Over 57% of Australians surveyed said that they intended to ‘save’ or ‘pay off debts’ with the Federal Government Stimulus payment. In keeping with this prudence, they are turning away from ‘luxury’ meats such as beef, pork and lamb, and putting more chicken on the table in tough times.

Compelling new research revealed today by Lenard’s, Australia’s largest specialty chicken retailer, shows the direct affects of the economic downturn. And it’s good news for chicken.

In a survey of nearly 11,000 Australians, more than 54 per cent believed chicken is the best value for money meat, being eaten at meal times on average 2.3 times a week. Only 25% of respondents believed beef to represent the greatest value.

“This confirms what I’ve always said. Chicken is the better value meat. It’s lean, versatile and delicious. And it’s great value compared to your more expensive meats,” says Lenard Poulter, founder and executive director,

The research also showed that four in five (82%) surveyed saw beef, lamb and pork products as luxury food items. According to the Meat and Livestock Associations own current research, consumption of these meats has declined in the last quarter of 2008.

Commenting on the results Poulter said, “Chicken is lean, low in saturated fat, high in protein and packed with vitamins and minerals, and it’s clear that Aussies are starting to get the message that chicken is not only good for your health, but also your hip pocket.

“Lenard’s has been providing Australian families with a variety of delicious and nutritious products for over 20 years, so we are confident these statistics genuinely reflect the shopping trends we’ve been observing over the years,” he said.

“If customers were to believe the advertising hype beef and lamb might come out on top, but our survey proves that customers are voting with their dinner plates.”

Further Lenard’s research also revealed that throughout the two major supermarket chains across the country, the most commonly charged price per kilo for tray-packed skinless chicken breast is $15.49 per kilo, whereas Lenard’s price per kilo is typically around $8.99 - $9.99.

“Chicken is what we do! So we won’t let anyone outdo us. Not on price, quality or range. Not even the big supermarkets,” Poulter said.

According to further survey results, which were conducted by an independent research company at more than 180 locations across the country of more than 10,000 non-Lenard’s customers, more than nine in ten (93 per cent) Australians recognised the Lenard’s brand.

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For interviews, images or further information please contact:
Marissa Tree, Red Agency   
P 07 3837 3873 or 0422 790 520   
E Marissa.Tree@redagency.com.au  

Katie Truscott, Lenard’s
P 07 3100 7818
Ekatiet@lenards.com.au

About Lenard’s
It is Lenard’s unique value-adding concept that has ensured the Lenard’s system is growing rapidly. Lenard’s sells over 13 million chickens per year and has served more than 130 million customers since the first store opened in Queensland in 1987. Today, Lenard’s employs approximately 2,000 staff in 180 franchised and company-owned stores across Australia.