Europe Poultry Meat Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2030

Europe Poultry Meat Market Trends

Higher production costs and various disease outbreaks are hindering the poultry production

• In 2022, the region experienced a growth of 1.62% in production compared to 2021. Europe is a major importer and exporter of poultry meat, and it is in the process of becoming a major trading partner in the global poultry meat market. Establishing new trade deals is key to expanding the industry and boosting the European economy. An estimated 98% of all EU chicken production consists of broiler meat. The remaining 2% is derived from laying hens and cocks. The poultry production in Russia retrieved after a minimum growth of 0.89% in 2021. In 2022, the market grew by 14.96% compared to 2021. The Russian poultry industry is impacted by factors including a sharp rise in production costs. The price for some feed additives in the Russian market increased by 260% in a Y-o-Y comparison. As a result, the Russian government approved a USD 15 million subsidy to the poultry industry to halt the unprecedented drop in production.
• The German poultry production industry is famous for the short distances between farms and slaughterhouses. The poultry is processed under strict hygienic conditions. The processing is also subject to supervision by a vet. Poland is also a major producer in the region. A major share of Polish chicken meat production is exported primarily to the food service industry.
• Polish poultry production was expected to face significant challenges with higher feed and energy costs in 2023. The industry operates on a short 2–3-month production cycle, which is very reactive to outside events. According to the European Food Safety Authority (EFSA), as of June 2022, there had been 2,398 outbreaks of highly pathogenic avian influenza (HPAI) in 36 European countries, leading to the culling of 46 million birds. The impacts were most severe in ducks, turkeys, and laying hens.

Higher production costs and supply disruptions due to the Russia-Ukraine conflict are leading to price growth

• The prices of poultry in the region grew by 11.53% from 2017 to 2022. The poultry price hike in the region has resulted in a combination of strong demand, tight supply, high input costs, and overall inflation. In 2022, imports of poultry into the EU largely remained constant. Additional imports from the United Kingdom, Brazil, Thailand, and China compensated for the loss of imports brought on by Russia's military aggression on Ukraine in 2022. As the foodservice industry returned to normalcy with ease in restrictions, the price of poultry meat increased in 2022, with a projected 1.5% rise in the total European poultry imports.
• Higher local poultry prices in the EU are helping competitors, such as Brazil, to gain more EU market share. Brazil was also expected to export around 35% more poultry to the EU in 2023. Ukraine, which benefitted from a suspension of duties due to the ongoing war with Russia, was exporting to the EU at higher volumes in 2022 than in 2021.
• The cost of poultry feed is also driving the price of chicken. The costs of corn and soybeans have been higher than in previous years, boosting the price of chicken once it reaches a restaurant or grocery store. Animal feed accounts for up to 55% of the farm gate value of poultry. Therefore, higher-priced poultry may disproportionately impact lower-income families during the forecast period. The broiler prices in the EU during the first half of 2023 varied from USD 1.85/kg of carcass to USD 4.27/kg. The average prices of broilers in the EU grew by 3% in the first half of 2023 compared to the previous year. In June 2023, the Netherlands recorded the lowest price of USD 1.81/kg for carcasses, and Denmark had the highest price of USD 4.45/kg for carcasses.

Segment Analysis: Form

Frozen Segment in Europe Poultry Meat Market

The frozen poultry meat segment dominates the European market, holding approximately 39% market share by value in 2024. This significant market position is primarily driven by the increasing preference for frozen poultry foods across European households, with nearly 30% of Europeans consistently preferring frozen foods since 2023. The segment's dominance is further strengthened by the development of cold storage facilities and infrastructure across the region. For instance, major investments in cold storage facilities continue across Europe, with new automated facilities being established to improve storage efficiency and maintain product quality. The easier availability of frozen poultry meat products in various retail outlets, combined with their increased shelf life, makes them particularly popular in the region. Additionally, the demand for specialty niche products, including organic, non-GMO feed, and free-range chicken in frozen form, remains strong throughout Europe, contributing to the segment's market leadership.

Processed Segment in Europe Poultry Meat Market

The processed poultry meat segment is projected to exhibit the strongest growth trajectory, with an anticipated CAGR of approximately 1.3% during 2024-2029. This growth is primarily attributed to increased consumer acceptance of processed poultry meat products and their convenience in modern lifestyles. The segment's expansion is supported by technological advancements in processing facilities, with the most technologically advanced regions of Europe expected to reach a level of full automation of around 25% by 2025. Innovation in processing equipment and techniques continues to drive efficiency and product quality improvements. The segment's growth is further fueled by the rising demand for ready-to-eat and ready-to-cook products, particularly in urban areas where time-saving meal solutions are highly valued. Additionally, the expansion of distribution networks and cold chain infrastructure is enabling better market penetration for processed poultry products across the region.

Remaining Segments in Form

The fresh poultry/chilled and canned segments complete the market landscape, each serving distinct consumer preferences and needs. The fresh poultry/chilled segment maintains a strong presence in the market, particularly appealing to health-conscious consumers who prefer minimally processed meat products. This segment benefits from the growing trend toward clean-label products and natural food choices. The canned segment, while smaller in market share, serves an important role in providing long-shelf-life poultry products, particularly valuable for emergency food supplies and convenience-oriented consumers. Both segments continue to evolve with innovations in packaging technology and preservation methods, while maintaining their respective positions in the market through differentiated value propositions to consumers.

