1、Consumer Packaged Goods PracticeFor love of meat:Five trends in China that meat executives must graspServing Chinas huge and growing meat market requires a deep understanding of its shifting meat consumption profile.This article is a collaborative effort by Anne Grimmelt,Sheng Hong,Roberto Uchoa de

2、Paula,Cherie Zhang,and Jia Zhou.February 2023 Sellwell/Getty ImagesChina is the worlds largest consumer meat market.Meat consumption in China has increased steadily since the early 1990s.In 2021,the Chinese consumed almost 100 million tons of meat27percent of the worlds total1 and twice the total co

3、nsumption in the United States.But per capita meat consumption in China lags that of western countries.In 2021,per capita consumption was just half that of the United States.This picture is likely to change as increasing urbanization and rising income levels make meat more available and more afforda

4、ble for Chinese consumers.As more people buy more meat,the patterns of meat consumption will undoubtedly change.To understand the meat purchasing and eating habits of Chinese consumers,we surveyed about one thousand of them and compared their survey results with the habits of four thousand consumers

5、 surveyed in Germany,the Netherlands,the United Kingdom,and the United States.The survey found a distinct and shifting profile of meat consumption in China,reflected in five trends that executives of meat companies looking to enter this market need to understand.1.The Chinese meat market is bifurcat

6、ingMore than half of Chinese consumers eat meat regularly.This is consistent with US and UK meat consumption(Exhibit 1).For these consumers,1 China Agricultural Outlook Report(20222031),China Agricultural Outlook Conference,July 12,2022;OECD-FAO Agricultural Outlook 20222031,OECD,June 29,2022.Exhibi