The Market for Chicken Raised Without Antibiotics, 2012–17

This report estimates consumer retail expenditure distributions and prices of chicken products labeled raised without antibiotics (RWA) between 2012 and 2017 and characterizes the demographics of households that purchased RWA-labeled chicken products. The analysis considered three different chicken product market segments: classic, processed, and sausage. Using household scanner data merged with a dataset of poultry product label claims, the results reveal household expenditures for RWA-labeled products grew substantially within each of the three market segments. The average price per pound for RWA-labeled chicken products was also considerably higher than conventional products within each market segment. Additionally, households that purchased RWA-labeled chicken products were on average larger, had higher incomes, were more likely to have a primary food shopper with a college degree, and were more likely to report being very concerned about antibiotic use in meat production.