Pork exports to China face significant challenges, with increased competition for other proteins, an oversupplied market and demographic shifts all having an effect.
A recent RaboResearch report suggested that companies would need to consider changes in the types of products being offered to meet the needs of consumers in China.
Chenjun Pan, senior animal protein analyst at RaboResearch, said: “The market is gradually moving away from pork – traditionally the dominant choice – towards poultry, beef and seafood, which are favoured for their perceived health benefits.
“Additionally, the older generation’s adoption of e-commerce, food delivery and convenience foods marks the end of past consumption behaviours.”
However, certain opportunities for pork exports do remain, with figures from RaboResearch indicating that per-capita meat consumption in China has doubled during the past 30 years to 72kg in 2023.
Shifting consumer demand
Pork exporters have been advised to focus on a “consumer-centric approach” rather than providing one-size-fits-all products in large volumes when supplying the Chinese market.
Ms Pan said: “Today’s consumers expect more than just a product; they seek a comprehensive value proposition that includes good service and valued experiences.”
“How to eat well instead of how to eat more has now become the focus of many Chinese consumers.”
Rabobank has suggested that Chinese consumption in the future will be driven by value for money, experience economy, health, and nutrition.
Ms Pan concluded: “These changes in China’s animal protein markets present a unique set of challenges and opportunities. Companies that adapt to these new consumption trends with agility and consumer focus are set to thrive in this dynamic environment.”
