Page 17 - Food & Drink Magazine April 2019

FOOD EXPORT
✷ WEIGHING IT UP
ASSESSING EXPORT MARKET SUITABILITY
SOCIO-DEMOGRAPHIC FACTORS:
You’ll need to look at the factors most relevant to your brand such as population size, gross income, disposable income, and expenditure on food per capita. You’ll also need to determine which markets have the income and expenditure to favour your product.
The growth of the “global middle class” is a hot topic in exports. This is a population of consumers who are seeing their disposable incomes rise and want access to quality products. The good news for Australian exporters is that this new demographic is concentrated on our doorstep in Asia.
However, money isn’t everything – consumers with the cash to buy your product are of no use if you are unable to break into the market.
MARKET OPPORTUNITY:
To determine opportunity for your product, you need to assess how big the market is in each country of interest. What’s the volume and value? Is it decreasing or increasing in consumer demand? And what’s the average price for your category of products in that market? You'll also need to determine how this stacks up against your costs.
DISPERSION:
It is also worth asking how concentrated retailers and suppliers are for your product, and what percentage of the market share is held by five big retailers or manufacturers.
In some otherwise favourable countries the market is locked down by local or international
giants. You don’t want to be competing with these big businesses on their home turf.
Look at other exporters’ behaviour in these regions – if Australian companies aren’t operating in your category, research to find out why they don't. For example, not much Australian chocolate gets exported to Belgium, and for good reason.
IS THE MARKET OPEN TO TRADE?
The complex mass of trade deals around the world means it isn’t a level playing field. You'll need to assess which countries are open to trade from Australia, which have customs issues, and which charge high import tariffs on your product category. Know the customs codes, categories and requirements for your products.
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www.foodanddrinkbusiness.com.au | April 2019 | Food&Drink business | 17
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