📋 Report: Winner Winner Chicken Dinner

Exploring Market Dynamics, Consumer Preferences, Product Innovations and Social Media Marketing

This report presents an in-depth analysis of the global chicken fast-food market and provides insights into market trends, customer segmentation, the competitive landscape, product and flavour trends, and social media. Discover how to capitalise on these exciting opportunities.

Contents

• Market Overview

• Customer Segmentation

• 🔒 Competitive Landscape

• 🔒 Product & Flavour Trends 

• 🔒 Social Media Marketing Analysis 

• 🔒 Take-Aways

• 🔒 References

• 🔒 Resources

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Market Overview 

The global chicken market is undergoing robust growth, with a valuation of USD 312.11 billion in 2022. Despite macroeconomic challenges, the Quick Service Restaurant industry (QSR), particularly fast-casual concepts, experienced significant growth in 2023. 

The global chicken market is projected to reach USD 429.11 billion by 2028, maintaining a compound annual growth rate (CAGR) of about 5.45%. The versatility of chicken drives this growth as an ingredient and its perception as a healthier alternative to red meats like beef and pork. The expanding variety in chicken products, from bone-in wings to nutritious alternatives, continues to attract health-conscious consumers. The take-out fried chicken market is expected to reach $9.85 billion by 2030. International flavours, particularly Korean BBQ, are popular, influencing menu offerings worldwide.

The European market is shifting towards chicken-centric QSR models, with brands like Belchicken and KFC expanding significantly to meet rising demand. Globally, the US remains the largest consumer of chicken. Markets such as China, India, and the UAE show increased consumption and a growing appetite for chicken driven by economic growth and evolving dietary preferences.

Key Players

Customer Segmentation 

Generational characteristics, lifestyle demands, and ever-evolving culinary trends strongly influence consumer preferences and decision-making regarding chicken.

Gen Z is an important market segment characterised by its fast-paced, digital-native lifestyle. Approximately 40% of Gen Z members often consume food on the go, necessitating quick, convenient meal options that fit their busy schedules. This preference significantly drives this demographic's popularity of easy-to-consume chicken products like burgers and wraps. 

Gen Z's engagement with global cuisine is deep; their exposure to diverse cultures via the internet and multi-cultural families has heightened their demand for international flavours—from Korean BBQ chicken to Middle Eastern shawarmas—making them pioneers in pushing for culinary diversity in the QSR sector.

For Gen Z, visual appeal is one of the most important factors that make a dish desirable. Their value on health and sustainability guides their choices, with a strong preference for chicken products that boast fresh, ethically sourced ingredients.

Millennials are now transitioning into family life and exhibit a shift in dining preferences that align with their changing lifestyle. This consumer segment leans towards venues offering family-friendly environments and versatile menu options catering to adult and children's needs. Millennials favour smaller portions and sharing plates over larger meals, reflecting their desire for variety and frequent pursuit of new culinary experiences. Despite a generally tighter budget, millennials are prepared to invest more in meals that promise fresh, healthy ingredients and align with ethical eating principles, such as organic and locally sourced products.

Gen X balances traditional preferences with an openness to new experiences. While comfort foods remain a staple, there's an evident willingness to explore novel flavours, albeit leaning towards more familiar options. Gen X prioritises the quality and origin of their food, showing a readiness to pay a premium for homemade, authentic dishes or boast organic credentials.

Considering each generation's diverse preferences, chicken product marketers must tailor their offerings and marketing strategies to meet diverse expectations and values, from health and convenience to authenticity and sustainability.