11 April 2025

2 minute read

By: Global Ag Media

Asia

Chicken is holding its ground on Chinese menus. According to the latest outlook from the USDA's Foreign Agricultural Service, consumption of chicken is expected to tick up slightly in 2025, fuelled by changing consumer habits and a growing appetite for healthier choices.

Industry analysts suggest chicken consumption could climb by as much as 2.5% annually over the next decade. Most of that growth is projected to come from white broilers — birds prized for their lean meat and lower cost.

Food service operators in China’s bustling hotel, restaurant and institutional (HRI) sectors say white chicken is a wallet-friendly alternative to costlier proteins like pork, making it a go-to for menus navigating tight budgets.

Young diners shape the market

China's younger generation is emerging as the key consumer segment behind the surge in white broiler demand. Their cravings are clear — chicken burgers and crispy fried chicken top the list, both made primarily with white meat.

Frozen cuts still dominate the shelves, with chicken legs and wings flying off them fastest. Although processed and pre-cooked chicken products account for a smaller slice of the market, they’re gaining ground as convenience and speed become more important to busy consumers.

Fitness culture is also putting the spotlight on chicken breasts. High in protein and low in fat, they’ve become a staple in diets geared toward health and muscle building.

Access expands across platforms

White broiler meat is widely available across the country — from Western fast-food outlets to Chinese chain restaurants, school canteens and workplace cafeterias. It's also increasingly accessible online.

In a tough economy, chicken continues to deliver. Prices for white broiler meat remain relatively stable, even as other proteins feel the squeeze. For now, the humble bird is proving both resilient and remarkably adaptable in China’s shifting food landscape.