Almost four in five consumers (77%) choose to eat chicken at least once a week and a further 58% opting for it twice a week and a further 58% opting for it twice a week.
Meanwhile, almost half (43%) prefer chicken over other types of meat and poultry when eating out of home and when asked why, taste topped the poll for 60% of diners. This was followed in second place by the fact that chicken is considered a healthy option (47%), while value for money was cited by 43% of respondents, putting it a close third.
The research also reveals that tradition remains supreme with the most popular type of chicken-based dish still a roast, preferred by 32% of consumers. In contrast, however, and showing that consumers are willing to put a twist on this popular protein, the Italian inspired Hunter’s chicken is the second most popular chicken dish among 14% of diners, while 12% would rather a hearty chicken burger.
Consumers’ favourite flavours are BBQ proved king among 26% of diners, followed by garlic (20%) while 18% like to turn up the heat with spice.
A quarter of diners (24%) saying British style dishes offer the best variety when it comes to chicken based meals, followed closely by Chinese (15%) and American (14%).
A key trend to come out of the research is the demand for consumers to be in control of their meal and build their own dish, with three in four consumers wanting the option to customise their chicken when eating out, whether this is in terms of flavour, spice or heat.
The research also reveals consumer appetites for chicken to be added to other parts of the menu, with 88% of people wanting to see more chicken-based appetizers. Sandwiches, meanwhile, are another area in which caterers can capitalise on this growing trend for chicken, coming out top as people’s preferred filling by almost a third of consumers (29%), beating cheese (18%) and tuna (12%) hands down.
Frankie Santos-Mawdsley, senior customer marketing manager at European Foodservice at Moy Park, said: “Chicken consumption is on the rise and it's not surprising really as its sheer versatility has mass-market appeal, attracting both young and old as well as male and female customers. Chicken is also a popular option for health conscious consumers, being rich in protein and lower in fat and calories than many red meats.
“Caterers need to be offering customers what they want so they would do well to take these findings onboard and analyse their own menu by asking themselves if their current offering is hitting the spot. There are a great many ways in which caterers can utilise chicken so that it forms a bigger part on today's menus. And remember, chicken is versatile, healthy and cheaper than many red meats, which means it's also extremely profitable too.”