This study explored the potential of Echinacea purpurea extract (EPE) as a natural additive in broiler production, focusing on its effects when added to drinking water. The experiment was conducted using a completely randomized design; a total of 210 Ross 308 broiler chicks were divided into three groups: a control group receiving water without EPE supplementation (CTRL), and two treatment groups supplemented with EPE at concentrations of 3.0 mL/L (T1) and 6.0 mL/L (T2). The trial monitored a varied range of parameters, involving growth performance, feed utilization, carcass composition, blood biochemical markers, meat quality traits, cecal microbiota composition, and economic efficiency. Results showed that birds receiving EPE had significantly (P ≤ 0.05) improved live body weight (LBW), body weight gain (BWG), lower feed intake (FI), better feed conversion ratio (FCR), and more favorable water-to-feed intake (W/F ratio). Carcass assessments revealed increased liver and total giblets weights. Blood analysis indicated improved (P ≤ 0.05) liver and kidney functions, healthier lipid profiles, higher antioxidant enzyme activity (GPx, GSTs, and GSH), lower MDA levels, and elevated levels of IgG and IgM antibodies. In terms of meat quality, EPE supplementation contributed to more stable pH, improved color parameters, and meat water retention traits, and reduced bacterial contamination. Microbial analysis of cecal content showed a substantial (P ≤ 0.001) reduction in harmful bacteria accompanied by an increase in beneficial Lactobacillus species. The chickens that received 3 ml/L of EPE (T1) had the highest total return (EGP) compared to other treatments and the untreated group. All of the results in the existing study point to the convergence of the physiological and microbiological improvements brought forth by EPE, which advances both product quality and broilers’ performance, and also produces obvious economic benefits.
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