Perspectives on China's beef market: quality improvement driven by consumer expectations

Abstract

China's beef production and consumption have steadily increased over the past decade. However, China's current beef grading standards have not effectively guided the market. In this context, the low profitability of the industry and the lack of consumer confidence in China's local products are issues that need to be addressed. The first section of this article reviewed trends in production, consumption, and profitability within the industry over the past decade, highlighting key challenges currently faced. The second section evaluated the quality attributes prioritized by Chinese consumers related to their eating experiences and their decision to purchase beef products. The third part introduced China's current beef grading standards and its potential development space, drawing on international grading approaches that align with consumer expectations. Finally, the paper explores potential strategies to enhance the attractiveness and sustainability of China's domestic beef market.