Feed Strategy - May 2019 - 16

16 ❙ FeedStrategy
YEAR OF THE PIG
of 43.5 kg in 2014 to 41 kg in 2017,
reports Pan.
So, what's behind this downturn?

Health literacy 'on the rise'
Given pork is a staple, mass-market
product in China, there is desire
for variety, Pan says, with many
consumers switching to beef,
poultry, fish or seafood on occasion. A niche but growing number
of Chinese consumers are also
opting for vegetarian options.
These consumption changes are
either driven by a desire to eat more
premium meats - imported beef
is one good example - or a rising
health awareness, she says.
Kerstin Brolsma, business
analyst at China Market Research
(CMR), agrees: "Health consciousness and health literacy is on the rise
here. So, in tandem with that, you're
getting people who don't want to eat
as much meat."

collar workers who enjoy eating
imported steaks in food courts.
Anne Peng, editor of
ChemLinked, agrees beef is an
"increasingly important alternative,"
along with mutton.
Peng says beef, a comparatively
premium meat, will benefit hugely
from China's surge in "new retail,"
which sees online and offline

ASF could wipe out a quarter of Chinese
hog population: www.WATTAgNet.com/
articles/37495
Much of this is being fueled by
increased online activity and travel
among Chinese consumers, as
well as a rise in purchasing power,
enabling consumers to be more
selective, Brolsma says.
Chicken is proving a popular
switch as it is easy to prepare, she
says, and beef is gaining strong
ground, particularly among white

shopping converge, offering fresh
produce fast.
Alibaba's Freshema chain, for
example, can deliver orders within
30 minutes of an online purchase.
Customers can also shop in-store
and schedule home deliveries. Peng
says this retail trend will undoubtedly drive sales of high-end and
premium beef and pork varieties.

Consumers 'really care how
the pigs are fed'
For the large swath of consumers
still favoring pork - it remains
China's most-consumed meat by
far at 63% of the market - food
safety and the environment are key
purchase influencers.
On top of ASF concerns,
tougher environmental protection
laws introduced in 2015 by the
Chinese government mean issues
like air, water and land pollution
are now front of mind for industries
and consumers alike. With this,
consumers are paying closer attention to the story behind meat, its
origin and how animals are raised.
Pan says many consumers are
increasingly drawn to high-quality
attributes like certified organic, free
range or natural grown that align
with these concerns. The type of feed
given to animals is also of interest.
"Actually, Chinese people are quite
similar to European consumers in this
www.WATTAgNet.com ❙ May 2019


http://www.WATTAgNet.com/articles/37495 http://www.WATTAgNet.com/articles/37495 http://www.WATTAgNet.com

Feed Strategy - May 2019

Table of Contents for the Digital Edition of Feed Strategy - May 2019

Feed Strategy - May 2019
Contents
In the Mix
Industry Happenings
African swine fever: What feed manufacturers need to know
Year of the Pig: A look at China’s declining pork consumption
Asia’s poultry producers expect strong results in 2019
Add value to piglet diets with molasses
Marketing nutrition by blaming other products
How feed additives can reduce greenhouse gas emissions
Americans seek more protein, but not all animal based
What is the best heifer-weaning index?
VICTAM International a one-stop show for animal feed processors
Products
Advertisers’ Index
Feed Strategy - May 2019 - CT1
Feed Strategy - May 2019 - CT2
Feed Strategy - May 2019 - Feed Strategy - May 2019
Feed Strategy - May 2019 - Cover2
Feed Strategy - May 2019 - Contents
Feed Strategy - May 2019 - In the Mix
Feed Strategy - May 2019 - Industry Happenings
Feed Strategy - May 2019 - African swine fever: What feed manufacturers need to know
Feed Strategy - May 2019 - 5
Feed Strategy - May 2019 - 6
Feed Strategy - May 2019 - 7
Feed Strategy - May 2019 - 8
Feed Strategy - May 2019 - 9
Feed Strategy - May 2019 - 10
Feed Strategy - May 2019 - 11
Feed Strategy - May 2019 - 12
Feed Strategy - May 2019 - 13
Feed Strategy - May 2019 - Year of the Pig: A look at China’s declining pork consumption
Feed Strategy - May 2019 - 15
Feed Strategy - May 2019 - 16
Feed Strategy - May 2019 - 17
Feed Strategy - May 2019 - 18
Feed Strategy - May 2019 - 19
Feed Strategy - May 2019 - Asia’s poultry producers expect strong results in 2019
Feed Strategy - May 2019 - 21
Feed Strategy - May 2019 - 22
Feed Strategy - May 2019 - 23
Feed Strategy - May 2019 - Add value to piglet diets with molasses
Feed Strategy - May 2019 - 25
Feed Strategy - May 2019 - 26
Feed Strategy - May 2019 - 27
Feed Strategy - May 2019 - Marketing nutrition by blaming other products
Feed Strategy - May 2019 - 29
Feed Strategy - May 2019 - How feed additives can reduce greenhouse gas emissions
Feed Strategy - May 2019 - 31
Feed Strategy - May 2019 - Americans seek more protein, but not all animal based
Feed Strategy - May 2019 - 33
Feed Strategy - May 2019 - 34
Feed Strategy - May 2019 - 35
Feed Strategy - May 2019 - What is the best heifer-weaning index?
Feed Strategy - May 2019 - 37
Feed Strategy - May 2019 - 38
Feed Strategy - May 2019 - 39
Feed Strategy - May 2019 - VICTAM International a one-stop show for animal feed processors
Feed Strategy - May 2019 - 41
Feed Strategy - May 2019 - 42
Feed Strategy - May 2019 - Products
Feed Strategy - May 2019 - Advertisers’ Index
Feed Strategy - May 2019 - Cover3
Feed Strategy - May 2019 - Cover4
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