Report Name: Exporter Guide
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Required Report: Required - Public Distribution Date: January 20,2020 Report Number: TW2019-0042 Report Name: Exporter Guide Country: Taiwan Post: Taipei ATO Report Category: Exporter Guide Prepared By: Cindy Chang and Chris Frederick Approved By: Lucas Blaustein Report Highlights: Taiwan is the eighth largest market for U.S. food and agricultural products. In 2018, Taiwan imported $4.06 billion of food and agricultural commodities (including edible fishery products) from the United States. Because of these successes, Taiwan is full of opportunities for U.S. food and agricultural suppliers. This report is a practical guide for U.S. food exporters interested in marketing and shipping products to Taiwan. THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Market Fact Sheet: Taiwan Executive Summary Quick Facts CY 2018 Though it only has a population of 23.5 million, Taiwan is the Imports of Consumer-Oriented Products (USD) United States’ eight largest trading partner in agricultural $6.2 billion goods and eleventh largest U.S. trading partner. In 2018, Taiwan imported $4.18 billion of food and agricultural Lists of top 10 Growth Products in Host Market (> USD 1 commodities from the United States, which is 36 percent of million) the total import market share and makes the United States 1) Strawberries (Prepared or Preserved) 6) Meat of Sheep the leading foreign supplier. 2) Figs (Fresh or Dried) 7) Casein 3) Cocoa Paste (Not Defatted) 8) Sago Pitch (Roots & Tubers) 4) Wine (Grape Must) 9) Yogurt Imports of Consumer-Oriented Products 5) Offal of Bovine Animals 10) Animal (Not Fish) Guts, In 2018, Taiwan imported consumer-oriented agricultural Bladders, Stomachs & Parts products worth nearly $6.2 billion. The United States leads Food Industry by Channel (USD billion) 2018 with 30 percent of the market share. Food Industry Output $17.9 Food Exports $3.3 Food Imports $8.4 Chile Retail $42.7 2% Other Korea, South 12% Food Service $15.8 Canada 2% 3% Thailand United States GDP/Population 4% China 30% Population (millions): 23.5 4% GDP (billions USD): $573 Australia GDP per capita (USD): $23,782 7% 2018 Economic Growth Rate (estimate): 2.24% Japan EU-28 Sources: GTA; Directorate-General of Budget, Accounting, and 8% 16% New Zealand Statistics, Executive Yuan of R.O.C.; Department of Statistics, MOEA 12% SWOT Analysis Food Processing Industry Strength Weakness The approximately 6,000 food processing companies employ America is the market Many U.S. companies are 135,000 people, together producing an estimated $17.9 leader in consumer- unwilling to provide low billion of processed food and drinks, accounting for 3.6 oriented products, which volume, consolidated percent of Taiwan’s gross domestic product (GDP) in 2018. continue to show robust shipments of high-value The top five largest subsectors by value were: animal feed, growth. products to importers/end non-alcohol beverages, edible fat & oil, users. chill/frozen/processed meat, and dairy, respectively Opportunity Threat representing 13 percent, eight percent, seven percent, seven There is increasing growth The low-tariff advantage percent, and six percent of food processing industry’s total of fast food chains and from those competitors production value. casual dining restaurants, signing potential FTAs boosting consumption of with Taiwan could food ingredients. dampen importers’ Food Retail Industry interest in purchasing U.S. Taiwan’s retail sector topped $42.7 billion in 2018, a new products in the future. record high, up 4.1 percent from 2017. The retail food sector is dominated by chain operators like Costco, 7-Eleven, PX Exchange rate: Mart, Carrefour, and Wellcome. The density of Taiwan’s 1 USD = 30.0 New Taiwan Dollar 10,619 convenience stores is the highest in the world, around Contact: one convenience store for every 2,304 local residents1. For ATO Taipei, American Institute in Taiwan more information, consult the GAIN Retail Foods Report. [email protected] 1 Data: 2018, Ministry of Economic Affairs SECTION I. MARKET OVERVIEW Agricultural Trade Taiwan’s dependence on food and feed imports is expected to continue to grow due to its limited arable land and small agricultural sector. Taiwan imported $4.06 billion of food and agricultural products (including edible fishery products) from the United States in 2018, representing 24 percent of Taiwan’s total agriculture import market. The United States also exports many high-valued consumer- oriented agricultural products, including beef, poultry, fresh fruit and vegetables, dairy, tree nuts, processed foods, and beverages. Taiwan relies on imports of essential agricultural commodities for food and feed purposes. The United States is viewed as a provider of high-quality, safe products and is currently the largest supplier of many consumer food products to Taiwan. 