May 24, 2011
Looking to wake up your morning menu? Consider poultry. Restaurant guests are ready for chicken and turkey options at breakfast, according to a recent study by research firm Technomic.
Twenty-five percent of chicken consumers say they would very likely order chicken breakfast sandwiches if they were available. And 29 percent of turkey eaters say they would be inclined to order breakfast choices featuring turkey sausage or bacon. Chicken is already the most-consumed type of meat—just not top of mind when it comes to morning meals.
“Poultry is a very versatile protein that can be positioned in a number of ways for different day parts,” says Technomic’s executive v.p. Darren Tristano. “We’ve seen an increase in the number of turkey items on breakfast menus, and also some high-profile additions of chicken items at breakfast. If you look at consumers who eat turkey at least occasionally, 22 percent say they are eating it more now for breakfast than they were two years ago, so there is clearly an opportunity.”
These and other findings are part of Technomic’s “Center of the Plate: Poultry Consumer Trend Report.”
The firm also reported that attributes related to fat content do the most to suggest a healthy profile for poultry, and consumers are likely to value products with natural processing (e.g., a lack of additives). More than half of consumers in Technomic’s sample consider human treatment and environmentally sound practices important.
To learn more about or purchase the report, visit technomic.com.
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