Well-heeled Brits are joining the nation’s chicken shop obsession, according to latest research from Mintel. Over the last year alone, the number of affluent Brits visiting chicken outlets and restaurants has shot up from 40% in 2018 to 45% in 2019.
Meanwhile, those who have stable household finances are also now more likely to be enjoying the nation’s chicken shops and restaurants. Almost half (47%) of those describing their financial situation as ‘OK’ visited a chicken shop in 2019, compared to 41% a year earlier. This comes as the chicken segment has seen some worse-off consumers exiting the market. The number of Brits with a challenging financial situation visiting chicken shops dropped from 45% in 2018 to 42% in 2019.
Trish Caddy, senior foodservice analyst for Mintel, said: “An improvement in the animal welfare of chickens is helping to attract a more affluent clientele to these restaurants and outlets, with chicken meals typically costing more than other fast food choices. More ‘exotic’ offerings, such as Korean fried chicken, are also broadening the appeal of chicken shops to these wealthier diners. The guilt-free indulgence of healthier, free-range chicken has clearly met affluent consumers’ value expectations, even if better it costs more than a burger.
“Well-off Brits’ love for chicken also suits other food trends, such as eating more high-protein foods. This includes boneless chicken snacks such as bite-sized fillets with dipping sauces, which are great for on-the-go consumption.”