Market Brief for Seafood Expo Asia Hong Kong & Macau, Makret Dynamic Markets for U.S. Exports September 4, 2017 1
USDA Foreign Agricultural Service (FAS) - ATO Hong Kong - FAS offices are staffed by Foreign Service agricultural attachés and local agricultural policy and promotional experts A global network of 93 offices covering 171 countries ATO Hong Kong Facilitate partnership Explore opportunities Raise profile for US foods 2
Hong Kong Overview 3
Hong Kong Overview - Trade Friendly Environment - One country, two systems Westernized business practices Business language: English Transparent and stable import regime 4
Hong Kong Overview - High Efficiency - Leading ocean terminal World s busiest air cargo facility * Developed distribution networks Duty free for most food and beverages * Ranking of total air cargo traffic in 2016 by Airports Council International 5
Hong Kong Overview - Connectivity to Asia - Destination for world s travelers Visa free entry Easy access for decision makers Global sourcing hub 6
Hong Kong Overview - Key Export Destination - High import demand Long term trade success between Hong Kong and the US Strong re-export opportunities Key re-export destinations: China, Vietnam, Taiwan, Macau Source of data: Consumer Oriented Agricultural Products, by value in 2016 U.S. Census Bureau Trade Data and Hong Kong Census and Statistics Department by Global Trade Atlas 7
Hong Kong Overview - Global Competition - *Consumer Oriented Agricultural Products + Fish and Seafood *Group 32 and Group 9, Gross imports to HK, Global Trade Atlas using data from Hong Kong Census and Statistics Department 8
Hong Kong Consumer Trends 9
Consumer Trends - Dynamic Food Culture - International cuisines Busy and affluent consumers High cost of living Dining out common 10
Consumer Trends - Information Savvy - * 96% smartphone users; 4.4 m facebookers Growing F&B internet retailing Production Story Health awareness rising *Social Media Usage in Hong Kong Statistics and Trends, May 16, 2015, http://www.go-globe.hk/blog/social-media-hong-kong/ Other information is taken from Euromonitor International 11
Hong Kong Food and Beverage Trade 12
Popular Product Groups Imports to Hong Kong Product Category 2016 Gross Imports (US$ Million) 2016 Retained Imports * (US$ Million) Fish & Seafood Products 3,404 2,742 Fresh Fruit 2,609 1,063 Beef 1,806 1,584 Tree Nuts (US # 1 export market) 1,622 767 Wine 1,553 883 Poultry Meat 1,408 505 Pork 1,260 962 Processed Fruits and Vegetables 688 532 Fruit & Vegetable Juices 90 85 (* Retained Imports = Gross Imports Re-exports) Source of Data: Hong Kong Census and Statistics Department (Global Trade Atlas) 13
U.S. Fish and Seafood Exports - Hong Kong: the 7 th Largest Export Market - Country 2012 2013 2014 2015 2016 Export Values in Thousands of Dollars % of Total World Total 5,110,847 5,182,951 5,327,983 5,193,339 5,032,271 1 Canada 922,785 938,886 951,297 914,007 1,020,066 20% 2 China 1,124,404 1,114,751 1,181,268 1,036,858 959,926 19% 3 Japan 759,117 697,594 746,591 829,515 667,555 13% 4 Korea, South 402,365 407,776 390,558 463,178 485,634 10% 5 Germany(*) 286,210 312,446 344,156 297,404 268,370 5% 6 Netherlands 182,862 165,173 187,379 206,725 220,140 4% 7 Hong Kong 145,847 177,232 132,860 140,798 187,940 4% 8 Spain 136,213 115,171 129,635 121,249 137,617 3% 9 France(*) 152,976 143,821 134,278 128,185 136,651 3% 10 United Kingdom 125,820 132,925 141,551 129,829 103,240 2% Note: 1. Data Source: U.S. Census Bureau Trade Data 2. (*) denotes a country that is a summarization of its component countries. 3. Product Group : BICO-HS10 14
Fish and Seafood - Hong Kong Market situation - Fish is perceived to be nutritious, healthy, important component of local daily diet and remedy High-end items are in demand for banquets, buffets, social gatherings Increased discussions on sustainability and food safety 15
Fish and Seafood - Hong Kong Imports in 2016 - Fish and Seafood Imports Rest of World 20% China 26% Frozen Shrimp and Prawn, Fish (Fresh, Chilled, Frozen,) Cuttle Fish or Squid, Preserved/Prepared Fish France 2% Mexico 2% Brazil 2% South Africa 2% India 2% Taiwan 2% Indonesia 2% Thailand 2% Canada 4% Australia 4% Vietnam 4% United States 5% Norway 5% Japan 15% Scallops (Frozen, Dried, Salted) Sea Cucumbers Fish (Fresh, Chilled) Abalone Preserved/Prepared Fish Molluscs (Live, Fresh, Chilled, Frozen) Lobsters and other Crawfish (Live, Fresh, Chilled, Frozen) Sea Cucumbers 16 Source of Data: Group 9, Hong Kong Census and Statistics Department; by value in 2016, Global Trade Atlas
Market Sector Structure Food Service 17
Food Service - Growing Restaurant Sector - Hotels high end dining for locals Celebrity chefs Buffets Unique experience Restaurants foodie culture Growth of fast casual dining outlets with moderate prices Growth of café and bars wines and spirits Need to keep up with high rental and manpower costs Source of Data: Euromonitor International 18
Food Service - Growing Restaurant Receipts - Restaurant Receipts 2012 2013 2014 2015 2016 Source: Census and Statistics Exchange Rate US$1 = HK$7.8 Department, Hong Kong 19 SAR
Market Sector Structure Retail 20
Retail - Competitive Retail Environment - Two major retailers dominate supermarket revenue Wide distribution from basic to specialty High operating costs Buyers selection criterion Trend and innovation Reliability Proven track records Clarity in product information (labeling, shipping, pricing etc.) Speedy responses 21
Retail - Growing Retail Sales - Retail Sales of Food and Beverages Exchange Rate US$1 = HK$7.8 Source: Census and Statistics Department, Hong Kong SAR 22
Macau Hong Kong s Neighbor 23
Macau - Macau Special Administrative Region - Growth as an Entertainment Destination Family friendly entertainment platforms Expansion of restaurant and foodservice facilities Growing opportunities for high quality food and beverage products 24
Watch our Video! Hong Kong and Macau: Dynamic Markets for U.S. Exports https://www.youtube.com/watch?v=aytn7pwzvge Other ATO Hong Kong Resources: -Importers contacts -Trade Shows in Hong Kong -ATO Hong Kong reports http://www.usfoods-hongkong.net/market_news.php 25
Trade Shows Date Sep 5-7, 2017 Sep 5-7, 2017 Sep 6-8, 2017 Nov 9-11, 2017 Nov 30 Dec 2, 2017 Nov 30 Dec 2, 2017 Feb 1-3, 2018 Feb 1-3, 2018 May 9-11, 2018 May 29-31, 2018 Aug 16-18, 2018 (dates TBC) Aug, 2018 Name of Show Seafood Expo Asia Restaurant and Bar Asia Fruit Logistica* (fruits, vegetables and nuts) Hong Kong International Wine and Spirits Fair Agri Pro Asia Hong Kong International Bakery Expo LOHAS Expo Vegetarian Food Asia Gourmet Asia Vinexpo Hong Kong Hong Kong Food Expo Natural and Organic Products Asia 26
Contact Us Major sources of data in this presentation: Euromonitor International Hong Kong Census and Statistics Department Global Trade Atlas U.S. Census Bureau, U.S Department of Commerce 27