Poultry meat consumption is on the rise globally, with the market showing optimistic trends, particularly in Europe, China, the Middle East, South Asia, and Southeast Asia. Europe's poultry sector is experiencing a surge due to high demand and decreasing feed prices, with Poland being the top producer and exporter of breast meat. Europe witnessed a 4.5% increase in poultry meat production in the first half of the year, mainly in Hungary, France, Poland, Italy, and Spain. However, the market needs to maintain balance to prevent oversupply. Factors contributing to the demand include the meat's smaller ecological footprint, lower feed prices, and its sustainability compared to pork and beef. Despite these positive trends, RaboResearch highlights challenges such as geopolitical tensions affecting global trade and the ongoing bird flu situation.