Consumption of Fruits and Vegetables: Global and Asian Perspective

CONSUMPTION OF FRUITS AND VEGETABLES: GLOBAL AND ASIAN PERSPECTIVE

HORTI ASIA 2015 17TH MARCH 2015

SHREYANSH KOCHERI

FOODS ANALYST

© Euromonitor International

2

About Euromonitor International

EUROMONITOR INTERNATIONAL

http://www.euromonitor.com/

MARKET COVERAGE

MARKET OVERVIEW

TRENDS AND OPPORTUNITIES


4

Industry sources track:

Production + Imports – Exports = Apparent Consumption

Euromonitor tracks:

Total human consumption of fresh produce

Apparent consumption

Animal Feed

Wastage Consumption

by farmers

Industrial processing

Euromonitor’s Fresh Food volume data

Data coverage: Euromonitor vs trade and production statistics

MARKET COVERAGE

Note: All volume data is in million tonnes


MARKET COVERAGE

MARKET OVERVIEW



6

Asia Pacific within the global market

MARKET OVERVIEW

75%

Vegetables, volume (million tonnes), 2014

Asia Pacific

MEA

Western Europe

Eastern Europe

Latin America

North America

Australasia

66%

Fruit, volume (million tonnes), 2014

Asia Pacific accounts for 75% of the global vegetables and 66% of global fruits



7

0 5 10 15 20

Malaysia

Thailand

Taiwan

South Korea

Philippines

Indonesia

Vietnam

Japan

India

China

Volume, million tonnes, 2014

-5 0 5 10 15 20 25 30 35

Japan

Thailand

China

South Korea

Philippines

Vietnam

Taiwan

Indonesia

Malaysia

India

Volume Growth %, 2009-2014

Top ten regional vegetable markets

MARKET OVERVIEW

China, leading with 59% of regional vegetable consumption India, second with 22%

Vegetable : regional volume and growth, a comparison

316

121

100 300



8

-5 0 5 10 15 20 25 30 35

Japan

Taiwan

Thailand

China

South Korea

Vietnam

Indonesia

Malaysia

Philippines

India

Volume Growth %, 2009-2014

Top ten regional fruit markets

MARKET OVERVIEW

0 5 10 15 20

Taiwan

Malaysia

South Korea

Vietnam

Japan

Thailand

Philippines

Indonesia

India

China

Volume, million tonnes, 2014

China, leading with 55% of regional fruit consumption

India, second with 22%

Fruits : regional volume and growth, a comparison

152

62

50

100



9

Fruits and vegetables prominent in Asia Pacific

MARKET OVERVIEW

Vegetables

Fruits

Starchy Roots

Meat

Fish and Seafood

Sugar and Sweeteners

Pulses

Eggs Nuts

Fresh food volume sales by category (million tonnes), 2014

42% Share of fresh

vegetables

22% Share of fresh fruits



10

Performance in relation to other categories of fresh food

MARKET OVERVIEW

0

2

4

6

8

0

100

200

300

400

500

600

CA

GR

%

To

tal

vo

lum

e, m

illi

on

to

nn

es, 2

014

Asia Pacific: Fresh Food Performance by Category, 2009-2014

% Vegetarian Population

India - 31% Japan – 3%

China – 5% Australia – 2%



11

Consumers have more to spend

MARKET OVERVIEW

0

2

4

6

8

10

0

5

10

15

20

Asia Pacific North America WesternEurope

Latin America EasternEurope

MEA Australasia

Dis

po

sab

le I

nco

me,

US

$ t

rill

ion

Comparison of regional annual disposable income

CA

RG

%,

20

09

-20

14

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ChinaIndia

IndonesiaVietnam

Japan

Relative consumer expenditure on food versus non-food, 2014

Food Non-Food



12

Spending on fruits leads the way

MARKET OVERVIEW

6

7

8

9

10

11

12

13

14

15

16

2009-10 2010-11 2011-12 2012-13 2013-14

% G

ro

wth

Asia Pacific Consumer Expenditure: Growth by Category, 2009-2014

Expenditure on Food Expenditure on Vegetables

Expenditure on Fruit Expenditure on Meat



13

0

40

80

120

160

200

240

Annual per capita consumption, 2014

Vegetables Fruits

Kg

per

ca

pit

a

400 g of fruits and vegetables per day - a minimum for a healthy diet recommended by World Health Organisation (WHO)

In Asia Pacific, average consumption stands at 560 g per capita per day

Consumption remains one of the highest in the world

MARKET OVERVIEW



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Other Vegetables

Tomatoes

Onion

Maize

Cauliflowers and broccoli

Asia Pacific: Vegetables by Category, 2014 volume

Structure of the vegetable market

MARKET OVERVIEW

Tomatoes, the largest single-product category, account for 11% of total vegetables volume



