Global + Local = Better chicken solutions

Discover how global and local combine, from farm to fork … and into the future

With the global chicken market size reaching US$ 196 billion in 2021, it has become obvious that consumers worldwide feel an appetite for chicken. In addition, today’s consumers make more conscious purchasing choices than ever before. And chicken falls into the range. In fact, a recent study found that a majority of respondents would prefer to buy products from transparent and sustainable companies.

The modern market presents unique challenges for companies in the chicken competence who need to answer consumer needs in terms of taste, declaration, and transparency to deliver best-in-class product performance.

In a fast and ever-changing global landscape, that forms a complex challenge.

How can companies benefit from insights into the evolution of regional markets, consumer trends, and societal perceptions? How can they conform to differing regional regulations and claims, labeling, and religious expectations? And on top of all of this, how can they achieve flavor authenticity while maintaining cost-effectiveness?

The solution comes from a globally-oriented and locally-minded approach to delivering chicken to the world.

We consider it important to know what you’re eating and where it comes from. We also understand the specific regulatory and religious requirements from one country to another. So from farm to fork, we guarantee a high standard of quality and compliance, and also taste authenticity. Kiyoto Dei, Regional Product Line Leader

Connecting the dots through inspiration

A proper understanding of regional differences builds on facts. Also, sensory components and inspiration might come into play, whether that inspiration comes from consumers’ homes or their favorite local dining spots.

How do the regional associations and expectations around a given flavor component or application look like? How do those insights evolve across regions and over time, and how can you apply them to the way you process the chicken? Finally, how can ground-level, local insights translate into full-stream global innovation that raises the bar for authenticity while lowering costs?

Connecting the dots means investing in the understanding of both usage and attitude. What traditions are associated with a given cooking technique? And what contributes to a regional perception of homemade?

Studying the consumer’s day-to-day relationship with a product helps identify and define consumer needs relating to a given profile. Furthermore, local knowledge facilitates sustainable, trustworthy, and transparent sourcing of the very best of nature — and key claims demanded by consumers. Our regional knowledge yields the authenticity of local relevance as well as actionable insights for different markets.

For example, in North America, chicken continues as an essential staple as the most-consumed meat. In fact, sales of frozen chicken in grocery stores have skyrocketed.

North Americans most commonly bake and fry chicken. Nuggets and strips follow as the next most frequent preparation. Consumers in this region prefer conventional full sodium chicken broth with high levels of starchy, eggy chicken skin, and value farm-to-table authenticity.

In the United States, where the robust poultry industry includes an inventory of over 518 million chickens, consumers look for healthful simplicity from animal proteins. Urban consumers, in particular, want to re-establish connections to the sources of their food. In this region, chicken’s dynamic versatility can maintain momentum among younger consumers who welcome familiar favorite flavors, transparency, and affordable convenience.

Of course, this represents only a part of the “local+global” equation. We consider it also critical to stay ahead of the next consumer and market trends to lead with innovation instead of constantly playing catch-up.

Our commitment is global. So is our communication, and so are our capabilities. The breadth and depth of our business portfolio and expertise are major differentiating factors. Furthermore, at Symrise we operate more than 100 locations, serving customers in diverse countries around the world. Our teams are able to effectively communicate across language and culture, and our regulatory expertise and support extend across major markets and geographies.

It all adds up to a truly impactful bridge from the local to the global and all the way to the consumer.

Driving cost-efficiency by focusing on today and also on tomorrow

Imagine one could unveil and decode consumer drivers of preference to predict consumer liking and support a speed-to-market approach. This would mean reducing cycles of testing, reformulating, and reiterating, thereby saving costs.

With proprietary predictive tools, Symrise makes this a reality —  and the benefits don’t stop at cost-efficiency.

Costs have proven critical for any company in maintaining its market share. To achieve future-focused growth and remain competitive, companies must balance cost with taste and performance.

Both taste and protein represent vital components of fulfilling a crucial consumer demand: healthier, tastier choices. Prioritizing healthfulness is a growing worldwide trend, and reports show that consumers turn to poultry to meet this need more than any other protein source.

At the same time, they are not willing to compromise on taste, which remains a leading factor in consumer purchase decisions. For example, recent research from the United States-based National Chicken Council found that 82% of U.S. consumers continue to prioritize taste. Meanwhile, global research has demonstrated that consumers are increasingly demanding authentic taste experiences across regions.

Competitive companies in the chicken competence need profitable products that cater to both taste and protein demands by providing consumers with healthier and tastier choices. Symrise has the tools, expertise, and solutions to help make this a reality.

By helping to balance identified preferred building blocks with maximization of liking and controlling to achieve cost targets, predictive modeling helps companies deliver taste and performance while simultaneously innovating new profiles that will help gain more market share.

Through insights on key drivers of liking and the ideal sensory profile in relation to specific product formulation, predictive tools can boost the overall profile towards the ideal while also providing a model for future prototypes in target markets.

Providing both taste and protein leads to a healthier and tastier choice for consumers, and a market-winning product for our partners.

Best-in-class taste, claims, labeling, religious, and regulatory solutions

Combining local insight with global innovation forms the secret to controlling and delivering high-quality ingredients all along the value chain.

From local cultural and regulatory support to a worldwide internal network of experts, Symrise unlocks the expanding possibilities of superior chicken solutions, from the farm to the future — and everything in between.

Would you like to discover what’s possible? Download our eBook “Chicken: Farm to future” today.


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