Consumption of poultry products globally is on the rise. It is predicted that between 2013 and 2023 the industry will grow at a rate of 3.2% per year, with uptake set to increase faster than pork and beef products. Changing consumer behaviors and attitudes have helped fuel the increase in poultry consumption, alongside a growing population worldwide. A 2016 report — Poultry Trends  — highlighted that developing countries will account for 73 per cent of additional meat output over the next decade, with poultry the main driver of additional gains due to its low production costs relative to other meats.

In the US, a recent report by Technomic, 2017 Center of the Plate: Poultry Consumer Trend Report, compiled findings from more than 1,500 consumers, and outlined that poultry remains the protein of choice — with chicken consumption being bolstered in recent years by increases at breakfast and snacking options. Turkey consumption was still centered on festive occasions. However, 38% of those surveyed highlighted their desire to see restaurants offering more turkey on menus as a main protein choice. According to the report, the U.S. is projected to continue to lead poultry production, with output of over 23 million metric tons by 2025.