Convenience and health trends drive demand for processed poultry

The European poultry meat market is projected to grow steadily, reaching USD 59.26 billion (EUR 51.18) by 2030, driven by consumer preferences for convenient and health-focused products. This growth is characterised by a shift towards processed poultry formats, which cater to the increasing demand for ready-to-eat (RTE) and ready-to-cook (RTC) options.

Market Dynamics

The European poultry sector is experiencing a maturation phase, with a compound annual growth rate (CAGR) of 0.93% from 2025 to 2030. This growth is largely fuelled by consumer trends favouring convenient, welfare-certified, and protein-rich products. Urban consumers, in particular, are drawn to processed poultry due to its convenience and extended shelf life, making it a preferred choice for quick meal solutions.

Impact on Trade and Logistics

The processed poultry segment is advancing at a 1.71% CAGR, with innovations in RTE and RTC products playing a pivotal role. The rise of e-commerce and organised retail is further accelerating off-trade channels, projected to grow at a 1.57% CAGR. This shift is supported by technological advancements in cold chain logistics and smart packaging, which enhance product distribution and reduce spoilage.

Regulatory and Economic Challenges

Despite the positive growth trajectory, the industry faces challenges such as volatile feed prices and stringent EU animal welfare regulations. These factors increase production costs, particularly impacting smaller producers. Larger players, however, benefit from economies of scale and advanced processing technologies, allowing them to maintain competitiveness despite regulatory pressures.

Regional Insights

The UK remains a dominant market player, accounting for 32.47% of the market share in 2024, while Italy is expected to grow the fastest with a 1.76% CAGR through 2030. Germany and France continue to prioritise premium and organic production, aligning with consumer preferences for sustainable and welfare-certified products.

Conclusion

The European poultry market is poised for growth, driven by consumer demand for convenience and health-conscious products. Producers who invest in advanced processing technologies and adhere to stringent welfare standards are likely to secure a competitive edge in this evolving market landscape.

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