The South African Poultry Farmers Association noted that the chicken business was retail driven, and provided food to South African urban areas (about two-thirds of the country). The Living Standard Measure (LSM) had calculated that those in lower income categories spent about 70% of their income on food. Frozen products were dominating the poultry industry, with about 52 to 104 deliveries per week being demanded. This effectively excluded the smaller farmers. The live sales were not as financially sustainable as frozen sales.