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USAPEEC ASEAN

In most major supermarkets in Vietnam, there are lengthy rows of open chillers displaying chilled chicken parts. Chicken, a main protein staple in the country is a ‘must stock’ item in all modern supermarket outlets. Wings, drumsticks and legs are the more popular chicken parts preferred by Vietnamese consumers. Vietnam is the largest import market for frozen chicken parts in the ASEAN region. In 2015, according to the Global Trade Atlas data, Hong Kong exported 536,000 metric tons of frozen chicken parts to Vietnam while another 82,000 metric tons was exported directly from the United States. As Hong Kong is not a major chicken producer, and since most of its chicken imports are supplied by the United States and Brazil to former, it is safe to assume that the majority of Hong Kong’s re-exports are of U.S. and Brazilian origin

Rows of chilled meats and chicken products displayed at a modern Vietnamese supermarket

Most Vietnamese importers break bulk or repacked imported chicken parts under their own house brand labels. Prices of imported chicken parts are very competitive to locally produced chicken. Although the volume of imported chicken parts are very considerable, it is uncommon to find retailed packed chicken parts under any Brazilian or U.S. labels. As Vietnamese consumers prefer freshly or newly slaughtered chicken, most retailers tend not to contradict the notion that all chilled chicken parts sold in supermarkets are from birds that are of very recent slaughter dates.

Display of chilled chicken parts packed under local labels

A typical large modern supermarket in Vietnam