Poultry market rises by 16%

The poultry market has soared by 16% in the last five years, according to the Poultry Market Report 2008.

Chicken continues to dominate the market, accounting for 82.7% of retail sales by value in 2007. However sales of other poultry are also experiencing a growth. Sales of duck are growing hugely, as well as geese and pheasants, as consumers seek to eat more free-range, naturally reared food.

 

Restaurants serving up chicken also enjoyed a rapid growth in the UK in the 1990s, but the rise in their sales value has slowed between 2003 and 2007. This reflects a growing concern over healthy eating and increasing competition from other fast-food outlets such as burger chains which are also now selling chicken-based dishes.

 

The major supermarkets dominate the sale of fresh and frozen poultry, accounting for 85% of sales by value last year. The catering industry also plays a big part in the market, now accounting for 30% of total consumption.

 

The report expects the poultry market to experience continued healthy growth over the next five years, driven by further growth in demand for added-value products in the chilled cabinet as well as premium products such as organic or free-range meat.

 

However, prospects for the chicken restaurant sector are less bright. Health concerns and increasing competition from other fast-food outlets are likely to slow growth in the UK. Predictions are that sales growth is likely to be only in line with inflation.

 

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Words: Maria Bracken

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