Future market insights for Australia's chicken meat industry
Background
Over the past decade, changes in meat consumption patterns have resulted in chicken becoming the most commonly consumed type of meat in Australia (Australian Bureau of Agricultural and Resource Economics and Sciences, 2017). At the same time, there has been an increase in the prevalence of vegetarianism and consumption of 'mostly meat-free' diets.
This research seeks to increase understanding of Australian chicken meat consumption trends and preferences. This is critical for the development of effective industry and policy strategies for reducing barriers and growing consumer demand for chicken meat in Australia’s changing meat consumption climate, and for creating opportunities for the domestic industry. Additionally, in line with the KPI for objective two (‘Deliver safe food and good animal welfare outcomes’) of the Chicken Meat Program Five-Year RD&E Plan 2014-2019, findings from this research will reveal whether consumers perceive chicken meat as a wholesome and safe product, amongst other views they may hold.
Project Objectives
- Provide a comprehensive understanding of current consumer usage of and attitudes towards chicken meat products; and compare current usage and attitudes data (collected in 2018 and 2019) with data from the previous RIRDC chicken usage and attitudes survey (conducted in 2008).
- Understand recent trends in and provide future demand projections of chicken consumption behaviour and drivers of chicken meat purchase preferences and purchasing behaviour of Australian consumers.
- Understand heterogeneity in chicken product preferences and potential viable market segments for different stakeholders, to recommend how stakeholders can meet consumer demands in the future.
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Provide industry and policy advice on strategies for reducing potential barriers to meeting and growing consumer demand for chicken meat.
Project materials, outputs and publications
- Agrifutures Report
- Agrifutures Australia media release
- Professor Wendy Umberger gave a radio interview on 11 March about the Agrifutures Australia Chicken meat project with Sophie Clarke from ‘Rural News’ on 2GB 87.3AM.
- Recruitment flyer for participants
Project Partners
- AgriFutures Australia (PRJ-010999)