A study of US consumers by fresh food consultants the Nielsen Perishables Group found 79% of consumers polled were interested in chicken enriched with Omega-3 fatty acids, and 58% of those would pay a premium for it.
The survey looked at around 700 consumers across the US, and found that while taste and value were top when it came to choices, nutrition and health also play a significant role.
Sherry Frey, vice-president with the Nielsen Perishables Group, said: “We expected to find that consumers are receptive to a new health attribute in the case of meat, but we were surprised to see such a high percentage who are willing to pay a premium for the Omega-3 chicken. Consumers are prioritising their health now more than ever.”
According to Nielsen, interest in Omega-3 enriched chicken is highest among consumers who shop in natural/speciality food stores, where 93% indicated they were interested in the product, and 80% of those consumers were willing to pay a premium.