The fear of competition from plant-based meat alternatives for the $85 billion U.S. beef industry proved to be misplaced as that segment holds only a small market share. The real competition comes from chicken, which overtook beef in per-person consumption in 1993, and the gap continues to widen.
Chicken’s affordability, three times cheaper than beef, and versatility give it an edge over beef. Chicken’s popularity has increased greatly due to its use in home cooking, processed foods and restaurants. The beef industry has struggled to rebrand and innovate.
David Maloni, a supply-chain consultant, suggested that reversing this declining trend would be challenging given its long-standing nature. The sector faces multiple issues including increasing feed costs, drought and competition, reducing profits and threatening more hardships with a cooling economy.
The preference for chicken is particularly apparent in fast food and takeout, which strongly influences teens’ and young adults’ eating habits. In 2022, chicken featured in four of the top 10 items ordered on Grubhub, while beef only appeared in cheeseburgers.
The chicken rage is significant within the nearly $1 trillion U.S. restaurant market. Chains like Chick fil A and Popeyes have thrived, even causing non-chicken chains to bolster their chicken strategies. In a Morning Consult poll, 41% of U.S. adults claimed to eat more chicken compared to 16% for beef, with chicken favored across all demographics. Read more from Pro Farmer.
