A report on market trends and consumer behaviour for the poultry subsector in Tanzania

The Embassy of the Kingdom of the Netherlands commissioned Match Maker Associates to conduct this study to offer up-to date information about poultry and poultry products in line with consumer preferences and behaviour, market trends and value addition/ processing in Tanzania.

The study also intends to provide recommendations on branding and promotion of consumption of poultry and poultry products to poultry stakeholders. The study contains information on the current status of poultry production, strategies for engaging the private sector, market demand of poultry products, consumer preferences and specific recommendations for developing the industry. This study therefore provides the would-be investors in the poultry value chain with facts and figures on opportunities for investment in each part of the poultry value chain.

This study was completed in Sep, 2020. Due to unforeseen circumstances, it was not possible to publish the study on time. Therefore, some of important market disruptive conditions as a result of Covid-19 have not been reflected. Generally, all the insights provided by the study are still valid and in most part are independent from the occurred market disruptions.