The research, independently commissioned by Middleton Foods using PureSpectrum, was conducted on 2,000 respondents representative of the general UK population aged 18+ years who purchased fried chicken from independent or high street food outlets within the three months prior to being questioned in February 2025.
The ‘What the Cluck’ Rooster’s report found that 87% of the UK population consume fried chicken at least once a month or more. Most consumers (82%) buy fried chicken with a spicy hot flavour.
Consumers buy a wide-ranging style of fried chicken, with 65% preferring southern fried. Chicken burgers are the most popular fried chicken bought (56%) and nearly all consumers (90%) buy a sauce to dip their fried chicken into.
Ryan Baker, sales manager at Middleton Foods, said: “Our ‘What the Cluck’ Rooster’s report presents an extensive review of the fried chicken phenomenon which has driven the boom in the UK’s out of home chicken shop scene.
“Chicken shops are trendy – almost half of consumers say they’re buying more fried chicken than they were a year ago – and we’re not only leading the charge in the premium chicken coating revolution, we’re also committed to giving our customers the very best advice and support to help their businesses succeed.
“We’re delighted to enhance our support of the trade we love so much, by sharing quality insight which will help nurture and assist operators as they raise the standard of the industry. The research also includes fish and chip consumption, capturing consumer buying behaviour of one of the nation’s most loved dishes, too.”
To download the Middleton Foods ‘What the Cluck’ Rooster’s report, visit: https://www.roostersbreading.com/insights-and-market-trends.