Poultry meat remains the most consumed source of animal protein in the European Union. According to Eurostat (2024), average consumption has exceeded 24 kg per capita, with steady growth driven by affordable prices, nutritional value, and reduced cooking time. Romania aligns with these trends, and INS data shows that the poultry segment accounts for over 45% of total meat consumption.

From a nutritional standpoint, poultry meat is considered an efficient source of complete proteins, with a lower saturated fat content compared to other types of meat. EFSA studies highlight the important role of processing methods and adherence to the thermal chain in maintaining its safety profile.

Food safety in the poultry sector is determined primarily by strict control of pathogens such as Salmonella and Campylobacter. European monitoring in 2024 indicates a decrease in the prevalence of these agents, due to investments in biosecurity, improved hygiene in slaughterhouses, and the use of modern refrigeration techniques.

The growing demand for poultry products from short supply chains, sourced from local farms, is visible in most EU member states. Consumers increasingly seek poultry meat coming from alternative systems, such as slow-growth production or certified plant-based feed.

For processors, challenges include the need to ensure full traceability, quality certifications, and compliance with European regulations regarding the reduction of antimicrobial use. For retailers, the category continues to be one of the most dynamic, driven by the ready-to-cook segment and advanced packaging products.

Poultry meat maintains its relevance in 2025 due to the balance between affordability, nutritional profile, and adaptability to urban consumption.

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