In recent years, Chinese protein producers have significantly expanded their presence in global markets, challenging established suppliers with competitively priced poultry and dairy products. Companies like Wintop Food, based in Shandong province, are at the forefront of this surge, processing tens of millions of chickens annually and exporting to over 20 countries across Africa, the Middle East, and Eurasia.
Wintop processes approximately 60 million chickens each year, offering a range of products including breasts, nuggets, meatballs, and dumplings. Exports accounted for half of the company’s profits last year and have supported ongoing facility expansions covering more than 30 acres. General Manager Dang Yangyang noted that while international buyers were initially wary of Chinese poultry quality, the significant price gap—up to $1,000 less per tonne compared to Brazilian and Thai producers—has driven increased demand abroad.
The growth in Chinese protein exports reflects broader shifts within the country’s agricultural sector. Domestic consumption patterns and government prioritization of food security have spurred technological advancements and capacity growth. As a result, many producers now generate output beyond domestic needs, turning to overseas markets to absorb surplus supply. China became a net exporter of chicken in 2023, with exports nearly doubling since 2020 to reach $2.6 billion, according to customs data. Dairy exports are also rising rapidly, expected to reach $600 million this year.
This influx of low-cost Chinese protein has raised concerns among competitors worldwide. European producers and regulatory bodies are closely monitoring imports amid fears of unfair subsidies and market disruptions. The European Commission recently initiated an anti-dumping investigation into Pekin duck imports and imposed duties on Chinese pea protein, though Chinese chicken products have not yet faced formal restrictions. Authorities are maintaining vigilance given the expanding Chinese footprint in European markets.
Industry analysts describe China’s emerging role as “disruptive” to the global meat market, with traditional suppliers in Europe, the Americas, and Asia now contending with a more competitive alternative. In the poultry sector, China has increased its share of the European Union processed poultry market to 10% since 2022 and more than tripled its share in the UK to over 14%, according to consultancy firm Gira. Growth is also evident in Japan, where China is gaining ground at the expense of Thailand, the long-standing market leader.
Chinese companies are also pursuing expansion through foreign investments and partnerships. Dairy giant Yili plans to sell infant formula in Southeast Asia, marking a recovery from the 2008 melamine contamination scandal that once led to widespread distrust of domestic dairy products. Competitor Feihe has introduced its AceKid infant formula in Indonesia and the Philippines to compete with global brands such as Nestlé and Mead Johnson.
Poultry producers like Wintop have scaled up operations significantly; the number of chickens per shed has increased sixfold over the past decade, and birds reach market weight faster than many international competitors. Local authorities provide subsidies for labor costs, supporting production capacity.
Established producers from Thailand, Brazil, and Europe have expressed concern over the competitive pressure from Chinese exports. Industry representatives in Thailand highlight how Chinese pricing reshapes negotiation dynamics, while international meat traders report growing African demand for cheaper Chinese poultry alternatives.
Despite progress, Chinese exporters continue to face challenges related to food safety perceptions. Building confidence in product safety, traceability, and consistency remains a priority to sustain long-term market access. The European Commission enforces stringent health and safety standards for imports and plans to enhance origin labeling requirements for poultry from 2027, reflecting growing scrutiny.
For many global buyers, China’s lower prices are a compelling factor. Companies like Wintop are capitalizing on this advantage by targeting a broad array of international markets. “If you have a significant price advantage,” Dang said, “many customers actively seek you out.”