Capitalising on the many opportunities Asia presents for food and farming, is the focus of a new report launched today by the Agriculture and Horticulture Development Board (AHDB).
Exploring Asia: Understanding consumer needs, is a unique addition to AHDB’s Horizon series as it takes an in-depth look at the Far East to ensure UK exporters make the most of existing and future market access deals.
With Asia experiencing extraordinary growth both in population and affluence, the region is widely regarded as a ‘hot spot’ for food exports. A growing appetite for red meat, dairy and potatoes means there’s an abundance of opportunities for our processors and producers.
To help ensure the UK is competitive in the Far East, this new report provides greater insight into consumer attitudes towards the food they eat, the changing demand for specific products and how we present our offering on the supermarket shelves.
AHDB Consumer Insight Manager and co-author Steven Evans said: “Whether it’s pork to China, beef to Singapore or dairy to Japan, this new report gives exporters the information they need to reap the rewards of overseas trade.
“Asia is a vast and diverse region, offering a multitude of opportunities for dairy, meat and potato producers, manufacturers and exporters. Understanding our consumers in these far-flung corners of the world is imperative to make the most of these opportunities.”
The report includes a mix of regional facts, an overview of where the UK currently has market access and future sales growth forecasts for meat, dairy and potatoes. It picks out key consumer trends and highlights popular dishes and shopping habits alongside top tips for exporting to Asia.
It also takes an in-depth look at specific cuts and dishes, popular drinks and desserts as well as favoured frozen and snacking products – all of which provides fascinating insight into market trends and demands.
Key findings include the importance of focusing on product quality and food safety, manufacturing products specifically for Asian palates and flavours and getting the right on-pack messaging.
AHDB’s International Market Development Director Dr Phil Hadley said: “A key element to exporting is first identifying which markets will bring the greatest rewards. The aim of this report is to provide industry with an in-depth look at the all-important Asian marketplace and learn how to adapt, improve and prepare for the journey ahead.
“We explore key themes and priorities of the marketplace and highlight the need for exporters to focus on the country’s unique production characteristics which communicate specific advantages – whether that’s superior taste or higher safety.
“This is a powerful and unique Horizon report as it explores and highlights the obstacles and opportunities that the Asian marketplace offers the UK. Sitting alongside the outstanding work of our export team, this report will help the UK capitalise on new and existing opportunities in this incredibly important market.”