indian poultry market update - indian chamber of food and … · 2019-06-20 · indian poultry...

Indian Poultry Market Update

Indian Poultry Market Overview

Indian Council of Food and Agriculture Indian Poultry Market Update

2

470

900

1,000

400

500

600

700

800

900

1,000

1,100

2010 2013 2016

₹B

illi

on

Indian Poultry Market by Value; 2010-16

Source: Company Reports

Indian Poultry Products Trade


3

Indian Poultry Products Export-Import by Value; 2013-16

Source: APEDA

5.66

6.51

7.69

233.91

364.85

264.19

230

250

270

290

310

330

350

370

390

5.0

5.5

6.0

6.5

7.0

7.5

8.0

2013-14 2014-15 2015-16

Imp

ort

s (₹

Mil

lio

n)

Ex

po

rts

(₹B

illi

on

)

Exports (₹ Billion) Imports (₹ Million)

Indian Poultry Products Trade

Major Exporting Countries; 2015-16

Major Importing Countries; 2015-16


4

27%

12%

10%8%

7%

6%

6%

3%

3%

3%

15%Oman

Saudi Arabia

Japan

Germany

Maldives

Bahrain

Indonesia

Netherland

Vietnam Social Republic

Liberia

Others

Source: APEDA

43.1%

26.4%

12.2%

11.3%

4.0% 2.1% 0.7%

0.1%France

Germany

Brazil

Poland

United States

Thailand

Italy

Austria

Source: APEDA

Indian Egg Market

Indian Egg Production by Volume; 2011-15

Top 10 Egg Producing States; 2014-15


5

Source: Pocket Book of Agriculture Statistics 2015 Source: MOSPI

66.5

69.7

74.8

78.49

60

62

64

66

68

70

72

74

76

78

80

2011-12 2012-13 2013-14 2014-15

Bil

lion

20.3%

16.7%

13.5%

6.5%6.1%

5.8%

5.6%

5.4%

3.2%

2.6%

14.3%

Tamil Nadu

Andhra Pradesh

Telangana

Maharashtra

West Bengal

Haryana

Karnataka

Punjab

Kerela

Uttar Pradesh

Others

Indian Poultry Meat Market

Indian Poultry Meat Production by Volume; 2011-15

Top 10 Poultry Meat Producing States; 2014-15


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Source: Department of Animal Husbandry, Dairying and Fisheries Source: Department of Animal Husbandry, Dairying and Fisheries

2.48

2.68

1.92

1.40

-

0.5

1.0

1.5

2.0

2.5

3.0

2011-12 2012-13 2013-14 2014-15

Th

ou

san

d M

etri

c T

on

ne

54%

8%

8%

6%

6%

5%

4%

3%2%

1%

3%

Uttar Pradesh

Punjab

Kerala

Maharashtra

Telangana

Andhra Pradesh

Bihar

Delhi

Rajasthan

Madhya Pradesh

Others

Challenges


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• Outbreak of diseases like Avian Influenza ( Bird Flu) causes culling of poultry, scrapping of ordersand price rise which hits the industry hard.

• Shortage of raw material is another issue. Price of soybean meal, has increased, which has forced thefeed manufacturers to compromise in terms of diet given to birds.

• Shortage of human resources is another problem because of the absence of veterinarians, researchers,in areas where expertise knowledge is required.

• Indian poultry sector is still unable to tap the benefit of international market. Lack of adequate coldstorage, warehouses is the major factor affecting poultry sector in India.

• Majority of the production is by unorganized sector as backyard poultry for additional income.

• Increasing antibiotics level in poultry products are creating long lasting harmful effects like drugresistance in people.

• Lack of comprehensive regulating authority to maintain hygiene, and granting of licenses tobusinesses.

• The proximity of the birds to their waste and other birds increases risk of agents such as salmonellafor consumers.

Recommendations


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• The central government should therefore come up with clear guidelines declaring the poultry asagriculture activity, thereby extending all the benefits of farming to poultry farmers.

• Central government should frame user support policy to encourage bio plants for poultry and to moveorganic mass of the country.

• Government should earmark funds for awareness generation through “Social Awareness Campaigns”which could sensitize the communities and population at a large on major aspects related to poultryincluding,

• Hygienic rearing, slaughtering and storage of poultry to ensure food safety and quality.

• Health benefits of poultry products and nutritional value it offers.

• Prevention measures for poultry from various diseases and infections.

• There is a requirement of national geographical zoning to avoid adverse effects on the overalleconomy in the case of an outbreak of bird influenza in any part of the country.

• Infrastructure development is key for viability and sustained growth of poultry sector especially thecold chain and processing units as there are fluctuations in poultry consumption round the year owingto religious and cultural factors.

Indian Poultry Processing Market


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• Of the total processed poultry products onlyabout 1% undergoes processing into value-added products (ready-to-eat/ready-to-cook).

• The dominance of the live-bird marketrestricts the movement of poultry because ofthe high mortality associated withtransporting live birds.

• Growth in the retail segment is beingencouraged by new approaches from poultryintegrators, including establishing integratorowned or franchised chilled/ frozen poultryshops, opening sales counters in existingfood shops, and home delivery services.

• The modern poultry processing sector inIndia consists of approximately12 firms as of2013-14, which are mostly operated bypoultry integrators located in or near majorurban areas.

95%

5%

Fresh Products

Processed Products

Indian Poultry Market by Segments

Source: Indiaretailing.com



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• The changing lifestyles and demographic profiles of Indian households. Consumers areexposed to Western lifestyles, cuisines and cooking and expect the same from Indian marketsalso.

• Indian Consumers are becoming more health conscious and are willing to spend more towardshealthy and clean food.

• The rapid growth of Quick Service Restaurants such as McDonalds, KFCs, Nando’s,Marrybrown and various such outlets are fuelling the growth of processed poultry.

• The recent emergence of Modern Trade such as supermarkets and shopping malls is alsosupporting growth in the retailing of chilled and frozen poultry products. The investments inthe cold chain by these modern retailers are creating channels for the growth of processedpoultry.

• To streamline the meat and poultry processing industry and the production of hygienic meat,the government of India launched the National Meat and Poultry Processing Board.

Market Drivers



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• Absence of policies governing from farm to the consumer plate for the development of theprocessed poultry.

• Low domestic standards as compared to the international standards for processing industry.

• Environmental pollution issues created by slaughterhouse waste materials, especially in largecities and towns.

• Lack of uniform and effective national meat quality testing systems and laboratories.

• Unavailability of training institutes for workers, technicians and managers in meat processingindustries.

• Insufficient initiatives from the government in creating and promoting Indian brands of healthypoultry products.

Market Challenges

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indian poultry market update - indian chamber of food and … · 2019-06-20 · indian poultry...

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