Almost half (46%) of adults claim to typically purchase sliced chicken, closely mirroring purchase levels recorded in 2017 (45%).
This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,068 adults aged 18+, sought to understand the buying behaviour of consumers in the sliced chicken category.
Some 3 in 10 (29%) of those who buy sliced chicken claim to purchase it at least once a week, again largely unchanged from 2017 levels (30%). Regionally, the most frequent purchasers of sliced chicken are more likely to be Dublin residents (35%), with 35-64 year olds the key age group for purchase (34%).
When it comes to the type of sliced chicken being purchased, there has been a slight reduction in the proportion who claim to buy only branded sliced chicken, dropping from 33% to 30% year-on-year. As such, we record an increase in the proportion who are buying solely own brand sliced chicken (up to 25% from 23%). The remainder (45%) of buyers claim to purchase a mix of both branded and unbranded sliced chicken.
There are 1 in 7 (14%) sliced chicken buyers who claim they are purchasing more sliced chicken now than they were this time last year (unchanged from 2017 levels), with 11% claiming to be purchasing less sliced chicken than this time last year, down marginally from 13%. Almost three quarters (74%) of sliced chicken buyers claim they are purchasing the same amount of sliced chicken as this time last year.
Key motivations for increasing the amount of sliced chicken being purchased year-on-year focus on the taste, which has increased as a motivating factor from 29% in 2017 to 37% this year. Further to this, just over a third (34%) claim they are purchasing more sliced chicken because the quality of the meat has improved, up from 25% in 2017.
For further information and more in-depth analysis on consumer behaviour within the sliced chicken category, please contact Robbie Clarke at Empathy Research.
© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.
