The size of the poultry meat market in the Middle East is estimated at USD 15.93 billion in 2024 and is expected to reach USD 17.51 billion by 2029, with a compound annual growth rate (CAGR) of 1.90% during the forecast period (2024-2029). The rise in internet penetration and marketing through social media enhances market growth.
The commercial sector dominates the distribution channels for poultry meat, with nearly two-thirds of poultry meat products consumed in the region. The growing foodservice industry is driving poultry meat sales through commercial channels. Approximately 76% of consumers in the Middle East preferred to eat healthy food in 2021. Many consumers began to experiment with new foods that have been tested and invented through various commercial channels via foodservice institutions in the Middle East, leading to an increase in the market share of poultry meat. Foodservice companies have turned to delivery platforms to compensate for the lost traffic in their stores following the impact of the pandemic.
The fastest-growing distribution sector is the non-commercial sector, which is expected to record a CAGR of 2.20% in terms of value during the forecast period. Growth in this sector will be driven by the expansion of online trade channels, which have thrived alongside the significant growth of e-commerce. Internet penetration is rapidly increasing in the region. As of 2022, the Middle East had over 200 million internet users, representing 79% of the total population. Among them, 145.441 million were social media users, with most online meat delivery applications marketing their services and acquiring customers through digital marketing.
Supermarkets and hypermarkets have experienced significant growth, with a CAGR of 6.21% in terms of value from 2017 to 2022. Supermarkets and hypermarkets offer promotional discounts and deals. The growth in this sector is attributed to the availability of a wide range of products, including imported items, which are competitively priced compared to local products.
Source: Mordor Intelligence
