Australians are increasingly embracing chicken as their preferred protein source, with an average annual consumption of 50 kilograms per person. The surge in demand has led butcher Serge Cancado to sell an impressive tonne of chicken each day, reflecting a five-fold increase over the past 50 years. Cancado notes that this trend is ever-growing, stating, “It’s increasing every week.”
As chicken takes centre stage in Australian diets, traditional meats like lamb and beef are losing their appeal at the checkout. According to ANZ Agribusiness Insights economist Michael Whitehead, the landscape of meat consumption has shifted dramatically; fifty years ago, around 80% of meat consumption was from sheep and cattle, while chicken claimed only 10%. Today, that ratio has flipped almost entirely.
Shoppers cite price as a significant factor influencing their choices. The costs of beef, lamb, and pork have surged over the last two decades, while chicken prices have risen more moderately. Chickens grow more quickly and require less land and water, with just 1.5 kilograms of feed needed to produce one kilogram of meat. This efficiency not only makes chicken more accessible for consumers but has also caught the attention of global investors.
Whitehead mentions that Australian chicken production is now drawing interest on the international money markets due to its high efficiency and safety. He notes that chicken has become a staple not just on dining tables but also in the fast-food sector, which was historically dominated by beef. In recent years, chicken has increasingly featured on menus across fast-food chains, reflecting its growing popularity.
Outdoor food courts and shopping centres are now showcasing chicken as the predominant meat option, indicating a significant evolution in food preferences among Australians.