May 18, 1999 - Chicken Breezes Past Beef, Pork in Consumer Perception Survey

by Pamela Bowers

Chicken was the hands-down winner over beef and pork products in a recent study conducted by Perceptive Market Research Inc., and presented at the 1999 Meat Marketing Conference last month in Anaheim, Calif.

Boneless, skinless chicken breast got the top marks in consumer perceptions of value, including versatility, preparation time and price. Boneless rib eye steak came out ahead in cleanup time and in "liking," although chicken was also in the "like very much" category. Boneless pork loin chops failed to finish first in any of the "value" categories.

In terms of overall value to the consumer, skinless, boneless breast was the clear winner, with a score of 1.007 as compared with 0.579 for boneless pork loin chops and 0.437 for boneless rib eye.

The survey also shows that consumers prefer chicken breast to be tender and juicy, with a taste that is midway between sweet and salty and a flavor that is slightly more "intense" than "moderate" but definitely not "bland."

This article reprinted with permission from Meat Marketing & Technology.

The survey of 300 consumers was funded independently of any of the commodities tested.

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