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Top Growth Opportunities: Meat in China

Top Growth Opportunities: Meat in China

Summary

China is one of the strongest economies in the world and is the world's largest trading power. Although China is forecast to have a decrease in GDP growth from 7% in 2016 to 6.5% to 2017, it remains a favourable economy for international and domestic FMCG companies to enter and explore.

China’s meat market saw a slow growth of 2.2% between 2011 and 2016, and is forecast to see this growth strengthen into 2021 to a CAGR of 4.2%. Whilst strong, this is among the lower CAGR’s of the top 10 growth opportunity markets, but the large size of China’s meat sector makes it a very attractive market regardless. China is a stable market, and favourable economic conditions have facilitated growth through increased certainty for business and consumer spending confidence. Technological gains, a very large consumer base, and stronger spending power among consumers makes China a lucrative market for a variety of sectors. The country is also insulated from the numerous political issues which have trouble the West in recent years.

China is the second largest Meat market in value after the US, worth US$200.4 billion in 2016. During 2011-2016 it registered a slow growth CAGR of 2.4%, which is the result of slower GDP growth in the country since 2010. However, the market is expected to see a stronger growth of 4.2% CAGR over the next five years to 2021, presenting more opportunities for premiumization in the Meat market.

The biggest threat to the Meat market in China however comes from food safety issues after several related scandals in recent years. These incidents have seriously impacted the reputation of the domestic food industry as a whole and raised consumer scepticism towards food products being sold in the country. On the other hand, this also drives the premiumization of the market towards the offering of safe, high quality products as consumers are more willing to buy from trusted brands and manufacturers, as well as shop at licensed retailers.

China ranks amongst the smallest markets in the global Meat sector in terms of per capita expenditure. Though the population and disposable income are increasing in the country, the Chinese Meat market does not offer much opportunity in terms of per capita expenditure in US dollar terms.

Recent cases of food safety scandals in China have left the nation extra conscious when it comes to food safety. Therefore, Chinese consumers are willing to pay more towards safe and trusted brands via more trusted retailers in order to get peace of mind.

The report Top Growth Opportunities: Meat in China identifies the key demographic groups driving consumption, and what motivates their consumption. When combined with an in-depth study of market and category dynamics, readers are able to identify key opportunities, and what they need to do in order to target them. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category.

In depth, this report provides the following -

  • Key consumer demographic groups driving consumption within the Chinese market. The figures showcase the number of times consumers of specific ages and gender consume Meat, as well as identifying whether these demographic groups over consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall).
  • A study of market value and volumes over 2011-2016 for China, supplemented with category, brand and packaging analysis that shows the current state of the market, and how it will evolve over the 2016-2021 period.
  • The degree of influence that the 20 key consumer trends identified on Meat consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
  • Insight into the implications behind the data, and analysis of how the consumer needs will evolve in the short-to-medium term future.
  • Examples of international and China-specific product innovation targeting key consumer needs.
Companies mentioned in this report: WH Group, Inner Mongolia Praire Xingfa Co., Ltd., Beijing Ershang Dahongmen Meat Foods Co., Ltd., Neimenggu Caoyuanxingfa Foods, China Agri-Industries Holdings Limited (COFCO), Beijing Jinluyi Food Co., Ltd., Yurun Food Group Ltd., Shantou Longfeng Foodstuff Co., Ltd, Xiwang Group, Zhongpin Food Industry Co., Ltd.

Scope
  • China’s meat market saw a slow growth between 2011-2016, and is forecast to see this growth strengthen into 2021.
  • China's economic growth has not permitted premiumization in the Meat sector. During 2011-2016 consumers in China had not traded up for Meat.
  • Brand consolidation in the Chinese Meat market varies depending on the category. Frozen Meat is the most consolidated category.
  • In general, the top domestic meat brands outperform their international counterparts in China.
Reasons to buy
  • This report brings together consumer analysis and market data to provide actionable insight into the behavior of China's Meat consumers.
  • This is based on GlobalData's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Meat sector.
  • Category, brand, and packaging dynamics are also examined. This allows product and marketing strategies to be better aligned with the leading trends in the market.


