Positioning chicken to win with the consumer of 2035

With Generation Z becoming the primary protein purchasers within the next decade, producers should be adapting their products now.

Meredith Dawson

December 5, 2024

Gen Z said it values spending time with family and friends and uses food to facilitate in-person interactions and social experiences.

Gen Z said it values spending time with family and friends and uses food to facilitate in-person interactions and social experiences.

dolgachov | Bigstock.com

Chicken is the protein with the most demand growth in every age group, however, it is the younger generations – Millennials and Generation Z – driving change in protein consumption, explained Circana Protein Practice Principal Erkin Peksoz at the 2024 Chicken Marketing Summit.

Joyce Neth and Erkin Peksoz presenting at the 2024 Chicken Marketing Summit.Paul Ward“The year 2030 marks a turning point for the U.S. population. Half of all Americans will be Millennials, Gen Z or younger. These shoppers have lived in a world with the internet, online shopping, smart phones and supercenters that sell fresh groceries. They are multi-cultural, diverse and much more open to new solutions,” Peksoz said.

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