Poultry International - February 2018 - 7
PoultryInternational ❙ 7
badly hit by the tighter application of environmental
legislation, reports Rabobank.
The requirement to relocate is expected to hit
smaller producers to a greater degree than larger producers and may see companies exit the industry.
The direct impact of avian influenza on poultry
production and demand for chicken meat in 2018
cannot be forecast with any certainty. However, it is
worth remembering that from the second half of 2016
through to the second quarter of 2017, the country suffered its worst outbreak of H7N9.
yellow-feathered birds - being closed, producers may
continue to experience difficulties in selling their birds.
While there remains room for this segment of Chinese
poultry production to expand, much will depend on rebuilding confidence and finding routes to market.
The market for meat from white-feathered birds,
however, has performed rather differently. With growth
in the middle class and ever more urbanization, fastfood chains are now increasingly penetrating third-tier
cities, and KFC and McDonald's are thought to have
reported increased sales in 2017.
Although demand for meat from white-feathered
birds may be forecast to increase, there are reports that
Despite ongoing consumer concerns
about poultry meat, several quick-service
restaurants in China are thought to have
seen their sales rise in 2017.
Fotokon | Bigstockphoto.com
While being low pathogenic, the direct impact
on production was minimal, but with more than 700
reported human infections - and a mortality rate of
approximately 40 percent - wide geographic distribution, and reports of mutations to high pathogenic,
consumer confidence, particularly in yellow-feathered
birds, was severely knocked.
As absence of further outbreaks may lead to an
upturn in consumer confidence, but with more live
markets - the primary route to the consumer for
February 2018 ❙ www.WATTAgNet.com
production may decline in 2017, with a growing shortfall in supply being made up by increased imports.
Consumption patterns in China are becoming ever
more complex and varied and, where food or any other
purchase is concerned, consumers are no longer focusing primarily on attaining maximum value.
Perhaps illustrative of rising incomes is the fact
that, according to the McKinsey China 2017 consumer