Outlook 2026: Global growth in poultry meat set to continue

Global growth in the poultry meat sector is expected to continue throughout 2026, with another year of strong sector growth of approximately 2.5%. In the past 3 years, global growth was also around 3% per annum, according to the latest RaboResearch report.

This growth in the poultry meat sector is partly driven by the competitive price of chicken relative to the prices of beef and eggs, combined with improved economic conditions in key emerging markets such as Asia, the MEA region, and South and Central America. Even the rapid increase in the use of slimming agents such as Ozempic could, according to RaboResearch, boost chicken consumption, as it forms part of the associated diet.

Avian influenza

There is a good chance that avian influenza and geopolitical developments could be a major source of market volatility in 2026. Northwest Europe and Spain have been severely affected by avian influenza. In the US, the number of cases is also increasing. This wave of avian influenza outbreaks has adverse consequences for local production and the global market as a result of export restrictions.

The market for hatching eggs is already tight due to limited global grandparent stock and the cumulative impact of avian influenza. Prices for hatching eggs have risen to historical heights and could rise even further if the avian influenza outbreaks continue. Furthermore, the US's unpredictable trade policy could suddenly lead to changes in trade flows.

Poultry trade

Global trade in poultry meat is also expected to continue growing in 2026, by between 1.5% and 2%, though at a slower pace than the poultry sector itself. This is mainly because many emerging markets are increasingly focusing on their domestic markets with limited imports (such as India and Indonesia) or are imposing restrictions through quotas, high tariffs, or food security strategies (including the EU, the US, Saudi Arabia, Thailand, China and South Africa).

Brazil is, in any case, poised to expand its market share in global exports. China is also expected to export more poultry meat in 2026. The Netherlands managed to export more chicken during the first 3 quarters of 2025, but exports from the EU were under pressure while EU imports increased.

Thailand (+18%) and China (+38%) significantly increased their exports to the EU. These countries benefited from high European prices and reduced competition from Brazil, which was affected by avian influenza last year.