Giant inflatable donkey in Pelourinho. Image credit The Donkey Sanctuary
Study Reveals Almost Half Of Ejiao Consumers In China Are Unaware Product Is Made From Slaughtered Donkeys
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A 2026 Kantar study commissioned by Devon-based charity The Donkey Sanctuary also reveals 76% of Chinese consumers are open to kinder, lab-produced and sustainable alternatives
A Kantar study, commissioned by Devon-based charity, The Donkey Sanctuary, and conducted among 1,000 respondents in China between 16 January and 9 February 2026, reveals a disconnect between ejiao consumption in China and consumer understanding of how the product is made. Nearly half (46%) of those surveyed did not identify donkey skin as a source ingredient.
According to the findings, consumption is driven almost exclusively by the belief that ejiaodelivers health and beauty benefits.
Ejiao consumption stems from an ancient tradition in China, historically limited to the imperial court. However, the expansion of the Chinese middle class in recent decades, combined with strong marketing around its supposed health and beauty benefits, has led to a surge in popularity. Another spike in consumption occurred after 2011, which coincided with the release of the Chinese TV soap “Empresses in the Palace,” which portrays life in the imperial harem, where treatments related to health, fertility, appearance, and status are frequently depicted.
To meet China’s demand for ejiao, at least 5.9 million donkeys are slaughtered for their skins every year, according to a seperate study by The Donkey Sanctuary.
“This demand has caused the donkey population in China to plummet, leading manufacturers to source skins from abroad, particularly in Africa and South America, including Brazil,” says Dr Patrícia Tatemoto, PhD in Sciences from the University of São Paulo and campaign coordinator at the organization.
The Kantar study also highlights low awareness of concerns surrounding ejiao production: nearly 70% of respondents reported never having encountered information on the issue. Among the 30% who had, the most commonly cited concerns were animal welfare (54%), environmental impact (45%) and potential links to wildlife trafficking (44%).
Findings signal huge opportunity for pioneering Brazilian technology
Importantly, the findings point to a favourable outlook for innovation: 76% of respondents said they would consider consuming ejiao if it was available at an affordable price and had been produced using cellular agriculture, with higher acceptance among the youngest consumers (18-24 years) and oldest (55-64 years).
Among those open to lab-produced ejiao, key motivations include access to a safer, higher-quality (18%), and more innovative product (29%), as well as ethical and environmental considerations.
“Brazil has a rare dual opportunity: to protect a precious and endangered species, while positioning itself at the forefront of a major technological breakthrough. With the global ejiao market worth billions and this new evidence revealing that 76% of Chinese ejiao buyers and aware non-buyers would be willing to use a lab-produced alternative, Brazil can lead the world with its pioneering sustainable solution – one that supports innovation and meets consumer demand, while removing pressure on this vulnerable species,” said Dr Tatemoto.
The study also shows that the main consumers of ejiao are urban populations aged over 45, particularly in large cities (Tier 1 and Tier 2). Among young people aged 18 to 24, lack of awareness is even higher: 68% said they do not know what ejiao is. Familiarity with the product is also significantly lower among residents of smaller cities.
International representatives of The Donkey Sanctuary joined experts, public officials and civil society organisations at the 4th International Workshop: Donkeys of Brazil, which took place last week (6-8 May) in Salvador, where the 'Ejiao Consumption in China' research was presented. During the workshop, The Donkey Sanctuary consultant Emily Reeves spoke about Chinese consumer perceptions, market trends, and sustainable alternatives based on the study’s findings.
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