Broiler Survey Report: Consumer Valuation of Chicken Quality Information
National Chicken Council
A consumer research study examining how information and product labels influence consumer perceptions, purchasing decisions, and willingness to pay for different chicken attributes, including slow-growth labeling.
Executive summary
This research examines consumer attitudes toward chicken quality information and the potential market impact of different product labels, with particular attention to slow-growth claims.
The study surveyed more than 2,000 U.S. chicken consumers and used a choice experiment to evaluate purchasing preferences under different information conditions.
The findings indicate that consumers place significant importance on attributes including taste, safety, price, and product information. Consumer knowledge about broiler production and slow-growth chicken was relatively limited, and willingness to pay for slow-growth products varied depending on how information was presented.
The study demonstrates the importance of clear, credible, and accessible consumer communication. Product attributes and labeling can influence purchasing decisions, but consumer response depends heavily on the context and information provided.
Key findings include:
- Consumer knowledge of slow-growth chicken was relatively limited.
- Willingness to pay was influenced by the information consumers received.
- Taste, safety, and price remain important factors in chicken purchasing decisions.
- Product labels can influence consumer perceptions and purchasing behavior.
- Clear communication may play an important role in shaping consumer understanding of poultry production.