The global poultry meat market is expected to experience steady growth, with a forecasted increase of USD 28.95 million between 2023 and 2028, at a modest CAGR of 1.36%. As consumer eating habits evolve and health-conscious trends continue to shape the food industry, the poultry meat market is adapting to new demands and opportunities. Key drivers, such as the rising preference for catering services and innovations like clean meat production, are pushing this market forward. However, the industry faces challenges from shifting dietary preferences, especially the growing popularity of plant-based and vegan diets.In this report, we’ll explore the market's expansion, key players, segmentation insights, regional trends.For more details about the industry, get the PDF sample report for free
The poultry meat market includes various types of poultry such as chicken, turkey, and duck, with chicken meat being the dominant product. Increasing urbanization, the rising number of internet users, and growing consumer demand for protein-rich foods are contributing to the market’s expansion. However, the market is not without its challenges. Environmental and health concerns, alongside the surge in popularity of plant-based diets, are influencing consumer choices. Despite these challenges, the market remains robust, driven by convenience, the versatility of poultry products, and advancements in poultry production technology.
Market Size (2023): USD 28.95 million
CAGR (2023-2028): 1.36%
Top Market Segment: Chicken meat
Most Influential Region: APAC (44% contribution to global market growth)
Consumers increasingly prioritize health, sustainability, and convenience when purchasing poultry, which has led to new innovations and product offerings in the market.
Several industry leaders are navigating the poultry meat market, implementing strategies like product innovation, acquisitions, and regional expansions to gain a competitive edge. These players are focused on maintaining supply chain stability while exploring new opportunities within the rapidly evolving market.
These companies are continuously innovating by launching new products, such as antibiotic-free chicken and halal-certified meat, while utilizing automation and biotechnology to enhance production processes. Sustainability and clean meat (lab-grown meat) are becoming key areas of focus for many of these leaders, aligning with growing consumer preferences for environmentally friendly and healthier options.
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The poultry meat market is divided into several key segments: product type, distribution channel, and geographic regions. Understanding these segments is essential for businesses aiming to target the right consumers and tailor their strategies effectively.
Chicken Meat: Dominates the market, with significant growth expected during the forecast period due to its affordability and versatility in various cuisines.
Turkey Meat: Popular in specific markets, especially in North America.
Duck Meat: A niche market, often seen in premium culinary offerings.
Chicken meat continues to lead the market, driven by its widespread use across various food formats such as nuggets, wings, and tenderloins. The market for turkey and duck remains steady, particularly in regions like North America and parts of Europe.
Offline Channels: Traditional retail stores remain a strong channel for poultry sales, including supermarkets and specialty butchers.
Online Channels: Internet retailers have experienced significant growth, offering consumers the convenience of ordering poultry products from the comfort of their homes.
The shift toward online shopping, driven by increasing digital penetration and consumer demand for convenience, has reshaped how poultry products are sold, particularly in urban areas.
Asia-Pacific (APAC): Estimated to contribute 44% to the market’s growth.
North America: The U.S. remains a key consumer of chicken meat.
Europe: Particularly affected by the challenges of Brexit and HPAI outbreaks.
South America and MEA: Growing markets with rising demand for poultry products.
The APAC region is expected to drive the largest share of growth, supported by population growth and the increasing consumption of poultry as a primary protein source.
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The global poultry products market is experiencing significant growth, driven by the rising consumer demand for chicken breast, various poultry cuts, and fresh poultry offerings. With an increasing focus on health and wellness, there is a rising preference for organic poultry and antibiotic-free poultry, alongside the growing popularity of free-range chicken and pasture-raised chicken. Specialty products like halal poultry, kosher chicken, and duck meat cater to specific cultural preferences, while frozen chicken and whole chicken continue to dominate in both retail and foodservice sectors. Consumers are also leaning towards diverse cuts such as chicken thighs, chicken wings, chicken drumsticks, and poultry fillets to meet different meal requirements. Additionally, chicken nuggets, poultry sausages, and chicken tenders remain popular in processed poultry categories. On the premium side, products such as smoked turkey, duck breast, and duck confit provide gourmet alternatives. There is also growing demand for turkey breast, ground turkey, turkey bacon, and turkey sausages as consumers seek leaner, alternative protein sources. Products like chicken liver, poultry patties, and chicken giblets continue to be used in specific cuisines, while chicken skewers and poultry deli options offer convenience in meal preparation
Consumers worldwide are looking for affordable, convenient protein options. Poultry meat, with its versatility and affordability, is becoming a preferred choice. Chicken wings, nuggets, and ready-to-eat meals are gaining popularity, driven by changing eating habits and the increasing demand for quick, easy meals.
A growing trend within the poultry sector is the development of clean meat—lab-grown meat that offers an eco-friendly alternative to conventional poultry production. This technology reduces the environmental impact of meat production, addressing concerns related to deforestation, water usage, and greenhouse gas emissions. Despite the benefits, clean meat is still in its early stages, with pricing and scalability being significant challenges.
Automation in poultry processing is improving efficiency, while biosecurity measures and genetic modifications are enhancing disease resistance and meat yield. These advancements help address concerns about supply chain disruptions, such as those caused by HPAI outbreaks, and ensure a more consistent and reliable poultry supply.
As more consumers shift towards plant-based diets for health and environmental reasons, the poultry industry faces challenges in maintaining its market share. Plant-based alternatives, such as soy-based and lab-grown meat substitutes, are gaining traction, particularly in Western markets. However, the poultry industry is adapting by offering cleaner, healthier, and more sustainable products.
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The Asia-Pacific region is projected to account for 44% of the global poultry meat market growth, driven by the increasing demand for protein-rich diets and the growing popularity of convenience foods. In countries like India and China, poultry consumption is on the rise. China’s poultry market is currently facing a shortage, presenting both challenges and opportunities for poultry producers.
In North America, particularly the U.S., the poultry meat market remains strong, with chicken continuing to be the top-selling product. The recovery of the foodservice sector post-pandemic has contributed to this growth, with fast food chains and restaurants demanding higher quantities of poultry products. However, challenges such as price fluctuations and HPAI outbreaks continue to affect supply chains.
In Europe, the poultry market is influenced by several factors, including Brexit and HPAI outbreaks. Despite these challenges, the region remains a key consumer of poultry products. Urbanization and changing consumer preferences are driving growth, particularly in the convenience and ready-to-eat poultry segments.
In-depth market analysis indicates that consumers are increasingly gravitating toward grilled poultry, roasted chicken, and poultry meatballs due to the preference for healthier, high-protein meals. Products such as turkey cutlets, chicken cutlets, and poultry mince are increasingly popular in foodservice for their versatility. The trend toward convenience foods is reflected in the growing sales of processed items like poultry broth, chicken bacon, duck liver, and turkey jerky, which are making their way into a wide array of retail channels. Additionally, there is significant interest in poultry sausages, poultry fillets, and chicken skewers, which cater to ready-to-eat and meal prep demands. The market is also witnessing the emergence of new innovations in poultry patties and chicken tenders to match consumer preferences for quick, easy, and nutritious meals. As consumers continue to diversify their protein sources, the demand for premium poultry options like duck breast, chicken liver, and smoked turkey is expected to rise, particularly among niche and health-conscious markets. These evolving trends highlight the ongoing transformation within the poultry industry as it adapts to changing dietary habits and consumer preferences.
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The poultry meat market is poised for continued growth despite facing challenges from shifting dietary trends and market uncertainties. Advancements in technology, such as automation and clean meat production, alongside the increasing demand for convenient protein sources, are propelling the market forward.
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