Chicken Buyers Are Adding More Plant-Based Protein

A survey of 620 U.S. adults shows plant-based purchases among chicken buyers rose from 10% in 2019 to 34%.

Updated on Nov. 3, 2026 in Vegetarian

Gouache-painted editorial illustration of a roasted chicken thigh split into two halves, one whole and one filled with green plant shapes, on a cream field. — Chicken buyers are adding more plant-based protein, with a survey of 620 U.S. adults showing purchases among chicken buyers rising from 10% in 2019 to 34%. AI Illustration. Upload story photo >

Live Poll

Do you plan to buy fresh meat online in the next six months?

A study presented at the 2024 Chicken Marketing Summit, commissioned by the National Chicken Council, forecasts how U.S. consumers will prioritize fresh chicken through 2035. Its survey of 620 U.S. adults points to fast meal prep and online buying as growing priorities, especially among younger shoppers.

Why it matters

The survey shows that time pressure and digital tools are reshaping how Americans buy and prepare protein, which can influence what ends up on the dinner table. Shoppers who want quicker or more varied meals, including plant-based options, may find the trends relevant to their own eating habits.

This is an online consumer survey of 620 U.S. adults commissioned by the National Chicken Council and run by Circana, with results reported by generational cohort ages 18 to 67. Plant-based meat alternative purchases among chicken buyers rose to 34% from 10% in 2019, but the study's 2035 projections are forecasts, not measured results.

The players

National Chicken Council

The national trade association for the U.S. chicken industry, which commissioned this consumer research.

Circana

A market research firm whose retail databases and online survey supplied the consumer data in this study.

Elanco Animal Health

An animal health company whose products focus on disease prevention and health in livestock and companion animals, and which co-funded the study.

Evonik Animal Nutrition

An animal nutrition business that develops feed additives for poultry and livestock, and which co-funded the study.

The details

The study compared generational cohorts using data from Circana's retail databases alongside the online survey. Gen Z stood out: almost a third spend an hour or more on a typical evening meal, and 67% say fast preparation will be a priority within five years. Researchers also found that 52% of Gen Z use AI for food purchase information, while a third of fresh chicken consumers already use AI tools.

The survey covered purchases made over the past six months and was presented at the 2024 Chicken Marketing Summit.
The study's baseline for plant-based purchases is 2019, when 10% of chicken buyers bought such products.
Its forecasts extend to 2035, with fast prep expected to be a priority within five years.

Health Landscape

Plant-based purchases among chicken buyers rose from 10% in 2019 to 34% in the survey window, showing protein choices are diversifying among people who still eat chicken. The study also finds half of chicken buyers say they probably or definitely will not buy lab-grown alternatives, which places the market between traditional poultry and newer protein options.

If you are weighing faster weeknight meals, the survey suggests quick-prep and single-serve options are becoming more common, which can make it easier to plan balanced dinners. Shoppers who rely on alternative proteins may find it useful to talk with a registered dietitian about how to meet their nutrient needs.

The takeaway

Protein choices are diversifying, with plant-based purchases among chicken buyers rising sharply since 2019. If you are changing your protein mix, a conversation with a registered dietitian can help you plan meals that meet your needs.