Beyond Supplements: How Chicken Essence Became a USD 2.48 Billion Functional Food Phenomenon

The global Chicken Essence industry represents a unique intersection of traditional nutrition and modern wellness trends, rooted in centuries-old consumption in Asian cultures and increasingly recognized worldwide as a natural functional supplement. Chicken essence, typically a concentrated extract of chicken broth rich in bioactive peptides, amino acids, and micronutrients, is consumed for its purported benefits in boosting energy, immunity support, cognitive function, and overall health. The industry spans various product formats including liquids, powders, granules, and capsules, and serves multiple downstream markets such as dietary supplements, functional foods, beverages, and therapeutic nutrition.
The global market size in 2024 amounts to approximately USD 2,478 million with a projected compound annual growth rate of 8% until 2031, reaching market size USD 4,212 million by 2031. With an average selling price around USD 2.10 per unit, reflecting total unit sold in 2024 around 1,180 million unit. The factory gross margin at 30%, implies to a factory gross profit of USD 0.63 per unit and cost of goods sold is USD 1.47 per unit. The COGS breakdown is raw material quality, extraction technology, and packaging complexity. A single line full machine capacity production is around 60 million unit per line per year. Downstream demand is concentrated in functional food and dietary supplements, followed by health beverages and therapeutic nutrition.
Latest Trends and Technological Developments
In 2025, one of the standout trends in the Chicken Essence industry is the integration of advanced extraction technologies that enhance nutrient preservation and bioavailability, alongside the incorporation of complementary ingredients like ginseng, cordyceps, collagen, and probiotics to appeal to broader wellness segments. On October 2025, a leading manufacturer announced the introduction of AI-optimized extraction lines that reduce energy use while maximizing peptide concentration, demonstrating the industrys investment in sustainable efficiency and product differentiation. Another trend is the expansion of e-commerce and direct-to-consumer platforms, enabling smaller artisanal producers to reach global markets and younger demographics that seek clean-label, transparent, and traceable products. Regulatory developments in markets like the EU and North America are also prompting companies to pursue clinical studies to substantiate health claims, thereby enhancing credibility and consumer trust.

Johnson & Smith Pharmaceuticals, a mid-sized health supplement distributor based in Toronto, purchases a bulk order of 500 kg of concentrated, spray-dried Chicken Essence powder from Firmenich SA, a leading Swiss manufacturer of natural ingredients, for an amount of USD 125,000. This translates to a cost of USD 250 per kg, reflecting the premium quality, standardized bioactive peptide content, and rigorous safety certification of the ingredient, which is destined for their new line of immune-support capsules.
The Vitality Boost tonic manufactured by Health & Life Group in Malaysia. Each 68ml bottle contains a standardized dose of the essence, derived from 100% pure chicken extract without fat or cholesterol. For their annual production of 2 million bottles, the company utilizes approximately 15 tons of the raw Chicken Essence concentrate, with the cost of this key ingredient amounting to approximately USD 175,000 per production run or about USD 11.67 per kg as part of a long-term supply agreement, highlighting its critical role in the product's formulation and market success.
Asia remains the heartland of the Chicken Essence industry, with cultural acceptance and traditional use deeply embedded in daily consumption habits in countries such as China, Japan, South Korea, Thailand, Malaysia, and Singapore. The Asia-Pacific region commands a substantial share of global revenue due to historical consumption patterns, rising disposable incomes, and a growing wellness culture that embraces natural supplements as part of preventive healthcare. China is the largest market in the region, driven by urban consumers seeking cognitive support and immune enhancement products, while countries like Japan and South Korea show strong interest in functional and beauty-from-within benefits. In Greater China and Southeast Asian economies, digital retail channels and social media influence are significant growth drivers, especially among younger consumers.
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Chicken Essence by Type:
Liquid

Solid

Chicken Essence by Product Category:
Standard Chicken Flavor

Seafood / Mushroom Umami Chicken

Chicken Essence by Market Segment:
Low-Sodium Chicken Bouillon

Clean Label / No Additives

Chicken Essence by Material:
Pure Chicken Extract

Concentrated Chicken Essence

Herbal Infused Chicken Essence

Others

Chicken Essence by Features:
Preservative Free Formulations

Fortified with Vitamins, Collagen or Peptides

Others

Chicken Essence by Application:
Food & Beverage

Animal Feed

Others

Global Top 10 Key Companies in the Chicken Essence Market
BRANDS (Singapore)

