77,2% of Americans eat more white meat than 10 years ago, according to a survey conducted by AstraRicerche in collaboration with Unaitalia. But be careful: to buy a quality product, that does not come from intensive farming, you need to be aware
Americans have developed a strong preference for white meat, particularly chicken, over the past decade. According to the National Chicken Council, chicken consumption per capita has increased nearly every year since the mid-1960s, while red meat consumption has steadily declined. In 2021, the per capita availability of chicken was 68.1 pounds, surpassing beef at 56.2 pounds.
This shift towards poultry is driven by factors such as affordability, versatility, and perceived health benefits. The USDA’s Economic Research Service forecasts a 1.5% increase in per capita poultry consumption in 2024, reaching 117.6 pounds. Despite a slight projected decline in red meat consumption, poultry continues to gain market share.
A Growing Choice: Chicken Conquers New Spaces
Over the past decade, American consumption of poultry, particularly chicken, has surged, with many consumers shifting towards leaner, more versatile, and health-conscious food choices. In 2024, per capita poultry consumption reached 117.6 pounds, reflecting a broader preference for lighter meats. This increase is driven by factors such as affordability, with chicken being more cost-effective than red meats, as well as the growing perception of poultry as a healthier option. Economic considerations also play a role, with poultry often being seen as a more budget-friendly choice.
In the United States, chicken has become a cornerstone of the American diet, with a significant majority of consumers considering it an essential part of their meals. According to a 2024 survey by the International Food Information Council, 71% of Americans are actively trying to consume more protein, and chicken is a preferred source due to its affordability, versatility, and nutritional benefits. The National Chicken Council reports that per capita consumption of broiler chicken reached a record high of 101 pounds in 2024, surpassing beef as the most consumed meat in the U.S.
Nutritionally, chicken is valued for its high-quality protein content, essential vitamins, and minerals, while being lower in fat compared to red meats. This makes it an attractive option for health-conscious consumers and those following high-protein diets. Additionally, the affordability of chicken makes it accessible to a wide demographic, contributing to its widespread consumption across various income groups. The USDA projects that per capita poultry consumption will continue to rise, reaching 117.6 pounds in 2025, reflecting ongoing consumer preference for poultry over other meats.
White Meat is Inclusive According to Interviewees
“We wanted to explore how Americans’ relationship with chicken has evolved,” explained a representative from the National Chicken Council in a recent interview. “The findings are quite fascinating and overwhelmingly positive.” According to recent data, over 96% of Americans consume white meat, with three-quarters of them eating it on a weekly basis. There’s especially strong enthusiasm from younger generations, including Generation Z and millennials, with about 40% reporting a significant increase in their poultry consumption over the last decade. This shift is not just about taste—chicken is now considered essential across many dietary patterns, including the traditional American diet, flexitarian, and ketogenic, with its relevance ranging between 80% and 97% across various consumer groups.
Chicken is also seen as a key part of a healthy lifestyle: 72% of Americans view it as an ideal food for those leading an active and healthy life, and 73% consider it perfect for those following balanced or weight-loss diets. It’s no surprise then that 97% of respondents agree that poultry is well integrated into healthy eating models like the Mediterranean diet, widely recognized as one of the healthiest in the world.”
White Meat Yes, But Be Careful With Your Choices
The enthusiasm for white meat is a positive fact, but it would be better to underline that the quality of the meat also counts a lot: not all chicken meat, in fact, is the same. In a market where demand has grown exponentially, the risk is that of coming across standardized products, coming from intensive farms that focus more on quantity than quality.
This is the case of the so-called broiler chickens, animals genetically selected to grow at an accelerated rate and reach commercial weight in a few weeks. This type of production, although efficient from an industrial point of view, raises important questions: on the conditions of animal welfare, on environmental sustainability and, above all, on the nutritional and sensorial quality of the meat. Choosing certified white meat, coming from a controlled American supply chain and from farms that respect natural growth times, means making a concrete gesture for health, taste and ethics. A conscious choice that enhances the product, but also those who produce it with care and responsibility
