Chicken sales growth decelerated sharply in 2025, rising just 5.3% compared to 9.1% the previous year and over 12% in 2023, according to Technomic data cited by Nation's Restaurant News.
The slowdown reflects a broader cooling in consumer spending after years of explosive growth in the poultry category. Restaurants and quick-service chains that built expansion plans around double-digit chicken growth now face tougher market conditions. Price increases, which drove much of the previous gains, appear to have finally hit consumer resistance.
The shift matters because chicken dominates American foodservice. From Chick-fil-A's drive-throughs to rotisserie chickens at supermarkets to chicken tenders at casual dining chains, the category underpins massive revenue streams across multiple segments. Slower growth signals that restaurants may need to adjust menu strategies, promotional tactics, and sourcing decisions.
Several factors contributed to the deceleration. Input costs stabilized after years of inflation, reducing pricing power. Competition intensified as established players and newcomers battled for share. Consumer preferences also splintered, with some diners returning to beef or exploring plant-based alternatives after years focused on poultry.
The data matters for operators because it determines capital allocation, expansion timing, and product development priorities. Chains that overbuilt based on 9% to 12% growth trajectories now confront margin pressures and inventory challenges. Suppliers face similar challenges, needing to adjust production levels and negotiate new contracts.
Looking ahead, the 5.3% growth rate suggests the chicken category reached a more sustainable equilibrium. This pace aligns with population growth and modest inflation expectations. Operators will likely focus on traffic growth and menu innovation rather than relying on price increases to boost sales. Value-oriented offerings and novel chicken formats may drive the next phase of