Niches in the market potential of poultry meat

Abstract

Poultry meat production has shown growth over the past 10 years. Russia is ranked 4th in the world for this indicator. The study was conducted using general scientific and statistical-economic research methods. The results of the study of the market potential of poultry meat indicate the existence of opportunities to expand this target segment. Broiler meat has been established to have a significant share in the structure of poultry meat balance and that meat from alternative poultry species is a niche. There are unfilled niches in the assortment portfolio as well. The market potential of poultry meat was also analysed by region, based on the criterion of the level of self-sufficiency in this type of product. A decrease in imports and an increase in exports can be observed in relation to export-import operations. At the same time, it is necessary to continue increasing the export potential both through permanent importers of poultry meat and processed poultry products and through its geographical expansion. Thus, the results of poultry meat market potential analysis have identified relevant niches, namely increasing the volume of meat production from alternative species of agricultural poultry, increasing the self-sufficiency of poultry meat in some regions of the country, ensuring per capita poultry meat consumption based on global trends, diversification of the product portfolio based on deep poultry meat processing, increase in functional and organic poultry meat products, increasing the volume of poultry meat export Based on these results, a scheme for expanding the market potential of poultry meat is proposed and its forecast for 2030 is given.