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- 1. Food & Beverage Updates from Key SE Asian Markets 30 March 2016
- 2. Australia Unlimited Webinar Panellists Rekha Isaac Singapore Renee Lee Malaysia Kanitta Thailand Christopher Rees Senior Trade Commissioner Singapore Debora-Gracia Indonesia Liza Bautista The Philippines
- 3. South East Asian Markets (ASEAN): An Overview Chris Rees Senior Trade Commissioner, Singapore
- 4. ASEAN ASEAN represents a population of 622 million people with a combined GDP of US$ 2.6 trillion. Association of South East Asian Nations - Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam Australia Unlimited
- 5. Summary - ASEAN Agrifood Market Australia Unlimited ⢠ASEAN represents a A$8.28 billion food, beverage and agribusiness market for AustraliaâŚmaking up just over 20% of Australiaâs total Agrifoodexports.( 2015, Source: ABS Data on Global Trade Atlas) ⢠The establishment of the ASEAN Economic Community (AEC) in 2015 was a major milestone in the economic integration agenda of the region. ⢠AEC collectively is the third largest economy in Asia and the seventh largest in the world. ⢠Business engagement (through tariff reductions and greater investment opportunities) has increased from 1 January 2010, when the ASEAN Australia-New Zealand Free Trade Agreement (AANZFTA) came into effect.
- 6. 0 0.5 1 1.5 2 2.5 Indonesia Vietnam Singapore Malaysia Thailand Philippines Myanmar Brunei Australia Unlimited A$Billions 2010 2011 2012 2013 2014 2015 Source:ABS Data on Global TradeAtlas 75% increase in Australian Agrifood exports since 2010 Australiaâs Agrifood Exports to key ASEAN markets (2015,ABS Data on Global TradeAtlas)
- 7. Australiaâ Top Agrifood Exports to ASEAN Australia Unlimited Source:ABS Data on Global TradeAtlas Partner Country Australia Dollars (2015) % growth from 2010 Top 5 Australian Exports (Value) (2015) Indonesia $ 2.68 billion 45% 1. Wheat 2. Bovine Animals, Live (Live Cattle) 3. Meat Of Bovine Animals, Frozen (Frozen Beef) 4. Milk And Cream, Concentrated Or Sweetened 5. Flour, Meal Etc Of Meat Etc, Not For Human; Greaves (Animal Feed) Vietnam $ 1.94 billion 253% 1. Crustaceans Live Fresh Etc Smoked/Cooked Etc 2. Wheat 3. Bovine Animals, Live (Live Cattle) 4. Malt, Whether Or Not Roasted 5. Ethyl Alcohol, Undenatured, Und 80% Alc; SpiritBeverages Singapore $ 1.13 billion 48% 1. Fats Of Bovines, Sheep/Goats Other Than Head 1503(Tallow) 2. Milk And Cream, Concentrated Or Sweetened 3. Meat Of Sheep Or Goats, Fresh, Chilled Or Frozen (Lamb, Mutton) 4. Wine Of Fresh Grapes; Grape Must Nesoi 5. Meat Of Swine, Fresh, Chilled Or Frozen (Pork) Malaysia $ 1.06 billion 60% 1. Wheat 2. Meat Of Sheep Or Goats, Fresh, Chilled Or Frozen (Lamb, Mutton) 3. Milk And Cream, Concentrated Or Sweetened 4. Bovine Animals, Live (Live Cattle) 5. Meat Of Bovine Animals, Frozen (Frozen Beef)
- 8. Partner Country Australia Dollars (2015) % growth from 2010 Top 5 Australian Exports (Value) (2015) Thailand $ 660.55 million 47% 1. Wheat 2. Malt, Whether Or Not Roasted 3. Milk And Cream, Concentrated Or Sweetened 4. Meat Of Bovine Animals, Frozen (Frozen Beef) 5. Malt Ext; Food Prep Of Flour Etc Un 40% Cocoa Etc Philippines $ 619.56 million 82% 1. Wheat 2. Meat Of Bovine Animals, Frozen (Frozen Beef) 3. Milk And Cream, Concentrated Or Sweetened 4. Bovine Animals, Live (Live Cattle) 5. Cheese And Curd Myanmar $ 125.66 million 76% 1. Wheat 2. Food Preparations Nesoi (Miscellaneous Food Preparations) 3. Milk And Cream, Concentrated Or Sweetened 4. Cheese And Curd 5. Milk And Cream, Not Concentrated Or Sweetened Brunei $ 34.52 million 71% 1. Bovine Animals, Live (Live Cattle) 2. Meat Of Sheep Or Goats, Fresh, Chilled Or Frozen (Lamb, Mutton) 3. Meat Of Bovine Animals, Frozen (Frozen Beef) 4. Cheese And Curd 5. Meat Of Bovine Animals, Fresh Or Chilled (Chilled Beef) Australia Unlimited Source:ABS Data on Global TradeAtlas Australiaâ Top Agrifood Exports to ASEAN (contâd)
