Bord Bia: Consumers 'trading down' to poultry due to beef prices
The Bord Bia Meat Marketing Seminar had heard that consumers are increasingly "trading down" to poultry products due to record high beef prices.
The Meat Marketing Seminar, which is taking place today (Friday, January 16) is an annual event for Irish meat exporters and stakeholders, and features several speakers involved in the sector, on topics including the latest meat market trends and developments, and providing updates on technical and marketing knowledge.
One of the speakers was Shauna Jager, pigmeat and poultry executive with Bord Bia, who said that Ireland's poultry export performance in 2025 delivered a "very strong year".
"Total primary poultry exports reached €163 million, an increase of 18% year-on-year. The UK continues to dominate as the most significant market, making up over 63% of total exports, with Northern Ireland growing by €10 million, while GB [Great Britain] grew by €6 million," Jager explained.
She added: "The really positive growth is seen in those international markets, where Africa rose by 23%, and the Middle East recording a 61% jump.
"These markets continue to play a really vital role in supporting carcass values and maximising the overall value.
"Value-added poultry also remains a critical part of this export mix, reaching €230 million, up 17% for the year, and again, the UK represents the vast majority of this trade, making up over 86%," Jager noted.
The Bord Bia sectoral executive explained that Irish poultry supply saw solid growth last year.
"Broilers and hens continue to dominate the supply base, together accounting for 96% of all birds processed, while ducks and turkeys make up the remaining 4%," she said.
"In terms of overall scale, Irish poultry production reached 122 million birds in 2025, up from 116 million in 2024, marking an 8% increase year-on-year.
Jager told the meat marketing seminar that poultry consumption continues to grow, both globally and within the EU.
"It really enforces that wider consumer trend we've been watching as beef prices are at record highs and inflation continues to influence household budgets, consumers are increasingly trading down into poultry and pigmeat," she said.
"These categories are obviously seen as more affordable, more versatile and convenient, and that is strongly reflected in consumption data," she added.
"The global production of poultry remains the fastest growing global protein, even through disruptions of [avian influenza], which led to impacts on supply chains...pre-Christmas. The output has continued to expand.
Jager said that poultry and pigmeat are the proteins showcasing consistent growth as consumers are looking for better value, while in Irish retail, shoppers are continuing to engage strongly with the chicken category.
However, whole birds had dipped slightly in terms of value sold, indicating consumer preference for quicker, portion-ready formats.
"Consumer are choosing cuts that deliver value, convenience, and flavour, and chicken is exceptionally well positioned to deliver on those needs," Jager said.