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Other Fruits

Bananas

Oranges/Tangerines/Mandarins

Apples

Pears/Quinces

Grapes Pineapples

Peaches/Nectarines

Lemons and Limes

Grapefruit/Pomelo

Plums/Sloes

Strawberries

Cherries

Cranberries/ Blueberries

Asia Pacific: Fruits by Category, 2014 volume

Structure of the fruit market

MARKET OVERVIEW

Bananas - the largest single-product category accounts for 18% of total fruits volume


MARKET COVERAGE

MARKET OVERVIEW



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Increasingly urban

Increasingly busy

Increasingly single

Ageing

Changing consumers to restrict growth of fresh foods




18

0 20 40 60

Japan

Taiwan

South Korea

Indonesia

Thailand

Philippines

Malaysia

India

China

Vietnam

% growth

Urban Households: Growth in Selected

Markets, % 2010-2020

City dwellers and singletons on the rise


0 20 40 60 80 100

Japan

Taiwan

India

Indonesia

China

South Korea

Malaysia

Thailand

Philippines

Vietnam

% growth

Single Person Households: Growth in Selected

Markets, % 2010-2020



19

Quest for convenience and indulgence


0 5 10 15 20 25 30

Fresh Veg

Frozen Processed Veg

Canned/Preserved Veg

Prepared salads

Fresh Tomatoes

Canned/Preserved Tomatoes

Fresh Fruits

Fresh Cut Fruit

Canned/Preserved Fruit

Fruit Snacks

Fresh Potatoes

Frozen Processed Potatoes

Fesh Beans

Canned/Preserved Beans

Asia Pacific: Fresh vs Processed Fruits and Vegetables Per Capita Volume Growth, 2009-14

% Growth

• Many categories offering convenience and indulgence see dynamic consumption growth • Consumption of processed fruits and vegetables is more buoyant than demand for fresh

alternatives



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Steam in Bag Asparagus and Green Vegetables,

Portion controlled, cooks in minutes

Waitrose, UK

Italian Style Salad

Half the normal size, 45g packs

Sainsbury’s, UK

DIY fresh packs

Selected ingredients for making soup according to supplied recipe

UNIVEG Group, Netherlands

Tailored portions and convenient products are way forward




21

0

2

4

6

8

10

12

14

0

10

20

30

40

50Mean age of population in selected countries

Mea

n A

ge

20

14

Mea

n A

ge

% g

row

th,

20

10-2

02

0

Ageing consumers will demand more


• Older consumers tend to cook less and demand convenience and time-saving products • Products offering health benefits and improved nutrition will grow in demand



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Beneforté broccoli

Broccoli, rich in antioxidant glucoraphanin, that may slow and prevent arthritis

Active Health Vegetables Health

Selenium-enriched vegetables promoting healthy heart

Queen Garnet Plums

Plum with high anthocyanin content, an antioxidant that may help manage obesity, high blood pressure and heart disease

Naturally healthy products to offer better nutrition




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0 5 10 15

Asia Pacific

China

Vietnam

Hong Kong

Singapore

South Korea

Japan

Cranberries/Blueberries: 2009-14 volume growth

CAGR, %

Super berries most dynamic within fruits in Asia Pacific


0 5 10 15

Asia Pacific

China

Vietnam

Hong Kong

Singapore

South Korea

Japan

Cherries: 2009-14 volume growth

CAGR, %

40%



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0% 20% 40% 60% 80% 100%

Australia

Japan

China

India

Fresh Food Shopping Destinations: 2014

Modern Grocery Retailers Traditional Grocery Retailers

Non-Grocery Retailers Non-store Retailers

Distribution remains largely traditional in emerging markets




25

0% 25% 50% 75% 100%

China

India

USA

Australia

Japan

United Kingdom

Germany

Packaged vs Unpackaged Fruits, Selected Markets 2014

Packaged

Packaging starts to penetrate in regional markets


0% 25% 50% 75% 100%

China

India

USA

Australia

Japan

United Kingdom

Germany

Packaged vs Unpackaged Vegetables, Selected Markets

2014

Unpackaged



26

Organic fruits and vegetables emerge from a niche


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

UK

Spain

Italy

India

China

Australia

Organic vs Conventional Fruits, 2014

Organic Conventional

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

UK

Spain

Italy

India

China

Australia

Organic vs Conventional Vegetables, 2014

Organic Conventional



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Innovation

Adapt and tailor

products to changing consumer

Offer convenience

Offer variety

Cater to emerging

ethical consumer

Support products with

nutritional facts and

cooking tips

Explore new distribution formats to optimise

sales

Recommendations for future growth


T


THANK YOU FOR LISTENING

Shreyansh Kocheri | Foods Analyst

[email protected]

mailto:[email protected]

Date post:	24-Jul-2015
Category:	Business
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Consumption of Fruits and Vegetables: Global and Asian Perspective

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