- 9. Singapore Food & Beverage Market Rekha Isaac Senior Business Development Manager
- 10. Market Overview Singapore at a glance: Population: 5.54 million residents Tourist arrivals: 15.2 million (2015) Land Area: 719 sq. km Currency: Singapore Dollar (A$ 1 = S$ 1.03) GDP (2015): S$ 402.46 billion GDP per capita: S$ 72,711 (U$ 52,888) Economic growth 2% (2016 growth forecast between 1 to 3%) Unemployment: 1.9% Literacy rate: 96.7% Salient Features: Multicultural society (Chinese 74.3%, Malays 13.3%, Indians 9.1%, others 3.3%) Heavily dependent on food imports (>90%) No import duties on food Sophisticated consumer market Re-export Hub Australia Unlimited Source: Singapore Department of Statistics
- 11. Australia Unlimited Food Retail: Updates & Insights Opportunities ďź Dairy ďź Convenience foods ďź Organic foods ďź Healthier options (e.g. low fat, low salt, sugar free, natural, etc.) ďź Private Label ďź Value-added (ready to eat/cook) ď Dominated by supermarket chains ď Main Supermarket Players ď Channels to Supermarkets ⢠Via local distributor/agent ⢠Through Australian consolidators - small volume (LCL), niche products ⢠Direct Imports from source â large volumes (FCL), ambient/ long shelf-life ď Have large warehousing facilities to handle perishable goods, re-packing and distribution.
- 12. Food Service & Processing: Updates & Insights ďź Value added dairy like speciality cheeses ďź Quality Meats ďź Seafood ďź Fruits & Vegetables ďź Portion-control range ďź Value-added food service range (ready- to-cook, pre- prepared, frozen par baked items, etc.) ďź Ready-to-drink beverages ď Vibrant food service sector driven by tourism and the propensity of local residents to eat out. ď Tourism receipts (2014): S$23.5 billion; 10% of which was food and beverage related (S$2.3 million) Opportunities ď 398 licensed hotels (including hostels) with a total supply of 60,908 rooms (2015) ď Around 6,860 F&B establishments with annual operating receipts of S$ 8,746 million (2014) ď Presence of regional headquarters of many international hotel chains and QSR chains ď Largely, hotels and restaurant groups depend on the local importer-distributor base for their needs. Australia Unlimited Sources: Singapore Tourism Board & Singapore Department of Statistics
- 13. Market Access Issues and Updates Australia Unlimited ď Agri-food & Veterinary Authority (AVA) regulates the Singapore food market. ď Strict regulations related to nutrient function claims. ď Product lines regulated by DAWR that require additional AVA-accreditation for the Singapore market: ď Under SAFTA, Australian beers which satisfy the Rules of Origin requirements do not attract the customs duty of S$ 16 per litre of alcohol. ď Excise duties on alcoholic beverages including wines & beers: ďź S$ 88.00 per litre of alcohol for wines/ spirits/ liqueur ďź S$ 60.00 per litre of alcohol for beers ďź Establishments exporting chilled pork have to be recommended for listing by DAWR before export ďź All poultry and processed poultry (Only frozen raw non-marinated or frozen processedpoultry meat products are permitted.) ďź Injected raw beef (meltiquebeef) ďź All game and processed game meat ďź Injected pork meat (moisture infusedpork) ďź Establishments exporting processed egg products have to be recommended for listing by DAWR before export ďź Fresh Eggs (Only caged or barn-laid eggsare permitted at the moment.)
