The National Chicken Council (NCC) has projected that during the Super Bowl, Americans will consume over 1.4 billion chicken wings. This remarkable figure has witnessed a steady increase over the past decade, reflecting the escalating popularity of this quintessential game-day snack. However, the trend extends beyond just the Super Bowl; industry insiders are noting that the demand for chicken wings is at an all-time high. Processors and food retailers are keenly capitalizing on this craze, with chicken wings becoming a staple in fast food, casual dining, and even fine dining establishments.
Following a slow year in 2023, chicken wing prices experienced a significant surge throughout 2024, according to the U.S. Department of Agriculture. Interestingly, wing inventories remained lower than usual, with only 59 million pounds available as the industry prepared for a seasonal uptick in demand. Tom Super, the senior vice president of communications for the NCC, highlighted this phenomenon, stating, “Both factors indicate strong demand.” The NCC anticipates that Americans will consume approximately 33 billion wing segments in 2025, a testament to the enduring appeal of this dish.
Bryan Quoc Le, Ph.D., a food scientist and industry consultant, noted that overall chicken sales have risen, driven by consumers opting for chicken over beef as a cost-saving measure amid ongoing inflation. “In the realm of foodservice, chicken-centric restaurants are proliferating across the nation, in stark contrast to the struggles of beef-focused establishments,” he explained. This shift in consumer preference has occurred despite significant price increases for chicken wings over the past four years, which have recently stabilized as sales trends have slowed.
Aaron Leach, senior vice president of supply chain and general manager of prepared foods at Wayne-Sanderson Farms, the third-largest poultry producer in the United States, remarked that the demand for wings tends to fluctuate but is expected to trend upward in 2025. “We are observing a renewed interest from the retail sector,” he stated. “Historically, there hasn’t been a consistent quality product available, and we are collaborating with retailers to improve that.” The goal is to provide consumers with products that can be easily prepared at home, whether in a fryer or an oven, ensuring a satisfying dining experience.
In the foodservice sector, the demand for wings is gaining momentum. Wayne-Sanderson Farms is adapting its operations to meet the needs of both retail and foodservice sectors through advancements in automation and efficiency. The company’s Decatur Prepared Foods plants feature a dedicated line for pre-cooked chicken wings, which includes various cooking processes to optimize product quality and preparation speed.
Wings continue to thrive in quick-service restaurants (QSRs) and casual dining chains, with notable brands like Popeyes and Arby’s reporting robust sales figures. The restaurant chain WingStop has also benefited from the surge in wing demand, experiencing increased same-store sales and expanding its restaurant footprint. Similarly, Wing Snob is capitalizing on the wing trend by planning to add more franchise locations across the country.
John Stetson, CEO of Stoner’s Pizza Joint, which operates 52 locations nationwide, has witnessed significant growth in wing sales over the past year. “We are confident that wing sales will remain steady in 2025,” he shared, noting that wings have consistently accounted for about 10% of their overall sales in recent years. In 2023, the company purchased approximately 133,760 pounds of jumbo chicken wings, marking an increase attributed to new unit development.
Matt Ensero, co-founder and brand president of Craveworthy Brands, expressed that Wing It On! has also experienced substantial growth nationwide. “The evolution of dining habits post-pandemic has established wings as a delivery and takeout powerhouse, with around 90% of our business coming from off-premises dining,” he explained. The convenience of third-party delivery services accounts for nearly 40% of their orders, underscoring consumer preference for accessible, quality meals.
In terms of flavor trends, wings are evolving with new spices and sauces attracting customers. Ensero noted regional differences in flavor preferences, with the Medium Buffalo sauce being a favorite in the Northeast, while in the Southeast, Lemon Pepper remains a top choice. Barbeque flavors, particularly the Honey Buffalo BBQ, are popular across all locations. Super added that trends are gravitating towards sticky-finger sauces, increased spice offerings, and a broader array of flavors.
While traditional bone-in wings continue to dominate menus, there is a growing interest in boneless options, reflecting a shift in consumer preferences toward variety. This evolution highlights a broader trend in the market as consumers seek diverse wing experiences.
Stoner’s Pizza Joint employs vertically integrated poultry growers and packers who manage the entire supply chain, from feed to harvest and packing. Stetson explained that their suppliers utilize advanced automation to ensure efficiency in butchering and portioning chicken. The wings undergo a meticulous preparation process involving smoking and baking to enhance flavor and quality.
At Wing It On!, the commitment to quality is paramount, with fresh, never-frozen wings served at all locations. Ensero described their refined two-stage cooking process, which involves par-cooking the wings followed by a flash-fry to achieve a crispy exterior while maintaining juicy meat. The wings are then hand-tossed in signature sauces, paired with homemade dips, ensuring quality and efficiency, especially during peak service hours.
Overall, the wing industry has demonstrated remarkable resilience and adaptability in recent years, responding to shifts in consumer behavior, particularly in delivery and takeout preferences. As the demand for wings continues to grow, we can expect ongoing innovation in flavors, preparation methods, and packaging solutions, catering to evolving consumer tastes and preferences in the future.
