Almost nine out of ten (87%) people in the UK consume fried chicken at least once a month or more, according to a new report by Middleton Foods.
The report, What the Cluck – launched in conjunction with its premium chicken coating systems Rooster’s – reveals that most (82%) opt for a spicy hot flavour. A wide range of styles is popular, with 65% preferring southern fried. Chicken burgers are the most popular fried chicken bought (56%); and nearly all consumers (90%) buy a sauce to dip their fried chicken into. Most consumers (65%) buy fried chicken from fast food outlets.
The research, independently commissioned by Middleton Foods to further understand consumer attitudes towards fried chicken consumption, also identifies consumer attitudes towards fish and chips, which is bought by 83% of the UK population.
Speaking about the What the Cluck Rooster’s report, Ryan Baker, sales manager, Middleton Foods, says: “Our What the Cluck Rooster’s report presents an extensive review of the fried chicken phenomenon which has driven the boom in the UK’s out of home chicken shop scene.
“Chicken shops are trendy – almost half of consumers say they’re buying more fried chicken than they were a year ago – and we’re not only leading the charge in the premium chicken coating revolution, we’re also committed to giving our customers the very best advice and support to help their businesses succeed. So, as well as investing in NPD which doesn’t just meet the standard – it sets it – we’ve invested in bespoke research which allows us to deliver the ultimate factual resource to those in the industry wanting to know what fried chicken means to operators today, and what it’s going to look like tomorrow.
“We’re delighted to enhance our support of the trade we love so much, by sharing quality insight which will help nurture and assist operators as they raise the standard of the industry. The research also includes fish and chip consumption, capturing consumer buying behaviour of one of the nation’s most loved dishes, too.”
Rooster’s has been a staple in the Middleton Foods portfolio since launching over 20 years. It received a rebrand earlier this year, giving it a fresh new look that is said to be more representative of today’s booming UK chicken shop scene.
To download the Middleton Foods What the Cluck Rooster’s report, please visit https://www.roostersbreading.com/insights-and-market-trends.
