Turkey is a healthy and delicious meat product enjoying increasing popularity in Russia. According to Agrifood Strategies, Russia is now the fastest growing market for turkey products. With the average annual production growth rate having reached 25% over the past ten years, Russia clearly leads the charge beating its global peers.
It only took 15 years for the country’s annual turkey consumption to jump fr om less than 100 g to around 2 kg per capita, Cherkizovo Group’s analysis suggests. Yet this is at best half as much as in most EU countries (4–6 kg per annum) and 3.5 times less than in the USA wh ere Christmas and Thanksgiving celebrations drive annual per capita consumption to 7 kg and above.
But even those countries pale in comparison with Israel’s record consumption of 13 kg per annum. This impressive achievement has largely to do with history. Turkey was an ideal ingredient for producing pastrami and other types of canned meat when the State of Israel was founded. Now it is widely used for cooking Israeli shawarma.
Experts believe that the Russian turkey market has significant growth potential. In 2018, it grew by 12% to almost 260 kt. This year, it is expected to reach 300 kt.
“The country’s turkey market has ample room for further expansion. With healthy lifestyle and eating habits gradually taking hold, Russian citizens seem to have finally developed liking for this type of meat. Turkey is a diet food containing much less fat compared to other meats and offering a wide variety of useful vitamins and minerals. Another growth driver for the demand is the product’s popularity among a wide swath of consumers ranging from children to athletes,” said Anastasia Mikhailova, Head of Communications at Cherkizovo Group.Based on consumption in similar countries of Central and Eastern Europe, Cherkizovo estimates the potential capacity of the Russian turkey market at 700 kt.