Why Chicken Rules the Roost

Kraft Clamshell

Whether it's wings for the game, nuggets for the kids, or a rotisserie bird for dinner, chicken has earned its place as America's protein of choice. With innovative packaging keeping it fresh and sustainable, this trend is here to stay.

If you’ve eaten out in the last year, odds are you’ve ordered chicken. From crispy sandwiches to spicy tenders, the bird has become the star of America’s plates, eclipsing beef and even its old rival, the burger. So, what’s behind this poultry power surge?

Blame it on health trends or the endless parade of creative menu hacks, but chicken is everywhere. In 2025, the average American is expected to eat a whopping 104 pounds of chicken per year—a jump of over 25% in just 15 years, according to the National Chicken Council.  Quick service restaurants and fast-casual chains are driving a lot of this growth. Visits to fried chicken restaurants were up between 13% and 29% year-over-year in 2024 alone.

So what's driving this clucking phenomenon?

  • Perceived healthiness: Chicken is seen as a leaner, healthier protein compared to red meat, making it a go-to for health-conscious diners.
  • Versatility: From spicy to sweet, grilled to fried, chicken’s adaptability means there’s something for everyone. Limited-time menu offers featuring chicken continue to draw in curious eaters
  • Comfort food factor: Chicken tenders, wings, and sandwiches have soared in popularity, tapping into nostalgia and the “craveable” comfort food trend.
  • Social media buzz: Creative chicken menu items get major play on platforms like TikTok and Instagram, driving demand for new flavors and formats.

Here’s something you might not have considered: none of this chicken mania would be possible without good food packaging. Why? Because packaging is what keeps chicken safe, fresh, and delicious from the fryer to your front door.

Packaging also plays a role in how we choose our chicken. Clear, appealing packaging can sway a shopper’s decision at the grocery store, while sturdy, leak-proof containers make takeout and delivery possible.

Chicken's rise to menu dominance is a result of shifting tastes, savvy marketing, and a lot of smart behind-the-scenes work (including packaging). As Americans continue to demand more options, better health, and the comfort of a good chicken tender, expect the trend to keep soaring. And next time you're unboxing that perfectly warm, crispy sandwich? Don't forget to thank the packaging, too.