Covers the regulatory situation, demographic and marketing factors currently impacting the market, factors affecting future growth, and projected sales figures through 2000. Details the competitive environment, including identification of the leading marketers and new product trends.

Get full details about this report >

800.298.5294
Int'l: +1.240.747.3095
Buy this report >
Price and Delivery Options
Packaged Facts provides industry research reports, trend analysis and forecasts in consumer goods, food and beverage, pet products, financial services and personal care markets.
Copyright © 2014 Packaged Facts. All Rights Reserved.
A division of MarketResearch.com
8/1/2014 - 41
Contact Us: 800.298.5294 (U.S.)
or +1.240.747.3095 (Int'l)
Hours: Monday - Thursday: 5:30am - 6:30pm EST
Fridays: 5:30am - 5:30pm EST