UTRECHT, NETHERLANDS — 2025 is shaping out to be a year of robust growth for the global poultry industry, according to RaboResearch’s latest animal protein report. Affordability, sustainability trends and strong demand in emerging markets drive this positive momentum. Keeping up the impressive pace from 2024, the global poultry market is expected to grow by 2.5% to 3% in the new year.

As economic pressure adds to high prices for other animal proteins, poultry continues to benefit as a lower-priced protein option.

“Chicken will remain well-positioned in times of expensive competing proteins and lower costs,” said Nan-Dirk Mulder, senior analyst of animal protein at RaboResearch. 

The report also noted a shift toward poultry as customer commitments to sustainability continue to trend in developed countries. Poultry’s relatively low carbon dioxide footprint compared to other meats makes it a valuable commodity. Emerging markets in Southeast Asia, Latin America, the Middle East and Africa are expected to lead this growth, but also developed markets, particularly Europe, will see ongoing expansion.

“However, the success of the market will hinge on balanced supply growth,” Mulder noted. 

One of the poultry industry’s biggest challenges is the ongoing highly pathogenic avian influenza (HPAI). What began in February 2022 has persisted into the new year with little indication of when it may let up.

A new wave of cases is currently affecting Europe and Northeast Asia.

Optimal biosecurity is key, according to RaboResearch. Many countries have already been adopting vaccination as a tool to reduce HPAI risks. However, potential new trade restrictions may pose a barrier to local markets and global trade. Furthermore, the disease contributes to a tight global supply of breeding stock.

Another major challenge facing the industry is the pending crop season.

“The most critical risks for the outlook are a potential La Niña year and crop-growing developments in Europe,” Mulder said. 

Operational costs are expected to remain relatively flat, supported by substantial supplies of corn and soybeans from North America and Brazil.

As the United States prepares for a new administration, additional unknowns hinder a clear outlook for the global poultry industry. During his presidential campaign, President-elect Donald Trump mentioned plans to enact a series of tariffs on imports, which has put the US agricultural industry on alert for potential retaliation against its products.

“Geopolitical tensions and trade issues will continue to challenge the industry, particularly issues related to policy changes by the new US government, rising tensions between Europe and China, ongoing rerouting of shipments via the southern route due to turmoil in the Middle East, and trade restrictions due to disease challenges,” Mulder said.

RaboResearch predicted a higher focus on food and resource security, local economies, and global trade relationships, which may create volatility for trade flows and prices.