Food
Global innovation within the processed meat, poultry and fish categories has increased over the years and many markets with the highest growth potential are from the Asia Pacific region. New research from global market intelligence agency Mintel reveals that Asia is home to the world’s fastest growing retail markets for processed meat, poultry and fish, with Indonesia and India playing key roles across these categories.
Indonesia is currently among the fastest growing processed meat and poultry markets globally with a CAGR of 26.7% between 2011 and 2015, followed by India* (22%), Vietnam (15.5%), China (13.9%), and Brazil (10.9%). Mintel estimates Indonesia’s processed meat and poultry market reached a value of IDR 16 trillion in 2016**, while India is estimated to have reached a value of INR 11 billion. Vietnam, China and Brazil have estimated retail values of VND 10 trillion, CNY 275 billion, and BRL 12 billion, respectively.
Meanwhile, India* is one of the fastest growing retail markets for processed fish and seafood globally, growing at a CAGR of 24.9% between 2011 and 2015, while Indonesia has seen a CAGR of 19.5%, with Turkey (11.8%), South Africa (11.2%) and Russia (10.8%) rounding out the top five growth markets. In 2016**, Mintel estimates India’s processed fish and seafood market reached a value of INR 2,422 million, while Indonesia is estimated to have hit IDR 32 trillion, Turkey TRY 372 million, South Africa ZAR 3 billion and Russia RUB 148 billion.
In the five years between 2011 and 2015, Thailand also experienced a positive CAGR of 9.4% for the processed fish and seafood market and a CAGR of 7.5% for the processed meat and poultry market. In terms of retail market value for 2016**, Thailand’s processed fish and seafood market is estimated to have reached THB 65 billion and its processed meat and poultry market, THB 60 billion.
Driven by a surge in innovation activity, the global processed meat, poultry and fish markets saw an 18% increase in product launches in 2016, compared to 2014, according to Mintel Global New Products Database (GNPD). In 2016, Asia Pacific was the second most active region globally in terms of processed meat, poultry and fish new product development (NPD), accounting for 24% of processed meat, poultry and fish product innovations, led by China, Thailand, South Korea, Vietnam and the Philippines.
Patty Johnson, global food and drink analyst at Mintel, said: “The need for convenience is the key driver behind Asia’s growing processed meat, poultry and fish retail markets in Indonesia, Thailand and India. Demand for processed and ready-to-eat foods, particularly frozen foods, is growing across Asia as increasingly time-pressed consumers have embraced the convenience of the freezer and of microwave cooking. Aligned with consumer interest in the region, processed meat, poultry and fish product innovation in 2016 saw strong focus on convenience claims, such as ease of use and microwaveable.”
Indeed, according to a consumer study*** conducted by Mintel, over two in five (43%) metro Indonesians and 39% of metro Thais aged 18 and over tend to shop closer to home or work due to a lack of time. Furthermore, over one in four (28%) consumers in Indonesia prefer to buy smaller, bite sized or convenient packs as they can eat these anytime, anywhere, rising to over one in three (37%) Indonesians that fall within the monthly household income bracket of IDR 15,000,000 and above. In Thailand, as many as one in five (22%) consumers prefer to buy smaller, bite sized or convenient packs for the same reason.
