United Kingdom Poultry Meat Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2030

United Kingdom Poultry Meat Market Analysis

The United Kingdom Poultry Meat Market size is estimated at 4.66 billion USD in 2025, and is expected to reach 4.81 billion USD by 2030, growing at a CAGR of 0.64% during the forecast period (2025-2030).

The United Kingdom poultry meat market is experiencing significant transformation driven by evolving retail dynamics and changing consumer preferences. Supermarkets and hypermarkets continue to dominate the retail landscape, accounting for 64.2% of off-trade channel sales in 2022. The grocery retail market is led by major players like Tesco and Sainsbury's, holding market shares of 27.5% and 15.2% respectively, demonstrating the concentrated nature of poultry meat distribution. These retailers are increasingly focusing on private label offerings and expanding their product ranges to include premium and value-added poultry products, reflecting the market's adaptation to diverse consumer demands.

The foodservice sector represents a substantial growth avenue for the poultry meat market, with the United Kingdom boasting approximately 46,200 takeaway and fast-food restaurants as of 2022. The market has witnessed significant expansion in quick-service restaurant chains, with the UK hosting the highest number of Subway restaurants in Europe at 2,209 locations. The presence of 32,000-35,000 full-service restaurants further emphasizes the robust foodservice infrastructure supporting poultry meat consumption. Major players in the industry are actively expanding their production capabilities, as evidenced by Cranswick's new commercial poultry facility in Hull and Maelor Foods' expansion of operations to double production capacity.

Digital transformation is revolutionizing retail poultry, with approximately 46.6 million people in the UK accessing the internet daily. While only 13% of grocery shopping was conducted online in 2022, the channel is experiencing rapid growth, particularly among younger consumers, with 58% of individuals aged 27-42 preferring e-commerce for grocery purchases in Q2 2023. This shift is prompting retailers to enhance their digital capabilities and develop omnichannel strategies to meet evolving consumer expectations.

Product innovation and menu diversification are driving market dynamics, particularly in the quick-service restaurant segment. Major chains are regularly introducing new offerings to maintain consumer interest, as demonstrated by McDonald's launch of spicy chicken McNuggets in 2022. The market is also witnessing increased focus on premium and specialty processed poultry products, with retailers and foodservice operators expanding their range of marinated, pre-prepared, and convenience-oriented poultry products. This trend is supported by the extensive network of full-service restaurants that continue to innovate with unique preparations and fusion dishes incorporating poultry meat.

United Kingdom Poultry Meat Market Trends

Labor shortage is highly affecting the industry

• The UK poultry production decreased by 1.88% in 2022 from 2021. The UK’s domestic poultry population is made up of a variety of species, predominantly fowls and turkeys, but also ducks and geese. Guinea fowls and quail are used less often. However, in 2022, the poultry population in the United Kingdom declined by 1.0%, reaching 188 million birds; breeding and laying fowl declined by 0.5%, reaching 53 million birds compared to 2021. Similarly, broilers (table chickens) experienced a 0.5% decrease in 2022 compared to 2021, reaching 126 million birds, representing just over two-thirds of the total poultry population.
• Currently, there are 1,132 poultry breeds recognized around the world, 58% of which are in Europe. In Europe, 204 poultry breeds are already critical, and 34 are extinct. In the UK, there are over 280 poultry breeds (33 ducks, 23 geese, 124 fowls, 63 miniatures, 20 bantams, and 18 turkeys), all of which, apart from a few recent imported exotics, are officially recognized as a breed and standardized by the Poultry Club of Great Britain. The UK poultry meat industry is struggling with labor shortages across the farming and processing sectors.
• The producers are concerned about the impact of Brexit on staple products. As a result of labor shortages, UK producers are producing a limited range of products for UK customers. The average vacancy rate was over 16% of the total workforce in 2021, and the number of gaps is on the rise. Brexit has had a knock-on effect on the industry, with many producers having to reduce weekly chicken output by 5-10%; all-year-round turkey output dropped by 10% in 2021 compared to 2020. Christmas turkey production was estimated to have dropped by 20% in 2021.

