Asia emerges as fastest growing fried chicken market

Malaysia, Indonesia, and the Philippines lead the growth.

Asia Pacific is emerging as the fastest-growing fried chicken market, as the global market is expected to reach $138.66b by 2030, according to Research and Markets.

The growth of the global fried chicken market is attributed to increasing demand for premium fast-food experiences, the rising growth of online food delivery platforms, the expansion of cloud kitchens, the growing interest in healthier fast-food alternatives, and increasing experimentation with global flavours.

The shift in consumer preferences toward convenience food is expected to propel the growth of the fried chicken market going forward. 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 flavor, and quick preparation. For instance, in April 2024, according to a report published by the National Association of Convenience Stores (NACS), a US-based trade association, total industry foodservice sales, including prepared food, commissary items, and dispensed beverages, accounted for 26.9% of in-store sales in 2023, up from 25.6% in 2022, with prepared food sales per store per month growing by 12.2%.

Meanwhile, a separate report by Technomic said that Southeast Asian countries is driving most of the demand. Malaysia consumes the most fried chicken, where at least two-thirds of consumers order it once every 90 days.

This is followed by Indonesia and the Philippines.