2018 Taiwan Consumer Oriented Products Imports and Export RANKING COUNTRIES EXPORTING TO TAIWAN Country Amount Import Market Key Imported Consumer (US$ Billion) Share Oriented Products (%) 1 U.S. 1,699 23.5 Beef, fresh fruit and vegetable, poultry meat, food preparation, dairy products, tree nuts, pork 2 Hong Kong 1,388 19.2 Pork, poultry, fresh fruit, food preparation, chocolate & coca, wine and beer, condiments and sauces 3 EU 28 933 12.9 Pork, poultry and meat, fresh fruit, beef, External food preparations, chocolate & coca, wine Trade and beer 4 New Zealand 682 9.4 Dairy products, fresh fruit, beef, meet products, fresh vegetables, food preparations, pet food 5 Japan 409 5.6 Food preparation, fresh fruit, condiment & sauces, dairy products, wine and beer, snack foods, coffee roasted Source: Trade Data Monitor Demographics Taiwan has a population of just over 23.5 million people concentrated in highly urban areas along the East Coast abutting island-long mountain ranges. Taiwan is a rapidly aging society with one of the lowest birth rates in the world. By 2025, over 20 percent of the population is expected to be over 65. Taiwan’s low birthrate has caused changes in family structure, such as increasing female participation in the workforce, childless couples, and a decline in multigenerational families. Consumption patterns have also changed to reflect these trends, with growth in the number of people frequenting restaurants, consuming prepared foods, and eating healthier foods to extend the quality of life. Taiwan Demographics 2014 – 2018 2014 2015 2016 2017 2018 Birth Rates /1000 8.99 9.10 8.86 8.23 7.7 Fertility Rate 1.17 1.18 1.17 1.17 1.21 Death Rate / 7.0 6.98 7.33 7.27 7.33 Age 0 – 14 years (%) 13.9 13.6 13.3 13.3 12.92 Age 15 – 64 years (%) 74.1 73.9 73.5 73.5 72.52 Age 65+ years (%) 12.1 12.5 13.2 13.2 14.56 Source: Taiwan Directorate General of Budget Accounting and Statistics Economy Taiwan is a developed economy and its consumers enjoy strong purchasing power parity at roughly USD $55 thousand in 2018. After a period of slow economic growth in 2015 and 2016 due to pension reform and rising energy costs, Taiwan’s economy has rebounded growing at 2.63 percent in 2018 to USD $590 billion. Taiwan’s economy is divided primarily among services and industry at 63.1 and 35.3 percent respectively, with the remaining 1.6 percent in agriculture. Despite agricultures miniscule size respective to Taiwan’s overall economy, domestic agricultural issues are very important to the local electorate. Taiwan has reliable institutions, including banking and finance, as well as generally low counterparty risk. Although institutional risk is low, many Taiwan companies still prefer to buy from U.S. exporters on letter of credit. While Taiwan importers remain quite price sensitive, they are reliable partners that highly value Western business concepts. Taiwan is a regional trade hub for much of Asia, with two cargo airlines (China Airlines and EVA) and two global steamship lines (Evergreen and Yang Ming). Due to land constraints, Taiwan will often use containers as storage at ports, and generally requires extra detention and demurrage days. Most containers arrive in Kaohsiung port and are trucked to Taichung port. Overall, Taiwan’s business climate remains positive, with rising wages and increasing family income set to drive consumptive trends. While Taiwan’s aging population presents challenges, overall U.S. agricultural exports to Taiwan are expected to increase as wages strengthen and Taiwan’s economy continues to grow. Advantages and Challenges to U.S. Agricultural Exports Advantages Challenges U.S. food products enjoy an excellent reputation U.S. food products are not always price among consumers. competitive in the market. The growing modern retail industry is looking for Taiwan is the United States’ eighth largest market new imported food products. for agricultural exports but is often overlooked by U.S. suppliers eager to export to China. The majority of Taiwan’s consumers are becoming U.S. exporters are sometimes reluctant to change more health conscious and less cost conscious product specifications to comply with Taiwan when shopping. requirements and/or consumer preferences. The popularity of American holidays and Many U.S. companies are unwilling to provide low culture/lifestyle leads to promotional events volume, consolidated shipments of high-value organized around these themes by restaurants products to importers/end users. and hotels throughout the year. Consumers are brand-conscious, and America is a Consumers maintain a preference for “fresh” food leader in food brands that set trends. products over “frozen.” There is a wide variety of U.S. food products Competition from agricultural and food exporters available to Taiwan consumers. from countries with an economic agreement with Taiwan is a growing challenge. Increasing growth of fast food chains and casual Numerous food regulations and standards are not dining restaurants is a key to industry growth.