The poultry industry is entering a new era, one that is no longer just about how many chickens are produced, but about how each chicken is raised, harvested, and delivered to the consumer’s table.
The global poultry sector is now in a defining phase, where the demand for high production intersects with the need to understand shifting social values, scientific developments, and technological advancements. Amid projections of rising global food demand as the world’s population grows to more than nine billion people, chicken and eggs stand out as the most efficient sources of animal protein. Their short life cycle, impressive feed conversion, and flexibility in farming systems position poultry as a cornerstone of future food security. Yet these advantages must now be carried out within a broader narrative: not merely how much is produced, but how production takes place from start to finish before reaching the consumer’s plate.
Shifting consumption behavior has become the starting point of this major transformation. Globally, people have shown new tendencies after the pandemic—returning to home cooking, recognizing fresh ingredients, and prioritizing quality over quantity. As kitchen technologies such as air fryers and smart cookers proliferate, protein choices have become more diverse and personalized. Consumers no longer seek only tasty and economical chicken—they also want assurance that it comes from production systems that uphold animal welfare, food safety, and environmental responsibility. The story behind the product becomes part of the flavor itself, and the industry is expected to respond with transparency and innovation.
In the context of sustainability, poultry is relatively well positioned compared to other livestock commodities. Biological efficiency provides advantages in feed, land, and water use, resulting in lower greenhouse gas emissions. However, sustainability extends beyond efficiency. Society now evaluates how chickens are treated, how farmers maintain environmental balance, and how companies treat their workers. Cage-free systems have become symbolic of these demands at a global level, though they bring operational challenges such as increased dust, ammonia, and the complexity of managing bird behavior. The industry adapts—not only to meet market expectations, but also to secure long-term economic legitimacy.
On the genetic front, progress happens quietly yet produces remarkable change. Selection that once relied solely on physical traits now incorporates genomics and artificial intelligence to predict performance, disease resistance, and welfare characteristics. Broiler harvest weights, layer egg production, and feed conversion ratios have all soared over recent decades thanks to precise breeding. Today, the focus expands to include leg strength, temperament, shell quality, and adaptability across housing systems. Data has become the primary fuel, and modern poultry is the product of a sophisticated blend of deep genetic understanding and rapidly evolving market needs.
Precision technology has become an extension of these biological systems. In modern barns, cameras and sensors are beginning to take over the role of human eyes and ears in observing thousands of birds at once. Litter patterns, feed and water distribution, activity levels, and even the steps taken by chickens can now be automatically analyzed to detect stress or disease early. Artificial intelligence turns visual data into indicators of health and welfare. Even moving scanning systems designed to pass above barn floors are being developed to provide real-time monitoring of each individual bird. This enables intervention to be carried out more quickly, more accurately, and more sustainably.
This article is an excerpt from the International section of Poultry Indonesia magazine, November 2025 edition. Read the full article in the November 2025 Edition of Poultry Indonesia Magazine. For subscriptions or more information, contact: https://wa.me/+6287780120754 or sirkulasipoultry@gmail.com.
