January 30, 2023


USPOULTRY: 2023 poultry global market outlook, consumer trends highlighted at forum during IPPE




A senior global specialist animal protein with Rabobank noted the "many changes" in the past years within the poultry industry and highlighted major events like the war in Ukraine and avian influenza at the Poultry Market Intelligence Forum, held during the 2023 International Production & Processing Expo (IPPE) in Georgia, the United States.


During his "Global Poultry Market Outlook 2023" presentation, Nan-Dirk Mulder, noted that for the general market outlook for 2023, the focus will shift to the operational side. He remarked that poultry and eggs are the winning protein, and consumers are trading down from meat. He also discussed major supply challenges for 2023, such as input costs, distribution, labor and avian influenza.


For the global chicken market outlook for 2023, Mulder commented that there would be ongoing tight conditions and more global trade opportunities. For the global egg market outlook, he stated that egg demand will remain strong, as it is the cheapest protein. However, avian influenza, high feed costs and market uncertainty will have a big impact on supply in 2023.


During his presentation on "The Modern Consumer: Understanding and Influencing in 2023 and Beyond," Steve Lerch, president of Story Arc Consulting, said that the industry needs to observe the modern consumer to understand how they think, what they are interested in and how to sell to them. He added that the industry needs to follow and embrace trends, care about what the consumer cares about and cut through the noise. He discussed various online tools that can assist in learning about the latest trends and recommended that companies promote the one thing for which they are the best.



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