the australian food and beverage landscape
Transcription
the australian food and beverage landscape
THE AUSTRALIAN FOOD AND BEVERAGE LANDSCAPE Market insights, consumer trends and opportunities for New Zealand businesses 2016 newzealand.com/business © Copyright New Zealand Trade and Enterprise (NZTE) 2016 Disclaimer: No part of this publication may be distributed or copied for any commercial purpose nor incorporated in any work or publication (whether in hard copy, electronic or any other form) without the prior written consent of NZTE. While NZTE has verified the information in this document, we make no representation as to the completeness, correctness, currency, accuracy or purpose of the information. NZTE will not be responsible for any damage or loss suffered by any person arising from the information contained in this document, whether that damage or loss arises from negligence or otherwise. CONTENTS Foreword 2 What’s new 3 The Australian food and beverage retail market 4 Retail growth trends 8 Foodservice trends 10 Foodservice facts and figures 12 Tips for doing business in Australia 14 Useful contact information 15 Taste the opportunity across the Tasman 16 PLEASE NOTE: The research findings and statistics from page 2 – 9 are from Retail Oasis, commissioned by New Zealand Trade and Enterprise. The foodservice information and statistics from page 10 – 13 are supplied to New Zealand Trade and Enterprise by Food Industry Foresight. THE AUSTRALIAN FOOD & BEVERAGE LANDSCAPE 1 Australia’s food and beverage industry is one of the most competitive and dynamic in the world – driven by consumers seeking greater diversity, quality and value in their food and beverage choices. The Australian economy is entering its 25th consecutive year of growth – the second largest continuous period of any advanced economy in the world. Of this growth, the food and beverage industry continues to be a major contributor, with a turnover of approximately A$94 billion in 2015. Changing consumer sentiment and shopping behaviours, the entrance of major overseas retailers and a shift towards private label products are significantly influencing trading conditions – presenting exciting opportunities for export-ready New Zealand companies. WHAT’S NEW Shopping habits are changing Embracing health and wellness The once-a-week grocery shop is now a thing of the past, with Australians shopping multiple times over a weekly period. While most shopping is still done at major supermarkets, Australians like to support local and independent outlets and specialist stores for premium or organic products. Increasing urbanisation has also seen the rise of convenient smaller format stores and pop-up restaurants in CBD areas, as well as more online stores and delivery apps. The growing threat of serious health epidemics such as obesity, diabetes and heart health has led to a significant shift in the way Australians manage their health and wellness. This has led to a thriving innovation culture within food and beverage. Wellness is a trend that is here to stay. The rise and rise of private label There is an ongoing tension between high quality and price, and today, price is winning. As a result, there is a growing focus on private label products by the major supermarket chains. Once considered a poorer substitute, private label products are now considered acceptable amongst Australians. The entrance and rapid growth of overseas players such as Aldi and Costco has also forced Australian industry giants Woolworths and Coles to expand their own private label ranges. The trend for consumers switching to purchasing organic products is increasing. Those avoiding the organic price premium are seeking ‘natural’ products, such as those free from additives, sugar, gluten, dairy and genetic modification. Supplemented products to boost wellness, such as vitamins, minerals and superfoods is also booming, particularly around new flavour trends such as kale, turmeric and quinoa. This includes the rise of singleserve, two servings, multi pack and mini variants of pantry items and partially prepared foods such as the Hello