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Continued Growth for China's Animal Protein Industry

Changing Consumer Patterns Are Driving Value-Based Growth

The Chinese animal protein market will continue to be a growth story, but growth will be driven by value rather than volume. Meat consumption will change in three dimensions, related to where, what, and how meat is consumed. Meat companies have three avenues to success – regionalisation, finding new markets, and adding value/providing a service.

The sheer size of China’s consumer base and its rising middle class seems to suggest that its animal protein market will continue to be a strong one, with many growth opportunities. In reality, China’s animal protein consumption has been volatile over the past two decades, with little evidence of a consistent growth trend. We forecast that, in the coming years, the average animal protein consumption growth will markedly slow ...

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