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2.0 Hong Kong – Avocado Market

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2.0 Hong Kong – Avocado Market 1 Author AdrianoBrescia,TradeandInvestmentOfficer,FoodandAgribusiness,TradeandInvestmentQueensland, QueenslandTreasuryandTrade Projectleader JodieCampbell,PostharvestHorticulturist,HorticultureandForestryScience,AgriͲScienceQueensland, DepartmentofAgriculture,FisheriesandForestry(DAFF) Disclaimer ThispublicationhasbeenpreparedbytheStateofQueenslandasaninformationonlysource. TheStateofQueenslandmakesnostatements,representationsorwarrantiesabouttheaccuracyor completenessof,andyouandallotherpersonsshouldnotrelyon,anyinformationcontainedinthis publication.Anyreferencetoanyspecificorganisation,productorservicedoesnotconstituteorimplyits endorsementorrecommendationbytheStateofQueensland. TheStateofQueenslanddisclaimsallresponsibilityandallliability(includingwithoutlimitation,liabilityin negligence)forallexpenses,losses,damagesandcostsyoumightincurasaresultoftheinformationbeing inaccurateorincompleteinanyway,andforanyreason. ©TheStateofQueensland,QueenslandTreasuryandTrade,2012. Copyrightprotectsthismaterial.Enquiriesshouldbeaddressedtotradeinfo@qld.gov.au(telephone +61732244035) 2 Contents Tablesandfigures 5 Tables 5 Figures 5 Acknowledgements 6 QueenslandGovernment 6 Industrypartners 6 Executivesummary 7 1.0Introduction 8 1.1Projectbackground8 1.2Marketresearchobjectives 8 1.3Methodology 8 1.3.1Secondarysources 8 1.3.2Primarysources 8 1.4Limitations 9 2.0 HongKong–Avocadomarket 10 2.1 Avocadoimports 10 2.2 MarketshareofcountriessupplyingavocadostoHongKong 10 2.3 Seasonalityofavocadosupply 11 3.0 Marketvisitfindings 13 3.1 Supplychainfindings–ImporterͲdistributorsandwholesalers 13 3.1.1Snapshot 13 3.1.2Procurementanddistribution 13 3.1.3Productrequirementsandpreferences–variety,ripeness,size,qualityandpackaging 14 3.1.4Logistics–storagecapacity,handling,ripeningandtransportation15 3.1.5Marketing–brandingandpromotion 15 3.2 Supplychainfindings–Retailers 16 3.2.1Snapshot 16 3.2.2Procurementandsalesperformance 17 3.2.3Productrequirementsandpreferences–variety,ripeness,size,qualityandpackaging 17 3.2.4Logistics–storagecapacity,producthandling,ripeningandtransportation 17 3.2.5Consumptionanduse 18 3.2.6Marketing–brandingandpromotion 18 3.3 Supplychainfindings–Foodservicebusinesses 19 3.3.1Snapshot 19 3.3.2Procurementanduse 20 3.3.3Productrequirementsandpreferences–variety,ripeness,size,qualityandpackaging 21 3.3.4Logistics–storagecapacity,producthandling,ripeningandtransportation 21 3 3.4Avocadosupplychainmap 21 4.0Marketobservations 23 4.1Keyfindingsfromretailandfoodserviceobservations 23 4.1.1LowͲmidtieroutlets 25 4.1.2MidͲhighendoutlets 26 4.1.3Highendoutlets 4.1.4Foodserviceoutlets 31 4.2Keyfindingsfromwholesaleobservations 36 4.2.1WesternWholesaleMarket 36 4.2.2YauMaTeiWholesaleMarket 37 5.0Conclusion 39 6.0 Recommendations 41 7.0 Sourcematerials 42 Appendix1–Avocadomarketresearchquestionnaires 44 Appendix2–Summaryofcompaniesinterviewed 43 Appendix3–Statisticaldatatables 48 4 Tablesandfigures Tables Table1–HongKongsnapshot 11 Table2–ProfilesofleadingsupermarketchainsinHongKong 20 Table3–CapacityofleadingfoodservicebusinessesinHongKong 25 Table4–RetailoutletsvisitedinHongKongsupplyingavocados 31 Figures Figure1–MajorsuppliersofavocadostoHongKongbyvolume(2004–10) 10 Figure2–MarketshareofmajorcountrysupplierstoHongKongin201011 Figure3–Monthlyimportsofavocadobymajorcountrysuppliers(January2009toDecember2009)12 Figure4–Monthlyimportsofavocadobymajorcountrysuppliers(January2010toDecember2010)12 Figure5–AtypicalavocadoexportsupplychainfortheHongKongavocadomarket 21 5 Acknowledgements ThisreportprovidesananalysisofthemarketforavocadosinHongKong.Itwaslargelymadepossibledue tothesupportoftheGlobalMarketsInitiative,theQueenslandGovernmentprojectteam,Tradeand InvestmentQueenslandHongKongOfficeandcommercialcompaniesoperatingwithinthewholesale,retail andfoodservicesectorsinthismarket. ImporterͲdistributors,retailersandfoodservicebusinessesallowedGMIprojectstafftoaskthemmany confidentialquestionsabouttheirbusinessesandbuyingrequirementsforfreshavocados.Wethankthem sincerelyfortheirtimeandappreciatetheirparticipationininterviews,notonlyabouttheirbusinesses,but aboutthefreshproduceindustryasawhole. Keyacknowledgements QueenslandGovernment BronwynWarfield,Director,GlobalMarketsInitiative,ScienceAgricultureandRegionalServices DevinkaWanigesekera,Director,FoodandAgribusiness,TradeandInvestmentQueensland TonyOnley,PrincipalTradeandInvestmentOfficer,FoodandAgribusiness,TradeandInvestment Queensland EdithGomez,SeniorTradeandInvestmentOfficer,FoodandAgribusiness,TradeandInvestment