Chinese consumers’ interest in health to benefit poultry

With older consumers looking for more easily digestible protein and their younger counterparts seeking low-fat functional protein, poultry will benefit from China’s more sophisticated consumers.

Mark Clements

January 6, 2025

Older Chinese consumers are thought to be increasingly favoring chicken for its nutritional benefits and ease of digestibility while younger consumers see it as contributing to weight control and fitness.

DragonImages | iStock.com

The Chinese broiler industry is well placed to benefit from the growing interest among Chinese consumers in nutrition and health. The trend, notes Rabobank in its report "New consumption trends in China offer opportunities for animal protein," is among various changes impacting the animal protein market leading to both winners and losers.

Chinese consumers’ interest in health to benefit poultry

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