Chicken Promotional Activity by Category. Fresh Chicken Parts Featuring by Type. B/S Breast Tenders Split Breast Leg Quarters Drums Thighs 30.6% 3.

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1 Special Rate 13.7% 12.5% 12.0% 51,366 45,883 57,447 WHOLE BIRD: Stores /3 Wtd Avg Stores /3 Wtd Avg Stores /3 Wtd Avg PARTS: fryer 3, , , cut-up fryer roaster Cornish (frs/frz) NATIONAL SUMMARY THIS WEEK 1/ 65.3% of 29,200 Feature Rate LAST WEEK 72.2% of 29,200 2, , , , , , , , , , , , , Bnls/Sknls 1, , , , , , , , , , , , , , , , , B/S Breast 1, , , , , Wings , Party Wings 1, Source: USDA Livestock, Poultry, & Grain Market News; (404) of 7 LAST YEAR 81.2% of 29,100 This Week's Chicken Feature Highlights The activity index and incentives to purchase move up while the feature rate stumbles headed into first weekend of the month. Bagged and cut-up fryers climb in volume at unchanged to slightly higher price levels. White parts also move up in offers with bulk pack b/s breast and split breast leading the way. Wings double in offerings, pricing heads in the right direction to gain attention., drums and leg quarters are the best option for dark meat lovers. lowers pricing across the board. The deli volume stays about the same in total numbers, whole rotisserie and fried/baked chicken lead the way. Organic chicken is right on time while specialty items fall back slightly. What the next ad cycle will bring is everyone s challenge. St Patrick s Day, Passover and Easter are closing in faster than we realize. The next few weeks are going to be very interesting for everybody. Chicken Promotional Activity by Category 30,000 25,000 20,000 15,000 10,000 5, % Jan Feb Feb Feb Feb Mar Fresh Chicken Parts Featuring by Type 24.6% 9.1% 9.8% 3.8% 30.6% B/S Breast Split Breast Drums Prepared White Parts Dark Parts Whole All report information gathered from publicly available sources including store circulars, newspaper ads, and retailer websites. 1/ Feature Rate: the amount of sampled stores advertising any reported chicken item during the current week, expressed as a percentage of the total sample. 2/ Activity Index: a measure of the absolute frequency of feature activity equal to the total number of stores for each advertised chicken item (e.g., a retailer with 100 featuring 3 chicken items has an activity index of 300). 3/ Stores/Avg: the total number of advertising and the weighted average price weighted by the respective number of. Special Rate: the percentage of sampled stores with a no-price promotion (e.g., buy 1, get 1 free, etc.) 16.1% Relative Feature Activity by Region 12.2% 15.1% 9.3% 9.3% 21.6% 9.8% 6.6% NE SE MW SC SW NW AK HI

2 Special Rate WHOLE BIRD: , PARTS: Processor Brand Store Brand Processor Brand Store Brand Processor Brand Store Brand Cornish (frs/frz) fryer cut-up fryer roaster , , , Bnls/Sknls NORTHEAST U.S. (CT,DE,MA,MD,ME,NH,NJ,NY,PA,RI,VT) Activity Index = 9, , , B/S Breast , Wings Party Wings Source: USDA Livestock, Poultry, & Grain Market News; (404) of 7 SOUTHEAST U.S. (AL,FL,GA,MS,NC,SC,TN,VA,WV) 80.1% of 5,500 sampled 47.4% of 7,400 sampled 14.3% of stores w/ no-price promotions Price Range 15.3% of stores w/ no-price promotions Activity Index = 9,199 MIDWEST U.S. (IA,IL,IN,KY,MI,MN,ND,NE,OH,SD,WI) 74.9% of 6,100 sampled 6.7% of stores w/ no-price promotions Activity Index = 8,367

3 Special Rate WHOLE BIRD: PARTS: Processor Brand Store Brand Processor Brand Store Brand Processor Brand Store Brand fryer cut-up fryer roaster Cornish (frs/frz) , , Bnls/Sknls Price Range Activity Index = 4,813 B/S Breast Wings Party Wings Source: USDA Livestock, Poultry, & Grain Market News; (404) of 7 SOUTH CENTRAL U.S SOUTHWEST U.S. NORTHWEST U.S. (AR,CO,KS,LA,MO,NM,OK,TX) (AZ,CA,NV.UT) (ID,MT,OR,WA,WY) 59.3% of 4,900 sampled 0.0% of stores w/ no-price promotions 67.0% of 3,800 sampled 21.9% of stores w/ no-price promotions Activity Index = 3, % of 1,300 sampled Activity Index = 3, % of stores w/ no-price promotions

4 PARTS: Processor Brand Store Brand Processor Brand Store Brand roaster Cornish (frs/frz) fryer cut-up fryer Bnls/Sknls B/S Breast Wings (AK) Party Wings Source: USDA Livestock, Poultry, & Grain Market News; (404) of % of 100 sampled 47.6% of 100 sampled Special Rate 11.0% of stores w/ no-price promotions 19.0% of stores w/ no-price promotions Activity Index = 137 WHOLE BIRD: Price Range (HI) Activity Index = 208

