Food & Hotel China 2017 Insights SHARING KNOWLEDGE

Transcription

1 Food & Hotel China 2017 Insights SHARING KNOWLEDGE

2 Contents 1.0 Market Overview Statistics Market Outlook for Australian Products Insights and Retail Tour Testimonials Robert Schwaiger, Aquaworks Cheryl Stewart, Morlife Daryl Sutherland, Oze-Congee 11 Front cover: Australian products showcased on FIAL s Taste Australia stand Opposite Page: The Taste Australia stand 2 Food & Hotel China 2017 Insights FIAL Sharing Knowledge

3 1.0 Market Overview With a population of over 1.35 billion, China has become the world s largest consumer market for food and beverage. China is also one of the fastest growing food and beverage markets in Asia, rising 35.4 per cent annually from 2011 to In recent years, food consumption patterns have changed dramatically in China. This is due to an emerging middle class, widespread access to the internet, and consumers being exposed to a wider range of food options, both locally and globally. There has been a shift from traditional food to a wider range of cuisines and flavours, particularly western-style food and beverages. There is an abundance of opportunities for Australians to access a share of this market, as local consumers consider Australia to have good quality products and brands. Australia s reputation for supplying clean, natural and high-quality products, supported by strict safety standards and regulations across the supply chain, gives Australian products a level of prominence among other nations. This reputation gives Australian food and beverage manufacturers a market advantage, and demand for Australian food and beverage products are at an all-time high. Interest from Asia is soaring, and there is significant opportunity for local manufacturers to leverage the demand for premium Western-style products. Buyers exploring the Taste Australia stand Key sector opportunities exist in the following categories: Condiments Convenience and instant foods Confectionary and snack products Wheat and barley Fresh fruit Dairy products Red meat Seafood Wine and beer FIAL Sharing Knowledge Food & Hotel China 2017 Insights 3

4 The Taste Australia stand 4 Food & Hotel China 2017 Insights FIAL Sharing Knowledge

5 2.0 Statistics Food & Hotel China 2017 welcomed 91,301 trade visitors over three days, representing a 40% increase in attendees in comparison to the previous year. FIAL s Taste Australia stand represented 75 Australian brands, which included a mix of FMGC companies and SME s from around the country. A total of 34 companies showcased their products on the stand, while 23 companies sampled their products. Companies that sampled their products at the stand engaged with an average of 50 buyers during the show, which meant there were approximately 1,150 live connections and sale leads made. The Australian Food Catalogue, an online guide for export ready Australian food and beverage products, was used as a buyer matching tool and a means of capturing data during the show. There were 735 connection requests from buyers to Australian suppliers made at the show through this catalogue. Out of these connection requests, 95% of buyers were from China, and the remaining 5% of buyers originated from Hong Kong and Taiwan. 64% of these buyers were distributers, 18% were importers and 18% were supermarkets. 91K+ TRADE VISITORS 40% ATTENDEE INCREASE 75 AUSTRALIAN BRANDS REPRESENTED 1,150 LIVE CONNECTIONS 735 CONNECTION REQUESTS 95% BUYERS FROM CHINA 5 FIAL Food Sharing & Hotel Knowledge China 2017 Insights Food & Hotel FIAL China Sharing 2017 Knowledge Insights 5

6 Products showcased on the Taste Australia stand 3.0 Market Outlook for Australian products The top five categories of interest in order of demand were: health foods; spreads, sauces and condiments, beer, wine and spirits; organic foods; and soft drinks. The major category of interest for buyers visiting the stand was health foods, and this is a market where huge opportunities exists for Australian suppliers. 23 companies sampled their products on the Taste Australia stand Vanessa Hicks from Smoke and Roast sampling her products 6 Food & Hotel China 2017 Insights FIAL Sharing Knowledge

