European meat market trends and consumer preference for poultry meat in buying decision making process

The meat industry is one of the most competitive international branches and is currently in its mature stage of development. This paper concentrates on the prospects for European meat market trends and on results from primary quantitative research which was carried out using a method of individual personal interviews in a sample of 800 poultry meat consumers, aged between 18 and 65 years and in Slovenia. The aim of this paper is to present trends and projections on production and consumption of poultry meat, regardless of the fluctuations in the previous years, and to enable a better understanding of consumers' attitude and perception towards poultry meat. Taking into account that research has been conducted in the poultry sector in Slovenia generally and on consumer perceptions specifically, the results of this research may be used for planning further marketing activities.