Shifting consumer priorities about health and nutrition could directly affect consumer behavior when it comes to food.
Consumers are redefining what it means to live a healthy life, and the poultry industry must adapt. Government recommendations for consumption of various food types and even how these foods are processed have changed. In addition, approximately 12% of U.S. adults are currently using or have used GLP-1 drugs and usage of these drugs is expected to increase as drug costs decline.
Health-conscious consumers now drive $708 billion in annual food and beverage spending, Circana experts revealed during the webinar, Generations Quest for Healthier Lives – Food and Beverages.
Here are 5 ways these shifting consumer priorities could change consumer behavior in 2026:
1. Protein demand hits record levels
With 44% of adults actively trying to increase protein intake in 2025, chicken producers are well positioned to meet demand. High-protein meals now represent 11.4% of foodservice occasions, up from previous years, with Generation Z and millennials leading adoption.
2. Grilled beats fried among label watchers
Label-watching consumers, particularly Generation Z, are increasingly choosing non-fried chicken options at restaurants. While chicken may not be the absolute healthiest menu choice, consumers view grilled chicken as a relatively healthy alternative when dining out, creating clear opportunities for chicken marketers to emphasize preparation methods.
3. GLP-1 users drive high-protein choices
The rapid adoption of GLP-1 weight loss medications is boosting chicken consumption. Users of these medications consume more protein and fiber while reducing carbohydrates and sugar. Younger GLP-1 users report buying more healthy foods while on medication, making them especially receptive to high-protein chicken products and menu items.
4. Fresh meat sales outpace processed options
Retail data reveals meat and seafood among the fastest-growing categories from 2019-2024, driven by consumer movement toward nutrient-dense, functional and fresh foods. Meanwhile, categories high in refined carbs and processed ingredients are seeing volume declines, favoring fresh chicken over heavily processed poultry products.
5. Clean label demands increase
Nearly one-third of adults now actively avoid ultra-processed foods, with avoidance highest among Generation X and boomers — the demographics currently controlling two-thirds of total food and beverage spending. This trend pressures producers to offer cleaner ingredient lists and greater transparency about sourcing and production methods.
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