- 14. In Summary â 3 Key Messages ⢠Relatively easy market access; no product registration ⢠Fiercely competitive market - understand market pricing; make your supply chain as efficient as possible ⢠Identify your target segment within the market; understand the ârealâ size of the market for your product and choose distribution channel accordingly Australia Unlimited
- 15. Useful Reference Sites â Government & Regulatory Bodies Australia Unlimited ⢠Market Overview: Food & Beverage to Singapore ⢠Agri-food and Veterinary Authority of Singapore (AVA) - National Authority that ensures food safety. ⢠Legislation - Sale of Food Act and Singapore Food Regulations ⢠Import conditions - the AVAâs online Import Conditions Database (Note: The onus of responsibility to ensure that food imported into Singapore is safe and meets all local regulations lies with the local importer.) ⢠Labelling -. A Guide to Food Labelling andAdvertisements ⢠Handbook on Nutrition Labelling (Singapore) ⢠Permitted food additives and Chinese medicinal matters ⢠General classification of food and health products ⢠Import Requirements for Specific Food Products for âhigh riskâ classified processed food products like infant formula, infant cereals, packaged mineral and drinking water, beef extract, etc.
- 16. Malaysia Food & Beverage Market Renee Lee Business Development Manager
- 17. Market Overview Malaysia at a glance: Population: 30.6 million (2014) Tourist arrivals: 23.14 million (2015) Land Area: 330,323 km² Currency: Malaysian Ringgit (1 A$ = 3.1 MYR) GDP (2015): MYR 1,298.64 billion GDP per capita: MYR 41,737.22 Economic growth: 4.7% (2015) Unemployment: 3.0% Literacy rate: 94.6% Salient Features: Multicultural population (Malay 58.0%, Chinese 24.0%, indigenous 10.1%, Indian 7.1%, others 0.8%) MAFTA (99.0% tariff free by 2017) Growing & broad group of higher middle income population Halal hub â the gateway & re-export platform to the Muslim world Australia Unlimited
- 18. Food Retail: Updates & Insights Opportunities ďź Dairy â Milk, Processed dairy(yogurt), Butter, Cheese, etc. ďź Processed Foods â Sauces, Condiments, Juices, Cereals, Spreads, etc. ďź Meats & Speciality Meats ďź Halal Certified Products ďź Organic / healthy / functional foods â snack size packaging (sachet) ďź Private label / contract manufacturing ⢠Leading multinational & local entrepreneurial Mass Grocery Retailers in the country on expansion drive ⢠Growing middle / upper-middle income group ⢠Supermarkets increasingly import more food & beverage products directly ⢠Consumers becoming more health conscious ⢠Growing importance for food & beverage products to be Halal certified (specifically with JAKIM). Australia Unlimited
- 19. Food Service & Processing: Updates & Insights ⢠Growing consumer food service market as more people are dining out (abundance of foodservice outlets). ⢠Changing consumersâ lifestyle â work life becomes more demanding; more dining out for convenience. ⢠Foodservice market is projected to grow at a conservative rate between 4.6% - 5.3% y-o-y over the next 3 â5 years. ⢠5 Star hotels (latest updates) ď The St. Regis Kuala Lumpur (opening on 1st May2016), ď Pavilion Banyan Tree Signatures (end 2016), ď Four Seasons KLCC (end 2017), ď Grand Hyatt Kuala Lumpur, ď Hilton Group of Hotels, ď Starwood Group of Hotels & etc. Opportunities Australia Unlimited ďź Halal Certified Products ďź Portion Controlled Products ďź Dairy â Cheese, Processed dairy (yogurt) etc. ďź Sustainable premium meats & seafood ďź Processed Foods â Sauces, Condiments, Juices, Cereals, Spreads etc. ďź Wines
