Organic Poultry in Malaysia: A Review of Consumption Trends, Challenges, and Opportunities

Abstract

The global demand for organic food has been growing steadily over the last two decades, reflecting shifting consumer attitudes toward healthier and more sustainable diets. Within this landscape, organic poultry has emerged as a niche but rapidly expanding market segment due to concerns over chemical residues, animal welfare, and foodborne illnesses. In Malaysia, poultry remains the primary source of animal protein, yet the development of an organic poultry industry has been relatively limited compared to organic vegetables and fruits. This review synthesizes existing literature on organic poultry in Malaysia, covering conceptual definitions, global consumption trends, production and consumer perspectives, and policy frameworks. The discussion highlights the interplay between health consciousness, environmental concern, price sensitivity, and trust in certification systems. Despite increasing consumer awareness, challenges persist, including high production costs, low consumer knowledge, and weak certification enforcement. Opportunities exist in leveraging digital platforms, aligning with Halal requirements, and exploring export markets. Lessons from other countries are presented to provide comparative insights, and research gaps are identified to guide future studies. The review concludes by emphasizing the importance of strengthening the organic poultry sector in Malaysia to contribute toward sustainable food systems and the achievement of the United Nations Sustainable Development Goals (SDGs).