What are the main factors affecting consumption of poultry meat? Can buying behaviour and consumption attitudes be altered by a context that seems to be lastingly affected by the presence of avian influenza? This paper proposes some answers to these questions by taking into account the geographical diversity of consumption and its recent evolution in Europe. Relatively low and competitive pricing of poultry compared to other meat, the absence of cultural or religious obstacles, and dietary and nutritional (protein) qualities are the main factors explaining its attractiveness. Others factors underly consumers' attraction to poultry. Firstly, during the various health crises consumers' attention has been focused on production methods (feed, animals' well-being, etc.) and on reliability of information. Interest in 'approved local' products, whose appeal is based on the credibility-taste combination, has consequently spread in Europe. Secondly, consumption has developed around more elaborate products incorporating two types of service: a saving of preparation time ('ready-to-eat' food) and a diversification of places of consumption (catering outside the home).The main trends within poultry's consumption have not been changed by the avian influenza episode. Tendencies noted during the last decade and described in the article are anticipated to remain the same.