Brexit and the Russia-Ukraine conflict inflated the prices in the United Kingdom

• The prices of poultry in the UK rose by 10.18% from 2017 to 2022. Chicken is the most widely consumed meat in the UK, with people eating it more than beef, lamb, or pork. Chicken’s low cost has made it the meat of choice across the country. However, the average retail cost of chicken rose by 31 p/kg in May 2022, nearly 12% more expensive than it was a year ago, reaching USD 3.2/kg. War in Ukraine, increased energy prices, and Brexit are a few of the reasons why poultry prices increased in the UK.
• The farm gate prices increased by nearly 50% in 2022 compared to the previous year. The cost of production in the country has become increasingly expensive due to rising electricity, fuel, vaccines, packaging, and other costs. In 2022, for a small facility, the electricity bill increased from USD 200 per month to more than USD 600 per month, and the cardboard boxes used to store chickens increased from USD 800 per 1,000 to more than USD 1,000 per 1,000. The vaccines needed for the chickens also increased by 8% in the same year. Furthermore, the cost of feed increased in the previous year. This was due to a surge in the prices of wheat and soy, which are often used in the feed production process, due to the unsuccessful harvests and the Russia-Ukraine War; the countries together account for approximately 30% of the world's wheat supply.
• In recent months, fast food outlets such as Nando's and KFC have seen their prices rise. The average retail price of refrigerated oven-ready chicken increased from a low of USD 2.69/kg to USD 4.2/kg in the past two years. For example, in December 2021, a box of chicken wings was priced at USD 22, which increased to USD 27 to 28 per box in May 2022.

Segment Analysis: Form

Fresh/Chilled Segment in UK Poultry Meat Market

The fresh poultry segment dominates the United Kingdom poultry meat market, commanding approximately 47% market share in 2024. This significant market position is primarily driven by British consumers' strong preference for fresh poultry products, particularly whole chickens and chicken breasts. The segment's dominance is reinforced by the growing consumer demand for free-range and 100% British chicken products, with major retailers like Marks and Spencer adopting complete British chicken sourcing policies across their poultry range. The segment's strength is further supported by the presence of over 30,000 companies engaged in poultry production throughout the UK, maintaining a robust supply chain that ensures consistent availability of fresh poultry products to meet consumer demand.

Processed Segment in UK Poultry Meat Market

The processed poultry segment is experiencing the most dynamic growth in the UK poultry meat market, projected to maintain strong momentum through 2024-2029. This growth is primarily driven by increasing consumer demand for convenience foods and ready-to-cook options, particularly among urban professionals with busy lifestyles. Major retailers are actively expanding their processed poultry offerings, with companies like Birds Eye launching innovative 'Chicken Shop' frozen foods to meet evolving consumer preferences. The segment's growth is further supported by the rising popularity of various processed formats, including nuggets, deli meats, and marinated products, along with increasing investment in processing facilities by major market players to enhance production capabilities and meet growing demand.

Remaining Segments in Form Segmentation

The frozen poultry and canned segments complete the UK poultry meat market's form segmentation, each serving distinct consumer needs and preferences. The frozen poultry segment maintains a strong presence in the market, particularly popular among food service providers and cost-conscious consumers due to its longer shelf life and competitive pricing compared to fresh alternatives. Meanwhile, the canned segment, while smaller in market share, continues to serve specific market needs, particularly in long-term storage applications and convenience foods. Both segments benefit from ongoing innovations in packaging and preservation technologies, helping maintain their relevance in the overall market structure.

Segment Analysis: Distribution Channel

Off-Trade Segment in UK Poultry Meat Market

The off-trade channel dominates the UK poultry meat market, commanding approximately 66% of the total market value in 2024. This significant market share is primarily driven by supermarkets and hypermarkets, which serve as the primary retail destination for poultry products purchases. Major retail chains like Tesco, Sainsbury's, Asda, and Morrisons have established strong distribution networks across the country, offering consumers a wide variety of poultry products ranging from fresh and frozen to processed poultry options. These retailers have also strengthened their position by introducing private label brands and implementing advanced cold chain infrastructure to maintain product quality. The segment's dominance is further reinforced by the increasing consumer preference for one-stop shopping experiences and the availability of diverse poultry product options under a single roof.

Online Channel Segment in UK Poultry Meat Market

The online channel is emerging as the most dynamic segment in the UK poultry meat market, projected to grow at approximately 5% CAGR from 2024 to 2029. This growth is primarily fueled by the increasing digitalization of retail and changing consumer shopping preferences. The segment's expansion is supported by the high internet penetration rate in the UK, with over 46 million daily internet users. E-commerce platforms are enhancing their service offerings through innovations like doorstep delivery, click-and-collect options, and specialized meat delivery services. Premium online butcher shops such as Farmison & Co, Turner & George, and The Dorset Meat Company are gaining traction by offering high-quality poultry products sourced from farms with superior animal welfare standards. The convenience of online shopping, coupled with features like subscription services and personalized recommendations, is expected to drive continued growth in this segment.

Remaining Segments in Distribution Channel

The on-trade channel represents a significant portion of the UK poultry meat market, primarily serving the foodservice sector including restaurants, fast-food chains, hotels, and institutional catering. This segment is characterized by bulk purchases and specialized product requirements to meet diverse culinary needs. Convenience stores, while smaller in market share, play a crucial role in serving local communities and providing easy access to cooked poultry products in urban and suburban areas. The 'others' category, encompassing independent butcher shops, specialty stores, and direct-from-farm sales, contributes to market diversity by offering unique and premium poultry products to discerning consumers.