Fresh concept. Sustainable future Sustainability is a mainstream concern for Australians and it is not just about environmental credentials. Australians are willing to pay a premium for ethically sourced food, including those with Fair Trade credentials, free-range and cruelty-free animal products, and those demonstrating sustainability. Growth of premium Australians are more food savvy than ever. Thanks to Masterchef and My Kitchen Rules, Australian expectations of food and beverage quality is at an all-time high, although consumers are still price conscious. The new convenience The decreasing size of the average Australian household and the rise of the health conscious, time-poor consumer is driving a push for more fresh and healthy food and snack options for eating and drinking on the go. Australian Food & Beverage Landscape Analysis and Opportunity 2016 by Retail Oasis, commissioned by NZTE THE AUSTRALIAN FOOD & BEVERAGE LANDSCAPE 3 THE AUSTRALIAN FOOD AND BEVERAGE RETAIL MARKET A$22,620 A$16,200 million A$8,541 million million Staple food Liquor Fresh bread and cakes Includes baby food (excluding formula), cold and hot beverages, biscuits, breakfast cereals, cake mix, cakes and desserts, condiments, confectionery, cooking needs, dried fruit, eggs, fish, frozen foods, fruit – shelf stable, health food, international meals, jams and spreads, noodles and noodle sauces, pasta and pasta sauces, rice, snack foods, soups, sugar and sugar substitutes. Includes packaged and off premise beer, wine, spirits, RTD/ RTS and cider. Includes bread and bakery products produced in-house at supermarkets, supermarket packaged bread and bakery snacks, deli breads, cakes, pastries and other bakery products, white bread, wholemeal and seeded bread, artisan bread, mixes, cakes, savouries and sweets, hot pastries and pies. A$12,597 million Fresh fruit and vegetables Includes all fresh fruit and vegetables. A$15,004 Includes beef, veal, poultry, lamb, pork, seafood, other fresh meats and deli meats. million A$14,663 million Fresh meat, fish and poultry A$4,707 Convenience and fuel retailing million Includes beverages, snacks, confectionery and ice-cream, groceries, ready-to-eat food and fuel retailing (includes food and grocery). Dairy and deli Includes cheese, chilled bread and dough, chilled dairy, chilled dips, butter and blends, nondairy spreads and milk. A$1,636 million A$344 million Online grocery Online liquor Includes pantry, convenience and frozen foods, fresh food, dairy, eggs and beverages. Includes wine, spirits, beer, cider and other alcoholic beverages. Australian Food & Beverage Landscape Analysis and Opportunity 2016 by Retail Oasis, commissioned by NZTE Woolworths and Coles remain the overwhelmingly dominant supermarket operators in Australia. However, newer entrants such as Aldi and Costco are gaining ground. WHERE THE OPPORTUNITIES LIE Category Rice crackers Breakfast additives Cakes ($M) Volume % change in value % change in volume 128.74 7,930 tonnes 6.60% 14.50% 3.36 955 tonnes -11.40% -19.80% 175.57 34.3m units -3.30% -11.2 Cheesecake 11.68 2.3m units 32.20% 35.70% Pie 2.76 0.5m units 8.70% -3.40% Tarts 2.34 0.5m units 36.10% 1.10% 52.80 19.7m units 8.20% 4.60% Block chocolate 574.31 N/A 7.90% N/A Boxed chocolate 364.32 N/A 8.60% N/A Chocolate bars 301.07 N/A 8.10% N/A Chocolate bites 195.80 N/A 11.40% N/A Stock 138.80 30,352 tonnes 2.40% 7.20% Free-range eggs Vinegar 371.89 63m dozen 10.10% 9.30% Barn eggs 77.20 16m dozen 7.30% 10.30% Organic eggs 21.53 2.3m dozen 16% 16.20% 87.00 4718.8 tonnes -7.40% -7.50% Salmon Shellfish 12.90 513.0 tonnes -7.00% -8.00% Fruit – shelf stable 219.60 41,054 tonnes -2.90% -10.90% Nutritional snacks 84.03 29.1m units 10.60% -0.60% Snack foods (health food) 50.66 13.5m units 16.60% 5.20% Seeds and grains 49.43 7m units 0.90% -7.80% Biscuits (health food) 44.49 12.2m units 8.20% 6.30% Cooking (health food) 42.01 7.1m units 40.60% 20.10% Nuts (health food) 38.31 5.6m units -8.20% -13.20% Pasta (health food) 14.00 4m units -9.10% -9% 5.77 1m units -2.40% -13.70% Dried fruit Beverages (health food) 5.35 1.1m units 12.70% 19.20% Meal