From casual lunches to weekend barbecue parties, chicken has become an option today that fits a variety of lifestyles. In addition, modern consumers are increasingly looking for products that help save time, which is why the popularity of ready-made pickled 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 protein, and protein is essential for muscle growth, recovery and daily energy.
Although the specific nutritional value depends on the part of the chicken and the method of preparation, leaner parts of the chicken, especially the skinless breast, are often lower in saturated fat than fatty pork or some cuts of beef. That’s why chicken is often included in the recommendations of a balanced diet for people who want to control the amount of fat they consume, take care of cardiovascular health or simply seek a lighter daily diet.
For this reason, it is often chosen by people who live an active life, do sports, families with children and those who seek to eat a varied and balanced diet.
Another important advantage of chicken is its versatility. The mild taste of the meat allows you to experiment with a variety of spices, marinades and side dishes, which is why chicken goes equally well both in traditional Lithuanian cuisine and in recipes inspired by world cuisines. It is perfect both for a quick dinner after work and for the weekend table – from soups and salads to burgers, skewers or various snacks.
Shutterstock photo/Burger with chicken
One of the most versatile meats for grilling
Grilling season perfectly reveals another strength of chicken. This meat cooks quickly, perfectly absorbs marinades and allows you to create very different dishes.
If some prefer classic kebabs, others try burgers with ground chicken, wings in various marinades or even chicken sausages. Chicken also goes well with vegetables, fruits, various sauces and modern taste trends.
In addition, convenience is becoming more and more important – the pace of modern human life is growing rapidly, so products that help save time are gaining more and more importance. For this reason, buyers are increasingly choosing already marinated, ready-to-fry products that allow them to enjoy food without spending a lot of time on preparation.
This is also confirmed by NielsenIQ research data for the years 2023-2025, which reveal that the category of pickled products in Lithuania is consistently growing. The trends show that although private brands occupy a significant share in the category, Vilniaus poukshtynas clearly stands out among the producers. For four years in a row, Premium chicken wings with cranberry marinade remain in the TOP1 category of marinated products. What’s more, even three of the five most popular pickled products in Lithuania are the products of Vilnius Poultry.
Photo of representatives/Evelina Augustinienė, brand manager of “Vilniaus paukštyno”.
“It is particularly significant for us to see that poultry meat dominates the top of consumers’ favorite products. This shows that people appreciate its versatility, taste and the ability to quickly prepare a quality meal both for everyday use and for grilling. Keeping the TOP1 position for four years in a row, Premium chicken wings with cranberry marinade have already become a kind of classic in the category.”
However, it is no less pleasing that among the most popular marinated products in Lithuania we see our other products – “Premium” marinated chicken fillet steaks “Four Seasons” and “Premium” middle parts of chicken wings with salty caramel marinade.
This shows that consumers appreciate not only time-tested flavors, but are also open to more diverse, unexpected flavor combinations. Therefore, we are constantly expanding the assortment, creating new products and looking for solutions that meet the changing needs of consumers,” says Evelina Augustinienė, the brand manager of Vilnius Poultry.
As consumers’ interest in new flavors grows, “Vilnius Poultry” has also introduced several new products this grilling season. The assortment was supplemented by “Fiesta” chicken kebab in mustard and mayonnaise marinade, tender chicken sausages with curry and chicken patties for hamburgers with squirrels.
Manufacturer’s photo/”Vilniaus paukshtyno” products for the grilling season
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, next to traditional favorites, Lithuanian buyers are increasingly choosing new products that add more variety to the grilling season.
