Fried chicken demand hits $140b as Southeast Asia dominates

Hectic work schedules force a shift toward convenience meals across major Asian metros.

Consumers in Southeast Asia are driving global fried chicken demand, featuring a disproportionately high percentage of fried chicken orders compared to the rest of Asia and the global average, a report by Technomic revealed.

Malaysia consumes the most fried chicken, with two-thirds of consumers ordering it once every 90 days. This is followed by Indonesia at 62%, Philippines at 61%.

Singapore ranks fifth in the list, with one in two consumers eating chicken once every 90 days. The global average for fried chicken consumption is 42%.

The report comes as the global fried chicken market is projected to grow from $100.11b in 2025 to $139.66b by 2030, driven by consumer preference towards convenience, according to Research and Markets.

This shift is influenced by hectic schedules, the growing need for quick and easy meal solutions, a preference for familiar and satisfying flavours, and an increased focus on time-saving options without compromising taste or quality. Fried chicken is widely consumed as a convenience food due to its ready-to-eat nature, rich flavour, and quick preparation.