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AFC Management Consulting AG Far Eastern Limited Dottendorfer Str Study on the Promotion of Consumption of Olive Oil and Table Olives in China Study on the Promotion of Consumption of Olive Oil and Table Olives in China Final Deliverable Consejo Oleícola Internacional (International Olive Council) Príncipe de Vergara, 154 28002 Madrid (Espana) Tel: +34-91 590 36 38, Fax: +34-91 563 12 63 Issued through AFC Management Consulting AG Far Eastern Limited Dottendorfer Str. 82 Fernost Beratungs- und Handels GmbH D-53129 Bonn, Germany Lagerhausstr aße 26 Telefon: +49-228-98579-0 D-67061 Ludwigshafen, Germany Fax: +49-228-98579-79 email: [email protected] email: [email protected] http: www.far-eastern.de http://www.afc.net March 2010 1 Study on the Promotion of Consumption of Olive Oil and Table Olives in China Index of contents 1. Executive Summary ................................................................................... 12 2. Introduction ................................................................................................ 15 3. Research purpose and objectives of the study ....................................... 16 3.1. Editorial deadline....................................................................................... 16 3.2. Sources ..................................................................................................... 16 3.3. Currency, exchange rate ........................................................................... 17 4. Organisation and Methodology ................................................................ 18 5. Overview of the Availability of Information about the Consumption of Olive Oil and Table Olives in China .......................................................... 22 6. Facts and figures about China .................................................................. 25 7. Relevance of sales regions ....................................................................... 28 8. Olive Oil....................................................................................................... 29 8.1. Introduction ............................................................................................... 29 8.1.1. Definitions & classifications ................................................................. 29 8.1.2. Current status of olive oil in China ...................................................... 31 8.2. Supply ....................................................................................................... 32 8.2.1. Production of Olive Oil in China .......................................................... 32 8.2.1.1. Cultivated area in China, description and comparison of countries of origin . ............................................................................................................ 32 8.2.1.2. Production volume/supply situation and structure of the offered range... ............................................................................................................ 34 8.2.2. Imports ................................................................................................ 36 8.2.3. Exports ................................................................................................ 38 8.2.4. Conclusion: Supply Situation of Olive Oil in China .............................. 41 8.3. Demand .................................................................................................... 42 8.3.1. Consumer Habits ................................................................................ 42 8.3.2. Consumption of olive oil in private households ................................... 43 8.3.3. Consumption of olive oil in gastronomy and hotels ............................. 45 8.4. Developments and acceptance of olive oil ................................................ 45 8.5. Concentration trends, competitive environment ........................................ 49 8.6. Necessary licences, quality certificates, sales permission ........................ 49 8.6.1. Hygienic standards for manufacturers in China .................................. 49 8.6.2. Quality requirements ........................................................................... 50 8.6.3. Food Safety ........................................................................................ 56 8.6.4. Sales Permissions .............................................................................. 57 8.7. Custom duties ........................................................................................... 57 9. Table Olives ................................................................................................ 59 9.1. Introduction ............................................................................................... 59 9.1.1. Definitions ........................................................................................... 59 2 Study on the Promotion of Consumption of Olive Oil and Table Olives in China 9.1.2. Current status of olives in China ......................................................... 61 9.2. Supply ....................................................................................................... 61 9.2.1. Production of Table Olives in China: Cultivated area in China, description and comparison of countries of origin ....................................................... 61 9.2.2. Production volume/supply situation and structure of the offered range... ............................................................................................................ 63 9.2.3. Imports ................................................................................................ 65 9.2.3.1. Import Volume and Value .................................................................... 65 9.2.3.2. Source of import ................................................................................. 71 9.2.4. Exports ................................................................................................ 73 9.2.4.1. Export volume and value .................................................................... 73 9.2.4.2. Export countries .................................................................................. 79 9.2.5. Conclusion: Total Supply of Olives in China ........................................ 80 9.3. Demand: Trends and Development .......................................................... 83 9.3.1. Development and acceptance of olives .............................................. 83 9.3.2. Packing and offering trends ................................................................ 84 9.3.3. Consumption of olives in private households ...................................... 84 9.3.4. Consumption of olives in gastronomy and hotels ................................ 86 9.3.5. Sales of olives to processing factories ................................................ 88 9.3.6. Commodity Flow 2008 ........................................................................ 88 9.4. Concentration trends, competitive environment ........................................ 90 9.5. Necessary licences, quality certificates, sales permission ........................ 90 9.6. Custom duties ........................................................................................... 92 10. Description of Consumer Groups ............................................................. 93 10.1 Evaluation of Purchasing Power ......................................................... 93 10.2 Evaluation of Consumption Expenditures ........................................... 95 10.3. Consumer segmentation and description of target groups ................ 101 10.4. Purchase behaviour .......................................................................... 104 10.5. Consumer Preferences ..................................................................... 106 11. Marketing Findings .................................................................................. 109 11.1. General Communication Aspects ............................................................ 109 11.2. Brand translation and brand meaning ..................................................... 115 11.3. Product presentation and display material .............................................. 118 11.3.1. Table Olives ...................................................................................... 118 11.3.2. Olive Oil ............................................................................................ 127 12. Marketing Campaign for China ............................................................... 139 12.1. General Objective and Target Groups to be addressed .......................... 139 12.2. Themes and messages to be conveyed .................................................. 141 12.3. Programme of Actitivities ........................................................................ 144 12.3.1. Trade Events ..................................................................................... 144 12.3.2. Gastronomy ...................................................................................... 146 12.3.3. Media ................................................................................................ 147 12.3.4. Consumers ....................................................................................... 154 12.3.5. Promotion Material ............................................................................ 155 12.3.6. Website and Newsletter .................................................................... 155 3 Study on the Promotion of Consumption of Olive Oil and Table Olives in China 12.3.7.
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