COMPARATIVE HALAL FOOD MARKET ANALYSIS D R. R AV I P I M C H AV E E S U K OLD JAPAN STUDENTS ASSOCIATION, KINGDOM OF THAILAND (OJSAT)

Transcription

1 3 COMPARATIVE HALAL FOOD D R. R AV I P I M C H AV E E S U K OLD JAPAN STUDENTS ASSOCIATION, KINGDOM OF THAILAND (OJSAT) MARKET ANALYSIS

2 Comparative Halal Food Market Analysis Ravipim Chaveesuk Department of Agro-Industrial Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand KNOWLEDGE OF THE LAND

3 KASETSART UNIVERSITY National significance on Agriculture and Biotechnology Kasetsart University Si Racha Campus Kamphaeng Saen Campus Chalermphrakiat Sakon Nakhon Province Campus

4 FACULTY OF AGRO-INDUSTRY : AGRO-INDUSTRY: Innovation Units for Better Living Innovation Focus Everything about rice Prebiotics & probiotics Fermentation technology Biopolymer & Bioactive Compounds Eco-textile Mass customization Textile technology & innovation BIOT Innovation for Bio Processing TTS Innovation for Textile Technology & Fashion AITM Value Creation in Agri-Food Chain FST Future Food Technology PD Innovation for Agricultural Products PKTM Total Packaging Solution Food safety Bioactive ingredients Process innovation Food ingredient Agri health product Sensory evaluation & consumer study Smart packaging Packaging distribution system Packaging design Bio-based packaging Food contact material

5 Agro-Industrial Technology Management : Value Creation for Agri-Food Supply Chain Farming Primary Processing Manufacturing Wholesale Retail /Service Consumer Safety, standard & quality management, cold chain & traceability technology & management : food Logistics and supply chain management : food, textile & wellness Value creation management : food (halal or non-halal), textile & wellness (halal or non-halal) Data management, mining and decision support tools Marketing, Finance, Human Resource management, R&D and innovation management & Entrepreneurship Digital market management : food, textile & wellness Service business design Agri-economic policy analysis Consumer insight

6 Halal Market in AEC & East Asia AEC 590 millions people 250 million Muslims East Asia China Pop 1,400 Mil. Muslim 25 Mil.

7 Comparative Analysis Goals 1. Understand consumer s attitudes towards halal logo 2. Analyze halal logo allowance & rule in food retails 3. Compare retail s shelf management 4. Compare Thai, Jakarta & Surabaya consumers buying process

8 Consumer s Attitudes towards Halal Imported Foods Accept Halal logo from other countries

9 Halal Logo Rules of Imported Foods Imported foods in retailers are prohibited to use the producer s halal logo Imported foods in retailers can use the producer s halal logo

10 Halal Food Management in Stores No separated section between halal & non halal foods in retailers Separated section between halal & non halal foods in retailers

11 Analysis of Thai Muslim Consumers : Sample Habitat & Demographics (%) n= Age Monthly income (USD) < 25 yr yr. > 35 yr. < ,200 1,200-1,800 > 1,800

12 Analysis of Thai Muslim Consumers : Attitudes towards Halal Logo Halal logo check before buying (%) A trust in halal logo in the market (%) Check halal logo Not check Trust Not trust

13 Analysis of Indonesian Consumers : Sample Habitat

14 Analysis of Indonesian Consumers : General Demographics (%) Age Jakarta (n = 557) Age Surabaya (n = 570) Monthly Income (USD) Monthly Income (USD) < 30 yr yr. > 45 yr < 30 yr yr. > 45 yr < ,500 > 1,500 < ,500 > 1,500

15 Analysis of Halal Consumers : What s in Their Baskets? Frequency Thai Jakarta Surabaya Everyday Snack & drink 2-3 times/week Dairy products Instant noodle Once a week Poultry products Juice & beverage Meat snack Instant noodle Fruit snack Nuts Soy milk Juice & beverage Soymilk

16 Analysis of Halal Consumers : Target Consumer Profile Thai Working adults Buy quality foods Prefer natural ingredient foods Health concern Pay more for better quality Jakarta Working adults Married with kids High education Surabaya Working adults Married with kids High education Health concern Organic interest

17 Analysis of Halal Consumers : Factors Affecting Buying Decision Thai Jakarta Surabaya Halal logo Hygienic retailers Product taste Ingredient details on label Price matches quality Nutrition contents Nutrition contribution Traceability on food contamination Product taste Halal logo Without logo, judge from ingredients on label Nutrition contents Halal logo Without logo, judge from ingredients on label Price matches quality

18 Best Attributes of Various Producing Countries from Perspectives of Thai Consumers (mean of 9-point scale) Rank Indonesia Malaysia Thailand 1 Trusted halal logo (7.63) Trusted halal logo (7.73) Trusted halal logo (7.71) 2 Use quality assurance production system (7.43) 3 Reliable product quality (7.29) Use quality assurance production system (7.54) Reliable product quality (7.42) Use quality assurance production system (7.67) Reliable product quality (7.66) 4 Good taste (7.20) No food additive (7.38) Good taste (7.56) 5 Social responsibility (7.20) Environmental friendly production system (7.30) No food additive (7.56)

19 Best Attributes of Various Producing Countries from Perspectives of Jakarta Consumers (mean of 9-point scale) Rank Indonesia Malaysia Thailand 1 Trusted halal logo (8.19) Trusted halal logo (7.68) Good taste (7.52) 2 Good taste (8.08) Price fits quality (7.50) Advanced production technology (7.44) 3 Price fits quality (7.81) Advanced production technology (7.32) 4 High product freshness (7.75) Reliable product quality (7.31) Trusted halal logo (7.40) High product freshness (7.38) 5 Price fits quantity (7.62) Good taste (7.20) Reliable product quality (7.38)

20 Best Attributes of Various Producing Countries from Perspectives of Surabaya Consumers (mean of 9-point scale) Rank Indonesia Malaysia Thailand 1 Good taste (8.05) Trusted halal logo (7.45) Attractive product design (7.40) 2 Trusted halal logo (7.93) Advanced production technology (7.29) 3 High product freshness (7.38) 4 Price fits quantity (7.31) Attractive product design (7.27) Advanced production technology (7.36) Price fits quality (7.27) Good taste (7.36) Price fits quality (7.31) 5 Price fits quality (7.28) Good taste (7.26) Premium or special packaging (7.38)

21 Summary Only Indonesia does not allow other country s halal logo for food retail Muslim countries including Ningxia area of China have a separated section between halal and non halal food in retailers Halal logo is among top 3 most important buying decision factors for Thai & Indonesia Indonesian consumers in 2 major cities perceive that strengths of Thai manufacturers lie in product & package design, high-end food production technology and good taste Thai halal consumers trust halal logo from Thailand, Malaysia & Indonesia

22 Q & A Thank you Contact : Ravipim Chaveesuk Agri-Food Value Creation Research Unit Department of Agro-Industrial Technology, Faculty of Agro-Industry Kasetsart University Ravipim.c@ku.ac.th ravipimc@gmail.com