“Increasing affordability, rising urbanization and entry of new players will thrive Indian processed chicken market”, Says RNCOS
According to a new research report by RNCOS entitled, “Indian Processed Chicken Market Outlook to 2022”, the processed chicken has gained huge popularity in past couple of years due to its attractive health benefits for packed food and increasing health consciousness. The major growth drivers of the industry are Increasing affordability, rising urbanization, entry of new players and high demand for chicken products.
In the recent years, Indian consumers have started preferring to buy frozen processed chicken products rather than fresh meat from wet markets or live bird markets. A consumer perception that fresh poultry meat should be purchased as a live bird and slaughtered in their presence is of better quality; is changing day-by-day. Consumers have gained confidence in chilled or frozen meat because they believe that in today’s busy life schedule, frozen processed chicken products are served as a snack or starter, and can be cooked in no time.
The acceptance of frozen chicken products by consumers has modernized broiler’s meat processing sector in India. The modern poultry market consists of more than 12 firms, which are mostly operated by poultry integrators located in or near major urban areas. These firms use imported equipment and follow hygienic procedures, including monitoring employee health, water supplies, sanitary conditions and refrigeration facilities.
The Centre and States have planned to step up veterinary research in creating new broiler varieties, so that there is gene pool diversity and less reliance on a handful of US companies. This acts a huge opportunity for prospective players and investors to invest in a diversified poultry industry and especially frozen chicken products, where both large units and community-based efforts co-exist to cater to a diversified consumer base.
Currently, every modern grocer is increasing space in his refrigerated display units for frozen foods. The potential of this category can be easily seen, and therefore people have started invested in space and equipment even before the category began to grow. However, there are only 7-8 brands exist in the market presently, but this number is expected to rise at startling rate in coming years. The most demand frozen chicken products are chicken nuggets, kebabs, chicken lollipop and burger patties. Also, chicken food items like chicken parathna, salami, etc. are consumed by Indians frequently.
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