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Chicken Menu Category Poised for Expansion, Says Technomic Report

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Technomic released a deep dive into the chicken menu category on July 26. It details global foodservice sales, Covid-19’s impact on the category, consumer consumption insights and preferences, menu trends, and the top global and leading local chains, with the 2021 Chicken Global Menu Category Report.

“Chicken chains have been resilient amid the pandemic and the menu category remains primed for future growth,” said Aaron Jourden, senior research manager of global at the Chicago, Illinois-headquartered market research company. “With accelerating competition among chicken chains and crossover competitors looking to grow in this category, it is crucial for operators and suppliers alike to know what the top and fastest-growing chains are, what consumer preferences are across global markets, which menu trends are emerging and what strategies chains are adopting in response to the pandemic.”

Key Findings

•84% of consumers globally order chicken from a restaurant or dining establishment at least once a month

•39% of consumers prefer their chicken grilled, over preparations such as fried and roasted

•Thailand represents KFC’s top market by guest patronage, followed closely by Malaysia and Indonesia

•Spicy chicken varieties are common among limited-time offers, with Nashville hot, Korean and mala among the most influential flavors

•The United States and South Korea are the world’s largest exporters of chicken chains

About Technomic

Technomic Inc., a Winsight company, was founded as a management consulting firm in 1966. Since then, its services have grown to encompass cloud-based B2B research tools, consumer and menu trend tracking and other leading strategic research and analytic capabilities, to prioritize and size business opportunities. Clients include food manufacturers and distributors, restaurants, retailers and multiple other business verticals aligned with the food industry that are looking to make informed decisions to support their business growth.