7 4.0 Insights and Retail Tour At the end of the show, FIAL led a guided market insights & retail tour around Shanghai. This tour consisted of visiting three high-end supermarket retail outlets that specialise in selling premium imported products, including: Olé Premium Supermarket, a French chain operating throughout China that focuses on imported foods. Hema Supermarket, an innovative concept store from Alibaba that integrates grocery stores, food-service businesses and restaurants in one place. City Super, a mega lifestyle speciality store offering a premium selection of food and beverages from around the world. A shopper browsing fresh produce at a Chinese supermarket Through this tour, Australian companies were able to experience the diversity of Chinese supermarkets see what kind of products they stock, how the products are displayed on the shelf, as well as their target demographic. The learnings from this tour will assist them as they take the next steps on their export journey. Shanghai skyline at night 7 FIAL Food Sharing & Hotel Knowledge China 2017 Insights Food & Hotel FIAL China Sharing 2017 Knowledge Insights 7

8 5.0 Testimonials The Taste Australia stand 8 Food & Hotel China 2017 Insights FIAL Sharing Knowledge

9 5.1 Robert Schwaiger Managing Director of Aquaworks Robert Schwaiger and Michael Opie combined their 25+ years of experience in food, beverage and water to create Aquaworks after identifying a gap in the market for 100% recyclable, BPA free water bottles. They are now considering expanding into the Chinese market and beyond. What was your experience attending Food & Hotel China with FIAL? It s a fantastic opportunity. Helps expedite your understanding of the china market and reduce your risk of entering the market as well. What were the three main benefits of attending Food & Hotel China with FIAL? The people from FIAL who assisted us were great, they were very helpful and good communicators, who understood the practicalities of doing business in China. Being on the Australia stand was a huge drawcard, as the buyers want Australian products. It also meant that like-minded people were all consolidated in one area, which meant I had the chance to speak to and learn from other exhibitors. Michael Opie and Robert Schwaiger of Aquaworks The connections and networks we got a lot of leads and spoke to heaps of buyers who were interested. As result we secured a 40-foot container order at the show. FIAL Sharing Knowledge Food & Hotel China 2017 Insights 9

10 5.2 Cheryl Stewart General Manager of International Markets from Morlife Founded by Dr. Warren Stewart in 2000, Morlife focuses on wellness and health to create innovative products packed with functional superfoods and bodyloving nutrients. Morlife products are sold Australiawide and internationally in major supermarket chains and health food stores, and they are hoping to expand into new markets. What was your experience attending Food & Hotel China with FIAL? It was our second time attending the show. We collected 70 business cards and picked up 6 really good quality leads, and three of them are major supermarkets directly. It was one of the best organised shows that I have ever been to. What were the three main benefits of attending Food & Hotel China with FIAL? The Australian brand. The stand was really impactful and the Australian presence was well displayed. FIAL organised an interpreter on the stand, which made a huge difference as there can often be a language barrier at shows. The stand, as it was fantastic for us to be able to sample our products. The stand was really large with excellent lighting, signage and there were many shelves for product display. Cheryl Stewart from Morlife Sampling on the stand 10 Food & Hotel China 2017 Insights FIAL Sharing Knowledge

11 5.3 Daryl Sutherland CEO of Oze-Congee Daryl Sutherland started Oze-Congee because he was looking for a quick and easy breakfast with huge health benefits. After travelling around Asia, he became inspired to create Oze-Congee, a genuine health food for all ages. Daryl is now exploring export options. What was your experience attending Food & Hotel China with FIAL? I thought it was great - the Australian stand was very well presented and all the staff were extremely helpful. I got a good response from the buyers and stacks of business cards from people who want to chat to me. I couldn t be happier! Products showcased on the Taste Australia stand What were the main benefit of attending Food & Hotel China with FIAL? For me it was being on the Australian stand. It was our first release of the products and we were on the showcase, offering samples. Being on the Australian stand was where I wanted to be, because that s what the Chinese were looking for, and buyers from other countries came and tried and were interested as well. I thought it was great - the Australian stand was very well presented and all the staff were extremely helpful. - Daryl Sutherland Daryl Sutherland from Oze-Congee FIAL Sharing Knowledge Food & Hotel China 2017 Insights 11

12 Contact Rod Arenas for more information: or SHARING KNOWLEDGE