On the fresh side, turkey prices in late 2025 were down year-on-year and chicken inflation weighed in at a low 1.1%, according to Circana retail sales data analysis. On the processed side, processed chicken (nuggets, strips, etc.) prices were up very modestly compared with November 2024.

Fresh chicken prices at retail in late 2025 averaged $3.14 per pound, with fresh chicken prices totaling $1.5 billion in November 2025 (up 6.6% over year-ago levels). Fresh turkey sales were $818 million, up 1.1%, with prices averaging $1.35 per pound.

Although the US Department of Agriculture foresees a conservative 1% increase in chicken production in 2026, analysts say there are reasons supporting the actual increase will align more closely with the 2-plus percentage growth experienced in 2025, said Tom Super, senior vice president of public affairs at the National Chicken Council.

While consumers already identify that chicken is a great, healthy choice as a way to enjoy more protein in their meals and snacks, marketers will be emphasizing this virtue on their labeling of chicken packages and messaging to food shoppers, Super said. With the step-up in chicken marketings, the better supply will offer affordability, especially when compared with alternative meats.

“With chicken production and consumption slated for another record year in 2026, the challenge will be to successfully develop and market innovative new products that appeal to consumers to have another helping of chicken in their ongoing meal pattern,” Super said. “As the away-from-home market segment continues to re-find its footing, consumers are turning more-so to their favorite supermarket for semi-prepared/fully prepared products and complete meals that deliver the foodservice dining experience of taste, flavor, texture and aroma. Easily said but a challenge for the at-home market.”

The poultry market is seeing an interesting dynamic at retail at the moment, said Anne-Marie Roerink, principal at 210 Analytics.

“It’s not as much consumers switching away from beef toward chicken as it is beef and chicken winning together,” Roerink said.

In the past year, beef and chicken generated 58% of all meat department sales and 83% of fresh meat sales, she said.

That said, chicken enjoys great popularity all on its own.

“It’s the perfect canvas for usage across meal occasions and cuisines,” Roerink said. “This is true for home usage, but also the wide variation of options in the deli department, from rotisserie and fried chicken to chicken wing programs and the use of chicken in deli-prepared dishes, including Indian, Thai, etc.”

Because chicken is cost-effective and easy to prepare, it is growing hand-in-hand with beef.

“Over the past year, the share of households buying chicken grew -- the number of times it was purchased increased and consumers are spending more per trip – that’s the sales growth trifecta that points to sustained growth in years to come,” she said. “Another positive sign is that younger generations over-index for purchasing chicken. As meat department dollars are shifting from Boomers to Millennials, that puts chicken in the driver’s seat even more.”

Roerink said chicken is purchased across incomes levels and ethnicities, which gives it a broad and stable customer base.

“Cross-store growth is another sign of chicken’s strength, with frozen and deli adding more dollars and growth,” she added.

Value-added products

Value-added is an area with ever-growing presence for poultry products.

What started as pre-marinated or seasoned chicken breast, legs and wings, has grown into a wide offering at the deli as well as many ready-to-cook meal solutions that involve chicken.

“With Gen Z and Millennial dollars representing more than two-thirds of all growth in the department, global cuisines, spicy flavors but also TikTok favorites are making inroads,” Roerink said. “For instance, when hot honey started gaining TikTok fame, it made inroads in value-added meat at retail as well. Same is true for a variety of Korean flavors, dill pickle, etc.”

She said the market continues to suggest that some consumers are looking hard at the per-unit price to find the package that fits their budget, while others take advantage of bulk packs and often refreeze them to use over time.

“While many consumers have vacuum sealers of their own these days, a popular package type is the saddle pack where consumers can enjoy bulk discounts, but still have pre-portioned chicken for a meal,” she said. “Buying in bulk is more popular in meat and has been for a few years whereas in produce the unit size has gone down. Consumers are hyper-focused on preventing food waste, which means vacuum packaging is welcomed as a way to keep it in the fridge longer as well as it being freezer ready. “

Spending from higher-income consumers also is influencing chicken and turkey product sales.

“Consumers making $100,000 or more a year do over-index for chicken, but they tend to over-index for all meats,” Roerink said. “Importantly, engagement is strong across incomes. Chicken grinds are making inroads as well, which is another way to bring affordable solutions. “

Foodservice favorite

Chicken endures as a foodservice favorite, with many large chains adding chicken-based dishes to the menu.

“Operators' No. 1 issue in today’s marketplace is cost, and chicken helps keep menu prices in check,” Roerink said. “That means a lot of focus on chicken appetizers and mains. We saw McDonald’s bring back their chicken wrap and Wendy’s had a play on Wednesday Addams with a chicken nugget meal, for instance.”

Others, like pizza chain Mellow Mushroom, ran with “Taco Nirvana” that created a taco-flavored pizza using chicken.

“At the same time, we see chains like Arby’s making bold introductions such as steak nuggets that quickly went viral,” she said. “Chick-fil-A and Raising Canes have been growing trips for many years, according to Placer.ai data.”