Meat consumption predicted to grow in Asean

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Chicken and beef consumption to grow in Southeast Asia due to better wages and disposable incomes.

The industry is rife with news of raising meat consumption and plans for market growth as research predicts a surge in demand. Producers and marketing bodies are strategizing on ways to draw consumers through novel offerings.

Fitch Solutions stated that Thailand’s meat consumption will grow by 21.6% in 2025, up from 20.5% in 2007. With higher disposal income, post pandemic, meat, poultry, and fish products will account for 35.2% of total food spending.

Bangkok Bob’s in Thailand imports certified, organic Australian beef that is supplied to hotels and restaurants. The establishment is also runs a restaurant and sells marinated varieties of Australian steaks.

Meat and poultry spending will grow by an annual average of 5.4% up to 2025, with per capita spending to USD 233.6. Total meat consumption per capita for pork, poultry and beef, will also grow at 1.9% to 58.7 kg in 2025.

Poultry will remain the most consumed meat throughout this period, accounting for 66.6% of total meat consumed. Thailand’s demand for poultry is supported by an earlier report from OECD-FAO’s Agricultural Outlook 2021-2030 that it will continue to be the primary driver of meat production growth.

Red meat consumption

Using Thailand as a benchmark for higher meat consumption, it is interesting to note the quantity of Australian and New Zealand beef imports rose 40% in 2020, according to a USDA report.

The country also imported 42,940 tons of beef last year, valued at USD 130 million. This represented about 25% of total domestic consumption.

The Thai-Australia Free Trade Agreement and the Australia-New Zealand Free Trade Agreement with Asean members, eliminated tariffs and quota restrictions on all imported beef from the two countries in 2020. This has driven import volumes up.

MLA’s Andrew Cox says that Australian red meats in existing or new markets is set to grow.

MLA eyes Thailand and Vietnam

Additionally, Australian red meats will be pushed further into these markets with new funding and planning. Meat and Livestock Australia (MLA) was given a new grant to focus on emerging markets in Thailand and Vietnam among others.

The USD 1.12 million grant by the Australian government is to raise access to these markets and build stronger relationships with trading partners.

Notable mention

Jollibee, which has tested the waters in East Malaysia since 2018, has committed to open 120 stores in West Malaysia.

This is a significant development as Jollibee will go head-on with other international chicken-based QSR’s like KFC, McDonald’s and Texas Chicken.

The Jollibee outlet in Sabah is Halal-certified by the Malaysian Islamic Development Board (Jakim) and is expected to follow through in West Malaysia with similar certification.