Poultry consumption continues to increase worldwide, benefiting from its lower price in comparison to red meat, and the perception that poultry meat is ‘healthy’ and a safe protein source. Consumption varies around the world and is largely a factor of income growth. As consumer power increases, consumption of poultry, as with other animal proteins, goes up.
Elsevier Food International, Vol. 7 Number 4, November 2004

In the next decade demand for poultry meat is expected to increase significantly in developing markets, particularly in Asia, compared to developed economies and transitional economies, where demand will remain broadly static. However, with demand for poultry remaining high, consumers will continue to see a wide range of processed poultry products. Where consumption is lower, for example in Poland or China, most poultry consumption is of whole or portioned fresh birds.
Increasing consumer spending power will also mean a move to the higher levels of added value that are seen in many western markets today and where consumption of breast (white) meat is predominant. In these markets, demand for packaged, branded products, such as chicken Kiev, nuggets or a chicken-based ready meal has spurred development of poultry consumption. Further innovation to meet changing consumer demands will also be necessary to ensure market growth. However, the industry, particularly in Europe, cannot rest on its laurels. Increasing consumer concern regarding health scares, animal welfare and production methods are putting poultry back into the spotlight, and these developments have the potential to adversely affect market development.