This new growth is due to changing food preferences, frozen/processed food sectors and, most importantly, growing demand from the quick-service restaurants (QSR) sector.
QSR has seen a double-digit growth rate with menus biased to poultry, and KFC has claimed 39% of the fast-food market in addition to opening 4,000 new outlets. McDonald’s has opened a further 1,500 outlets.
Analyst Chenjun Pan commented on the report: "Low current per capita consumption rates and a growing acceptance for eating poultry meat among the younger generation, creates a strong growth potential that should enable the industry to take a meaningful share of meat consumption away from pork."
The poultry industry is the most industrialised protein segment, producing 17 million tonnes of annual output. This accounts for 18% of global production.
In China, poultry is known to be in the shadow of the pork industry, due to pork remaining the meat of choice throughout the nation.
The report stated that producers must address several barriers that constrain the industry today, especially to do with food safety and poor farm management.
China is therefore currently trying to rebuild trust amongst its consumers, as it was knocked due to the use of growth promoters and medicines in poultry production.