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Top meat market China also has appetite for ‘conscious consumption’

Meat consumption habits in China have drastically changed over the last 50 years, catapulting it to the world’s largest consumer meat market.

With increasing income levels and urbanisation, meat has become more affordable and accessible in China than ever before. According to recent data from McKinsey, China accounted for 27% of the world's total consumed meat in 2021 with nearly 100 million tons.

But this growth and change is often misinterpreted – despite the higher consumption, Western countries still consume far more meat per capita than China. In fact, McKinsey’s survey data shows that even though China’s 2021 total meat consumption was twice that of the US, its per capita consumption was just half that of the US.

Young purchasing power could sway habits

Recently there have been calls for China to eat less meat in order to be more environmentally friendly, placing blame on the country’s large population size. But the average American eats twice the amount of meat every year, and China’s meat consumption habits are constantly evolving along with the rest of the world.

Since the 1990s, meat consumption in China has increased steadily. As of 2021, China’s per capita consumption was 45 kg per person, a significant increase over the 37 kg rate in 2000.

China’s top consumed meat in 2021 was pork at 60%, followed by poultry and beef. And 57% of Chinese consumers reported to McKinsey that they eat meat regularly. When purchasing meat, they prioritise health, product safety, quality, and taste, while countries like the US, the UK, and Germany tend to prioritise price.

Chinese consumers now purchase more prepared meat for the sake of convenience, a habit particularly driven by younger generations. These consumers are also open to the idea of buying meat online if it saves them time, helps them avoid human contact, and offers them a greater product selection.

“China is well positioned to handle the growth of online meat sales. The necessary infrastructure, including logistics networks and cold chain technology, is firmly established,” McKinsey said.

“The pandemic saw online sales of fresh food more than double, from 15% to 33%, and that shift looks likely to stick post-pandemic.”

Less meat, but not alternatives (yet)

Other trends are at play in China’s meat consumption, however. Just as in Western markets, there has been a rise in Chinese “conscious consumers” who are intentionally choosing to eat less meat and adopt vegetarian or vegan diets.

McKinsey found that these consumers in China tend to be female and baby boomers, and they limit their meat consumption because of personal health, diet variety, and price reasons.

© iStock/artisteer

“The fact that China’s baby boomers have embraced conscious consumption comes as no surprise. They grew up eating a traditional Chinese cuisine rich in plant-based protein, especially tofu,” McKinsey said.

China’s billion-dollar vegan market

A report by Euromonitor International projected that China’s vegan food market could be worth nearly $12 billion by this year, despite being worth under $10 billion as recently as 2018.

But even though Chinese consumers are showing an increased interest in health and sustainability, they have not been as enthusiastic about plant-based meat alternatives. More than 70% said they rarely or never consume alternative meat, and nearly 80% said they dislike the taste of these products.

“Despite growing awareness of sustainability and the emerging desire to reduce meat consumption, alternative meat has gained little traction in China,” McKinsey said.

But there are companies trying to change that perspective in China. Meat alternative brands that are popular in the US, like Beyond Meat, have been working to expand their products to China via ecommerce platforms and build manufacturing facilities in the country.

Chinese brands, like Whole Perfect Food, Zhenmeat, and Starfield, also offer plant-based meat products that appeal to local customers.