Consumer Research: Fried Chicken Insights
In honor of National Fried Chicken Day, Brisan Group spoke to consumers to understand more about what they do with crispy, fried chicken.
Snapshot:
Consumers purchase fast food fried chicken more frequently than restaurant chicken.
The breast is the most popular piece of the fried chicken due to the overall taste and flavor.
When making fried chicken at home consumers use canola or vegetable oil to oven fry or pan fry their chicken.
Consumers are buying fresh chicken at the store and making fried chicken at home 2-3 times a month or less often.
More than half of consumers are interested in trying a plant-based chicken out of curiosity to see if it actually tastes like chicken.
Most consumers are interested in a better-for-you batter for fried chicken.
Fried Chicken Consumption
The most popular way consumers are purchasing fried chicken is hot and ready from fast food restaurants and from grocery stores.
“It is interesting to see that consumers defer to fast food chains for crispy fried chicken as opposed to restaurants … what can restaurants do to deliver crispy fried chicken like fast food chains?”
Breast is Best
According to consumers, the breast is the most popular part of the fried chicken as it is the most flavorful and the meat is tender and juicy. Among those that selected wings, consumers like both the flat and the drumette piece.
Brisan Group 2020
Brisan Group 2020
Fried Chicken at Home
When making fried chicken at home, consumers typically oven fry or pan fry their chicken using vegetable or canola oil.
Interestingly, consumers who use vegetable or canola oil indicated they would not use animal fats for frying as they consider it to be unhealthy. However, some consumers would be interested in purchasing animal fats for frying if they knew where to purchase it.
When consumers make fried chicken at home, they typically season both the chicken and the flour using spices, like pepper, salt and garlic.
“Perhaps there is an innovation possibility around creating a pre-seasoned flour or batter product specifically for fried chicken.”
The Ideal Fried Chicken
Consumers are looking for fried chicken to be both crispy on the outside and nice and juicy on the inside. When asked to describe their ideal restaurant fried chicken, consumers want it to be both crispy outside and juicy inside.
“Flavorful, crunchy, juicy and not too greasy.”
Brisan Group 2020
Plant-Based Chicken
With healthy, plant-based diets on the rise, we spoke to consumers to see if they have tried plant-based ‘chicken’ in the past. Surprisingly, only 9% of consumers have tried plant-based ‘chicken’ but 54% of consumers were interested in trying it. Why? They are curious to see if it actually tastes like chicken!
Brisan Group 2020
Better-for-You Batter
Many consumers are interested in a better-for-you batter for fried chicken; possibly one that uses healthier flours. They’re also willing to try try a different cooking method, using a light cooking spray or removing the skin before frying, to make it better for them and their family.
“Having healthier flours for fried chicken could possibly be a game changer for consumers that are trying to be healthy but also want to indulge every now and then on fried battered food.”
Key Industry Takeaways
According to consumers, the most popular ways to eat fried chicken is from fast food restaurants or hot and ready from the grocery store.
Consumers favor the breast of the chicken when fried as it is the most flavorful and the meat is tender and juicy.
When making fried chicken at home, consumers pan fry or oven fry using canola or vegetable oil.
The ideal fried chicken should be crispy on the outside and juicy on the inside.
Consumers are interested in trying a plant-based ‘chicken’ product to see if tastes like the real thing.
Consumers are interested in a better-for-you batter for their fried chicken.