MIRHAMI 2030 “Future Images of Food Consumption", Phase

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SECTION II: GLOBAL REPORT SUMMARY & ANALYSIS Mirhami 2030 other and introduces consumers to a host of new ethnic dishes and food styles, some of which eventually become part of the mainstream. Consequently, the demand for new ethnicdish products and new ethnic foodservice outlets is not expected to stagnate (Opportunities in Selected Ethnic Markets in Canada). 2.5.2 Russia Retail trade has been one of the strongest growing sectors since 1999. In 2006 the turnover of the retail trade grew by 13 % (327 MUSD). The share of foodstuffs was 45,6 % of total turnover of retail sector. 80,4 % of turnover origins from organized retailing, 19,6 % from food market places (5800 in Russia). Retailing has moved from market places and bazaars to retail outlets, this trend will continue. Especially number of hyper and supermarkets will increase. Competition begins to be rather high among retailers. Foreign retailers have entered and several domestic chains appear. So far foreign chains have been in Moscow and St. Petersburg. These cities are short of business space therefore other cities and regions begin to be more and more interesting. Pjaterotshka Group (X5 retail) is the largest retail group; among others Tander, Sedmoi Kontinent, Paterson, Kopeika and Viktoria. Foreign retailers: Ramenka (Ramstor), Auchan, Metro Cash & Carry, Rewe Billa and e.g. department store Stockmann in Moscow and St. Petersburg. Tradeka has 3 Siwa stores in St. Petersbourg. In 2005 the average Russian family spent 33,2 % of their income on food (in 2000: 47,6 %) The retail sector is growing rapidly in Russia and must be a factor in U.S. exporters’ strategy of what products and packaging will satisfy consumers' demand for quality goods. According to market experts, per capita monthly income in Russia will keep growing and will reach $600 in Russia and $1,500 in Moscow by 2012. Per capita income in large Russian large cities will increase twofold over the same period of time. This represents a large future growth in consumption of food because of Russia’s large population. One analyst believes that Moscow now rivals New York City for its overall consumption of food. Moscow and Russia are important markets for future imports. Only hard work and further attention on the part of U.S. companies will determine whether this growth is captured solely by European competitors. 2.5.3 Germany The German retail landscape has changed dramatically since the early 1960s, when the first supermarkets opened. Entire sectors of retailing have disappeared from inner city areas. Most of the outlets in inner cities belong to large chains. Edeka Zentrale (market share 6,3 %), Rewe Group (5.2 %), Metro Group (5 %), Lidl&Schwarz (5 %) are the biggest retailers. Traditional outlet formats have been replaced by new forms of retailing, such as supermarkets, hypermarkets and discounters, and, particularly in the nonfood sector, by specialist stores. Shopping complexes in both outoftown locations and inner cities have grown in popularity since German unification. © Finpro & Finland Futures Research Centre 40
SECTION II: GLOBAL REPORT SUMMARY & ANALYSIS Mirhami 2030 The retail sector show signs of polarization, with the lower end of the market consisting of discounters and the premium end of the market growing. The trend is also towards larger outlets, due to consumer preference for these, which has forced smaller outlets to close down. Germany has a welldeveloped and wellestablished retail sector, which shows a high degree of saturation. 2.5.4 China China's annual retail growth is ranked first among 12 major countries in Asia. Urbanization continues to drive retail sales growth. China is not a single market due to regional differences. China's top 100 retailers account for only about 8% of the market in the year 2002. Outstanding domestic hypermarket retailers include Shanghai Lianhua Century Hypermarket, Shanghai Hualian Hypermarket, Beijing Hualian Hypermarket, Shanghai Nonggongshang Supermarket group and Suguo Hypermarket. Their sales in 2003 reached 200.8 billion, accounting for 4.5% of the total retail industry. The growth of hypermarket sales in 2002 and 2003 was at 19.8% and 17.8% respectively. Independent grocers are the most important business format in the retail industry due to its sheer contribution to total retail sales in China. There are over 300 foreign retailers arriving from (almost) all continents (WalMart, Carrefour, Parkn’ Shop, 7 eleven, Ito, Daiei). No truly "national" brands are available in China, as provincial governments want to protect their local businesses. Shopping for food is very much a female activity but signs to do it together appear. Men might follow the wife’s shopping list. (This is the identical shopping habit as in America). Food shops are normally very close to homes therefore people don’t store food ingredients at home. Kitchens are small. Chinese prefer fresh food stuffs and want to buy them as fresh “even alive” (hen, fish) as possible. 2.5.4 Hong Kong A.S. Watson Group and Dairy Farm Group are two the most important and dominating holding groups in Hong Kong’s wholesale and retail. They operate varies giant store chains. They both play very significant roles in Hong Kong’s market. A.S. Watson Group evolved to international retail and manufacturing business. It operates Watson’s Your Personal Store, PARKnSHOP supermarket chain, TASTE food galleria, Great Food Hall, Gourmet boutique style fine food hall, Fortress electrical appliance stores, Watson's Wine Cellar and Nuance Watson airport duty free shops. ASW is also a major producer and distributor of water products and beverages. A.S. Watson Group is a part of Hutchison Whampoa Limited in Hong Kong. Dairy Farm Group operates stores in Hong Kong, Taiwan, mainland China, and some South Asia countries. In Hong Kong, they operates Manning, personal stores, Wellcome supermarket chain, IKEA furniture, 7Eleven convenience stores, GNC health care stores, Oliver’s food hall, and Maxim caterings. Wet markets (torit, kauppahallit) are also popular shopping places. Live fish and hen, fresh slaughtered meat (during previous night), fresh vegetables and fruits and Chinese specialties (tofu, rice sorts, spices, seaweed, and mushrooms) are bought there. Hong Kong imports most of its food from surrounding countries. Food brands from Europe (esp. UK, France and Germany), North America, Japan, China, Thailand and Australia are available on food store shelves even Finnish brands can be found: Finn Crisp, Panda, Benecol, Battery. © Finpro & Finland Futures Research Centre 41
Page 1 and 2: MIRHAMI 2030 “Future Images of Fo
Page 3 and 4: TABLE OF CONTENTS SECTION I: INTROD
Page 5: 3.4 DRIVING FORCES AND TRENDS BY CO
Page 8 and 9: SECTION I: INTRODUCTION 8 Mirhami 2
Page 10 and 11: SECTION I: INTRODUCTION 10 Mirhami
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Page 14 and 15: SECTION II: GLOBAL REPORT SUMMARY &
Page 58 and 59: SECTION III: IMPACT ON THE FINNISH
Page 76 and 77: SECTION IV: ASSUMPTIONS & CONCLUSIO
Page 86: SECTION IV: ASSUMPTIONS & CONCLUSIO

MIRHAMI 2030 “Future Images of Food Consumption", Phase

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