Digital-first Consumers Reshape Chicken Consumption: New Survey

Digital-first Consumers Reshape Chicken Consumption
The way Americans shop for and prepare fresh chicken is evolving as digital technology becomes increasingly integrated into the food journey. New consumer research commissioned by the National Chicken Council and WATT Global Media and conducted by Circana in June 2025 surveyed 625 U.S. adults between the ages of 18 and 67 to better understand how consumers across generations approach fresh chicken.

The findings point to a growing digital-first consumer. Seven in ten respondents now shop for groceries online or through mobile applications, while more than one-third of consumers under 42 do so weekly. Younger consumers are also increasingly open to purchasing fresh chicken through digital channels, although concerns around food safety during delivery and delivery costs remain considerations.

Technology is also entering the kitchen. More than one-third of fresh chicken buyers reported using AI for food shopping, meal planning, or food preparation. Nearly one in four reported using smart appliances for similar tasks, while 73% expressed at least some interest in smart technology supporting food planning and shopping.

Convenience remains a major driver. Younger consumers are showing increased interest in heat-and-serve meals, air-fryer-friendly products, meal preparation solutions, and products requiring minimal cleanup.
At the same time, consumer expectations extend beyond convenience. More than two in five shoppers indicated a willingness to pay more for chicken carrying labels such as antibiotic-free, free-range, or organic. The research also highlights an ongoing need for greater consumer trust and transparency around food safety, animal welfare, sustainability, and sourcing.

For chicken industry stakeholders, the findings suggest that future growth will require a combination of digital accessibility, convenient product formats, transparent communication, and credible information about how chicken is produced.

Key Takeaways

• Digital grocery shopping is becoming increasingly important to chicken purchasing.
• Younger consumers are more receptive to online fresh chicken purchases.
• AI and smart appliances are emerging as tools in food planning and preparation.
• Convenience continues to influence product preferences.
• Transparency around sourcing, welfare, sustainability, and food safety remains important.
• Industry stakeholders should adapt to changing digital and consumer expectations.