Chicken overtakes pork: the new queen of our plates

Beef, lamb, pork?

The crown on our plates has long since moved elsewhere – and the latest figures are pulling the rug from under many industry insiders.

For decades, pork was the undisputed staple in frying pans, on barbecues and at deli counters across the world. But the ranking is now shifting markedly. Fresh assessments from international organisations show that another type of meat has taken the lead – and the trend is only beginning to gather pace.

Chicken instead of pork: the quiet shift in power on our plates

Pork dominated global meat consumption for years, largely because of enormous demand in Asia. China alone accounts for around half of worldwide consumption. Studies currently put annual global pork consumption at approximately 123 million tonnes.

However, the most recent OECD and FAO analyses make one thing clear: there is a new leader. Poultry, above all chicken, has now moved ahead, reaching roughly 139 million tonnes worldwide. At first glance, the gap may appear relatively modest, but it points to a decisive change in direction.

“Poultry is now the most widely consumed meat in the world – and the gap is widening every year.”

Although there are minor fluctuations from one year to the next, the trend lines are unmistakable: pork is largely stagnating, while poultry continues to grow. Chicken now takes centre stage in many home kitchens, food trends and social-media recipes – from protein bowls and meal-prep ideas to street food.

Why poultry is catching up so quickly

This shift has several mutually reinforcing causes. It is about money, time, health, culture – and the hard realities of the industry.

Price, inflation and purchasing power: meat is being costed out

Household budgets are under pressure in many countries. Rising energy costs, expensive feed and higher wages are making livestock farming more costly overall. Pig farming is particularly sensitive to these pressures, as rearing and fattening take longer and demand more resources.

• Longer fattening periods for pigs, resulting in higher fixed costs
• More feed per kilogramme of meat than chicken
• More expensive housing and land requirements
• More vulnerable markets when disease outbreaks and export bans occur

Chickens grow far more quickly, require less feed per kilogramme of meat and are easier to industrialise. This reduces production costs, making poultry an appealing option for supermarkets and fast-food chains – and therefore for consumers on tight budgets.

Religious and cultural barriers are largely absent

Pork is highly contentious in cultural terms. It plays no role, or only a very limited one, in several major world religions. Poultry, by contrast, is accepted in many cultures and can be incorporated easily into local cuisines.

For companies operating internationally, this provides a clear advantage: businesses developing chicken-based recipes and products can access considerably more markets without major adaptations.

Chicken is seen as “lighter” – and that shapes purchasing decisions

At the same time, health awareness is increasing. Nutrition experts, fitness influencers and diet programmes frequently favour poultry:

• less visible fat than many cuts of pork
• high protein content with comparatively few calories
• many neutral cuts that can be seasoned and marinated easily

Chicken breast, turkey strips and chicken thighs can all be incorporated easily into “healthy” bowls, salads or low-carb meals. This perception of chicken as a “light” protein source gives sales an additional boost – even if the realities of production are rarely so light.

The downside of the boom: highly intensive rearing facilities

As demand rises, so does the pressure on the poultry sector to supply meat ever faster and more cheaply. In many regions, large-scale industrial rearing facilities, housing thousands of animals in confined spaces, therefore dominate production.

“More chicken in the shopping trolley currently often means more animals in less space, with ever shorter lifespans.”

The contradiction is striking: on the one hand, many consumers want better animal welfare and smaller farms; on the other, a large proportion choose the lowest price per kilogramme. Supermarkets and discount retailers make consistent use of this divide by promoting especially cheap poultry offers.

There are also recurring debates over antibiotic use, shed hygiene and slaughter conditions. Buying chicken does not automatically support a “better” form of animal husbandry – even when the product is marketed as a healthier meat.

France as an example – a preview of global trends

In France, long a traditional pork-consuming country, the transition has already happened: poultry now leads per-capita consumption. Many other countries are following the same pattern, including states where meat has traditionally been closely associated with pork.

The overall market trend clearly suggests that poultry will continue to strengthen its leading position. Pork remains highly visible – in sausages, ham and barbecue products – but is steadily losing its dominance.

What this shift means for everyday life in German-speaking countries

The change is also apparent across German-speaking countries: barbecues, canteen buffets and takeaway menus contain noticeably more chicken than they did a few years ago. Kebabs, wraps, curries and Asian-style stir-fries – poultry often ends up in the bread or bowl.

For consumers, this creates more choice but also raises new questions:

• What type of farming actually lies behind the cheap chicken offer?
• Is it worth choosing regional poultry produced to higher standards?
• How often should meat feature in the diet at all?

Those seeking to eat more consciously do not necessarily choose more chicken, but rather less meat overall of higher quality. The poultry boom can therefore exist alongside a trend towards more mindful consumption – depending on income, convictions and access to information.

How to include chicken in a healthy and sensible diet

People who want to eat poultry can take several steps towards a somewhat better choice, both in health and ethical terms.

Pay attention to origin and processing

Taking a closer look at the label is worthwhile. Information such as the farming method, country of origin or organic certification provides an initial indication. Fresh, unprocessed cuts are easier to assess than breaded convenience products with long ingredient lists.

It is especially sensible to limit heavily processed products such as chicken nuggets or formed-meat schnitzels. They often contain additives, fats and coatings that can quickly undermine the supposed health benefit.

Choose gentle cooking methods rather than a fat-laden meal

Many people automatically associate chicken with something “light”. That can change quickly when it goes into a deep fryer or disappears beneath thick cheese-and-cream sauces. Those wishing to make the most of its benefits are more likely to choose:

• oven dishes with vegetables
• pan-fried chicken in dishes using little oil
• soups and stews with a high proportion of vegetables

Marinades made with herbs, spices, lemon or yoghurt add flavour without automatically adding large numbers of calories.

Looking ahead: poultry at the top, but the debate continues

The current figures leave little room for doubt: poultry has overtaken pork in worldwide consumption and is extending its lead. For farmers, retailers and policymakers, this represents major upheaval in production, animal husbandry and environmental impact.

At the same time, another development is gaining importance: plant-focused diets with less meat overall. Choosing chicken rather than pork today is certainly a different decision within the meat category, but it does not yet question the fundamental need for animal products. How strongly this second trend takes hold in the coming years will determine how long poultry can retain its role as the “queen of our plates”.