EU domestic consumption of chicken meat is expected to increase by 0.9% in 2024, buoyed by both retail sales and consumption in the hotel, restaurants, and institutional sectors, according to a recent US Department of Agriculture (USDA) Global Agricultural Information Network (GAIN) report.

Over the longer term, chicken meat consumption is expected to grow as consumer preferences continue to favour chicken meat. Chicken meat is generally more affordable than other animal protein. European consumers also generally consider chicken meat to be healthier, more versatile, and easier to prepare.