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Poultry Market in the UAE 2012-21March-Final

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Poultry Market in the UAE 2012-21March-Final THE POULTRY MARKET IN THE UAE 2012 IMES CONSULTING (MENA) FZ LLC Loft Building 1, Office 206 Dubai Media City PO Box 500594 Dubai, United Arab Emirates Tel: +971 4 367 2177 Fax: +971 4 367 8609 Email: [email protected] Website: www.imesconsulting.com July 2012 ©COPYRIGHT by IMES Consulting, July 2012 "The Poultry Market in UAE 2012" All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the Copyright owner. Every effort has been made to ensure that the information given herein is accurate, but no legal responsibility is accepted for any errors or omissions in that information and no responsibility is accepted in regard to the standings of any firms or companies or individuals mentioned. The Poultry Market in the UAE 2012 TABLE OF CONTENTS Page PART A: MARKET ENVIRONMENT 1 1. ECONOMIC ENVIRONMENT 1 2. POPULATION AND DEMOGRAPHICS 2 3. LOCAL POULTRY INDUSTRY CAPABILITY AND STRUCTURE 3 3.1 Production Cost 4 3.2 Quality 5 3.3 Disease 5 3.4 Government Support 6 4. DISTRIBUTION OF POULTRY PRODUCTS IN THE UAE 7 4.1 Retail Environment 7 4.2 Foodservice Environment 7 5. KEY SUPPLIER PROFILES 9 5.1 Emirates Modern Poultry Company (EMPCO) 10 5.2 Al Ain Poultry 11 5.3 Arab Poultry Breeding and Production Company (TASIL) 11 5.4 Ras Al Khaimah Poultry & Feeding Company 12 5.5 Federal Foods LLC 12 5.6 EMKE Group 13 5.7 Al Islami Foods 13 5.8 IFFCO-Emirates National Poultry Farm 14 6. REGULATORY ENVIRONMENT 15 PART B: THE MARKET FOR POULTRY 16 1. OVERALL DEMAND LEVELS 16 2. CONSUMPTION PATTERN AND PROJECTED DEVELOPMENT 18 3. LIVE CHICKEN 23 i email: [email protected] The Poultry Market in the UAE 2012 TABLE OF CONTENTS Page 4. FROZEN CHICKEN (WHOLE & PARTS) 24 4.1 Overall Demand Level 24 4.2 Consumption Pattern& Projected Development 25 4.3 Supply and Distribution 26 4.4 Pricing 35 4.5 Top frozen chicken brands 36 4.6 Comparison of frozen whole chicken and frozen parts by channel weight, origin and share for leading competitors 37 5. CHILLED CHICKEN (WHOLE & PARTS) 40 5.1 Overall Demand Level 40 5.2 Consumption Pattern and Projected Development 41 5.3 Supply and Distribution 42 5.4 Pricing 48 5.5 Top chilled chicken brands 49 5.6 Comparison of chilled whole and chicken parts by channel weight, origin and share for leading competitors 50 6. VALUE ADDED PRODUCTS 52 6.1 Overall Demand Level 52 6.2 Consumption Pattern and Projected Development 54 6.3 Supply and Distribution 54 6.4 Pricing 61 6.5 Top value-added chicken brands 62 6.6 Comparison of frozen and chilled value-added products by channel weight, origin and share for leading competitors 63 ii email: [email protected] The Poultry Market in the UAE 2012 TABLE OF CONTENTS Page 7. POULTRY INDUSTRY CHALLENGES & OPPORTUNITIES FOR THE FUTURE 66 7.1 The ‘’Almarai’’ Effect in the UAE market 66 7.2 The Product/Market strategy of the Saudi Poultry Marketers and the impact on the UAE market 68 7.3 The key issues facing the Poultry markets in the UAE 69 7.4 Product/Market Strategy of Key Players 70 7.5 Compare & Contrast the Saudi market with the UAE 71 7.6 The Future of poultry in UAE 71 Appendix: Contact Details of Key Processors and Importers, 2012 72 iii email: [email protected] The Poultry Market in the UAE 2012 PART A: MARKET ENVIRONMENT 1. ECONOMIC ENVIRONMENT • The UAE has an open economy with a high per capita income and sizeable annual trade surplus. Extensive government spending on job creation and infrastructure expansion over the last decade have helped to increase the diversity of the economy, such that the UAE is no longer quite as dependent on oil revenues as previously, but much of the country’s GDP is still derived from the petroleum sector and fluctuations in world oil prices still have profound effects. • Oil prices had risen sharply during 2008 to reach USD 100 per barrel, while in 2009 oil prices declined to about USD 60 per barrel. There has been some increase in oil prices in 2010 after reducing the oil output to 2.3 million barrels per day in 2010. Overall, the economic outlook for the UAE is very positive at present, especially since oil reserves are expected to last at least another 100 years at current production levels. Table A1 summarises the development of GDP during the period 2007-2011. Table A1:UAE Key Economic Indicators, 2007-2011 2007 2008 2009 2010 2011 GDP (US$ billion) 258.2 314.8 270.3 311.4 357 GDP per capita (US$) 47,759 50,723 38,955 41,450 45,241 Source: