Abstract
REPORT COVERAGE
This report covers the market for fresh and processed meat in the People -s Republic of China. The report covers the following sectors:
- Fresh meat:
- Beef and veal
- Lamb, mutton and goat
- Other meat
- Pork
- Poultry
- Processed meat:
- Canned meat
- Frozen meat (poultry and red meat)
- Chilled meat (sausages & salamis, cooked meat, sliced meats. meat snacks)
Meat contained in prepared ready meals is not included
KEY REPORT FEATURES
This recently updated report includes:
- An overview of China -s total food market with sales statistics up to 2008;
- The total value and volume of the meat consumption market, including
consumption channel breakdowns and by type of meat, up to 2008;
- The total value and volume of meat product retail sales, including by type
of meat and processed product sector, up to 2008;
- Value meat provincial and urban/rural retail sales breakdown, up to 2008;
- Volume & value forecast the meat market in China up to 2013;
- The retail meat market background and current issues;
- Marketing & distribution;
- SWOT analysis
- Key manufacturer profiles
- Key contacts & trade events;
- Overview of China -s demographics and macroeconomics.
Executive Summary
In value terms, China -s meat market is the second largest sector in the
country -s entire retail food market. Yet it is one of the last to be affected
by the development of new retail formats. Much of the meat sold retail
continues to be sold at free wet markets, most of which are to be found in
open-air market places or streets. These markets provide a venue at which the
customer can buy live poultry or freshly slaughtered meat produce direct from
local farmers. However, these markets are gradually being removed from cities,
supermarkets and hypermarkets now taking their place.
China -s meat market has less to do with company and brand shares than
sectoral growth: local consumers eat far greater quantities of fresh meat than
they did before economic reforms were launched some 25 years ago. Not only are
today -s consumers able to buy more meat than ever before: they also have a
far wider choice of meat from which to choose.
Improved choice stems in part from vast improvements in China -s distribution
networks - thanks in turn to expanding transport networks - which have
helped to develop more regional trade in fresh and processed meats. More
produce is therefore moving around the country, reaching consumers in other
regions.
Processed meat products are mainly sold through new retail formats such as
supermarkets and hypermarkets. Organised supermarket chains are gaining
significance as sellers of processed meats, particularly for frozen and
chilled products.
This suits the increasingly sophisticated and demanding needs of urban
consumers with rising incomes. People are now able to buy more expensive cuts
of meat than before, leading to greater demand for variety and quality of
produce.
As their incomes and lifestyles improve, Chinese consumers are showing a
greater interest in a more varied diet, and cooking with a wider variety of
products. As in the West, cookery programmes have proliferated on Chinese
television. Similarly, cookery books now fill large sections of local
bookshops, reflecting considerable interest in cooking and cuisine amongst
local consumers.
The increasing availability of processed and packaged foods has also added to
the general growth in people -s interest in food, and all of these factors add
to the growing demand for more variety and better quality of meat products.
Sharp growth in consumer demand has prompted meat producers to introduce
greater efficiencies into their organisations.
Improved farming techniques and management are leading to larger-scale
operations which increasingly rely on automation in production, packaging and
transportation - a process which ultimately will create significant meat
supply companies. Although still in its earliest stages, this trend will
develop as growers become actively involved in supplying to the fast-growing
supermarket and hypermarket chains rapidly expanding outside China -s largest
cities.
However, frequent food safety scares, especially related to hygiene, disease
and the use of rapid growth hormones, have all added to consumer nervousness
about the meat that they buy, and these issues have the potential to seriously
harm the market.
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