The average pork consumption is 38.1 kilograms per person per year. In comparison, beef consumption ranks very low in China, with 2.5 kilograms per person per year. It is almost non-existent in inland and rural areas. Beef is rarely eaten because the supply is not plentiful in China. Most meats are sold in wet markets after they are slaughtered.
Wet markets are the traditional outdoor markets for fresh produce, meats and seafood.
They are prevalent today throughout China but are becoming less popular with the younger generations. Older generations still believe that frozen meats sold in supermarkets come from the leftovers of wet markets, to save waste. Advertising and information is needed. Local people do not know a lot about quality beef or ways to prepare them. Moreover, China lacks a central grading system for beef, which makes it difficult for local consumers to determine the quality of the meats they purchase.