Frosty Flavors: Mapping the Dynamics of the Poultry and Beef Market in the GCC

The GCC frozen poultry and meat market has experienced steady growth, driven by factors such as a rising population, urbanization, and changing lifestyles. The convenience of frozen products, coupled with the increasing demand for protein-rich diets, has contributed to the market's expansion. This article provides an overview of the GCC frozen poultry and meat market, exploring key trends, challenges, opportunities, and the factors influencing its growth.

Key Statistics: GCC Frozen Poultry and Beef Market Size & Share Analysis

The GCC Edible Meat Market size is estimated at USD (11.52 billion in 2024), and is expected to reach (USD 12.57 billion) by 2029, growing at a CAGR of 1.75% during the forecast period (2024-2029). Approximately 65% of this market comprises imports. The rise of expat population and tourism in the region is driving the demand for mutton meat. Fresh and chilled mutton is likely to be the fastest-growing form in the region.

Poultry is the most consumed meat type in the GCC region. Pork is banned in most GCC countries under Islamic dietary law. However, consuming pork is not illegal for non-Muslims in the UAE and Bahrain. These two countries import pork sold in authorized food service establishments and retail outlets.

Beef is anticipated to grow during the forecast period, registering a CAGR of 1.93% by value. Bahrain has the highest per capita beef consumption of 15.80 kg in 2023. The country relies on beef imports from New Zealand, Pakistan, and the United Arab Emirates. Most fresh meat cuts available through online channels are New Zealand's beef sirloin, topside steak, and silverside steak. The country has also seen an increase in the ex-pat population from Western and Asian nations over the last two decades, leading to a more diverse range of gastronomic preferences, including food items like hamburgers. Similarly, among red meat, consumption is primarily dominated by beef due to the religious affiliations of Bahrain's population.

By country, Saudi Arabia is the top importing country for the frozen poultry and beef meat market with value reached (USD 2.8 Billion) representing a share of 37% from total GCC imports, followed closely are the United Arab Emirates with a share of 36%m and then Kuwait and Qatar with values reached (USD 724 million), and (USD 693 million) respectively.

Saudi Arabia has the highest consumption of edible meat, with a share of 20.42% by value of the GCC edible meat market. The country is increasing its meat production facilities to gain self-sufficiency in meat production. For instance, Saudi Arabia plans to invest (USD 5 billion) to boost poultry production as the Kingdom aims to achieve a poultry meat self-sufficiency rate of 80% by 2025.

For the top supplying markets, Brazil is ranked first as the top supplying market with a share of 44%, followed by Australia, India, and Pakistan with shares of (10%), (7%), and (5%) respectively. (Source: ITC- Trade Map)

 

Poultry: The Preferred Meat Option in GCC Region

Poultry is the most consumed meat type in the GCC region. The sales of poultry meat in the region rose by 15.95% in value from 2019 to 2022. Among all poultry birds, chicken meat dominated in the region compared to turkey, duck, and goose. Several countries are investing in improving poultry meat production.

With a strong preference for fresh chicken underpinning local production, traditional importers also face the challenge of increasing consumer preferences for chicken pieces and a varied offering of value-added products. Also, with supermarkets gaining market share over traditional outlets, branding is becoming more important in this high growth, but very competitive sector.

The GCC imports almost (USD 4.0 billion) of poultry meat annually to satisfy local demand. However, traditional exporters to the region are coming under increasing pressure from rising consumer expectations, expanded local production capacity and new entrants into the market.Chicken imported into the GCC is almost invariably in frozen form, comprised of 70% whole chickens and 30 % chicken cuts. Although GCC producers find it difficult to compete in the frozen poultry sector, they are in a stronger position in the fresh and chilled poultry market.

Saudi Arabia has taken significant steps to develop local poultry production capacity to boost the country’s food security. Poultry meat production in the Kingdom aims to reach 80% of self-sufficiency by the year 2025. This expansion is expected to come as a result of major investments by the most significant participants in the market – Al Watania Poultry, Al-Fakieh and Almarai.

Turkey is an emerging force in this market and is increasingly targeting its exports towards the GCC. Its exports of – mostly whole – chicken has increased at a CAGR of more than 60% in the period between 2016 and 2019 and Turkish exports are expected to account for almost 26.5 percent of global trade in 2021.

 

Consumer Behavior Dictates Key Trends

• Expanding Popularity of Processed Meat among Millennial Category to Have Positive Impact on Growth Trajectory

The trend of snacking and on-the-go food items has seen rapid rise over the years. This trend is hugely popular among a large chunk of the global populace, especially among the millennial category. Hectic work schedules, long office hours, and change in lifestyle are some of the factors that have influenced the snacking and on-the- go food items trend. Processed meats are consumed on a large scale as they are tasty and ready-to-cook or ready-to-eat. Therefore, these factors have a positive impact on the growth of the GCC processed meat market.

• Rising Number of Quick Service Restaurants (QSRs) to Invite Considerable Growth Prospects for GCC processed meat market

Key quick service restaurants (QSRs) such as McDonalds and KFC are a favorite among various age groups. The hassle-free food items available at QSRs attract substantial customers. These QSRs are partnering with the players in the GCC processed meat market.

• Poultry to Emerge as Dominating Segment Due to Shift of Many Consumers from Red Meat to White Meat

Red meat, according to many studies, is harmful for the human health. Red meat contains more cholesterol as compared to white meat. Furthermore, the trans-fat content is also more in red meat than white meat. These factors are encouraging white meat consumption to a great extent. Hence, in terms of meat type, the poultry segment may account for a leading growth share of the GCC processed meat market during the forecast period.

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