Market research company Ipsos Vietnam has found that while chicken meat consumption in Vietnam is expected to grow due to high demand, chicken production is hampered by cheap imports and high demand. In 2022, imported chicken meat was valued at $237 million, despite a surplus domestic supply. The cost of raising chickens has increased due to a sixfold price increase in bran, but prices are expected to stabilize in the second or third quarter of 2023. The decline in the land fund for livestock in Vietnam is also impacting the industry. Additionally, pork consumption is not expected to recover from the 2018 African swine fever epidemic, as the aging population is moving towards healthier food options.