According to Rabobank, the global poultry sector is set to maintain a strong growth trajectory in 2026, with worldwide production and consumption expected to expand by around 2.5%. This follows three consecutive years of growth close to 3%, confirming poultry’s position as the fastest-growing animal protein globally.
Consumption supported by economics and consumer trends
Growth in poultry consumption continues to be underpinned by several structural factors. Poultry faces fewer cultural and religious constraints than other animal proteins, supporting broad-based demand across regions. At the same time, improving economic conditions in key growth markets such as Asia, Africa and Latin America are reinforcing consumption.
Competitive pricing also plays a central role. In the current market environment, limited availability of beef and eggs has strengthened poultry’s relative affordability. Consumer preferences are further supporting demand, with poultry aligning well with trends towards convenience, product diversity and perceived health benefits. Rabobank also notes that the rapid uptake of GLP-1 weight-loss medications may indirectly support poultry consumption, as chicken is often included in recommended diets associated with these treatments.
Production growth uneven across regions
Most poultry-producing countries are currently benefiting from favourable market conditions. Outlooks remain particularly positive in Latin America and Southeast Asia, while production growth in Europe, as well as longer-term expansion in the United States, India and China, illustrates how quickly supply can respond under bullish conditions.
However, Rabobank highlights that in several of these regions, production growth has accelerated to levels that may require future rebalancing. Slower expansion rates could become necessary to align supply more closely with demand, especially where optimism has driven rapid capacity increases.
Operational excellence remains a priority
For 2026, operational performance is expected to remain a key focus area for poultry producers. Although the global feed price outlook is currently favourable, with limited upward pressure anticipated, Rabobank cautions that uncertainty remains. Northern Hemisphere crop production is still at an early stage, and weather conditions could alter feed market dynamics.
Volatility risks persist, with avian influenza and geopolitical developments identified as the main potential disruptors. The current high-pressure avian influenza situation in the Northern Hemisphere is described as a significant concern, as continued spread during the winter season could affect both local production and international trade flows.
Geopolitics also remains a critical variable. Changes in trade relations, including the potential signing of new trade agreements or a peace agreement in Ukraine, could reshape market access and stimulate rebuilding of local poultry industries with stronger international links. Labour availability, increased use of smart technologies—including artificial intelligence—and rising investment levels are additional factors expected to influence industry performance.
Global trade growth below market expansion
Global poultry trade is projected to grow by 1.5% to 2%, a slower pace than overall market growth. This reflects a continued shift towards food security-driven policies, with governments placing greater emphasis on domestic production and reducing reliance on imports.
Within this context, Brazil and China are well positioned to gain additional market share, although both are expected to face ongoing volatility linked to disease pressure and geopolitical uncertainty. Potential trade-related disruptors identified by Rabobank include future US trade agreements and a possible EU-Mercosur deal, both of which could alter competitive dynamics in global poultry markets.
