July 2, 2004

Good Prospects Seen for China's Chilled Meat Market

An eFeedLink Exclusive Report

In the past decade, the vibrant development of China's agricultural market has made it increasingly easier for consumers across the country to buy fresh meat products. Most Chinese people are still used to buy freshly slaughtered meat from wet markets, and not chilled meat from supermarkets.

This is most likely due to the different culinary habits of the Chinese consumers compared with their Western counterparts. In Western developed countries consumers usually grill or pan-fry their meat, to an internal core temperature of around 70 degree Celsius. They also usually add a bit of flavoring at the end of the cooking. Western consumers give high regards to the hygiene, tenderness, juiciness and flavor of the meat. Such preferences are able to fully bring out the superior meat quality of chilled meat.

Chinese consumers cook their meat differently, usually over high heat or long hours, such as frying and brewing. The internal core temperature of the meat is usually 85 degree Celsius or higher. Usually, much flavoring is used before and during cooking. These culinary practices require less in terms of hygiene and quality of the meat, and the methods of food preparation fail to bring out the superior quality of chilled meat.

In addition, chilled meat is currently supplied unpackaged or simply packed, making it a hassle to carry around. The same applies to freshly slaughtered meat, which also has to be cleaned and cut up, thus not as convenient as frozen cuts. This probably explains the preference of consumers in western countries to buy frozen cuts, instead of chilled meat.

Undoubtedly, the highly stringent cold storage conditions required in the processing, distribution and sale of chilled meat mean heavier investment compared to the supply of freshly slaughtered meat, which is sent straight from the slaughterhouse to the wet markets to be sold. As chilled meat usually has to be sold in supermarkets with cold storage facilities, the prices could often be higher by 30-50%.

Most Chinese consumers, who remain ignorant of the sometime poor quality and hygiene of freshly slaughtered meat, are attracted to the convenience of the wet markets and the lower pricing of freshly slaughtered meat.  

Nevertheless, with rising living standards in China, coupled with the ever-changing thinking and eating habits of the Chinese consumers and the increasing availability of comprehensive cold storage facilities in the larger cities, chilled meat is seen would become more popular among Chinese consumers.