Summary of our market study

The global chicken market is seeing an upward trend with an expected value of $429.11 billion by 2028, growing at a 5.45 percent CAGR. The United States remains the largest consumer, while increased consumption has been noted worldwide, particularly in emerging countries. In 2022, the United States led production with 20,992 thousand metric tons, followed by Brazil with 14,465 thousand, and China with 14,300 thousand. Despite challenges such as the COVID-19 pandemic impacting demand and production methods, poultry consumption has surged in Italy, with domestic meat consumption rising by 25 percent in March compared to a five-year monthly average. However, investigations into production practices and animal welfare standards in Italy raise concerns over future demand and industry scrutiny.

Resilience and Growth in the Italian Poultry Market

The Italian poultry market has shown resilience and is marked by consistent growth, playing a significant role in the agribusiness industry and forming an essential part of the Italian diet. Chicken, a versatile and nutritious food source, has witnessed a steady rise in demand in Italy, echoing global consumption trends. In terms of production, Italy stands strong as one of the foremost poultry producers in Europe, contributing between 8 and 10 percent to the continent's total output by 2022. Understandably, this positions Italy amongst countries like Poland, Spain, Germany, and France, which are key players in the European market. 

Notably, the Italian market has recently attracted attention due to reports highlighting concerns over animal welfare and sanitary conditions. These issues have brought to light the need for regulatory vigilance and could influence market dynamics in the near future, potentially steering consumer preference towards more sustainable and ethically produced poultry products. The chicken consumption pattern in Italy reflects a broad acceptance with a high consumption rate, with more than 80 percent of the population partaking in white meat at least once a week over the past five years. Per capita consumption has also indicated stability with a slight increase, moving from around 20 kg to slightly over 21 kg in the course of three years, marking an overall rise of about 5 to 10 percent. The future trajectory of the Italian poultry market will undoubtedly involve adapting to the heightened consumer awareness regarding animal welfare, sustainability, and the ethical aspects of production. These factors, coupled with the inherent robust demand for chicken, paint a picture of a market that, while having to navigate emerging challenges, has a strong foundation for continued growth and evolution.

Key Players in Italy's Prolific Poultry Market

Italy's poultry market is both vital and vibrant, bolstered by a constellation of key players who not only have established their names domestically but also command noteworthy presence in the broader European context. As the Italian appetite for chicken sustains its momentum, there are a few market mavens that soar above the rest in shaping the industry's contour and direction.

  • The Veronesi Group, encompassing the brands Aia, Negroni, and Veronesi, emerges as a colossal entity in Italy's chicken production arena. This titan of the poultry world is known for its expansive operations, which reflect in its dominant stance in the market. As it continues to innovate and uphold standards of quality, the group leads in influencing market trends and consumer preferences.
  • Following the industry behemoth is O.R.A. S.r.l., another notable entity with a reputed place in the Italian poultry ecosystem. Its name is synonymous with quality and reliability, two attributes that have cemented its position as a trusted producer in the market.
  • Distinguished for its commitment to sustainable and organic farming practices, the Fileni Agricultural Company** has garnered particular attention.
  • Not only has it carved a niche in the organic segment, but recent investigative journalism has also thrown it into the limelight, scrutinizing its production conditions and ethical standards. In the sphere of cooperatives, Ripro-Coop Agricultural Cooperative Society stands out as a collaborative model that showcases how collective effort can lead to significant market influence.
  • Representing the interests and the output of multiple producers, this cooperative demonstrates the collective strength inherent in Italy's poultry industry. Individual excellence is also marked by companies like the Sorriso Agricultural Society and Agricultural company Il Sole, both of which have etched their names as reliable producers.

 

These entities contribute significantly to the multifaceted nature of the industry, ensuring that variety and choice remain hallmarks of the Italian poultry sector.

  • Feed production, key to sustaining the poultry value chain, counts on giants such as Romagnolo Feed Mill and Prealpina Agricultural Company S.r.l. Both play a critical role in the nourishment and well-being of poultry stocks across the nation, further influencing the quality of the final product reaching the consumers' tables.

As Italy's poultry market continues to grow and evolve, these main players are set to wield considerable impact. They must navigate an ever-changing landscape of consumer demands, regulatory standards, and global market pressures.

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Summary and extracts

1 Synthèse du marché

1.1 Introduction

The term chicken generally refers to the male and female of the Gallus gallus species raised for food. The poultry market in Italy plays a key role in the country's agribusiness industry and is an essential component in the diet of Italians. Over the years, demand for chicken meat has grown steadily, thanks to its nutritional profile, value for money, and versatility in preparing dishes.

Chicken is one of the most popular foods in the world. The United States is the country with the highest consumption. However, chicken meat consumption has increased in almost every nation. The global market is expected to reach a value of $429.11 billion by 2028, with a compound annual growth rate (CAGR) of 5.45 percent.

Italy belongs to the leading poultry producers in Europe, accounting for 9 percent of the total by 2022. Chicken production has recently become a popular topic in Italy thanks to investigative journalism, with reports that have exposed hygienic and sanitary conditions judged to be substandard and alleged mistreatment of animals.

In the future, this market will have to adapt to growing consumer concerns about animal welfare and sustainability.

