Growth in fresh and frozen value added products reflecting peoples desire healthy convenient foods. There is also a shift towards niche products such as cornfed chicken. The industry is experiencing solid growth in boxed retail primarily driven by:

• The product being more versatile and exciting for kids
• It is lower in fat that competitor proteins
• Breast has nature health connotations

Poultry consumption has been driven by consumer trends towards:

• healthier sources of protein;
• higher quality rather than higher quantities of meat; and
• more value added products as a result of product innovation. 

Food consumption in Australia has historically trended towards United States benchmark levels.  If this trend is repeated with poultry, the Australian domestic poultry market has potential for volume growth in excess of recent historical levels of 2.4% per annum.

[Also need to add links on the consumer page to information through this link http://www.bartter.com.au//aboutChicken.htm]