Protein production worldwide will increase in 2017, with pork and beef showing the increases in production while poultry stays steady. That's the prediction made by Justin Sherrard, global strategist for animal protein with Rabobank, at the U.S. Poultry & Egg Harold E. Ford Foundation Luncheon at IPPE 2017 in Atlanta on February 1. Sherrard said the increases in pork and beef production of about 4 or 5 percent each will give consumers better prices for beef and pork, which may impact chicken consumption by consumers.
Looking long-term, Sherrard sees little to no growth in protein consumption in Europe in the next 10 years. In the U.S., eating patterns have changed with the number of households that eat meat at home more than six times a week continuing to drop.
"There are opportunity for growth, but it will look different than what we've seen," said Sherrard. "The industry has to figure out how to deliver what the consumer is after."
U.S. consumers are consuming less meat for a variety of reasons, said Sherrard. Those include health concerns, changing tastes and a simple desire for more variety in diets. "Millennials are looking for more variety, maybe less protein in diet," he said.
Another big driver in the U.S. and European markets is the move to more organic and natural proteins. Sherrard cited a study Ethan showed preference foods has gone up drastically since 2010 and shows no signs of slowing.
Sherrard said the poultry industry needs to be out front on this issues and even be leading the chard. "Take the issue of slow-growing birds," he said. "Who is going to own the definition of slow-growing birds and define where that movement is going." He said the industry can help to shape that dialogue, but it needs to be proactive with its customers and consumers. "We have the opportunity to engage with the customer," said Sherrard, "We need to understand their needs for safe, nutritious foods and be offering them products that meet those needs. We have great products, healthy products and products people want. But are we telling the story though the right channels?"
