An infographic analysis of economic resilience, reputational critiques, and future strategies.
The Italian poultry sector is not only a key supplier for the national diet but also a significant economic driver, characterized by remarkable production capacity and continuous growth.
€7.35
Bln
(Meat and Eggs, 2023)
105.5%
Production exceeds domestic demand.
+9.9%
(2023 vs 2022)
Criticisms and new regulations translate into a tangible increase in production costs. This, combined with strong price sensitivity, shapes the dynamics of a constantly evolving market.
Meat Production Cost Increase
Source: ISMEA
In 2023, poultry meat purchase volumes grew, but household spending decreased, indicating a search for more economical options.
+37.5%
Cost/kg Meat
-44%
Meat Produced
€8.24
Bln
Required Investments
Consumer trust is a valuable asset, challenged by a deep divide between industry practices and public ethical expectations. The perception of feeling "deceived" is a critical factor.
Percentage of Italian consumers who consider them such.
Percentage of consumers who consider it a problem.
Percentage of consumers who consider it important.
"Chicken meat is full of hormones to accelerate its growth."
A widespread belief that fuels distrust towards modern farming methods.
The use of hormones has been illegal in the EU and Italy for decades.
Rapid growth is the result of genetic selection and feed optimization, not illegal substances. Thousands of annual controls confirm this.
"Farms are full of antibiotics, which end up on our plates."
The fear of antibiotic resistance is often directly associated with meat consumption.
Antibiotic use in chicken reduced by 93.5% since 2011.
They are used only for therapeutic purposes under veterinary control and with strict withdrawal periods to ensure the absence of residues.
Facing criticism, the Italian poultry industry has embarked on a path of innovation and adaptation, investing in research and improving practices to meet new regulatory and consumer demands.
The poultry sector invests a share of its turnover in R&D almost triple the average for the Italian agri-food sector.
Contrary to common perception, the majority of hens are no longer raised in conventional cages, highlighting a significant transition.