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Turkey meat market has increased in Russia for the past 4 years
According to the new study, turkey meat sales in the country in 2016-2020 increased by 34.1%: from 173 to 232 thousand tons
According to the most conservative forecast, the volume of turkey meat production in Russia in 2020 may increase by 30-45 thousand tons and reach 320.335 thousand tons, which will be more than 10% of the annual growth.
The coronavirus pandemic has had little or no impact on the market. According to the "Turkey Meat Market Analysis in Russia" prepared by BusinesStat in 2021, in 2016-2020 its sales in the country increased by 34.1%: from 173 to 232 thousand tons. The indicator showed annual growth compared to previous years, the largest increase took place in 2018 - by 20.2%, and the smallest - in 2019 (by 1.2%).
In 2020, sales of turkey meat in Russia increased by 7.5%. The coronavirus pandemic has had little or no impact on the market. In catering establishments, turkey meat was already used very rarely, and retail sales of products during the period of Covid-isolation only increased. For many residents of the country, during the period of forced inactivity of the HoReCa sector, buying turkey meat has become a good way to diversify the home menu. Chilled products prevail in the structure of turkey meat sales, the share of which over the past five years was 71.2-75.4%. The share of frozen meat, respectively, varied in 2016-2020 from 28.8% to 24.6%.
According to experts, the market for chicken meat, traditional for the Russian consumer, has almost reached saturation, while the popularization of a healthy lifestyle among the population has a positive effect on turkey sales. Turkey meat is considered dietary, it contains little cholesterol, is well absorbed by the human body and at the same time contains a lot of useful substances. An increase in sales will also be facilitated by an increase in the supply of finished products from this type of meat: the production of semi-finished products and ready-made turkey dishes is growing.
Turkey sales have the potential for extensive development. If pork and poultry are present in almost every retail outlet, then turkey is far from always. This includes opportunities to increase sales by expanding the customer base and connecting additional outlets. According to BusinesStat estimates, in 2021-2025, all the noted market development factors will remain relevant, which will contribute to the annual growth of turkey meat sales. By the end of 2025, sales will amount to 318 thousand tons, which will be 37.0% higher than the value in 2020.
The production experts declare that in 2019, for the first time in the last ten years, a slowdown was noted in the industry. Until last year, the average annual growth rate of the Russian turkey breeding sector beat world records, exceeding 25% per year. The decline was solely due to the shutdown of two of the five leading suppliers of turkey meat - "Eurodon" and the Bashkir poultry complex, who jointly produced up to 70 thousand tons of products annually. At the same time, the imbalance between supply and demand was closed by the Damate group of companies, which increased production by almost half (+ 42,700 tons - 48.4%), and an increase in sales volumes in Tambov Turkey, Cherkizovo group (+8.8 %), Tyumen Morozov Poultry Farm (+ 6.2%) and Stavropol Agro-Plus (+ 53.3%). This was also facilitated by an increase in production of more than a dozen small regional companies. Ascor is confidently developing in Udmurtia (+ 46%), Vostochnaya-Agro in Orenburg (+ 20%) and a number of other factories.
According to the most conservative forecast, the volume of turkey meat production in Russia in 2020 may increase by 30-45 thousand tons and reach 320.335 thousand tons, which will be more than 10% of the annual growth. All this testifies to the formation of turkey meat as an almost independent branch of animal husbandry, capable of doubling in the next decade, meeting the needs of Russians for tasty and healthy turkey meat and even exporting it.
In 2020, sales of turkey meat in Russia increased by 7.5%. The coronavirus pandemic has had little or no impact on the market. In catering establishments, turkey meat was already used very rarely, and retail sales of products during the period of Covid-isolation only increased. For many residents of the country, during the period of forced inactivity of the HoReCa sector, buying turkey meat has become a good way to diversify the home menu. Chilled products prevail in the structure of turkey meat sales, the share of which over the past five years was 71.2-75.4%. The share of frozen meat, respectively, varied in 2016-2020 from 28.8% to 24.6%.
According to experts, the market for chicken meat, traditional for the Russian consumer, has almost reached saturation, while the popularization of a healthy lifestyle among the population has a positive effect on turkey sales. Turkey meat is considered dietary, it contains little cholesterol, is well absorbed by the human body and at the same time contains a lot of useful substances. An increase in sales will also be facilitated by an increase in the supply of finished products from this type of meat: the production of semi-finished products and ready-made turkey dishes is growing.
Turkey sales have the potential for extensive development. If pork and poultry are present in almost every retail outlet, then turkey is far from always. This includes opportunities to increase sales by expanding the customer base and connecting additional outlets. According to BusinesStat estimates, in 2021-2025, all the noted market development factors will remain relevant, which will contribute to the annual growth of turkey meat sales. By the end of 2025, sales will amount to 318 thousand tons, which will be 37.0% higher than the value in 2020.
The production experts declare that in 2019, for the first time in the last ten years, a slowdown was noted in the industry. Until last year, the average annual growth rate of the Russian turkey breeding sector beat world records, exceeding 25% per year. The decline was solely due to the shutdown of two of the five leading suppliers of turkey meat - "Eurodon" and the Bashkir poultry complex, who jointly produced up to 70 thousand tons of products annually. At the same time, the imbalance between supply and demand was closed by the Damate group of companies, which increased production by almost half (+ 42,700 tons - 48.4%), and an increase in sales volumes in Tambov Turkey, Cherkizovo group (+8.8 %), Tyumen Morozov Poultry Farm (+ 6.2%) and Stavropol Agro-Plus (+ 53.3%). This was also facilitated by an increase in production of more than a dozen small regional companies. Ascor is confidently developing in Udmurtia (+ 46%), Vostochnaya-Agro in Orenburg (+ 20%) and a number of other factories.
According to the most conservative forecast, the volume of turkey meat production in Russia in 2020 may increase by 30-45 thousand tons and reach 320.335 thousand tons, which will be more than 10% of the annual growth. All this testifies to the formation of turkey meat as an almost independent branch of animal husbandry, capable of doubling in the next decade, meeting the needs of Russians for tasty and healthy turkey meat and even exporting it.
The article is prepared using data from https://meat-expert.ru and https://marketing.rbc.ru