Chicken is gaining popularity on Chinese menus – USDA’s Foreign Agricultural Service

CHINA – Consumption of chicken in China is on a slight upward trajectory, according to the latest forecast from the USDA’s Foreign Agricultural Service.

The agency’s 2025 outlook points to changing dietary preferences and an increased focus on health as primary reasons for the rise in demand.

Over the next ten years, industry projections show chicken consumption could grow by as much as 2.5% per year.

Much of this expected growth is tied to white broilers, a breed favored for its lean meat and relatively lower retail price.

Food service operators in hotels, restaurants, and institutional kitchens say the affordability of white chicken makes it a practical substitute for higher-priced proteins like pork.

This has led many in the sector to feature more chicken dishes as they look for ways to manage tight budgets.

Young consumers drive demand

The shift is being led in part by China’s younger population, whose preferences are shaping trends across the food service industry.

Popular choices such as chicken burgers and deep-fried chicken, both relying heavily on white meat, are among the top sellers.

Frozen chicken cuts, particularly wings and legs, remain the most purchased items in retail, continuing to dominate supermarket and wholesale shelves.

Meanwhile, processed and pre-cooked chicken options, while accounting for a smaller share of the market, are gaining traction as convenience becomes a key factor in food purchases.

Fitness trends are also playing a role, with health-conscious consumers increasingly opting for chicken breasts due to their high protein and low fat content.

This shift toward healthier eating is particularly visible among urban populations with busy work schedules and limited time for meal preparation.

Stable prices amid economic pressure

Chicken meat from white broilers is now widely available across a range of food outlets, including Western fast-food chains, local Chinese restaurants, and institutional caterers such as schools and factories.

It is also becoming more accessible through e-commerce platforms, adding to its reach among tech-savvy and mobile-first consumers.

In the current economic environment, chicken prices have remained comparatively stable, even as other protein sources experience price volatility.

This pricing consistency has reinforced chicken’s position as a dependable protein option in a market facing persistent cost challenges.

As China’s food landscape evolves, chicken continues to adapt to changing consumer behavior and market dynamics.