Maggi (Switzerland)

Knorr (Germany)

Herb-Ox (US)

Totole (China)

Haitian Flavouring And Food (China)

Haoji Food (China)

Meiweixian Flavoring Foods (China)

Jialong Food (China)

Profile Of Yong Yi Food (China)

Regional Insights
Within the broader Asian context, the ASEAN region exhibits promising growth dynamics, with Indonesia emerging as a key market due to its large population, rising middle class, and increasing health consciousness. Consumers in Indonesia are increasingly exposed to functional nutrition trends, and local producers are beginning to innovate with halal-certified and regionally tailored Chicken Essence products. Regional demand in ASEAN is supported by expanding retail infrastructure, rapid e-commerce adoption, and cultural affinity for tonic-style supplements, making it a vibrant segment for both local and international brands. Countries like Thailand, Malaysia, and Singapore have mature markets with established consumption patterns, while Indonesia and Vietnam are notable for accelerated uptake and potential market share expansion.

Despite positive growth prospects, the Chicken Essence industry faces several challenges. First, consumer skepticism in Western markets can limit adoption due to unfamiliarity with traditional health claims. Regulatory hurdles around health claims and ingredient standards also require significant investment in scientific validation and compliance. Supply chain volatility, particularly in sourcing high-quality poultry and managing production costs, can impact margins and pricing stability. Additionally, competition from alternative protein supplements and plant-based functional beverages poses a threat to market share, compelling industry players to innovate continuously.

Strategically, companies in the Chicken Essence market are advised to invest in product differentiation through enhanced formulation, quality certifications (e.g., organic, halal, non-GMO), and evidence-based health claims. Expanding digital presence and leveraging data-driven marketing can enhance consumer engagement, especially among health-conscious millennials and Gen Z. Partnerships with healthcare professionals and integration into clinical nutrition programs could further elevate credibility. Diversifying distribution channels, including e-commerce, specialty health retailers, and cross-border marketplaces, will be critical in capturing global demand.

Product Models
Chicken essence is a traditional concentrated poultry extract sold as a quick nutritional tonic and functional beverage; its commonly consumed for fatigue recovery, mental alertness and post-partum support.
Liquid chicken essence is a concentrated liquid extract, usually packaged in small glass bottles (single-serve 4275 g). Its consumed directly chilled or warmed and is the classic consumer format for essence of chicken tonics. Notable products include:
BRANDS Essence of Chicken Original - BRANDS (Suntory / BRANDS): classic single-serve bottled chicken essence formulated to boost energy and mental alertness; widely available and often sold as multi-packs. Segment: Middle. Price range: ~USD 1.53.5 per 70 g bottle (varies by pack & country). Usual customer: busy professionals, students, general adult consumers.
Eu Yan Sang Traditional Essence of Chicken - Eu Yan Sang: premium pure chicken essence in multi-bottle packs, positioned as natural/clean-label with no caramel added. Segment: High. Price range: ~USD 1830 per multi-pack (e.g., 6×70 g box). Usual customer: health-conscious, premium shoppers and older adults.
MEI FAH Essence of Chicken (with Cordyceps / Birds Nest variants) - Mei Fah: bottled essence often formulated with cordyceps or birds nest for postpartum or restorative use. Segment: MiddleHigh. Price range: ~USD 818 per 6-bottle pack (varies by variant). Usual customer: postpartum mothers, recuperating adults.
Kinohimitsu Essence of Chicken (Pati Ayam) - Kinohimitsu: bottled chicken essence sold in packs; marketed for vitality and recovery. Segment: Middle. Price range: ~USD 1222 per 6×75 g pack. Usual customer: working adults and shoppers seeking functional drinks.
Knorr Liquid Chicken Stock (concentrate/carton) - Knorr: Ready liquid stock or concentrate for soups and sauces (Middle to High segment depending on format); price range ~USD 28 per carton/bottle; usual customers: professional kitchens and home cooks; short intro: shelf-stable concentrated stock for quick broth.
Solid chicken essence is a powder, instant sachets or capsules made by concentrating then drying the extract, or industrial concentrated powders used as seasoning/functional ingredients. Notable products include:
Knorr Chicken Bouillon Cubes - Knorr: solid bouillon cubes used to make quick stock (Middle segment); price range ~USD 26 per pack (varies by pack size); usual customers: home cooks and small restaurants; short intro: dissolvable chicken flavor cubes for soups, rice and stews.
Herb-Ox Chicken Bouillon Cubes / Powder - Herb-Ox: powdered or cubed bouillon (Middle segment); price ~USD 25 per jar/pack; usual customers: consumers seeking shelf-stable bouillon with clear labeling (some low-sodium variants); short intro: widely sold bouillon in cubes or powdered jars.
Totole Granulated Chicken Bouillon (太太乐鸡粉) - Totole: granulated chicken essence / bouillon powder (Low segment); price ~USD 5-12 per 1 kg bag (retail varies by market); usual customers: household cooks and small F&B manufacturers; short intro: economical powdered chicken seasoning used in Chinese dishes.
Haday / Haitian Chicken Essence Powder (海天鸡精) - Haitian Flavouring And Food: powdered chicken essence/bouillon (Low segment); price ~USD 3-10 per 300 g-1 kg pack; usual customers: mass market households and food processors; short intro: common powdered enhancer for soups, marinades and snacks.
Meiweixian (美味鲜) Chicken Powder - Meiweixian Flavoring Foods: powdered chicken seasoning (Low-Middle); price ~USD 4-12 per kg depending on pack; usual customers: home cooks and small manufacturers; short intro: local seasoning brand offering chicken powder for everyday cooking.
The global Chicken Essence industry stands at an inflection point, blending traditional consumption patterns with modern nutritional science and expanding into new markets. With a robust market size of USD 2,478 million in 2024 and an 8% CAGR projected until 2031, the industry offers compelling growth driven by health-conscious consumers and diversified product applications. Asia, and particularly Southeast Asia, remains the industrys backbone, while global expansion continues amid evolving consumption behaviors and technological advancements.

