Poultry International - July 2019 - 14

14 ❙ PoultryInternational
ADAPT TO CHANGING DEMANDS
more millennials than Europe and the
U.S. Worldwide, millenials' spending power
will overtake that of Generation X by 2020.
In Asia, however, this has already happened.
Despite China's former one child policy,
the country has 400 million millennials,
more than five times the figure in the U.S.,
while there are estimates that, by 2020,
India's 410 million millennials will be
spending US$430 billion annually.
Asia's millennials are reaching the
"most important age range for economic
activity," when households are formed, babies
are born and money is spent on going out as
well as on settling down.
While this new segment may represent
a potentially positive group in terms of
consumption, it also presents difficulties,
including in attitudes to work.
Fifty percent of millennials say they
would rather have no job than a job that they
hate and, for agriculture, which has long had
difficulties in attracting employees, this is a
particular problem.
Asian educational systems are not always
what they could be and so, with a limited
skilled labor pool, the poultry and other animal
protein sectors may well increasingly lose out to
other sectors able to pay higher salaries.
A willing and skilled workforce is not the
only difficulty that may hamper the sector's
ability to respond to rising demand. Poor
transport infrastructure, for example, may not
only make workers' journeys to work more
difficult, but also can hinder getting product
to market.

Creating appeal
To help to address some of these problems, Sambosa said that, where marketing
is concerned, producers need to make

Rabobank's Nan-Dirk
Mulder said annual
online sales are
growing by at least
40% in China and
India, and that 60%
of forecast growth
in animal protein
demand over the next
20 years will occur in
Asia. Courtesy Ceva

Vaccination can guard
against significant
and sub-clinical
disease challenges,
and improves
bird welfare, said
Christophe Cazaban
of Ceva Animal
Health. Courtesy Ceva

their product appealing to younger Asian
consumers, for example through proactively
promoting company and brand values, and
that the positive contributions to society that
a company makes must be highlighted to all
stakeholders.
Companies need to identify and invest in
consumer "mindsets," focusing on the most
significant, and investing in marketing that
engages with social circles, while brand strategies need to address concerns such as food
safety, health and quality.

Growth and intelligence
The changing nature of the Asian market was
echoed by Nan-Dirk Mulder, senior analyst
with Rabobank.
He said online sales in Asia are growing at
a much stronger rate than might be imagined.
Online sales and home delivery in India, for
example are rising by 45 percent per year, while in
China annual growth is approximately 40 percent.
As those changes are happening on the
demand side, changes are also occurring
on the supply side, with farms increasingly
employing robotics, artificial intelligence,
novel additives and smart farming methods.
Worldwide, he continued, demand for
animal protein will grow by 35 percent over
the next two decades. Ninety percent of this
growth will be in emerging markets and 60
percent will be in Asia alone.
Where investors are concerned, there is
increasing interest outside of China. Beyond
China, growth in the poultry meat and egg
sectors is forecast to be higher in terms
of volume and value, facilitated by fastexpanding, modern distribution systems.

Raising efficiency on the farm
While investments in marketing and distribution
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Poultry International - July 2019

Table of Contents for the Digital Edition of Poultry International - July 2019

Poultry International - July 2019
Contents
Editor’s Comment
News
How the Chinese chicken market is responding to ASF
Asia’s poultry producers must adapt to changing demands
Production issues featured at Turkish poultry conference
Farming the chicken of the future – in a really smart way
Identifying biomarkers for poultry intestinal health
How to keep broilers cool during transport to processing
Products
Marketplace
Poultry International - July 2019 - CT1
Poultry International - July 2019 - CT2
Poultry International - July 2019 - Poultry International - July 2019
Poultry International - July 2019 - Cover2
Poultry International - July 2019 - CT3
Poultry International - July 2019 - CT4
Poultry International - July 2019 - Contents
Poultry International - July 2019 - Editor’s Comment
Poultry International - July 2019 - 3
Poultry International - July 2019 - News
Poultry International - July 2019 - 5
Poultry International - July 2019 - How the Chinese chicken market is responding to ASF
Poultry International - July 2019 - 7
Poultry International - July 2019 - 8
Poultry International - July 2019 - 9
Poultry International - July 2019 - 10
Poultry International - July 2019 - 11
Poultry International - July 2019 - Asia’s poultry producers must adapt to changing demands
Poultry International - July 2019 - 13
Poultry International - July 2019 - 14
Poultry International - July 2019 - 15
Poultry International - July 2019 - Production issues featured at Turkish poultry conference
Poultry International - July 2019 - 17
Poultry International - July 2019 - 18
Poultry International - July 2019 - 19
Poultry International - July 2019 - 20
Poultry International - July 2019 - 21
Poultry International - July 2019 - 22
Poultry International - July 2019 - 23
Poultry International - July 2019 - Farming the chicken of the future – in a really smart way
Poultry International - July 2019 - 25
Poultry International - July 2019 - Identifying biomarkers for poultry intestinal health
Poultry International - July 2019 - 27
Poultry International - July 2019 - 28
Poultry International - July 2019 - 29
Poultry International - July 2019 - 30
Poultry International - July 2019 - 31
Poultry International - July 2019 - How to keep broilers cool during transport to processing
Poultry International - July 2019 - 33
Poultry International - July 2019 - 34
Poultry International - July 2019 - 35
Poultry International - July 2019 - 36
Poultry International - July 2019 - 37
Poultry International - July 2019 - Products
Poultry International - July 2019 - 39
Poultry International - July 2019 - Marketplace
Poultry International - July 2019 - Cover3
Poultry International - July 2019 - Cover4
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