CONFERENCE REPOR ▶▶▶T
Premiumisation to stay ahead of the pack
The development of premium broiler markets is dynamic, with a growth outlook from 8% now to 15-20% in 2025 in the European Union. During the 3rd
edition of the Hubbard premium forum experts
shared their thoughts on market demands and the quest for new concepts covering the growing gap between conventional and premium concepts.
A BY FABIAN BROCKÖTTER
t the first Hubbard premium forum in 2015 con- cept broilers were only produced for top end con- sumers valuing the culinary experience and in countries with strong societal demands for animal
welfare and subsequent proactive retailers to create a market space for premium chicken meat. Since then, broiler concepts really took off. Nowadays almost every major supermarket player offers segmentation in their private labels, ranging
from value, to mid-range and from premium to niche. There is definitely more choice than ‘just’ chicken meat. The same pre- miumisation can be seen in food service companies and is also reflected in the interest for the 3rd
Hubbard forum. With
180 attendees from 34 countries, the numbers doubled com- pared to 2015. Hubbard’s Paul van Boekholt: “Producing pre- mium broilers is diverse, differing per country and per welfare scheme. That said, there is a well established market in France, the Netherlands and the UK. A new system was launched in Austria and countries like Denmark, Norway, Belgium and Germany are also developing fast.” Apart from the actual market developments, many produc- ers, food companies and retailers are preparing for a more longer term future. For example; over a 100 companies made commitments within the US and Canada Global Animal Part- nership programme. In Europe there is the ASK project for further and deeper development of more animal welfare friendly production. Both schemes ask for commitment now and action in the future. GAP outlines a replacement of chick- en breeds that result in poor welfare outcomes by 2024 with breeds meeting specified welfare outcomes within its 5-Step rating programme. ASK demands an adoption of breeds that demonstrate higher welfare outcomes meeting the criteria of the RSPCA Broiler Breed Welfare Assessment Protocol and a maximum stocking density of 30 kg/m2 or less by 2026. Hub- bard’s CEO Olivier Rochard: “Because efficiency of convention- al birds is improving year by year and average daily gain of slow growing concepts is limited, the gap between conven- tional and slow growing birds is widening. We have a dedicat- ed R&D team and invest € 8 million in our premium breeding and selection programme in order to keep the cost price of premium meat close enough to conventional products. Fur- thermore, we continuously work on the genetics side to have a bird that fits a wide range of segments, being able to produce in a segment in between the ends of the spectrum.”
Rabobank analyst Nan Dirk Mulder: “We are moving towards a new EU equilibri- um where slow growing will be gaining traction in Northwest Europe and vol- ume growth of standard chicken production will shift to Central and Eastern Europe.”
22 ▶ POULTRY WORLD | No. 6, 2019
Capturing more value When it comes to the global market development for animal protein, poultry is the fastest growing market. “Even in more or less saturated markets as the EU there is still a big upside in per capita consumption”, says Rabobank expert Nan Dirk Mulder. In countries like the US, Israel and Australia per capi- ta consumption is above 40 kg, the average EU consumption
PHOTOS: FABIAN BROCKÖTTER
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