Live plucking of geese and ducks is a cruel and harrowing experience for both the animal and the ethical consumer. Despite this grotesque practice, the down and feather market is set to explode in the near future. Live plucking operates in a legislative vacuum – with China leading the pack of countries where anything goes. Despite an increase of fashion retailers vowing to discontinue the trade, it seems that only the consumer can put an end to this.
Michael Thake
22 August 2025
In the case of geese or ducks, nothing seems more brutal and crueller than the act of live plucking for down and feather products. In addition, geese endure force-feeding for foie gras. Where animal welfare laws and regulations exist, as in the European Union (EU), their implementation remains patchy. In other regions, especially in China, such rules and laws are non-existent.
Sophisticated consumers have become more aware of how their purchasing choices can make a difference. Moreover, the question of sufficient animal welfare legislation to protect ducks and geese from such cruel practices is being debated- also in the European Union.
In 2010, Professor J. Nicolai from the University of Hamburg, argued that live plucking of geese and ducks is a relatively modern phenomenon, stemming from the high demand for down and feather products, such as outward apparel and bedding products. Before its inception, down and feathers were usually collected during the malting periods of geese and ducks, a practice that spared the animal significant bodily harm and stress but produced a lower yield of down and feather in comparison to live plucking.
The global animal welfare organization Four Paws gave a first-hand account of the harrowing impact of the live plucking of geese during an investigation of 35 Polish farms in 2022. According to Jessica Medcalf, an animal welfare fashion expert at Four Paws, underlined the horror: The “geese vocalised and excessively flapped their wings while being plucked alive, indicating severe pain and distress, with some animals found lying dead”. She estimated that geese kept in such farms can suffer the severe pain of live plucking 16 times before being slaughtered.
Alongside Poland and Hungary, China are the main countries with farms engaging in live plucking, with China being the largest export country, producing 70% of the global supply in 2020 (USD 566 million), followed by Taiwan, Poland, the US and Germany.
There is no specific EU legislation that forbids live plucking and gathering of feathers from live geese, but Directive 98/58/EC concerning the protection of animals kept for farming purposes states that it must be ensured that animals are not caused any unnecessary pain, suffering or injury.
The 1999 recommendation of the Standing Committee of the European Convention for the protection of animals kept for farming purposes on domestic geese goes a step further. Under the auspices of the Council of Europe, the 1999 recommendation states that feathers, including down, shall not be plucked from live birds. However, the number of cases of animal cruelty such as the Polish farm investigation in 2022 by Four Paws, proves that violations continue and that implementation remains a politically motivated affair.
Unfortunately, the down and feather market is projected to expand. According to the market research company Mordor Intelligence, the industry is expected to grow by over 72% between 2025 and 2030, from USD 1.89 billion in 2025 to USD 2.62 billion by 2030. Morder identified the higher availability of down and feather, increased product innovation (such as orthopaedic health products) and higher uptake in commercial sectors, as drivers for this growth spurt. Today, when visiting the retail site Made-in-China.com, high-grade goose down products can fetch as much as USD 70 to USD 120 per kilo. Such high prices make the market very attractive for farmers and retailers alike.
Despite efforts by retailers, such as H&M, which has pledged to eliminate virgin down from its products by 2025, Four Paws noted that most brands sourcing down have not adequately dealt with goose and duck welfare, with only 4.1% of all down certified to meet a welfare standard.
The Four Paws “Wear it Kind Directory”, an initiative designed to provide consumers with a clearer overview of ethical practices by their favourite brands, also noted that only 10% of brands listed in their directory have completely ended their use of virgin down or taken progressive action to eliminate live plucking.
It seems that without conclusive and effective legislation at the EU-level, the down and feather market will continue to grow exponentially not taking the plight of ducks and goose into consideration. As it stands today, the responsibility now rests with the consumer and retailers to protect ducks and geese. Despite the recent framework of the EU’s Farm to Fork strategy, which seeks to revamp much of EU legislation concerning the welfare and protection of farm animals, nothing in this legislative initiative will stop this cruel practice. A report by the European Food and Safety Authority, released in May 2023, completely ignored the practice of live plucking altogether.
