From everyday lunches to weekend grill parties, chicken has become a choice that suits various lifestyles today. In addition, modern consumers are increasingly looking for products that help save time, which is why the popularity of ready-made, marinated products is also growing.
Why is chicken so in demand?
One of the most important reasons why people choose chicken is its nutritional value. Chicken is an excellent source of complete proteins, and proteins are essential for muscle growth, body recovery, and daily energy.
Although the specific nutritional value depends on the part of the chicken and the cooking method, leaner chicken parts, especially skinless breast, often have less saturated fat than fatty pork or some cuts of beef. This is why chicken is often included in balanced diet recommendations for people who want to control their fat intake, care about cardiovascular health, or simply aim for a lighter daily diet.
For this reason, it is often chosen by active people, athletes, families with children, and those who seek a varied and balanced diet.
Another important advantage of chicken is its versatility. The mild taste of the meat allows for experimentation with a wide variety of spices, marinades, and side dishes, making chicken equally suitable for traditional Lithuanian cuisine and recipes inspired by world cuisines. It is perfect for a quick dinner after work or for a weekend table – from soups and salads to burgers, skewers, or various snacks.
One of the most versatile meats for grilling
The grilling season perfectly reveals another strength of chicken. This meat cooks quickly, absorbs marinades well, and allows for the creation of very different dishes.
While some choose classic shashliks, others try burgers with chicken patties, wings in various marinades, or even chicken sausages. Chicken also pairs perfectly with vegetables, fruits, various sauces, and modern taste trends.
Moreover, convenience is becoming increasingly important – the pace of modern life is rapidly accelerating, so products that help save time are gaining more significance. For this reason, buyers are increasingly choosing pre-marinated, ready-to-cook products, which allow them to enjoy food without spending a lot of time on preparation.
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This is confirmed by NielsenIQ research data from 2023–2025, which reveals that the marinated products category in Lithuania is consistently growing. Trends show that although private brands occupy a significant share in the category, “Vilniaus paukštynas” clearly stands out among manufacturers. For four consecutive years, the highly popular “Premium” chicken wing drumettes with cranberry marinade have remained TOP1 in the marinated products category. What’s more, three out of the five most popular marinated products in Lithuania are “Vilniaus paukštynas” products.
“It is particularly significant for us to see that poultry dominates the top of consumers’ favorite products. This shows that people value its versatility, taste, and the ability to quickly prepare a quality meal for both everyday and grilling. The “Premium” chicken wing drumettes with cranberry marinade, which have maintained the TOP1 position for four consecutive years, have already become a kind of category classic.
However, it is no less gratifying to see other products of ours among the most popular marinated products in Lithuania – “Premium” marinated chicken fillet steaks “Four Seasons” and “Premium” chicken wing middle sections with salted caramel marinade.
This shows that consumers value not only time-tested flavors but are also open to more diverse, unexpected taste combinations. Therefore, we are constantly expanding our assortment, creating new products, and looking for solutions that meet changing consumer needs,” says Evelina Augustinienė, brand manager of “Vilniaus paukštynas”.
As consumer interest in new flavors grows, “Vilniaus paukštynas” also introduced several novelties this grilling season. The assortment was supplemented with “Fiesta” chicken shashlik in mustard and mayonnaise marinade, mild chicken sausages with curry, and chicken patties for burgers with chanterelles.
These products reflect today’s consumer trends – people are looking not only for exceptional taste but also for convenient, quick-to-prepare solutions. This shows that alongside traditional favorites, Lithuanian buyers are increasingly choosing new products that add more variety to the grilling season.
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