- 20. Market Access Issues and Updates ⢠Few market access issues except for some products of animal origins ⢠Halal certification â only JAKIM certified / recognized ⢠Malaysia â Australia Free Trade Agreement (MAFTA) - cameinto force on 1 January 2013 ⢠GST at 6.0% effective 1 April 2015 ⢠Increased in Excise Tax for alcoholic beverages â effective 1 March 2016 Australia Unlimited
- 21. In Summary â 3 Key Messages ⢠Market is becoming savvy ⢠Need to be proactively engage the market ⢠Be unique but more importantly be (JAKIM) Halal Australia Unlimited
- 22. Useful Reference Sites â Government & Regulatory Bodies Australia Unlimited ⢠Austrade: Malaysia Market Profile http://www.austrade.gov.au/Export/Export-Markets/Countries/Malaysia/Market-profile ⢠The Department Of Veterinary Sciences Malaysia http://www.dvs.gov.my/ ⢠Approved International Islamic Bodies Recognised by JAKIM http://www.halal.gov.my/v4/index.php/en/badan-islam ⢠Malaysian Food Act 1983 http://fsq.moh.gov.my/v5/ms/food-act-1983/ ⢠Food Regulation 1985 http://fsq.moh.gov.my/v5/ms/food-regulations-1985-2/ ⢠Malaysian Government Official Portal https://www.malaysia.gov.my/en/home ⢠Royal Malaysian Customs Department http://www.customs.gov.my/en Please note: This list of websites and resources is not definitive. Inclusion in this list does notimply endorsement by Austrade. The information provided is a guide only.
- 23. Thailand Food & Beverage Market Kanitta Business Development Manager
- 24. Market Overview Thailand at a glance: Population: 69M (ASEAN population 625M) Tourist arrivals: 29M, value US$38.4B, rank no.4 tourist destination LandArea: 513,120 km2 Currency: Thai Baht (THB), exchange rate AUD1=THB27 (March 2016) GDP (2015): 2.5% (World Bank) GDP per capita: US$5,977, minimum wage THB300/day Economic growth -5.0% Unemployment: Less than 1% (since 2011) Literacy rate: 96.7% (male & female 96%) Salient Features: Lack of widespread urbanization Bank of Thailand www.bot.or.th Board of Investment www.boi.go.th Australia Unlimited International TradeCentre www.trademap.org ASEAN Development Bank http://www.adb.org/countries/thailand/economy Australian governmentâs Department of Foreign Affairs and Trade www.dfat.gov.au
- 25. Food Retail: Updates & Insights Australia Unlimited Opportunities ďź Meat ďź Dairy ďź Wine ďź Seafood ďź Grains ďź Grocery ďź Horticulture ďź Healthy snacks Growing affluence - Consumer power, Focus on well-being - Retailing performance sees improvement in 2015 - Modern grocery retailers see strong positive performance - Digital advances influence grocery and non-grocery sales - Positive outlook for retailing over forecast period https://en.wikipedia.org/wiki/List_of_largest_shopping_malls_in_Thailand http://www.euromonitor.com 2016 Central Food Retail: 1303 Central Food Hall 8 Tops Market 84 Super Store 2 Tops Daily 40 Super Koom 38 Family Mart 1109 Wine Cellar 3 Zefafredo 19 Others Tesco 1,800 BIG C 113 Makro 103 Villa 32 Foodland 18 The Mall 15 (Gourmet & Fresh Mart) AEON MaxValue 77 UFM FUJI 4 7Eleven 9,000
- 26. Food Service & Processing: Updates & Insights ⢠Thailand is a major food processing country ⢠Thailand is tourist destination ⢠Airlines, Hotels, Restaurants, Medical, Lifestyle Australia Unlimited
