Ireland to benefit from 60pc rise in demand for poultry to 2030

Global demand for poultry will be 60pc greater in 2030 than it was in 2010 and Ireland is in line to share in the overall market growth, according to Rabobank, which released a review of the sector in advance of the 2012 Poultry and Egg Conference in Monaghan tomorrow.

Ireland needs to focus on the ‘Irish brand’, fresh poultry products and added value, Rabobank said. 

“In Ireland, poultry is gradually becoming the number one type of protein consumed, although overall meat consumption is declining very slightly. Increasing imports will challenge domestic suppliers.

“The future of the Irish poultry market looks relatively good. Ireland will benefit from market growth in general but will need to focus on retail access and look to benefit from UK market access and valuable by-products. In industry terms, Ireland should increase consolidation, adjust its industry to the volatility and improve efficiency in farming and processing.”

Commenting on the global poultry market, Nan-Dirk Mulder, associate director, animal protein, food and agribusiness advisory and research, said: “The new reality facing the global poultry market is putting increased pressure on performance in traditional production countries.

“Increasing globalisation in the poultry market means that companies from emerging markets are taking the lead, with Europe taking a back seat. There will be ongoing growth in the market but with regional differences and a changing competitive landscape, with import competition remaining fierce.”

Companies need to look at their value proposition and look to where they can add value and innovation, according to Rabobank.

“They can also look at becoming preferred suppliers, invest in market leadership, cost leadership and invest in market intelligence. In the value chain more balanced supply, more consolidation, adjusting volatility in the value chain model and more backwards integration in Eastern Europe is needed.”

Sorcha Corcoran