RICHMOND—Of all the challenges facing the agriculture industry, ever-increasing consumer demand for a variety of protein-packed poultry products is a convenient problem for U.S. producers and companies.
The poultry industry experienced a “premiumization paradox” in 2025, according to WATT Poultry, a media and marketing company serving the global poultry and egg industries. While health trends drive baseline demand for chicken, quick-service restaurant competition forces constant innovation with dozens of popular new menu items.
The U.S. poultry sector is trying to keep up—balancing mass-market affordability with high-value, notable products.
“There are a lot of different consumer demands, and it’s a challenge for the industry to meet those demands with supply, and new products,” said Tony Banks, senior assistant director of agriculture, development and innovation at Virginia Farm Bureau Federation. “But at the same time, it’s a great opportunity for the industry with its multifaceted consumer base.”
Poultry companies are not dealing with a monolithic or uniform consumer, he continued.
“They have to balance their product offerings based on the demand for various types of chicken,” Banks said.
Historically, dark poultry meat in the U.S. has been sold at a discount to white meat. But consumer preferences are shifting, and innovations have standardized dark meat deboning and processing.
“Traditionally, you’d tend to see dark meat in prepared entrees or any canned soup with chicken meat in it,” Banks said. “But with the advent of Buffalo wings and other types of pre-formed, convenient chicken products, and growing ethnic demand, we’re seeing the dark meats being incorporated into more items, with greater convenience and flexibility.”
Americans consumed an estimated 104.5 pounds of chicken products per capita in 2025, according to the National Chicken Council. That’s an increase of about 2 pounds per person since 2024. And surveys show that 70% of American adults are seeking more protein.
This health consciousness aligns with the estimated 8-10% of U.S. adults, or about 20-25 million people, who are now taking GLP-1 medications for weight loss. These drugs are driving a reduction in calorie intake while attracting consumers to healthier, protein-rich food choices like poultry that preserve lean muscle mass during weight loss.
The National Agricultural Statistics Service reports that U.S. production of broilers, turkeys and eggs is projected to grow steadily through 2033. In the meantime, poultry producers are working with companies to optimize production and meet diverse and growing demand.
“They’re all looking at ways to improve husbandry methods and feed efficiency,” Banks said. “With small tweaks, they can continue to produce birds and eggs in the most humane, fastest, safe and cost-effective manner possible.”
-Virginia Farm Bureau