**Abstract**

As the world population approaches the projected 10 billion thresholds in 2050, it is anticipated that global food demand, particularly for protein, would increase dramatically in the ensuing decades. In terms of absolute and relative growth rates, poultry has outpaced the other major meat types produced globally over the past 50 years. Poultry production is expected to continue to be a significant and expanding sector of meat production due to escalating global demand. Scientists need to rethink their approaches considering the rapidly increasing demand for poultry meat coming from both developed and developing countries worldwide. Several challenges impede the poultry industry's value chain. Production must be both socially and environmentally responsible in addition to being economically viable. Nutritional improvements for chickens will aid in addressing these problems. It is evident how crucial it is to use a holistic strategy to properly and sustainably transform feed into high-quality poultry protein. Regardless of the time of year, these high-yielding animals need to be able to consistently consume, digest, absorb, and convert enough nutrients to meet their genetic potential. To attain high consistency output with acceptable risk, this task will require improving the usage of existing technology, developing new technology, and expanding our knowledge and information network.

**Keywords:** poultry, feed efficiency, sustainability, nutrition, balanced diet