World Bank. 1 email: [email protected] The Poultry Market in the UAE 2012 2. POPULATION AND DEMOGRAPHICS • The UAE is an open multicultural society as a result of a strong expatriate presence. Of the estimated 5.27 million living in the UAE in 2011 around 35% are Indian or Pakistani expatriates, 26% are expatriate Arabs, 24% are local Arabs and the remaining percentage is made up of Far Eastern and European expatriates. More than half of the total population does not speak Arabic. • Following the slowdown and near stoppage in construction activity many expatriate male labourers have returned to their home countries. This is particularly the case in Dubai, although in Abu Dhabi there still are many male labourers working in the oil sector. • Three-quarters of the UAE population lives in urban areas, particularly the Abu Dhabi and Dubai/Sharjah/Ajman conurbations. Abu Dhabi Emirate, the largest of the seven emirates, can be considered as the most ‘rural’ with 45% of Abu Dhabi’s population living outside the main cities of Abu Dhabi City and Al Ain. • As the UAE’s oil resources are concentrated in Abu Dhabi, the rest of the emirates rely on the federal budget, whose resources tend to be spent more on the areas where greater returns can be expected - i.e. in Abu Dhabi, Dubai and Sharjah. There have been increased calls for a ‘fairer’ distribution of the UAE’s resources in favour of the North, and this has now materialised with Abu Dhabi announcing a robust budget for development activities in the Northern Emirates following the widespread unrest that enveloped the neighbouring countries. Table A2: UAE Population by Emirate, 2007-2011 (‘000) Emirate 2007 2008 2009 2010 2011 Abu Dhabi 1,887 2,003 2,026 2,062 2,101 Dubai 1,470 1,560 1,418 1,450 1,477 Sharjah 784 832 811 839 855 Ajman 294 312 304 311 317 Umm Al-Quwain 73 77 86 88 90 Ras Al-Khaimah 245 260 253 259 264 Fujairah 147 156 167 171 174 Total 4,900 5,200 5,066 5,180 5,277 Source: Ministry of Planning, IMES estimates. 2 email: [email protected] The Poultry Market in the UAE 2012 3. LOCAL POULTRY INDUSTRY CAPABILITY AND STRUCTURE • The UAE poultry industry is made up of the larger scale industrial producers as well as a traditional poultry production sector. The traditional sector is described as being small scale with emphasis on highly localised consumption. • Table A3 also plots the development of the specialised poultry producers in recent years. The story is not a happy one and has seen an average annual reduction of 5.8% since 2007. The traditional producers have also dropped by over 14.1% per annum since 2007. • In total we see that domestic production has fallen since 2007 by an average rate of over 5.9%. • The reasons for this reduction are varied, but do include poor animal health, actions taken by the Government to protect consumer health, low profitability, lack of investment and lack of scale. Table A3: Domestic Production of Chicken, 2007 - 2011 (tonnes) 2007 2008 2009 2010 2011 CAGR Specialised 50,700 63,000 49,000 44,000 40,000 -5.8% Traditional 1,100 950 850 700 600 -14.1% Total 51,800 63,950 49,850 44,700 40,600 -5.9% Source: Ministry of Environment and Water, IMES estimates. Share of total 2007 2008 2009 2010 2011 Specialised 97.9% 98.5% 98.3% 98.4% 98.5% Traditional 2.1% 1.5% 1.7% 1.6% 1.5% Total 100% 100% 100% 100% 100% 3 email: [email protected] The Poultry Market in the UAE 2012 3.1 Production Cost • Production costs in the UAE are seen to be a great deal higher than its international competitors, especially Brazil: • Heavy dependence on imported feed which accounts for up to 70% of the farming cost; • Relatively high energy costs due to year round temperature control necessitated by the hot summer climate and cool winters; • High water charges; • Dependence on imported medication (disease outbreaks occur frequently); • High mortality rates, which are typical of relatively small-scale production and expertise, base operating in such a harsh climate; • Highly competitive market environment where both the grocery retailing and the HORECA distribution channels are seen as well organised and demanding; • Lack of economies of scale; • Lack of support from Government in the form of feed subsidy and grants towards capital equipment upgrading; • Specific actions by Government to disallow consumer price increase requests (even in light of clearly identified increases in world commodity and feed costs). • UAE poultry processors spoken to suggest a dramatic reduction in profitability in the past five years.
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