GLP-1 medications and artificial intelligence (AI) are rapidly impacting the way Americans plan meals, shop for groceries and consume fresh chicken, according to new consumer research presented this week (July 28, 2026) at the 2026 Chicken Marketing Summit.
The study, commissioned by the National Chicken Council (NCC) and WATT Global Media and conducted online by Circana in June 2026, surveyed 535 U.S. consumers (ages 18-67) who purchase fresh chicken. The research explored how evolving health priorities, emerging technologies and changing dietary guidance are influencing today’s protein purchases.
“Chicken is uniquely positioned to meet consumers where they are — whether they’re managing a health goal, short on time or looking for AI-powered meal inspiration,” said Tom Super, spokesman for the National Chicken Council. “This research reinforces why chicken remains America’s protein of choice.”
GLP-1 medications are reshaping eating habits
One of the study’s most significant findings is the rapid rise of GLP-1 medication use. Twenty-seven percent of respondents said they or someone in their household has used a GLP-1 medication, more than double the level reported two years ago.
Those consumers reported substantial changes in their eating habits. They are snacking less, eating out less frequently and drinking less alcohol while increasing consumption of poultry, fruits and vegetables.
The research also found consumers are responding to updated dietary guidance by purchasing more fresh foods and ingredients for cooking from scratch while reducing purchases of heavily processed products.
“Health and wellness priorities are reshaping consumer behavior in meaningful ways,” said Erkin Peksoz, Principal, Protein Practice at Circana. “As consumers become more intentional about what they eat, fresh chicken is well-positioned as a nutritious, versatile protein that aligns with these evolving preferences.”
AI moves from novelty to everyday kitchen tool
Artificial intelligence has quickly become part of consumers’ food routines.
More than half of fresh chicken buyers now use AI for recipes and meal inspiration, while approximately one-third use it for meal planning or grocery shopping. Usage increased dramatically across every category compared with last year’s survey, with younger consumers continuing to lead adoption.
The findings suggest AI is becoming an increasingly important touchpoint in how consumers discover recipes, make purchasing decisions and prepare meals at home.
Fresh chicken aligns with changing consumer priorities
The study found that 64% of respondents believe fresh meat is the best source of protein, up from last year’s survey.
Consumers also expressed a willingness to pay more for production attributes that reinforce quality and trust. Free-range, antibiotic-free and locally sourced chicken ranked highest among the product claims shoppers value, with Millennials showing the strongest willingness to pay premiums.
Even as consumers become more focused on health, convenience continues to influence purchasing decisions. Fast preparation time remains the top meal-preparation priority, and six in 10 consumers purchase groceries online or through a mobile app at least monthly.
Together, the findings illustrate how changing health priorities, emerging technologies and evolving shopping behaviors are reshaping the fresh chicken marketplace and creating new considerations for producers, retailers and marketers.
Funding for the study was provided by Elanco Animal Health, National Chicken Council and WATT Global Media.
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