Middle East conflict, rising costs could slow chicken growth
The broiler sector could face a prolonged period of economic pressure as fallout from the war in Iran filters through feed costs and fuel prices. The effects of the conflict are unlikely to resolve quickly, with the biggest impacts on fertilizer-linked feed costs expected to materialize in 2027 and beyond, said Christine McCracken, executive director of animal proteins at Rabobank.
Combined with persistently high fuel prices squeezing both operators and consumers, the industry should prepare for headwinds that will outlast the immediate news cycle, she warned.
McCracken will break down the key trends that will influence consumer behavior in the coming year when it comes to chicken including geopolitics and shifting supply-side dynamics at the 2026 Chicken Marketing Summit, scheduled for July 27-29, 2026 at the Innisbrook Resort in Palm Harbor, Florida.
Registration is now open with early bird savings until May 31.
Chicken still holds a consumer advantage
Despite the headwinds, McCracken believes chicken remains structurally well-positioned relative to other proteins.
If rising fuel prices hit consumer wallets and they shift away from foodservice and toward retail, chicken's versatility across price points and formats gives it a competitive edge. Recent innovation in quick service restaurants, particularly the growth of chicken tender concepts, has further strengthened the category's position with value-conscious consumers.
"Consumers are still looking for protein, and they're still looking for value protein," she said. "Chicken can choose between bone-in product and deboned product. You can choose between a rotisserie and buying a whole bird. It really does feel like chicken, maybe better than some other proteins, has done a masterful job of providing a full palate of options for consumers."