Food export opportunities to Asia
AUSTRALIA, which is known for its high-quality dairy and livestock products, has established itself well as an exporter of processed food and beverages to Asia.
With a population base of 3.6 billion, which is about 56% of the world’s total population, it’s not surprising that Asia Pacific has the highest annual volume of food consumption.
Vishal Thapliyal, Associate Director, PricewaterhouseCoopers Corporate Finance, told FOOD magazine: “Fast-paced lifestyle helps convenience food to gain market in Asia, led especially by China,” he said.
“Heightened awareness and interest in healthy living are the catalyst in increasing demand for healthier food such as bottled water, 100% juices, juice-based drinks, herbal tea, organic foods, low fat dairy products, fortified drinks and nuts”.
A recent PWC study of the food and beverage sector in China shows that the packaged food market is expected to grow at a CAGR of 6.6% to reach US$64.5 billion by 2008.
Asia Pacific, the third largest frozen processed food market in the world, imports 85% of its processed food requirements. Currently, Japan leads the race for imports of processed foods.
However, research by the WTO show that the largest shifts to more processed, agricultural products were observed in developing countries like China, Indonesia, Malaysia and Thailand.
A study by Datamonitor shows that two different types of consumer segments exist in Asia – the conservative, traditional people who tend to resist change dominate in China, Thailand and Taiwan; while active, future focused consumers who welcome change are more common in
Malaysia, Japan and South Korea.
Exploring markets
Instead of focusing on exporting its food product surplus, Australia’s successful export formula will lie in taking advantage of the changing demands of the increasingly affluent Asian consumers.
Tim Gauci, the Senior Trade Commissioner at Austrade in Vietnam, told FOOD Magazine that even in a small market like Vietnam, there is a steady shift in consumer buying pattern from street markets to supermarkets and mini-marts.
He adds that Austrade is keenly monitoring the Vietnamese market for wine, worth $15-20 million a year. Competition looms high as French wine has 40-50% share, while Australia has a 5-10% share.
The French are losing ground to new world wines as Australia beefs up its marketing strategies.
“Unlike Australia, Asia has a large population. Australian exporters do not even require 5-10% of the market share. Even a small percentage of market penetration in Asia is a good business proposition,” Gauci said.
Compared to a developing country like Vietnam, a developed country like Singapore has outpaced its big-sized Asian counterparts in terms of urbanization and thus, the demand for processed food.
Namrata Mathur, an expatriate HR consultant in Singapore told FOOD Magazine: “after a hard days work, having to prepare dinner for the family from scratch is a tough job. With ready-to-eat meals available in supermarket shelves for most Asian cuisines, I just need to pop open a ready-to-eat packet and put it in the microwave. We don’t even miss out on our traditional food style anymore”.
“With more women joining the work place, I think the demand for ready-to-eat packaged food will increase” she added.
NTUC FairPrice Co-operative Ltd General Manager (Purchasing & Trading), Gerry Lee, said the leading local supermarket retailer, comments on a themed store concept, the Australian Pavilion, which occupies an area of 3600 square feet and is furbished in distinctive Aussie décor.
“The rise in popularity and trust in Australian products by local consumers and the growing Australian population in Singapore were reasons why the theme was chosen,” Lee said.
In addition to the Australian themed store, there is a U.S. and a Thai store. However, Gerry adds:
“Australia has been FairPrice’s second largest trading partner in terms of the chain’s total business volume.
More than 10% of its products are sourced from Australia with nearly 1500 authentic food products, including fresh and frozen products, dairy products, beverages, wines and gourmet items”.
Further commenting on its 25% annual growth in sales of wine, the current general breakdown of wines in Fairprice were stated to be Australian (53%), French (20%), American (12%), Chilian (5%), and Others (10%). It also carries private labels, such as Paringa, which are exclusive to FairPrice stores.
The big shift
Asia shows the biggest shift to processed food and the market is still growing.
Based on in-depth research in the Asia-Pacific, Vishal of PWC provides insights for the exporters that “Asia is an exceptionally diverse market characterized by the countries’ varying levels of economic development, tastes and cultures.
In this light, food manufacturers (especially exporters), may consider the following strategies:
l Focus on primary/basic products for supply to local food manufacturers who can then use these in their products. e.g. selling frozen meats, vegetables products or grain, fresh fruits, basic processed juice concentrate, diary products, etc.
l Sell niche packaged products to developed Asian countries or very high income groups in developing countries. e.g. Ketchup, Italian sauces, western food dressing, etc.
l Develop and sell “Asian” products customised according to the different regional traits mentioned- tastes, culture and rate of urbanization e.g. Fish sauce, soy sauce, Asian cooking sauces for convenient cooking in countries undergoing rapid growth and urbanization, etc”.
Another observation is the trend of rising health consciousness among Asian consumers in developed countries. This may lead to the health content of food products becoming a key consideration for consumers.
Generally speaking, in contrast, packaged foods with longer shelf life may be a key consideration for consumers in the less developed markets.
Food in demand in Asia
Based on PWC’s study of the Thailand market in 2004, the dairy, snacks and juices sectors look promising in terms of expected growth, with an average projected growth of 5%.
Vishal adds that “there is also an expectation of a significant increase in the import of dairy products into China, with cheese and yoghurt leading the way. This is due to the high nutritional benefits associated with these products.
Within the beverages segment, healthy versions such as low-sugar or sugar-free products will see an increase in demand”.
Growing Asian trends
Some new trends catching up with the Asians are consumer appeal for Soya milk, which accounts for the majority of sales volume in the South-East Asian non-dairy drinks market, estimated to be worth US$220 million in retail sales for 2004.
Purchasing of organic food is also classified as a major trend in grocery shopping.
Another trend is the decrease in the consumption of red meat in Japan, Hong Kong, Singapore and Malaysia due to health awareness reasons where as the healthy image of sea food and frozen processed fish has fared well amongst the Asians.
The demand for sea food has been on the upsurge after the bird flu scare.
Further, the trend setters are Asian kids.
A fad started by Heinz in 2001 with its green ketchup was followed by Parkay introducing neon pink and blue squeeze margarine and Dannon Sprinkl’ins including "sparkle packets”.
Innovative concepts and catchy themes are instant hits.
Key messages
Fairprice is known to be the most prominent local retailer and first supermarket chain in Singapore to be certified to the stringent HACCP standard.
Gerry comments on the priority consideration for all exporters and the growing concerns of the Asian importers:
l ensure that the farms or factories where the products originate from, maintain stringent safe food handling practices
l it is important for temperature sensitive and fresh products like meat, diary, fruits and vegetables to have excellent cold chain management, ensuring the highest level of freshness and quality maintained in the transport process
l a good understanding of the statutory requirements governing the import of products
l need to cultivate strong promotional and after sales support
l to understand the demographic, cultural background and lifestyle needs of the local consumers. for example, re-configure the product packaging to cater to smaller family sizes
Asia provides unique opportunities in the processed food and beverage sector. However, food manufacturers must realize that the global food industry’s structural and operational landscape is changing.
Though one of the market leaders in exports of processed food and beverages to Asia, Australia should not rest on its laurels but should perceive the global supply chain both as a threat and advantage.
It should position itself at the top of the supply chain establishing trade alliances and effective links with the Asian counterparts.
With appropriate R&D, FDI’s, improved distribution channels and developing more integrated export strategies, Australia’s presence as a market leader in the key areas of the food industry will always be felt.
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