Processed Asian Foods in Australia – An update

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37 Windsor Farm Foods Sauces, spices and seasonings 38 Xi Chieng Noodles 39 Yackandandah Jam and Preserving Co Sauces 40 Yakult Australia Yoghurt (Source: Industry surveys, Bhaskaran (2002), Lee and Momdjian (1998)) 7.5.2 Key comments and issues from industry surveys Market trends Manufacturers noted the growth in consumer demand for convenience food products whether they be as ready-to-eat meals or as components or ingredients for ‘convenient meals’. Sauces and seasonings are a good example of ingredient products that provide consumers with ‘convenience and taste’ in the preparation of meals such as stir-fries. Manufacturers also noted that the consumer trend for healthier products is reflected in such products as rice noodles, low salt sauces and soy food products. Consumer education and marketing were considered key to the further growth of these products. Product range and category growth Manufacturers commented on the growing number of food processing groups for Asian foods in Australia. These are largely focussed on products such as: • Asian style fresh noodles • sauces, pastes, condiments and seasonings • processed fish balls, fish cakes and fish mince products • frozen snacks, finger foods • ready-to-eat meals • soy food products While the local manufacturing of Asian noodles and sauces is well established, the manufacture of soy food products has grown recently along with the competition among these products in Australian supermarkets. Manufacturing competitiveness ABARE (2006) indicate that the location of food manufacturing is not simply dependent upon access to cheap raw materials or low cost labour. Rather, the location of facilities is influenced by the economics of food manufacturing. While imports compete with Australian processed food manufacturers, plant facilities, transport services and proximity to customers are able to provide a competitive advantage for Australian manufacturers. Many manufacturers advised that they gain a competitive advantage by being located close to their customers and are thus able to respond efficiently to changing market trends and customer needs. As discussed previously, Australian supermarkets and Asian retailers noted the recent investment and growth of local manufacturers who are able to supply fresh and semi-perishable processed Asian foods. However despite the growth in manufacture of processed Asian foods in Australia, it was cited that the overall market size consisted of many products and as a result remained relatively small in terms of ‘manufacturing volume’ for any one product. The industry survey indicated that any future growth in domestic manufacturing in Australia will have limited impact upon levels of import penetration. 76
Integrity and branding The growth and development of processed Asian food brands will attract increased investment by the industry. Branding is an important strategy for the industry to assure the consumer of the quality and integrity of processed Asian foods whether they are sourced from Asia or Australia. Quality assurance Manufacturers indicated that Australia was generally a good source of high quality raw materials and technical services. They also highlighted their commitment to HACCP-based systems for food safety and quality assurance. As a result, they are sensitive to the influence of some recent food safety issues and a number of food product recalls for foods manufactured in Asia (see www.foodstandards.gov.au). While Australian consumers generally perceive that Australian manufactured foods are of a high quality, such product recalls nevertheless undermine sales and the credibility of the overall processed Asian foods category. Similarly, adverse media reports can also impact upon markets and sales. Manufacturers in Australia noted the decline in sales when a previous media report highlighted the use of colour additives in Asian sauces. Country of Origin Labelling (CoOL) Manufacturers consider that CoOL has become an important issue for consumers. It is important to ensure that consumers are provided with clear information about the origin of their processed foods, and consumers are not subject to ‘misleading information’ about the nature, content or source of the food products. 7.6 Importers and wholesalers of processed Asian foods 7.6.1 General Industry estimates that there are in excess of 100 importers and wholesalers of Asian foods throughout Australia. A listing of selected major import and wholesale groups is shown at Table 7.3. The role of such importers extends beyond the economic supply of goods to strategic marketing and business development. Their knowledge of new consumer trends, new products and flavours especially in Asia are important for the growth of the processed Asian foods market in Australia. Table 7.3 Examples of major importers and wholesalers of processed Asian foods in Australia Organisation Websites 1 Asian Food Shop www.asianfoodshop.com.au 2 Asian Snacks www.asiansnacks.com.au 3 Australian Food Merchants www.ausfood.com.au 4 BKK Australia www.bkkaustralia.com.au 5 Chien Wah Trading Co 6 Changs www.changs.com 7 Conga International Foods www.congafoods.com.au 8 Ettason www.ettason.com 9 Hong Australia www.hongaustralia.com.au 10 Kikkoman Australia www.kikkoman.com.au 11 Manassen Foods www.manassen.com.au 12 Mitsubishi Australia www.mitsubishicorp.com 13 Oriental Merchants www.oriental.com.au 14 Pacific Food Pty Ltd www.pacificfood.com.au 15 Rockman (Australia) www.sydney.citysearch.com.au/E/V/SYDNE/0046/86/32/3.html 16 Yuens Market www.yuensmarket.com.au 77
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Processed Asian Foods in Australia
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© 2009 Rural Industries Research a
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Acknowledgments The author of this
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Contents Foreword .................
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Figures Figure 5.1 Overseas-born po
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Tables Table 4.1 Five Major Trends
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Executive Summary What the report i
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1. Introduction Asian foods are enj
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4. Consumer trends 4.1 Today’s co
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Plate 4.3 A range of ‘antioxidant
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5. Australian market demand 5.1 Wha
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Figure 5.2 Overseas-born population
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5.6 Group 4: Asian tourist consumer
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6. Profile of major imported Asian
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Figure 6.2 Instant and ramen noodle
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Figure 6.4 Instant and ramen noodle
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Figure 6.6 Asian style noodles impo
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Figure 6.8 Asian style noodles impo
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Figure 6.9 Soy sauce import volumes
Page 41 and 42: d. Import values Table 6.7 and Figu
Page 43 and 44: Figure 6.13 Other Asian style sauce
Page 45 and 46: Plate 6.6 Asian marinades and paste
Page 47 and 48: Figure 6.17 Mixed condiments and se
Page 49 and 50: Figure 6.19 Soups and broths import
Page 51 and 52: Table 6.12 Soups and broths annual
Page 53 and 54: Figure 6.23 Sugar confectionery imp
Page 55 and 56: Table 6.14 Sugar confectionery annu
Page 57 and 58: Figure 6.28 Processed fish balls, f
Page 59 and 60: Figure 6.30 Processed fish balls, f
Page 61 and 62: c. Import volumes Table 6.17 and Fi
Page 63 and 64: f. Historical trends Since 2002, th
Page 65 and 66: Table 6.19 Seaweed annual import vo
Page 67 and 68: 2003 to A$13/kg in 2007. In additio
Page 69 and 70: Figure 6.40 Asian specialty mushroo
Page 71 and 72: Plate 6.11 Jelly fungus b. Countrie
Page 73 and 74: Table 6.24 Jelly fungus annual impo
Page 79 and 80: Figure 6.49 Bamboo shoots import va
Page 81 and 82: Figure 6.51 Bamboo shoots annual im
Page 83 and 84: The data in Table 6.29 emphasises t
Page 85 and 86: Plate 7.1 An example of fresh Asian
Page 87 and 88: eported that a range of fresh ‘st
Page 89 and 90: Health and well-being Processed Asi
Page 91: 7.5 Manufacturers of processed Asia
Page 95 and 96: Opportunities for the Australian pr
Page 97 and 98: • soy food products • beverages
Page 99 and 100: c. Critical Success Factor 3 - Whic
Page 101 and 102: 9. Implications The outlook for pro
Page 103 and 104: 11. References AUSVEG (2007). Proce
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Processed Asian Foods in Australia – An update

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