Consumers in the US have become increasingly interested in poultry and other meat products that carry the "natural" label.
In the past 5 years, Mintel Global New Product Database states that new meat and poultry products with natural claims have seen a steady rise.
In 2004, 17 new poultry products entered the US market. In 2005 this figure rose to 23, and in 2006 to 73. In 2007, 80 new poultry products entered the market and just last year, 99 poultry products carrying the 'natural' label were offered to consumers.