Turkey fate: Russians switched to poultry instead of beef and pork
Turkey was the only type of meat whose sales grew at double-digit rates in the first half of the year. Demand for it increased by 17%, to 42 thousand tons, while the sale of beef and pork steaks decreased. Increasingly, customers are choosing turkey as a more affordable alternative.: it is noticeably cheaper than beef and at the same time corresponds to the growing interest in high-protein and low-fat products. Manufacturers are also making the category more convenient for everyday consumption by expanding the range with semi-finished products, sausages, snacks and other ready-made products. As a result, turkey is gradually moving beyond the niche segment and occupies a more prominent place in the grocery basket of Russians, experts say. "Izvestia" has investigated how the preferences of customers and the meat basket of Russians are changing.
How has the demand for meat among consumers changed
According to the results of the first six months, turkey meat sales reached 42 thousand tons, which is 17% more than in the same period of 2025, the analytical company NTech estimates. In monetary terms, the market volume increased by 22%, to 27 billion rubles. Turkey has become the only meat category with a double-digit growth rate.
For comparison, sales of chicken fillets in physical terms increased by 5.2%, to 325.3 thousand tons, and sales of beef and pork steaks decreased by 7.5%, to 6.7 thousand tons, and by 24.2%, to 11.2 thousand tons, respectively, according to NTech materials. In "Cherkizovo" natural turkey retail sales increased by 11% year-on-year in six months, said a company representative.
NTech does not disclose the figures for July and August. However, according to the "OFD Platform", the demand for turkey continued to grow in early autumn. Thus, the number of purchases from September 1 to September 10 increased by 9% compared to the same period a year earlier. They did not provide absolute figures.
The demand for poultry meat in the "YES!" discounter network also increased in the first half of the year, a company representative said. According to him, the main drivers were sausages, semi—finished products for grilling — kebabs and sausages, as well as small-scale products: steaks and slices.
"""X5" ("Crossroads", "Pyaterochka", "Chizhik") in the first eight months of 2026, turkey sales increased by 15% year-on-year," said a company representative. In "Magnit" in January–June, turkey meat sales showed double-digit growth in physical and monetary terms, its representative said. According to him, the largest dynamics were demonstrated by the large-format stores of the chain (an increase of 25% year-on-year), as well as the online channel.
What factors contribute to the popularity of turkey among Russians
The increase in demand for turkey meat is partly due to the influx of consumers from other meat categories, primarily beef, said Daria Lashchenko, First Deputy General Director for Marketing and Sales at "Damate". According to her, this bird is becoming an affordable and convenient alternative and is gradually entering the regular grocery basket.
In the six months of 2026, the average cost of turkey meat was 639 rubles, which is 4% more than in the same period of 2025, NTech estimates. According to Rosstat, this type of meat has increased in price by 6% in retail, to 604 rubles per 1 kg. For comparison, beef increased in price by 12% over the same period, to 983 rubles per 1 kg. In addition, turkey corresponds to the global trend for healthy eating, as it belongs to the types of meat with a relatively low fat content, said the representative "Cherkizovo".
The interest in the category is also supported by the expansion of the product range by manufacturers, said Albert Davleev, President of Agrifood Strategies. For example, "Damate" is developing a line of ready-made turkey snacks and sausages, meeting the demand for products that combine benefits, taste and convenience, said Daria Laschenko. Manufacturers are also expanding the range of semi-finished products and other in-demand products, "Cherkizovo" representative added. Another sales driver was the active investments of companies in advertising and marketing, Albert Davleev believes.
" """"""""""" By the end of 2025, about 80% of turkey production in Russia accounted for the three largest players - "Damate" (brand "Indilite"), "Cherkizovo" ("Pava-Pava") and "Soyuzpromptitsa" ("Turkeykin"). During the year, they produced 363.5 thousand tons of meat with a total production volume of 452.7 thousand tons, according to data from the National Association of Turkey Producers (NAPI) and Agrifood Strategies.
The interviewed experts and market participants expect further growth in demand for turkey. Currently, its consumption in Russia is about 3 kg per person per year, less than in a number of European countries and the United States, where the figure reaches 4-6 kg, recalls Konstantin Vlasov, project manager of the "Consumer Sector and Agroindustrial Complex" practice at Strategy Partners. According to him, an additional growth factor may be the implementation of new turkey farming projects and the development of processing. It is also able to stimulate demand for finished products, said the representative of "Cherkizovo".
In May–July 2026, turkey entered the top 10 food categories most widely represented in stores, an NTech survey among 10,000 respondents showed.
A new surge of interest in the category may occur closer to December, as turkey becomes a seasonal product during the New Year holidays, Albert Davleev noted.
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