Queensland AngelaTo,DeputyCommissioner,TradeandInvestmentQueenslandHongKongOffice JodieCampbell,PostharvestHorticulturist,AgriͲScienceQueensland LeighBarker,SeniorTechnician,AgriͲScienceQueensland Industrypartners LouisGrey,GeneralManager,AvocadoExportCompany(AEC) JennieFranceschi,Director,AvocadoExportCompany(AEC) AntonyAllen,ChiefExecutiveOfficer,AvocadosAustraliaLimited(AAL) WayneProwse,PortfolioManager–Export,HorticultureAustraliaLimited(HAL) 6 ExecutiveSummary ThisreportpresentsthefindingsofmarketresearchundertakeninMay2011toassessthemarketforfresh avocadosinHongKong.ThepurposeofthismarketresearchistoassistAustralianexporterstobetter understandmarketplayersandtheirrequirements.WeenvisagethattheAustralianavocadoindustry mightusethesefindingstoassesstheopportunitiesandchallengesofexportingavocadostoHongKong. ResearchfindingsarebasedondesktopresearchandfaceͲtoͲfaceinterviewsconductedwithmembersof thefreshproducesupplychaininHongKong.Marketintelligencewasalsogatheredfromobservationsof retailandwholesalesectors.Fourteeninterviewswereconductedwithrepresentativesfromimport,retail andfoodservicecompaniesinHongKong.Visitstosupermarkets,departmentstores,wetmarketsand wholesalecentreswerealsocarriedout. AlthoughavocadosarenotpartofthetraditionalChinesediet,consumptionisincreasing.In2010,closeto 2000tonneswereimportedfromMexico,UnitedStates,SouthAfricaandAustralia.Thisisanincreaseof around1000tonnes(105%)from2008.SupplyfromAustraliahasalsoincreasedsteadilywithexportsto HongKongclimbingfrom140tonnesin2007to311tonnesin2010,anincreaseof170tonnes(120%)over thethreeͲyearperiod. ImporterͲdistributorsoperatinginHongKongtradepredominatelyinsmallersizedHassavocados(count 28–30packedin5kgcartons)sourcedinairandseafreightconsignments.Anecdotalevidenceindicates thatimporterͲdistributorspurchaseavocadospricedatHKD200–260percartondependingonvolumes purchasedandcountryororigin.Wholesalersmarkupavocadosbyapproximately25–30%beforesaleto theircustomers. Coliman(suppliedbyMexico),NaturesPartner(suppliedbyUnitedStates)andKatope(suppliedbySouth Africa)werethemajorcompetingavocadobrandsidentifiedinHongKong.Ofthese,Colimanwasthe dominantbrandidentifiedinthemarketplace. AvocadosaresoldpredominatelyinmidͲuppertierretailsupermarketsanddepartmentstores.LowͲend retailoutletsandretailvendorsatwetmarketsdonotusuallysellavocados.Inretailstores,avocadosare typicallydisplayedlooseinaisledisplaysorinrefrigeratedcabinets,withlabellingdetailingcountryof origin.AvocadossellatretailforHKD10–13perunitatmostmidanduppertierstores. ThemarketisdominatedbyonelargeimporterͲdistributor,handlingbetween80–90%ofimported avocados.ThiscommercialplayeristheonlycompanyinHongKongwiththecapabilitytostore,ripenand distributelargevolumesofavocados.Thecompanydistributesavocadosintowholesale,retailandfood servicesectors. ThisimporterͲdistributoristheprincipalsupplierofavocadosintotheretailsector.Majorsupermarket retailersrelyheavilyuponthisdistributorfortheripeninganddistributionoftheiravocados.Leadingretail chains,ParknShopandWellcome,havealsosourcedavocadoconsignmentsdirectfromexportersor consolidators,butprefertosourceproductthroughlocallybaseddistributors. ThereareanumberofotherdistributersoperatinginHongKonghandlingsmallvolumesofavocados.They currentlysupplyproductpredominatelyintothefoodservicesector.Thesedistributorsusuallysource productfromthewholesalemarketanddonotcommonlyimportavocadosdirectfromoverseassuppliers. Theirmainclientelearefoodservicebusinesses. TheresearchconcludesthateventhoughavocadosarenotpartofthetypicalChinesediet,consumptionis slowlygainingmomentum.Australiaiswellplacedtotapintothisshiftinconsumptionandgainagreater shareintheHongKongmarket.ItproducestheHassvarietypreferredbyallinthevaluechain,Australian productisconsideredgoodqualityanditisgeographicallyclosertothemarketthancompetingmarkets. However,significantchallengesstillexist.CountrieslikeMexicoandSouthAfricahavelowerproduction coststhanAustraliaandareabletomarketaggressivelytomaintainandgainfurthermarketshare.The highAustraliadollarisalsoimpactingonlandedprices.Furthermore,relationshipsalongthesupplychain arestillintheirearlystagesandloyaltiescanbeeasilyshifted,thereforeitisparamountthatexisting businessrelationshipsbestrengthened. 7 1.0Introduction 1.1Projectbackground InApril2010,theGlobalMarketsInitiative(GMI)commencedanewavocadoexportdevelopmentproject incollaborationwithacommercialavocadoexporterandtheAustralianavocadoindustry. ThepurposeoftheAvocadoExportDevelopmentProjectistoimprovethecapacityandcompetitivenessof Australianavocadoexportchainsthroughimprovingknowledgeandskillsofchainmembers—fromgrower toretailer—inmanagingavocadoquality.
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