Investor Analysis
For investors, the Chicken Essence market presents a unique opportunity. The growth in a niche yet expanding segment of the nutraceutical and functional food sectors, evidenced by strong market size and projected CAGR. Through strategic investments in innovation, production scalability, and market penetration via digital channels and global distribution partnerships. The sustained consumer shift toward natural and preventive health products, multi-channel revenue streams, and the potential for premiumization of offerings. Understanding cost structures, gross margins, and regional demand patterns empowers investors to identify high-return segments and mitigate risks associated with regulation and competition.

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5 Reasons to Buy This Report
Comprehensive market sizing and future growth projections through 2031.
Detailed regional insights with emphasis on Asia and ASEAN dynamics.
Analysis of price, unit economics, production capacity, and gross margins.
Coverage of technological trends and competitive landscape.
Strategic implications for investors and stakeholders.
5 Key Questions Answered
What is the current global market size and future growth trajectory of Chicken Essence?
How do regional markets, especially Asia and ASEAN, differ in demand and growth drivers?
What are the key cost structures, pricing strategies, and production capacities in the industry?
Which technological developments and trends are shaping product innovation?
Who are the top industry players and what competitive strategies do they employ?
Chapter Outline
Chapter 1: Introduces the report scope of the report, executive summary of different market segments (by region, product type, application, etc), including the market size of each market segment, future development potential, and so on. It offers a high-level view of the current state of the market and its likely evolution in the short to mid-term, and long term.
Chapter 2: key insights, key emerging trends, etc.
Chapter 3: Manufacturers competitive analysis, detailed analysis of the product manufacturers competitive landscape, price, sales and revenue market share, latest development plan, merger, and acquisition information, etc.
Chapter 4: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product sales, revenue, price, gross margin, product introduction, recent development, etc.
Chapter 5 & 6: Sales, revenue of the product in regional level and country level. It provides a quantitative analysis of the market size and development potential of each region and its main countries and introduces the market development, future development prospects, market space, and market size of each country in the world.
Chapter 7: Provides the analysis of various market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments.
Chapter 8: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.
Chapter 9: Analysis of industrial chain, including the upstream and downstream of the industry.
Chapter 10: The main points and conclusions of the report.

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