The numbers are clear: chicken now represents 39.2% of the combined consumption of the four major animal proteins in the United States, and this share is expected to surpass the symbolic 40% threshold in 2026. This dominance is the result of fifteen years of uninterrupted growth – a 28% increase in per capita availability since 2010. However, behind this success lies a strategic reality the industry can no longer ignore: the days of easy growth are over.

When Volume Ceases to Be a Driving Force

As long as beef and pork were losing ground, the poultry industry could expand without questioning its methods. However, these two categories have shown unexpected resilience, remaining close to their 25-year averages. American consumers appear to have reached a threshold below which they refuse to reduce their consumption of these proteins any further. As for turkey, its continued decline – now at its lowest level since 1986 – illustrates the fate that awaits any industry that fails to reinvent itself.

For chicken, the situation is unprecedented: any further growth in volume will require an increase in total animal protein consumption, which is already at a historic high.

Producing More for Less

This is where the central question for producers and integrators arises: how can they remain competitive when the market’s growth potential is shrinking? The answer does not lie in simply increasing volume, but in thoroughly optimizing every link in the production chain.

Smart farming technologies – environmental sensors, monitoring software, predictive analytics – are no longer cutting-edge investments reserved for large operations; they have become a competitive necessity.

In practical terms, these solutions enable real-time monitoring of temperature, humidity, air quality, and animal behavior in livestock buildings; anticipate health issues before they result in economic losses; optimize feed and water consumption based on the actual needs of each herd; and reduce mortality and improve the feed conversion ratio – two indicators directly linked to profitability.

Efficiency as a Competitive Advantage

In a market nearing saturation, competitiveness is no longer measured solely by the price per kilogram of live weight at the truck gate. It is achieved through consistency, flock after flock, thanks to decisions based on reliable data rather than intuition.
A farmer who prevents an outbreak thanks to an early warning, or who optimizes their production cycles by a few days, gains an advantage that less-equipped competitors cannot offset through volume alone.

Staying Ahead in a Competitive Market

Consumer data sends a clear message: the era of extensive growth is ending. This does not mean the poultry industry has reached its limit – it means future gains will go to the most efficient producers, not necessarily the largest.

For farmers and integrators prepared to take this step, Intelia’s artificial intelligence solutions provide the tools needed to turn efficiency into a sustainable competitive advantage.

Stay Informed!