Growing consumer demand for cheaper protein sources
Poultry sector manager at Bord Bia, Peter Duggan, said the growth in the poultry sector was on the back of its market position as a cheaper protein source and a changing consumer lifestyle.
“After the recession consumers moved into the poultry and egg category in response to the lower protein source costs." - Peter Duggan \ Philip Doyle
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Sales of Irish chicken and eggs continue to grow as consumers opt for less expensive sources of protein.
Peter Duggan, poultry sector manager at Bord Bia said poultry products had benefited from the recession and shifting consumer lifestyles.
He said that following the economic crash sales of poultry and eggs began to grow. In the last 10 years, the number of layer hens has grown by 85% from about 2m to 3.5m and poultry supplies have risen from 73m head to 98m.
Speaking to the Irish Farmers Journal at the Bord Bia poultry and egg conference, Duggan said: “After the recession consumers moved into the poultry and egg category in response to the lower protein source costs. In more recent times, consumers are moving into that category because they want to make lifestyle choices and they see egg and chicken as being versatile and fitting in with their lifestyles. That’s what has been fuelling the expansion in the sector.”
Poultry sales were worth €287m in 2017. Duggan said that for Bord Bia the priority was not to increase penetration, as 97% of Irish households already bought chicken, but to increase the frequency of purchase. For 2019, Bord Bia’s marketing strategy will target 25- to 44-year-olds as they account for 25% of the population but just 20% of chicken sales.
Egg sales now total €133m and are growing in value. Duggan explained that consumers were gradually moving towards free-range production which commanded a price premium. Free-range accounts for 42% of all Irish egg production and is worth €62m. In comparison, enriched cages accounted for 54% of production but were worth just €50m.
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Title: Growing consumer demand for cheaper protein sources
Poultry sector manager at Bord Bia, Peter Duggan, said the growth in the poultry sector was on the back of its market position as a cheaper protein source and a changing consumer lifestyle.
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Sales of Irish chicken and eggs continue to grow as consumers opt for less expensive sources of protein.
Peter Duggan, poultry sector manager at Bord Bia said poultry products had benefited from the recession and shifting consumer lifestyles.
He said that following the economic crash sales of poultry and eggs began to grow. In the last 10 years, the number of layer hens has grown by 85% from about 2m to 3.5m and poultry supplies have risen from 73m head to 98m.
Speaking to the Irish Farmers Journal at the Bord Bia poultry and egg conference, Duggan said: “After the recession consumers moved into the poultry and egg category in response to the lower protein source costs. In more recent times, consumers are moving into that category because they want to make lifestyle choices and they see egg and chicken as being versatile and fitting in with their lifestyles. That’s what has been fuelling the expansion in the sector.”
Poultry sales were worth €287m in 2017. Duggan said that for Bord Bia the priority was not to increase penetration, as 97% of Irish households already bought chicken, but to increase the frequency of purchase. For 2019, Bord Bia’s marketing strategy will target 25- to 44-year-olds as they account for 25% of the population but just 20% of chicken sales.
Egg sales now total €133m and are growing in value. Duggan explained that consumers were gradually moving towards free-range production which commanded a price premium. Free-range accounts for 42% of all Irish egg production and is worth €62m. In comparison, enriched cages accounted for 54% of production but were worth just €50m.
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