Poultry meat is a strategic product, which determines the relevance of studying its market from the standpoint of the availability of resources, existing problems, promising directions for expanding this segment and methodological approaches to its assessment. A review of existing methods for such an assessment shows that none of them can be fully adapted to the poultry industry. In this regard, the article under consideration has consistently studied the conceptual apparatus of the market potential of poultry products with its subsequent clarification, and also proposed a model for building relationships between economic entities in the production of this type of product, which were the starting point in the development of conceptual approaches to the methodology for assessing the market potential of poultry meat with its practical implementation in the poultry industry.