- 27. Market Access Issues and Updates ⢠Most processed food products must undergo registration with the Thai FDA ⢠The manufacturing process must have international certification that is accredited by JAS-ANZ ⢠Additionally, food items with meat inputs must also apply for import permits from the Department of Thai Livestock Department (DLD) Australia Unlimited
- 28. In Summary â 3 Key Messages Australia Unlimited ⢠Networking and relationships are important ⢠Being more pro-active ⢠Austrade to assess, assist and analyze opportunities
- 29. Useful Reference Sites â Government & Regulatory Bodies Australia Unlimited www.jas-anz.org www.customs.go.th www.smartraveller.gov.au www.tourismthailand.org www.boi.go.th ⢠Food and Drug Administration www.fda.moph.go.th/fda_eng ⢠Department of Livestock Development www.dld.go.th ⢠JAS-ANZ ⢠Thai Customs Department ⢠Travel advice ⢠Tourism Authority of Thailand ⢠Thailandâs Board of Investment ⢠Australian-Thai Chamber of Commerce www.austchamthailand.com ⢠Australiaâs Department of Foreign Affairs and Trade www.dfat.gov.au ⢠Thai-Australia Free Trade Agreement http://dfat.gov.au/trade/agreements/tafta/Pages/thailand-australia-fta.aspx ⢠Doing business in Thailand http://www.austrade.gov.au/Australian/Export/Export-markets/Countries/Thailand/Doing- business
- 30. The Philippines Food & Beverage Market Liza Bautista Business Development Manager
- 31. Market Overview Philippines at a glance: Population: 101 million (July 2015 est) Tourist arrivals: 5.3 million (2015) Land Area: 300,000 sq km Currency: Peso (exchange rate A$1= Php 35) GDP (2015): $742.2 billion (est.) GDP per capita: $7,500 (2015 est.) Economic growth 6.2% (IMF forecast) Unemployment: 6.5% Literacy rate: 96.3% Salient Features: Second fastest growing economy in ASEAN in 2015 at 5.7% growth after Vietnam Overseas workersâ remittances (US$ 27.9 billion) Strong domestic consumption Australia Unlimited
- 32. Food Retail: Updates & Insights ďź Dairy products such as cheese, yoghurt, UHT milk ďź Beef and lamb ďź Functional foods confectionery and snack foods ďź Fruits ďź Beverages ⢠A young and sizable consumer base ⢠Western-influenced consumption preferences ⢠Mass grocery retail sales grew by 6.6% in 2015. ⢠Supermarket sales estimated at US$12.4 billion in 2015 and is expected to grow to US$15.3 billion in 2019. ⢠More branches of supermarket chains and convenience stores, moving into the secondary cities outside Manila: Opportunities ⢠New players: ⢠Trends: premiumization, healthy products ⢠Listing fees of supermarkets:A$100/SKU/branch Australia Unlimited
- 33. Food Service & Processing: Updates & Insights ⢠Food Service: Over 82,000 food service units in 2014 and expected to increase by 3.8% in 2019, with around 84,000 units. ⢠Influx of foreign franchises: ⢠Australian: ⢠Processing: Increasing dependence on imported material and ingredients due to local supply inefficiencies Opportunities ďź Meat ďź Dairy Ingredients ďź Flour ďź Halal-certified products ďź Wine Australia Unlimited
- 34. Market Access Issues and Updates Australia Unlimited ⢠Some improvement in the timeframe for registering imported products with the Food and Drug Administration (minimum 2 months) ⢠Possible increase in registration fees ⢠AANZFTA in force since 1 January 2010, but still some issues related to its implementation.
