Processed Asian Foods in Australia – An update

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8. Results and conclusions 8.1 Growth in demand for processed Asian foods Over the last 15 years there has been strong growth in the processed Asian foods market. Between 1991 and 2006 the market size has increased from 2.7 million consumers to an estimated 3.5 million consumers, which is an average growth rate of 1.6% pa. Furthermore the market value has increased from A$1 billion in 1994 to A$2.4 billion in 2008, which is an average growth rate of over 7% pa. While not directly comparable, ABARE (2006) note that the average weekly Australian household expenditure on food and non-alcoholic beverages increased by a much lower 3% pa between 1989 and 2004. Industry surveys indicate that consumer demand for processed Asian foods will continue growing. Key factors driving this demand include: • continued immigration from Asia and the influence of Asian culture and foods • spread of Asian tastes and foods as a result of consumer education and marketing • overall taste and eating pleasure of Asian foods • processed Asian foods such as noodle and rice meals are attractive to consumers as convenient and ready-to-eat meals • Asian foods are perceived to be associated with health and nutrition. 8.2 Growth of consumer markets and products 8.2.1 New Asian style processed foods Lee and Momdjian (1998) and Instate (1994) described two consumer markets: Asian and western cultures. However the improved knowledge and acceptance of Asian foods within Australia, the consumer market has grown and evolved into three major groups. A new generation of consumers for processed Asian foods is based on Group 2 and 3 consumer groups (discussed in Chapter 5) and are a major bridging consumer group. This group appreciates the tastes and quality of Asian foods while understanding that the products may not necessarily be authentically Asian. The industry surveys confirm that the range of products associated with the growth of the bridging consumer group has become increasingly more significant and diversified. A good example are the Asian sauce products, which range from locally manufactured stir-fry ‘gourmet and inspired flavoured’ sauces to the wide range of private-label Asian sauces on supermarket shelves. Both types of products target these bridging consumers irrespective of their cultural background. In some ways, this new generation consumer group represents the ‘east meets west’ cliché. However, this new generation of consumers for processed Asian foods has given rise to ‘new Asian style’ processed foods and consists of a significant and growing number of consumers of both Asian and western background. The industry surveys have indicated that the following processed Asian foods are being mixed and matched to provide a new style of processed Asian foods such as: • Asian shelf-stable instant noodles • Asian style fresh noodles • Asian sauces other than soy sauce • mixed condiments, seasonings and dried specialty mushrooms • fresh and semi-perishables including meats, processed fish balls and soy products • ready-to-eat meals with an emphasis upon health and nutrition • Japanese foods 80
• soy food products • beverages. These products have been further segmented by consumer market sector in Table 8.1. Table 8.1 Market opportunities for new Asian style processed foods Consumer market Sector Product market Description and examples Competitive advantages Consumers with a Need for Speed Ready-to-eat or convenience meals Food products and ingredients that value-add ready-to-eat meals for freshness or flavour. These are pan or microwave meals prepared typically < 12 minutes Fresh or chilled locally sourced foods and ingredients (with which imported products are not competitive) Examples: Instant and Asian style noodles, sauces, pastes, condiments for noodle and rice meals, meal-kits of fresh Asian foods with noodles, rice and vegetables Australian Country of Origin Labelling Brands with which consumers perceive integrity and quality Health Conscious Consumers Health and nutrition food products Products containing ingredients for health and nutrition eg, gluten free, anti-oxidants, plant extracts Examples: Fresh noodles, low salt sauces, soy food products, rice crackers, seaweed ingredients, vegetable and fruit processed products Fresh, dried or chilled locally sourced foods and ingredients (with which imported products are not competitive) Nutritional research and development Australian Country of Origin Labelling Bridging Consumers with ‘Tastes for Asia’ Asian ‘inspired’ food products Fresh and semi-perishable food products delivered daily/weekly. Examples: Fresh meat, noodle and rice preparations mixed and matched with Asian products such as Japanese sushi, Asian spices and mushrooms Fresh, dried or chilled locally sourced foods and ingredients (with which imported products are not competitive) 8.2.2 Meal kits and further processing of Asian vegetables As with processed Asian foods, the growth in the demand for Asian vegetables has been attributed to the growth in the number of immigrants from Asia. More recently Asian vegetables have become an increasingly important part of the Australian diet, as evident by the growth in the volume and variety of Asian vegetables in supermarkets. Further processing has developed new products such as pre-packed Asian salad mixes and stir-fry vegetables. It is expected that this area of further processing will grow in the area of ‘meal kits’ made from locally sourced Asian vegetables. 81
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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
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d. Import values Table 6.7 and Figu
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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 and 92: 7.5 Manufacturers of processed Asia
Page 93 and 94: Integrity and branding The growth a
Page 95: Opportunities for the Australian pr
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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