Segment Analysis: Distribution Channel

Off-Trade Segment in European Poultry Meat Market

The off-trade distribution channel dominates the European poultry meat market, accounting for approximately 50% of the total market value in 2024. This segment encompasses various retail formats, including supermarkets, hypermarkets, convenience stores, and online channels, with supermarkets and hypermarkets being the primary contributors. The segment's dominance is attributed to the growing demand for frozen poultry and processed poultry meat products, such as chicken bites, chicken chips, nuggets, tenderloins, and chicken wings, which are readily available through retail outlets. Major brands like Tyson Foods, Foster Farms, TGI Fridays, and Avara Foods maintain a strong presence across these channels. The segment's growth is further supported by technological advancements in retail, such as digital signage providing detailed product information, including origins and nutritional qualities of meat products. Additionally, supermarket chains are continuously expanding their presence across Europe, enhancing product accessibility and convenience for consumers.

On-Trade Segment in European Poultry Meat Market

The on-trade distribution channel represents a significant portion of the European poultry meat market, serving as a crucial outlet for cooked poultry products through restaurants, cafeterias, and foodservice establishments. This segment has evolved significantly with changing consumer preferences and dining habits, particularly in response to the growing demand for specialized poultry dishes and innovative preparations. Restaurants and foodservice providers are continually innovating with poultry meat preparations, exploring unique marinades, cooking techniques, and fusion dishes to keep menu offerings fresh and exciting for customers. The segment's growth is supported by the increasing awareness of ethical and sustainable food sourcing, leading many on-trade establishments to prioritize offering poultry meat from responsible and humane sources. Furthermore, the expansion of food delivery platforms has acted as a catalyst in driving poultry product sales, enabling restaurants to reach a broader customer base beyond their physical locations.

Europe Poultry Meat Market Geography Segment Analysis

Poultry Meat Market in Russia

Russia dominates the European poultry meat market, holding approximately 15% market share in 2024. The country's strong position is attributed to its significant production capabilities and well-established poultry farming infrastructure. The domestic consumption of poultry meat accounts for almost 60% of total meat consumption, indicating strong consumer preference. The development of cold storage facilities has been instrumental in maintaining this market leadership, with recent investments in state-of-the-art refrigeration technology enhancing preservation capabilities. The country's poultry sector benefits from vertical integration, where major producers control everything from feed production to processing and distribution. The market is characterized by a strong presence of both frozen poultry and processed poultry segments, with frozen poultry accounting for a significant portion of sales. Supermarket chains and modern retail formats have played a crucial role in maintaining steady demand through efficient distribution networks and consumer accessibility.

Poultry Meat Market in Netherlands

The Netherlands is emerging as the most dynamic market in the European poultry meat sector, projected to grow at approximately 1% CAGR from 2024 to 2029. The country's poultry industry benefits from its advanced food processing infrastructure and strategic location as a major European logistics hub. The Dutch poultry sector is characterized by its strong focus on sustainability and animal welfare practices, which increasingly resonate with conscious consumers. The country's poultry processing industry is highly automated, with significant investments in technology and innovation driving efficiency improvements. The market has seen a notable shift towards processed poultry products, particularly in response to changing consumer preferences for convenience foods. Dutch poultry producers have also been at the forefront of implementing strict quality control measures and traceability systems. The industry's strong export orientation has led to continuous improvements in production standards and processing capabilities, further strengthening its market position.

Poultry Meat Market in France

France maintains a strong position in the European poultry meat market, driven by its sophisticated culinary culture and robust food service industry. The country's poultry sector is characterized by a strong emphasis on quality and origin certification, with a significant portion of production following strict quality labels such as Label Rouge. French consumers show a marked preference for fresh poultry products, particularly in traditional retail channels and local markets. The market has witnessed significant innovation in processed poultry products, catering to evolving consumer preferences for convenience without compromising on quality. The country's poultry industry benefits from strong integration between producers and processors, ensuring consistent supply and quality standards. The foodservice sector plays a crucial role in driving demand, with poultry being a staple in French cuisine across various dining establishments. Local production focuses on meeting specific consumer preferences, including free-range and organic options.

Poultry Meat Market in Germany

Germany's poultry meat market is characterized by its strong focus on efficiency and sustainability in production processes. The country's market structure is marked by a high degree of consolidation among major producers and processors, leading to optimized supply chains and consistent quality standards. German consumers show increasing preference for convenience products, driving innovation in the processed poultry segment. The market has witnessed significant investments in modernizing production facilities and implementing advanced processing technologies. Animal welfare considerations play a crucial role in shaping market dynamics, with producers increasingly adopting higher welfare standards. The distribution network is highly developed, with modern retail formats dominating sales channels. The market also shows strong integration of digital technologies in supply chain management and consumer engagement. Local producers focus on meeting specific consumer preferences for quality and transparency in production methods.

Poultry Meat Market in Other Countries

The poultry meat market in other European countries, including Italy, Spain, and the United Kingdom, exhibits diverse characteristics shaped by local preferences and consumption patterns. These markets are characterized by varying levels of market maturity and consumer preferences, from Italy's strong focus on traditional poultry dishes to Spain's growing demand for processed poultry products. The United Kingdom's market is marked by a strong emphasis on food safety and traceability, while Eastern European countries show increasing modernization in production methods. Consumer preferences vary significantly across these markets, from the Mediterranean preference for fresh poultry products to Northern European demand for convenience foods. The retail landscape across these countries continues to evolve, with modern retail formats gaining prominence alongside traditional channels. These markets also show increasing attention to sustainability and animal welfare concerns, though implementation varies by region. The development of local production capabilities and processing infrastructure continues to shape market dynamics in these countries.

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