- 35. In Summary â 3 Key Messages ⢠Marketing support is necessary. The Philippines is highly US-centric compared to the rest of ASEAN and the market is less familiar with Australian brands and products. ⢠Patience is key: registration process of FDA ⢠Just work with one distributor. The market is not big enough to assign two or more distributors for your products. Australia Unlimited
- 36. Useful Reference Sites â Government & Regulatory Bodies Australia Unlimited ⢠For processed food: Food and Drug Administration (www.fda.gov.ph) ⢠For meat and products that contain animal products: Bureau of Animal Industry (www.bai.da.gov.ph) National Meat Inspection Service (http://nmis.da.gov.ph) ⢠For fruits and vegetables: Bureau of Plant Industry (www.bpi.gov.ph) ⢠For Minimum Access Volume (for pork, potatoes, chicken): Department of Agriculture (www.da.gov.ph) ⢠Austrade website: Meat to the Philippines; Wine to the Philippines
- 37. Indonesia Food & Beverage Market Debora Gracia (Grace) Business Development Manager
- 38. Australia Unlimited Market Overview Indonesia at a glance: Population: 252.2 million Tourist arrivals: 9.435.411 (2014) LandArea: 1,811,570 sq km Currency: Rupiah GDP (2015): 872.6 US$b GDP per capita: 3,415.8 US$ Economic growth 4.7% Unemployment: 5.8% Literacy rate: 93.9% Salient Features: The largest Islamic country, though it is a secular state Economy of Indonesia is mainly based on agriculture and oil Major Australian Exports : Wheat, Live Animals, Sugars, Molasses & Honey, Coal and Beef Based on DFAT data
- 39. Food Retail: Updates & Insights Opportunities ďź Healthy ingredients/snacks ďź Non dairy milk ďź Instant meal ďź Breakfast cereal ďź Chips ďź Organic Foods ďź Convenience Food & Beverage Products ďź Baby food ďź Infant formula ď Rapid urbanisation, increasing demand for convenience food ď Rising income levels ( consumer spending growth 7 per cent per year), 45 million consuming class ď Youth demographic, 40 per cent under 40 years of age ď Changing lifestyle : Health & Wellness focus ď Retail outlets eclipsing 31.230 outlets mid-2015/ 12-15 per cent annual growth (based on Indonesian Retail MerchantsâAssociation) ď New infrastructure, emerging cities and regions in Eastern Indonesia Australia Unlimited
- 40. Food Service & Processing: Updates & Insights ď Trend: Full Service Restaurants and Eating Out ď Total visits to restaurants in 2013 reached 380 million with spend around US $1.5 billion (Rp 17 trillion)* ď Number of food service and hospitality providers growing ď Increase in the purchasing power of consumers at food service outlets ď Price sensitive â premium position of most Australian F&B ď Social media role in culinary/restaurant promotion Opportunities ďź Butter ďź Cheese ďź Cream ďź Beef ďź Lamb ďź Bakery Ingredients Australia Unlimited
- 41. Market Access Issues and Updates Duties and Taxes : ď Special tariff rate available underAANZFTA ď Value added tax of 10 per cent ď Import duties for alcoholic beverage based on FOB price (90%-150% from the value) Product registration : ď Licensing / Registration Process ď Labelling ď Halal certification Australia Unlimited
- 42. In Summary â 3 Key Messages ď Essential to find the right local partner (importer / agent) with deep Indonesian F&B registration experience and marketing savvy ď Product registration process in Indonesia is very stringent and can take a long time (depending on the risk level of the product) ď Support marketing and promotional activities Our annual promotion : Australian CulinaryTrails Australia Unlimited
- 43. Useful Reference Sites â Government & Regulatory Bodies Australia Unlimited ⢠Doing business in Indonesia: http://www.austrade.gov.au/Export/Export- Markets/Countries/Indonesia/Doing-business ⢠AANZFTA Tariff Schedule: http://www.dfat.gov.au/fta/aanzfta/annexes/annex1_tc.html ⢠The National Food and Drug Agency Control (BPOM product registration): http://www.pom.go.id/new/index.php/home/en ⢠Overseas Halal Certification Bodies Approved by MUI List: http://www.pom.go.id/new/index.php/home/en
- 44. Tips on planning your visit and maximising your outcomes at Food & Hotel Asia 2016 Chris Rees Senior Trade Commissioner, Singapore
- 45. Australia Unlimited ď Trade Show Realities ⢠May not provide immediate results, but effective platform to test market, get feedback and make more informed decisions ⢠Work best as part of an overall plan ď Research the other exhibitors ⢠Use the FHA web portal to research other exhibitors before you leave. ⢠Take a walk! Check out your competition; many local exhibitors are potential partners. ď Learn about the market first-hand ⢠Take the time to visit retail stores â learn about packaging, pricing, competitive products already in the market, etc. ⢠From the visitors that come to your booth, gather feedback on the taste, size, packaging etc. of your products â to understand what overseas buyers like or dislike. ď Professional marketing materials & plenty of Business Cards a must! ď Receive on-the-ground assistance and advice from Austradein-market experts (Singapore, Malaysia, Indonesia, Thailand, the Philippines & Myanmar). Austrade booth is in Hall 8: #8A3-07.