Have you noticed a shift in what consumers are eating and how they discuss food? This is not a passing fad or a New Year’s resolution. It is a lasting transformation in eating habits that places poultry producers in a unique position: as suppliers of a food product in high demand.

“Low-fat” is giving way to “high-protein”

More than 44% of North American consumers surveyed in February 2026 reported increasing their protein intake over the past month. A sharp rise from the 33% who planned to do so in December 2025¹. This is no longer a niche segment reserved for athletes or gym-goers. The general public is now rethinking what it puts on the plate.

Chicken and eggs are therefore propelled to the forefront of this movement, as they align perfectly with what consumers seek: a complete, minimally processed, and affordable protein.

The GLP-1 Effect: A Catalyst for Change

GLP-1-based medications such as Ozempic, Wegovy, and their equivalents have dramatically amplified this trend. A recent study reveals that 31% of GLP-1 users are buying more fresh chicken², making it one of the biggest grocery gains among this group, just behind fresh fruit and vegetables. And the impact extends beyond the individual: half of these consumers report that their new eating habits have had a positive influence on their entire household.

However, GLP-1s are not the main factor behind these new dietary preferences. They simply accelerate and reinforce trends that were already developing: smaller portions, higher nutrient density, less processed foods, and so on.

Eggs: A Well-Deserved Revival

Once avoided for their supposed effects on cholesterol, eggs are now enjoying a genuine resurgence in popularity. Benefiting from the protein trend, they are becoming established as a nutritious and affordable staple food, with global popularity expected to keep growing. Calorie for calorie, eggs remain one of the most economical sources of animal protein, a compelling argument in a context where purchasing power is under pressure.

Are You Strong Enough?

The protein trend appears to be here to stay: a lasting shift in North American consumer preferences. Fresh chicken, eggs, minimally processed product: your production matches customer demand. Are your management tools ready to help you capitalise on this opportunity?

Stay Informed!