A planet in constant motion and the threat of a new world order due to recent political changes place us in a more uncertain and, above all, more challenging scenario for agri-food production. Poultry farming is a type of animal production that has traditionally performed well during times of crisis. Currently, it is in a very favorable price situation due to an optimal balance between supply and demand. However, it faces numerous threats, and it is essential to understand and navigate this situation.
Poultry Product Manager and Business Development
LUCTA
Growth forecasts are generally positive, although with varying intensity across different continents. Europe, the continent with the lowest growth potential, is expected to see a 1% increase in production during the current year, with a 0.8% rise in domestic consumption and a 2% increase in exports. (Source: Expana 2025 Poultry Outlook, Trends, Forecast and HPAI Impact).
The fundamental factors affecting price and demand are feed costs—which account for 67% of the total cost—energy costs, and European Union regulations (European Chicken Commitment), which govern certain production aspects and will undoubtedly influence costs. Limitations on maximum growth and stocking density may lead to increases in production costs and environmental impact. The European Union will likely favor slow-growing chicken production, and it is a reality that consumers have leaned toward cage-free egg production systems beyond what current regulations require.
The threat of highly infectious diseases such as HPAI (Highly Pathogenic Avian Influenza) and Newcastle adds an additional risk to the industry, which is further exacerbated by the growing trend of rearing birds in outdoor environments.
Alongside these internal threats, the geopolitical situation and foreign trade dynamics will shape the overall trend. The resolution (or not) of the conflict in Ukraine, potential changes in ingredient imports from the USA, and the implementation of certain tariffs could act as levers of change.
As usual, the South and Southeast Asian markets are expected to see the highest growth in 2025. In contrast, the American continent may experience some contraction due to a shortage in breeder supply and a profitability crisis, where HPAI (Highly Pathogenic Avian Influenza) is having a more negative impact. Although these outcomes may help to balance the markets, they are clearly limiting global growth (Source: Rabobank).
Consumer perception of poultry products has undergone a very interesting upward revaluation, generating extraordinary demand for certain products. Eggs, once criticized just a few years ago for increasing blood cholesterol levels, have completely transformed their image and are now seen as a product with health benefits. Their value as a source of high-quality protein is trending, and it’s one of the reasons behind the rise in consumption (up to 8% in countries like Spain) and a price increase of up to 25% in some countries. The perfect storm of high demand and low supply is driving prices up and leading to a level of sector financing never seen before. Structural changes in the industry within the European Union, stemming from animal welfare regulations and the growing consumer preference for cage-free eggs, are largely responsible for the reduced number of laying hens in production. In addition, the culling of birds testing positive for HPAI has further contributed to this supply shortage.
From a food quality perspective, the reduction in antibiotic use in animal production is a reality. Over the past four years, according to official prescription sources (Presvet, Spain), the use of antibiotics in livestock farming has decreased by up to 53% in Spain.
Although this downward trend in antibiotic use may be more pronounced in Europe—due to regulatory measures- it is being mirrored across all continents as a result of market globalization.
Undoubtedly, the quality of the final product in the supermarket, along with the possibility of enriching that product (such as altering fatty acid profiles), adds value both to poultry and turkey meat, as well as eggs.
In light of this situation, what should be the vision of a company dedicated to the production of feed additives for animal nutrition?
Basically, we must keep in mind what the key challenges in poultry farming will be in the near future:
• Zootechnical performance will continue to be the main benchmark for evaluation in production companies. Feed conversion remains a key factor, given the significant weight of feed costs in the total cost per kilogram. However, in certain regions, the need for slower-growing broilers is reducing the prominence of this parameter. Diets with lower energy per kilogram will likely become more common, and the reference value may shift toward caloric conversion instead.
Another trend in animal nutrition is the use of alternative raw materials (by-products, insect meals, etc.) to reduce feed costs. These new compounds can show more anti-nutritional factors.
In any case, digestive efficiency is a critical factor to consider in any feeding strategy that includes the use of specific additives, especially in an environment where gaining flexibility is a trend in dietary formulation with the use of alternative feed ingredients of local production.
• Such a drastic reduction in antibiotic use requires deeper investment in areas like biosecurity, but above all, special attention to intestinal integrity, which is undoubtedly one of the most important immune-related organs in poultry. Intestinal inflammatory processes—previously partially mitigated by antibiotics—lead to reduced nutrient absorption and weakened immune protection. Among other strategies, additives with anti-inflammatory and immunomodulatory actions are now taking center stage.
• Protection against highly specific diseases such as coccidiosis will require different strategies and the support of feed additives, whether in vaccination programs or in the use of ionophore versus chemical coccidiostats.
• Production cycles are becoming longer. The best example of this evolution is laying hens, which now have production cycles exceeding 100 weeks, while still maintaining good egg production and quality. Without a doubt, maintaining these quality standards beyond 50 weeks of age requires maximum hepatoprotection and a resilient gut integrity.
• Heat stress, in a world facing profound climate change, is becoming an increasingly recurrent issue. Feed intake is compromised in this situation and a higher appearance of intestinal issues as leaky gut occurs. It is a must to sustain intake and animal homeostasis with strategies that contribute to a more resilient poultry production.
• The quality of poultry products, beyond being a hallmark demanded by consumers, is also a clear indicator of essential animal welfare. Meat free from myopathies, with lower risk of lipid oxidation, and the absence of footpad dermatitis are now essential requirements.
• Welfare measures that free laying hens from cages expose them to a different feeding pattern. Until now, feed intake was not seen as an issue. From now on, with free-cage hens, achieving target weight and pre-lay uniformity is no longer straightforward, and specific techniques are needed to ensure proper feed intake.
• Last but not least, everything proposed must be approached through a lens of sustainability and under the close watch of the circular economy. Making the most of existing resources to reduce the use of natural ones and prevent waste generation is the driving force that should guide the economy.
LUCTA is a company that celebrated its 75th anniversary in 2024. Dedicated to the production of flavors, fragrances, and additives for animal nutrition, its expertise across different animal species focuses on the development of flavors and other solutions to ensure optimal feed intake and products aimed at supporting digestive efficiency and animal welfare.
In recent years, the company -based in Spain- has also developed and produced its own Olive Bioactives, which have shown strong anti-inflammatory and antioxidant properties, among others, becoming a promising tool for the development of solutions targeting current and future poultry industry challenges.
The obtention of olive-derived bioactive compounds constitutes a notable example of circular economy principles, particularly in Spain, the world’s leading producer of olive oil.
Proper guidance tailored to each poultry category and production phase is essential in finding the right solution, as there are no global answers—only specific ones.
LUCTA is committed to providing sustainable solutions for palatability, efficiency and animal welfare, as well as for the preservation of feed, ingredients, and premixes.
About Jesús Rubio
Jesús Rubio studied Veterinary Medicine at the University of Zaragoza, obtaining his degree in 1993. After working for different companies in poultry genetics and poultry production, and following a period of more than 20 years in the veterinary pharmaceutical industry, he joined LUCTA in September 2024 as a Poultry Product Manager and Business Development within the Feed Additives Division.
