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Sales of organic chicken are expected to remain concentrated in the developed countries of Europe closely followed by emerging economies of Asia Pacific excluding Japan (APEJ), physical fitness being a common and a key aspect observed in these regions. Strong fitness industry of Europe is likely to present potential opportunities with rising people participation in fitness clubs. For instance, according to IHRSA, in 2017 European health club market served around 56 million members with fitness clubs generating more than US$ 29 billion. This has translated into increasing demand for high protein natural food products such as organic chicken, in turn boosting its market’s growth in Europe. ....