5 (prices in dollars per unit or per pound unless otherwise noted) 3, , , < 2 lbs , , lbs , Whole Breast Leg Quarter Leg Quarter FRIED & BAKED: Fried 8-Piece Mix Baked 8-Piece Mix F/B 8-Piece Dark F/B 12-Piece PREPARED FOODS NATIONAL SUMMARY LAST YEAR 11,909 11,160 14,445 Activity Index = 2,452 Activity Index = 4,166 Activity Index = 1,547 Activity Index = 1,455 price range stores wtd avg price range stores wtd avg price range stores wtd avg price range stores wtd avg ROTISSERIE: ROTISSERIE: Wings: < 2 lbs lbs. Bulk Pack ($/piece) bone-in boneless THIS WEEK 29.3% of 29,200 LAST WEEK 27.4% of 29, % of 29,100 FRIED & BAKED: 2, , , Fried 8-Piece Mix , Baked 8-Piece Mix , F/B 8-Piece Dark F/B 12-Piece Bulk Pack ($/piece) , Wings: bone-in boneless , , , Strips Popcorn Prepared Chicken Featuring by Category 39.2% 12.9% 34.2% 5.1% 8.6% Rotisserie Fried Baked Wings Other * * Other = tenders, strips, and popcorn Featuring Fresh versus Prepared 8.9% 30.8% 2.9% 2.7% 20.3% Fresh Whole Fresh Cutup Rotisserie Source: USDA Livestock, Poultry, & Grain Market News; (404) % Specialty Fresh Roaster 8-Pc Fried/Bkd Whole Breast Strips Popcorn SOUTHWEST U.S. NORTHWEST U.S. 15.0% of 3,800 sampled 65.0% of 1,300 sampled 37.0% of 100 sampled 19.0% of 100 sampled Activity Index = 673 Activity Index = 1,559 Activity Index = 37 Activity Index = 20 price range stores wtd avg price range stores wtd avg price range stores wtd avg price range stores wtd avg ROTISSERIE: < 2 lbs lbs. Whole Breast Leg Quarter FRIED & BAKED: Fried 8-Piece Mix Baked 8-Piece Mix F/B 8-Piece Dark F/B 12-Piece Bulk Pack ($/piece) Wings: bone-in Strips Popcorn boneless NORTHEAST U.S. SOUTHEAST U.S. MIDWEST U.S. SOUTH CENTRAL U.S. 32.8% of 5,500 sampled 38.9% of 7,400 sampled 19.1% of 6,100 sampled 25.4% of 4,900 sampled of 7

6 Whole Fryer 1, , , , , , , , , , % 1, , B/S 1, , SPECIALTY NORTHEAST U.S. SOUTHEAST U.S. MIDWEST U.S. SOUTH CENTRAL U.S. SOUTHWEST U.S. NORTHWEST U.S. 32.1% of 5,500 sampled 31.8% of 7,400 sampled 46.0% of 6,100 sampled 24.7% of 4,900 sampled 33.0% of 3,800 sampled 67.7% of 1,300 sampled Activity Index = 3,629 Activity Index = 2,746 Activity Index = 3,472 Activity Index = 1,982 Activity Index = 1,410 Activity Index = 919 price range stores wtd avg price range stores wtd avg price range stores wtd avg price range stores wtd avg price range stores wtd avg price range stores wtd avg Whole Fryer , , , B/S SPECIALTY 0.0% of 100 sampled 0.0% of 100 sampled Activity Index = 30 Activity Index = 40 price range stores wtd avg price range stores wtd avg Whole Fryer THIS WEEK 35.3% of 29,200 NATIONAL SUMMARY SPECIALTY CHICKEN LAST WEEK 30.5% of 29,200 14,228 17,784 LAST YEAR 15.3% of 29,100 7, % Feature Rate Comparison % of Stores w/ Ads by Category Regular Prepared Specialty Organic B/S Specialty products are produced from chickens raised on an all vegetable diet without antibiotics and are minimally processed. USDA Certified Organic are products grown and processed according to USDA's national organic standards and certified by USDA-accredited State and private certification organizations. For more information, visit Source: USDA Livestock, Poultry, & Grain Market News; (404) of % 35.3%

7 Whole Fryer 1, , , , , , , B/S Whole Fryer ORGANIC B/S USDA ORGANIC CHICKEN THIS WEEK LAST WEEK LAST YEAR 12.0% of 29,200 NATIONAL SUMMARY 10.4% of 29, % of 29,100 5,522 4,208 3,633 Source: USDA Livestock, Poultry, & Grain Market News; (404) /5: % = total store count for Specialty items/by total store count for the same set of regular items. NORTHEAST U.S. SOUTHEAST U.S. MIDWEST U.S. SOUTH CENTRAL U.S. SOUTHWEST U.S. Activity Index = 52 Activity Index = 70 NORTHWEST U.S. 16.9% of 5,500 sampled 18.4% of 7,400 sampled 6.5% of 6,100 sampled 1.1% of 4,900 sampled 1.2% of 3,800 sampled 53.8% of 1,300 sampled Activity Index = 2,130 Activity Index = 1,435 Activity Index = 453 % of Stores Featuring Specialty/Organic Chicken vs. Regular Product /5 Specialty Organic 120% 110% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Jan Feb Feb Feb Feb Mar Activity Index = 1, , B/S ORGANIC 0.0% of 100 sampled 19.0% of 100 sampled Activity Index = 0 Activity Index = 20 Whole Fryer Specialty products are produced from chickens raised on an all vegetable diet without antibiotics and are minimally processed. USDA Certified Organic are products grown and processed according to USDA's national organic standards and certified by USDA-accredited State and private certification organizations. For more information, visit 7 of 7