1.2 The global market

As said earlier, chicken is one of the most popular foods in the world. The United States is the country with the highest consumption. However, chicken meat consumption has increased in almost all nations and regions, with consumers attracted by the low prices, the product's consistency and versatility, and the higher ...

1.3 The Italian market

Italy is among the leading poultry producers in Europe, with * percent of the total in ****. Only Poland, Spain, Germany, and France produce more.

Main chicken producers in Europe EU, ****, % European Commission

In ****, Italian poultry meat production decreased slightly to *,***,*** tons (***). Chicken meat production remained almost stable, while turkey meat production decreased ...

1.4 Export-Import

Data on Italian meat trade between **** and **** show an increasing trend for both imports and exports. In ****, meat imports amounted to $***.* million, while exports were $***.* million. In ****, imports increased to $***.* million, while exports grew significantly to $***.* million. The coverage ratio, which indicates the ratio of exports to imports, was constantly greater ...

1.5 The effect of covid

The poultry sector has been affected by the COVID-** pandemic, but the effects vary greatly from one area to another. Each country differs in the progression of the disease. In a study conducted in England and Spain, producers indicated a recent increase in demand for products, with **.* percent mentioning that the ...

2 Analyse de la demande

2.1 The question

The ISMEA (***) report indicates that there is a stable demand in Italy for chicken, which is the most widely consumed white meat in the country. In addition, demand for chicken products - such as minced meat and precooked products - is also growing steadily.

In ****, more than ** percent of the Italian ...

2.2 Demand drivers

The main drivers of demand for chicken are:

Healthier image compared to other meats, ease of preparation, and absence of religious constraints related to consumption. [***] Age of consumers: Chicken meat consumption decreases with advancing age. Consumption at least a few times a week is highest for children aged **-** and lowest ...

2.3 Geographical distribution of demand

Data on the regional consumption of white meat suggest a fairly homogeneous popularity of this type of meat throughout the country, except for Trentino Alto Adige, which shows a significantly lower consumption than other regions. The highest figure is for Tuscany.

These data show the percentage of people who consume white ...

2.4 The organic chicken

Free-range organic chicken is a form of chicken meat production that follows strict standards for animal health and welfare, as well as for the quality of meat produced. In this type of farming, chickens are free to move around and behave naturally, such as scratching the ground and laying eggs. They ...

3 Structure du marché

3.1 The market structure

Poultry farms are concentrated in the North, where about ** percent of the ** million broilers surveyed are raised. In the top three regions alone, nearly two-thirds of the national stock is raised.

Breakdown of head and broiler farms Italy, ****, % ismeamercati

Istat does not provide up-to-date data on market structure; however, Ismea data ...

3.2 The value chain

3.3 Distribution

Distribution of chicken meat is mainly through three channels.

Retail: Modern Distribution: refers to the more modern and structured sales channels, such as supermarkets, hypermarkets, and discount stores. Traditional Distribution: refers to the more traditional sales channels, such as independent grocery stores, butchers, and local markets. Calane Ho.Re.Ca.: covers ...

3.4 Slaughtering and processing

Over the past two years, broilers less than * kg have shown monthly fluctuations with an overall trend to remain stable, increasing *.* percent over the period. In contrast, broilers greater than * kg have shown more consistent growth over time, despite some fluctuations, registering an overall increase of **.* percent.

Number of broilers slaughtered Italy, ...

4 Analyse de l'offre

4.1 The offer

The term chicken is a generic term to refer to the male and female of the Gallus gallus species raised for food. Chicken according to age and weight can be defined as: pullet, hen, cockerel, free-range rooster, or capon:

chicken: * kg to *.* kg, suitable for all cooking. pullet: from *.* kg to ...

4.2 The prices

The previously explained increase in raw material costs, combined with the inflation that is affecting Italy, has led poultry prices to rise in recent years. As of February ****, this value has increased by **.*% compared to ****. The graph shows the monthly trend over the past * years.

Consumer price index trend for poultry Italy, ...

5 Règlementation

5.1 The regulation

At the European level, the most important laws for the market are [***]:

eU animal health and food safety regulations. Commission Regulation (***) No. ***/****: stipulates that imported poultry meat bearing certain optional indications must be accompanied by a certificate issued by the competent authority of the country of origin attesting to compliance with ...

6 Positionnement des acteurs

6.1 Segmentation

Among active companies in the poultry breeding sector, pure breeders and feed producers have to be distinguished. Among the breeders, the Veronesi group alone makes up more than ** percent of the industry's turnover, whereas the other companies all have a turnover of less than €*** million per year.

Breeders Name Turnover (***) SOCIETA' ...

  • SOCIETA' AGRICOLA LA PELLEGRINA S.P.A. (Gruppo Veronesi)
  • O.R.A. Società agricola S.r.l.
  • Società agricola Fileni S.r.l.
  • Società agricola Prealpina S.r.l.
  • Società cooperativa agricola Ripro-Coop (Amadori)

List of charts presented in this market study

  • World poultry market
  • Poultry production
  • Major chicken producers in Europe
  • Breakdown of agricultural turnover
  • Export - import of poultry (HS code: 0207)
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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

SOCIETA' AGRICOLA LA PELLEGRINA S.P.A. (Gruppo Veronesi)
O.R.A. Società agricola S.r.l.
Società agricola Fileni S.r.l.
Società agricola Prealpina S.r.l.
Società cooperativa agricola Ripro-Coop (Amadori)

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