Analysis of the market potential of poultry meat and its forecast

Abstract

Abstract The agri-food market is one of the strategic ones, since it ensures the food security of the country’s population. A significant aspect in the implementation of the new Doctrine of food security are products containing animal protein, including meat. Poultry farming has significant competitive advantages over other subsectors of animal husbandry in terms of investment attractiveness, purchasing opportunities for poultry meat and its processed products, dietary properties, and is also a product for all religious denominations. Analysis of the market potential of poultry meat in Russia in comparison with global trends showed the existence of unfilled niches both in the domestic and foreign markets. The main ones are the insufficient self-sufficiency of certain regions of the country with this product, the norms of poultry meat consumption in comparison with the leading countries, the low level of deep processing in most economic entities, the low share of meat from other types of poultry, almost absence of organic products on the market, and insignificant export volumes of poultry meat. Along with this, through a SWOT-analysis, the strengths and weaknesses of the industry, its threats and potential opportunities, as well as their combination, which is advisable to take into account when developing a strategy to improve the efficiency of the industry, have been identified. Taking into account the obtained results, a scheme for expanding the market potential of poultry meat is proposed, and its forecast for 2030 is given. The combination of these developments will allow the industry to increase the economic viability of its economic entities and expand the market potential of the target poultry meat market.