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Survey & Study Reports

CFC began tracking consumer usage and attitude towards chicken in 1995 – by launching the first Usage and Attitude study (U&A). The U&A was updated in 1998, in 2001, 2004 and the 2007 study was recently completed. CFC plans to continue updating the study every three years.

Understanding consumer behaviours is tremendously helpful for us in learning how Canadians view chicken and what we can do to keep their high level of trust.

Some examples of our most recent findings:

  • Chicken is Canada’s favourite and No.1 meat.
  • Consumers view chicken as:
    • a healthy choice
    • good for people watching their weight
    • good value for money
    • low in fat
    • high in nutrients

Our Usage and Attitude studies also indicate that the Canadian chicken industry faces challenges, too.  For example, we've learned that some consumers may not have all the correct information about food safety at home, food safety at the farm level and the high level of animal care practiced by our farmers. Chicken.ca is devoted to ensure that all stakeholders are informed about these and other matters.

Changes in eating habits happen slowly and vary by regions throughout the country, reflecting Canada’s diversity in economy, ethnicity and lifestyle choices. By understanding consumer behaviours and approaches to our product, industry stakeholders can take the steps to ensure that Canadians are informed and confident in the chicken they eat.

The Usage and Attitude survey is available for sale to select parties.  For more information, email cfc@chicken.ca

Click here for  select facts and figures from our 2007 study and others from around the world! 

Chicken Farmers of Canada: 350 Sparks Street, Suite 1007, Ottawa, Ontario K1R 7S8 Tel: (613) 241-2800 Fax: (613) 241-5999 Email: cfc@chicken.ca