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Poultry meat consumption trends in Europe

Published online by Cambridge University Press:  07 May 2008

P. MAGDELAINE ,
M.P. SPIESS  and
E. VALCESCHINI
P. MAGDELAINE
Affiliation:
ITAVI, 28 rue du Rocher, 75008 Paris, France
M.P. SPIESS
Affiliation:
Ubifrance 77, Boulevard Saint Jacques 5014 Paris, France
E. VALCESCHINI*
Affiliation:
National Institute of Agronomic Research (INRA), Darese 147, rue de l'Université 75007 Paris 05, France
*
Corresponding author: egizio.valceschini@paris.inra.fr
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Abstract

What are the main factors affecting consumption of poultry meat? Can buying behaviour and consumption attitudes be altered by a context that seems to be lastingly affected by the presence of avian influenza? This paper proposes some answers to these questions by taking into account the geographical diversity of consumption and its recent evolution in Europe. Relatively low and competitive pricing of poultry compared to other meat, the absence of cultural or religious obstacles, and dietary and nutritional (protein) qualities are the main factors explaining its attractiveness. Others factors underly consumers' attraction to poultry. Firstly, during the various health crises consumers' attention has been focused on production methods (feed, animals' well-being, etc.) and on reliability of information. Interest in 'approved local' products, whose appeal is based on the credibility-taste combination, has consequently spread in Europe. Secondly, consumption has developed around more elaborate products incorporating two types of service: a saving of preparation time ('ready-to-eat' food) and a diversification of places of consumption (catering outside the home).The main trends within poultry's consumption have not been changed by the avian influenza episode. Tendencies noted during the last decade and described in the article are anticipated to remain the same.

Keywords

poultryconsumptionconsumer attitudesqualityavian influenza
Type
Review Article
Information
World's Poultry Science Journal , Volume 64 , Issue 1 , March 2008 , pp. 53 - 64
Copyright
Copyright © World's Poultry Science Association 2008

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