Older Chinese consumers are thought to be increasingly favoring chicken for its nutritional benefits and ease of digestibility while younger consumers see it as contributing to weight control and fitness.
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The Chinese broiler industry is well placed to benefit from the growing interest among Chinese consumers in nutrition and health. The trend, notes Rabobank in its report "New consumption trends in China offer opportunities for animal protein," is among various changes impacting the animal protein market leading to both winners and losers.
