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Oat Opportunities in the Comprehensive and Progressive Agreement for Trans-Pacific Partnership

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Oat Opportunities in the Comprehensive and Progressive Agreement for Trans-Pacific Partnership Oat Opportunities in the Comprehensive and Progressive Agreement for Trans-Pacific Partnership Countries and China Introduction This report reviews the oat opportunities arising from the Comprehensive and Progressive Agreement for Trans-Pacific Partnership and China. • Comprehensive and Progressive Agreement for Trans-Partnership countries include New Zealand, Australia, Brunei, Canada, Chile, Japan, Malaysia, Mexico, Peru, Singapore, and Vietnam; • Target markets are: Japan, Malaysia, Singapore, Vietnam and China; o Determine market size and consumer demand for oats; o Oat production; o Oat consumption; o Oat import and exports; o Retailers and distribution; o Consumer trends; o Retail challenges; o Oats in packaged food. • Emerging oat trends o Packaged oats; o Hay trends. • Additional resources. Definitions Euromonitor defines breakfast cereals as the aggregation of ready-to-eat (RTE) cereal and hot cereals. Hot cereals include porridge and instant hot cereals. Ready-to-eat cereals are the aggregation of children's and family breakfast cereals. Children breakfast cereals include cereals marketed at children and adolescents. Family breakfast cereals are the aggregation of flakes, muesli and granola and other ready-to-eat cereals. Other ready-to-eat cereals are defined as all non-flake or non-muesli or granola cereals targeted at adults. Instead, other ready-to-eat cereals include wheat biscuits, puffed wheat cereals and rice-based products. Breakfast Cereals Ready to Eat Hot Cereal Cereal Children Cereal Other RTE Cereal Family Cereal (Includes Muesli and Granola) The United States Department of Agriculture uses the following definitions: Crop year: the 12-month period at the onset of the main harvest (August to July), during which the crop is marketed (i.e., consumed, traded, or stored). Domestic consumption: all possible uses of the commodity: food, feed, seed, waste, and industrial processing. Wet market refers to a market selling fresh meat and produce. March 2018 Contents Asian Market for Oats: China, Japan, Malaysia, Singapore & Vietnam ................................................................................ 5 China Market ............................................................................................................................................................. 6 Oat Production in China ............................................................................................................................................ 6 Oat Consumption in China ........................................................................................................................................ 7 China Oat Imports ..................................................................................................................................................... 8 Canadian Oat Export to China ................................................................................................................................... 9 Oat Feed in China .................................................................................................................................................... 10 Oat Processing in China ........................................................................................................................................... 10 Tier System in China ................................................................................................................................................ 11 Oat Food Distribution in China ................................................................................................................................ 12 Export Considerations for Canadian Companies .................................................................................................... 16 Resources ................................................................................................................................................................ 17 Breakfast Cereal Market in China ........................................................................................................................... 18 Consumer Trends .................................................................................................................................................... 19 Japanese Market ................................................................................................................................................................. 24 Oat Production in Japan .......................................................................................................................................... 24 Oat Consumption in Japan ...................................................................................................................................... 24 Japan Oat Imports ................................................................................................................................................... 25 Canadian Oat Export to Japan ................................................................................................................................. 26 Oat Feed in Japan ................................................................................................................................................ 27 Leading Retailers in Japan ....................................................................................................................................... 27 Supermarkets ...................................................................................................................................................... 29 Convenience Stores ............................................................................................................................................. 30 E-Grocery Stores ................................................................................................................................................. 30 Retail Challenges in Japan ....................................................................................................................................... 30 Japan Resources ...................................................................................................................................................... 31 Breakfast Cereal Market in Japan ........................................................................................................................... 31 Consumer Trends .................................................................................................................................................... 32 Singaporean Market............................................................................................................................................................ 36 Singapore Oat Imports ............................................................................................................................................ 36 Canadian Oat Export ............................................................................................................................................... 37 Oats Feed in Singapore ........................................................................................................................................... 37 Retail Opportunities for Oats .................................................................................................................................. 37 Consumer Trends .................................................................................................................................................... 38 3 March 2018 Leading Retailers ..................................................................................................................................................... 38 National Trades Union Congress (NTUC) FairPrice Cooperative ......................................................................... 39 Dairy Farm International Holdings (DFI) ............................................................................................................. 39 E-Grocery Stores ................................................................................................................................................. 39 Retail Challenges in Singapore ................................................................................................................................ 40 Breakfast Cereal Market in Singapore .................................................................................................................... 40 Vietnamese Market............................................................................................................................................................. 44 Vietnam Oat Imports .............................................................................................................................................. 44 Oat Feed in Vietnam ............................................................................................................................................... 45 Food Processing ...................................................................................................................................................... 45 Retail Opportunities for Oats .................................................................................................................................. 46 Consumer Trends ...................................................................................................................................................
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