  • Introducing a top growth market for Meat
    • Top opportunity markets for Meat
    • GlobalData Consumer's opportunity scoring methodology
    • Top 10 global growth opportunities scores
    • Top global issues
    • Assessment against global strategic issues
    • GlobalData's strategic issues map
    • Predicted future issues for the Global Meat sector
    • China reward and risk assessment
    • Opportunity score - China Overview
    • Consumer Meat spending trends - peer group comparisons
    • Political, Economic, Social, and Technological: Analysis
    • Enablers and inhibitors of growth
    • China - Rewards and opportunities for growth
      • Table Market value of Chinese Meat market, 2011 – 2016
    • Summary of the Meat market in China
  • Market insight - identifying the opportunities to move into
    • Market growth by category
    • Value growth of the Chinese Meat market by category
    • Contribution to change by value
      • Table Category values (US$ millions)
    • Volume growth of the Chinese Meat market by category
    • Contribution to change by volume
      • Table Category volumes (millions kg)
    • Level of premiumization by category
    • Category analysis - key drivers of change in Meat
  • Retail and distribution insight - key channels and retailers driving growth
    • Meat retail channel share - China
    • Key Retail Channel trends
    • Routes to market - retail overview
    • Routes to market - key retailers
    • Drivers of change in the Meat sector
  • Company and brand insight - the competitive landscape defined
    • Meat category fragmentation
    • Company and brand strength
    • Private label penetration
    • Brand Share by leading supplier for total meat
    • International and domestic brand analysis
      • Table Top five international Meat brands
      • Table Top five domestic Meat brands
    • Company and brand strength
  • Consumer insight - who, what, when, where and why
    • Strategic issues map - key consumer trends affecting market strategy
    • Strategic issues map - pitfalls and opportunities
    • Key consumer drivers for Meat
    • Key consumers trends in Chinese Meat
    • Consumer Groups - Key consumer targets
      • Table 2016 Consumption volume shares by consumer group
    • Consumer Groups - key consumption motivators
      • Table Fresh Meat (Counter)
      • Table Chilled Raw Packaged Meat - Whole Cut
      • Table Chilled Raw Packaged Meat - Processed
      • Table Frozen Meats
    • Key Health & Wellness trends
    • How Health & Wellness benefits will contribute to growth
    • Penetration of Health and Wellness claims by category
    • Consumer trends summary
  • Product and packaging insights -
    • Key Product Insights in Meat
    • Trends and strategic issues - other notable product trends
    • Product & Packaging insights - Key product innovation case studies
    • Key product innovation case study: Mother's Side Dish Steak
    • Key Packaging Insights
    • Trends and strategic issues - packaging material trends
    • Trends and strategic issues - packaging closure
    • Product launch key takeouts
  • White spaces and innovation opportunities - space to move into
  • Highest growth segments to target when entering the Chinese meat sector
    • Consumer spaces to target when entering the Chinese Meat market
      • Table Top volume CAGR categories 2011 - 2016
    • Segment focus - opportunities
    • Price change by category in the Chinese Meat sector
    • Pricing strategies - movements in average prices for leading brands
      • Table Monthly average price point, US$
    • Product launch key takeouts
    • Recommendations for new ways to enter the Meat sector in China
  • Appendix
    • Category Definitions: Loose & Unpackaged sales of fresh and cooked meat are tracked
    • Category Definitions: Ambient Meat
    • Category Definitions: Frozen Meat
    • Category Definitions: Chilled Raw Packaged Meat - Whole Cuts
    • Category Definitions: Chilled Raw Packaged Meat - Processed
    • Category Definitions: Cooked Meats - Counter
    • Category Definitions: Cooked Meats - Packaged
    • Category Definitions: Fresh Meat (Counter)
    • Channel Definitions
    • Product Attribute Definitions: Food Minus
    • Product Attribute Definitions: Functional & Fortified
    • Product Attribute Definitions: Naturally Healthy (NH)
    • Product Attribute Definitions: Food Intolerance (FI)
    • Accreditation Definitions
    • Consumer Benefit Definitions: Performance
    • Consumer Benefit Definitions: Health Management
    • Consumer Benefit Definitions: Weight & Shape Management
    • Consumer Benefit Definitions: Beauty From Within
    • Consumer Benefit Definitions: General Wellbeing
    • Consumer Packaged Goods Retail Data
    • Consumer Packaged Goods Retail Data
    • Health & Wellness data is built using detailed store audits in combination with market volumes from GlobalData's market data research

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