Oman Poultry Meat Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Segment Analysis

By Type: Fresh Formats Dominate, Canned Accelerates on Shelf-Life Advantage

In 2025, fresh and chilled poultry made up 55.31% of the market share, highlighting the strong preference of Omani consumers for fresh and minimally processed products. These products are mainly bought from wet markets and traditional butchers. This segment remains dominant because of cultural traditions, where families prefer to buy whole birds, cut them at home, and cook them using traditional spices and methods, which are deeply tied to local food habits.

In contrast, canned poultry is the fastest-growing segment, with an expected CAGR of 3.45% through 2031. Its growing demand is due to its long shelf life of 24–36 months, its role in emergency preparedness, and government efforts to stockpile food for better food security. A good example is Zwan's chicken luncheon meat, which contains 80% chicken and offers a high-protein, ready-to-eat option. This product is especially popular among urban households and expatriates who value convenience and quality.

Note: Segment shares of all individual segments available upon report purchase

By Nature: Conventional Production Prevails, Organic Gains on Health Mandates

In 2025, conventional poultry production dominated the market with a 93.33% share. This dominance highlights the sector's dependence on intensive farming methods, commercial feed, and antibiotics to prevent diseases. The segment's success is primarily due to its cost-effectiveness. Conventional chicken is priced between OMR 1.09 and 2.15 per kilogram (USD 2.83 to 5.58), making it affordable for middle and lower-income households that prioritize low costs over farming practices. Leading companies like A'Saffa Foods and Dhofar Poultry have scaled their operations significantly. A'Saffa Foods processes 44 million birds annually, while Dhofar Poultry generates 10.11 million OMR (USD 26.3 million) in yearly revenue. Both companies benefit from vertical integration, managing everything from hatcheries and feed mills to processing plants.

Although organic poultry holds a smaller market share of 6.67%, it is the fastest-growing segment, with a projected CAGR of 2.87% through 2031. This growth is fueled by Oman's National Action Plan on Antimicrobial Resistance and increasing consumer concerns about antibiotic residues in food. Organic certification requires strict standards, including antibiotic-free production, outdoor access, and organic feed. These requirements increase production costs by 40–60%, but they also allow producers to charge premium prices, ranging from OMR 3.50 to 4.50 per kilogram (USD 9.10 to 11.70). Al Zain Farms, with ISO 22000 and HACCP certifications and a 3.5-megawatt solar power system, is well-positioned to grow in this segment. Additionally, the Food and Agriculture Organization launched the Integrated Biosecurity Index pilot in March 2025. This initiative aims to standardize disease-prevention measures, which could lower the cost difference between organic and conventional poultry, encouraging more adoption of organic practices.

By Distribution Channel: On-Trade Leads on Tourism, Off-Trade Accelerates with Retail Expansion

In 2025, on-trade channels, including hotels, restaurants, and catering, held a significant 52.98% market share. This growth was primarily driven by the rapid recovery of Oman's tourism sector in 2024, which saw the strongest rebound among Gulf Cooperation Council countries. Tanmiah Food Company, certified with BRCGS AA+ and processing 550,000 birds daily, supplies halal-certified poultry products to quick-service restaurants and hotel chains across Oman, meeting international hospitality standards. The National Tourism Strategy 2040 aims to attract 11.7 million visitors annually by 2040, which is expected to boost food-service demand. This shift is also likely to increase the focus on high-margin, value-added poultry cuts and processed products. Key tourist destinations like Muscat, Salalah, and Nizwa are experiencing a rise in hotel construction projects, creating a need for long-term supply agreements with local and regional poultry producers.

Off-trade distribution is the fastest-growing channel, with a projected CAGR of 3.98% through 2031. This growth is driven by the expansion of organized retail and the increasing adoption of e-commerce. In May 2024, Lulu Hypermarket opened its 30th store in Oman, a 150,000-square-foot facility employing over 3,000 Omanis. The company plans to open four more outlets within the next two years, adding to its existing network of 21 hypermarkets and 9 Express stores. These platforms now offer same-day delivery of chilled poultry in cities like Muscat and Sohar. Supermarkets and hypermarkets dominate the off-trade segment, benefiting from investments in cold-chain infrastructure and promotional support from suppliers like Almarai and BRF, who view organized retail as a key channel for launching value-added products. However, convenience stores and other off-trade formats, which serve smaller cities and rural areas, face challenges due to gaps in cold-chain infrastructure in regions such as Al Wusta, Al Dhahirah, and Al Buraimi governorates.

Geography Analysis

Oman's poultry meat market is primarily concentrated in the Muscat Capital Area, which accounts for about 45% of the country's total consumption. This is due to its population of 1.6 million, higher income levels, and a large number of hotels, restaurants, and organized retail outlets. Dhofar governorate, with Salalah as its main city, is the second-largest market. Salalah attracts over 600,000 tourists annually during the Khareef monsoon season, which boosts poultry demand. The Dhofar Poultry Company also plays a key role in supplying both local and Gulf Cooperation Council (GCC) markets. Al Batinah governorate, which includes Sohar and the Najd Agricultural Zone, is becoming a major production hub. Sohar Poultry Company, a joint venture between Atyab Investment Oman and IFFCO Group Sharjah, reported revenues of USD 19.5 million in 2025. Its location near Sohar Port supports efficient feed imports and export logistics.

In the interior regions of Al Wusta, Al Dhahirah, and Al Buraimi, poultry consumption is lower. This is due to sparse populations, limited cold-chain infrastructure, and a reliance on frozen or shelf-stable products. To address these challenges, the Public Establishment for Industrial Estates (Madayn) has allocated agricultural plots in Al-Mudhaibi, Thumrait, and Al-Suwaiq. This initiative aims to decentralize production and reduce transportation costs. In March 2025, the Food and Agriculture Organization launched the Integrated Biosecurity Index pilot program, focusing on Al Batinah and Dhofar governorates. These areas, dominated by smallholder farms, face challenges with biosecurity compliance. The program aims to improve vaccination practices and disease monitoring. Oman's location and its participation in the Greater Arab Free Trade Area make it a strong candidate for becoming an export hub. Companies like A'Saffa Foods and Al Zain Farms already export poultry to countries such as Saudi Arabia, the UAE, Qatar, Kuwait, Bahrain, Jordan, and Yemen.

The National Tourism Strategy 2040 aims to attract 11.7 million visitors annually by 2040. This is expected to increase poultry demand in cities like Muscat, Salalah, and Nizwa, especially in hotels and catering services. At the same time, Lulu Hypermarket is expanding its presence, with 30 stores as of May 2024 and plans to open four more within two years. This expansion is helping organized retail grow in secondary cities like Sohar, Ibri, and Sur. In 2023, the Oman Investment Authority allocated OMR 2.1 billion (USD 5.5 billion) to domestic development projects, including food-security initiatives. This investment highlights the government's focus on building strong supply chains to serve both urban and rural areas effectively.