18 November 2024

3 minute read

By: Global Ag Media

Numerous data sources indicate that chicken meat consumption is now the preferred (less-expensive) animal protein choice in the EU, according to a recent US Department of Agriculture (USDA) Global Agricultural Information Network (GAIN) report. After pork, it is the second largest meat consumed in the EU. 

EU chicken meat consumption is expected to grow by 1.6% in 2024 and 0.5% in 2025. Data show that growth in chicken consumption is closely related to demographic growth, and per capita consumption is expected to slightly increase. 

EU chicken meat consumption in 2024 and 2025 will likely continue to benefit by the influx of 6 million Ukrainian war refugees in Europe as well as a steady flow of migrants from the southern hemisphere.

As the cheaper source of animal protein, chicken meat remains somewhat more insulated from the pressures of high food inflation and energy costs in Europe. Market studies on price and income elasticity of demand generally show that EU consumers substitute from beef or pork meat to chicken meat while lowest-income consumers tend to reduce their purchases of animal protein altogether, switching to carbohydrate products such as bread and pasta.

In Germany and other EU countries, chicken meat is popular in institutional cafeterias, as there are fewer religious restrictions compared to beef and pork. This aspect is increasingly important as communities are becoming more diverse. This is especially true for food service and tourism. In the EU, sales of less expensive cuts such as legs and wings are also increasing.

In several EU countries, such as Germany, France and Poland, the shift to chicken meat consumption is also aided by the perception that it is a healthier and leaner meat, and it is generally easier to prepare.

Consumer demand is increasing for chicken produced with specific methods or feeds. Consumer preferences for animal welfare, such as cage-free and free-range chickens, or type of feed, such as GMO-free chicken or organically produced chicken are increasingly visible on the label and at the point of sale.

The free-range sector in France represents about 10 percent of total consumption. Media campaigns by animal rights organizations such as the L214 association in France have drawn attention to the mistreatment of chicken on poultry farms and slaughterhouses. This has not had a significant impact on chicken meat sales, but these efforts are boosting the development of non-conventional chicken production schemes.

The growth of specific production schemes is also significant in the Netherlands, Germany and Austria. In some cases, retail prices for these products are double the price of the more conventional options. Locally sourced chicken is also driving demand. In Austria, retailers are prominently advertising local and regional suppliers. At same time, this exposes the glaring conundrum of increasing consumer demand for locally produced chicken, while many communities are hardening their resistance to expanding poultry farms in their communities.