Swiss consumers are eating 83 percent more chicken than they did 25 years ago, reaching an annual consumption of 16.5 kilos per person, according to data from Proviande. This sharp increase makes poultry the second most popular meat in Switzerland, trailing only behind pork, while the consumption of all other meats has declined or remained flat over the same period. The rise in popularity has intensified demand across fast-food outlets and major retailers, creating notable challenges for domestic supply and animal welfare standards.
Social Media Trends and Affordability Drive Consumption Growth
Several distinct factors explain the surge in poultry demand across the country. Young consumers often drive this digital buzz with simple recipes combining rice, sauce, fried onions, and crispy chicken. Poultry also benefits from an affordable price point and fewer religious dietary restrictions compared to other meats.
This surging popularity has placed significant strain on domestic agriculture. Proviande notes that local production covers only 62 percent of current consumption. For comparison, self-sufficiency rates reach 97 percent for veal and 95 percent for pork, according to figures from the Union Suisse des Paysans (USP).
Import Shifts and European Poultry Supplies
Switzerland imported nearly 50,130 tonnes of chicken meat last year, with about one-third originating from Brazil. In early September, however, Swiss authorities froze imports of Brazilian meat as a precautionary measure regarding antibiotic use. Major retailers Migros and Coop announced they can compensate for the shortfall by sourcing European poultry instead.
Animal welfare concerns have also taken center stage in the poultry debate. The Ross 308, a fast-growing breed, accounts for 90 percent of the chicken meat consumed in Switzerland. Animal defense associations criticize this breed type, arguing that rapid growth causes physical suffering. Across Europe, the European Chicken Commitment (ECC) label bans fast-growing breeds, and nearly 400 companies—including KFC, Burger King, Lidl France, Aldi France, and European poultry giant LDC—have signed on. In contrast, no major Swiss retailer has adopted the ECC framework due to the breed restrictions, though agricultural advocates note that Swiss farming conditions remain among the strictest worldwide.
Migros Shifts to Slower-Growing Breeds Amid Production Challenges
Retail changes are underway as Migros transitions its entire Optigal brand—representing between 40 and 50 percent of the retailer’s total chicken sales—to a slower-growing breed. These animals will live an average of 42 days, compared to 35 days for the Ross 308. This shift follows an investigation a year prior by the Observatoire du spécisme, which released hidden-camera footage from a Vaudois farm operated by Micarna showing lame chickens with apparent weight and skin issues.
Adopting slower-growing breeds requires more space and time, which could reduce domestic output and increase reliance on imports. Migros states an ambition to stabilize or even grow its domestic poultry production, launching a public appeal to find 50 new agricultural operations willing to enter chicken farming. Territorial planning laws, however, suggest that expanding infrastructure will prove difficult.
Did You Know? Swiss consumers now eat 16.5 kilos of chicken per person annually, marking an 83 percent increase compared to consumption levels 25 years ago, according to Proviande figures.
Swiss chicken consumption and Brazilian meat import freeze
How much chicken do people in Switzerland eat annually?
According to Proviande, the Swiss population consumes 16.5 kilos of chicken per person each year, representing an 83 percent increase over the last 25 years.
Why did Switzerland halt imports of Brazilian chicken?
Switzerland froze imports of Brazilian meat at the beginning of September as a precautionary measure concerning the use of antibiotics.
What changes are major retailers making regarding chicken breeds?
Migros announced that its Optigal brand will transition entirely to a slower-growing chicken breed that lives for an average of 42 days, replacing the faster-growing Ross 308 breed used previously.
How do you balance the growing appetite for poultry with domestic supply limits and animal welfare standards in your local community?
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