fixes (health food) 4.53 1.5m units -25.70% -28.90% Confectionery (health food) 2.47 0.7m units 3.10% 7.10% Wraps and breads (health food) 0.41 0.1m units -84.50% -83.80% Chocolate hazelnut spreads 77.50 7,935 tonnes 15.50% 9.50% 142.20 9,577.9 tonnes 12.30% -6.30% Fresh noodles and sauce 11.30 4.6m units -7.50% -6.40% Nuts (snack foods) 117.10 7,928.9 tonnes 23.30% 15.80% Soups 250.60 61,769 tonnes -19.57% -5.75% Cheese Honey 4,357.24 281,471m tonnes 21.50% 21.50% Butter and blends (chilled spreads) 337.62 40,151.86m tonnes 6.50% 7.40% Non-dairy spreads 374.67 107.05 units -9.30% -7.40% 486.00 N/A 4.50% 6.80% Cider % change in value and % change in volume represents changes when comparing the 2015 calendar year to the 2014 calendar year. Highlighted green categories represents the greatest positive % change in value and/or volume. Products in bold, black font highlights the most negative % change in value and/or volume. TOP 10 FOOD AND BEVERAGE RETAILERS IN AUSTRALIA Retailer Market share 2015 Market share Total turnover 2012 (AUD$B) 1.Woolworths 31.0% 32.4% 29.8 2. Wesfarmers (Coles) 26.4% 25.6% 22.8 3. Metcash (IGA) 7.0% 7.9% 7.6 4.Aldi 6.9% 3.7% 5.1 5.Australian United Retailers (FoodWorks) 1.8% unknown 1.4 6.SPAR Australia (SPAR, 5 STAR and Jardin Fresh Life) 1.6% unknown 1.2 7.Costco 1.5% 0.9% 1.1 8. Caltex Australia 0.8% 0.9% 0.4 9. 7 Eleven 0.6% 0.5% 0.3 10. BP Australia 0.5% Woolworths Aldi Costco Parent company: Woolworths Food Group Stores: 961 Parent company: Aldi Stores: 400+ Parent company: Australian Costco Connection Stores: 8 Woolworths is Australia’s largest supermarket chain. It has recently launched a refreshed private label strategy that rationalises their private label to two tiers, Essentials (better quality Homebrand) and Select (mid-tier quality). Coles Parent company: Wesfarmers Stores: 770+ Coles continues to cement their everyday low price strategy, resulting in increased revenues for 2015. Coles has strengthened its brand proposition by investing in new fit outs and categories such as bakery and food to go. Aldi has secured a strong following since launching in Australia in 2001. Woolworths, Coles and Aldi are generally competing for the same consumers. IGA Parent company: Metcash Stores: 1,400 0.3 Costco is yet to penetrate the market in any significant way, although consumers show that they are willing to travel to Costco stores for the perceived value. Interestingly, Costco shoppers come from both ends of the socio-economic spectrum. Metcash continues to have a smaller but still strong market influence through its stores, which are franchise and licensee owned. These differentiate from Coles and Woolworths as local neighbourhood stores supporting community initiatives. Australian Food & Beverage Landscape Analysis and Opportunity 2016 by Retail Oasis, commissioned by NZTE THE AUSTRALIAN FOOD & BEVERAGE LANDSCAPE 7 RETAIL GROWTH TRENDS Price deflation from the expansion of private label products is expected to constrain revenue growth across bricks-andmortar stores. Meanwhile, online retailing is set to take off. Supermarkets (bricks-and-mortar/online) Liquor retailing (bricks-and-mortar/online) Annual growth Annual growth 3.8% 2.2% 3.2% 2.8% Fierce competition, the continued expansion of private label and the growth of discount companies such as Aldi and Costco will continue to influence shopping trends over the next five years. The industry is expected to continue growing over the next five years driven by expanding interest in premium product and a rise in consumption rates at home. Independent liquor retailers are expected to feel the squeeze and will be forced to band together to compete. FY11-16 FY16-21 FY11-16 FY16-21 Supermarkets (online only) Liquor retailing (online only) Annual growth Annual growth 15.3% 13% 10.9% 7.8% The use of virtual grocery stores is anticipated to become more common, with retailers capitalising on the growing use of mobile devices like smartphones and tablets. Like supermarkets and grocery, online alcohol purchases are expected to increase as delivery systems and technologies continue to improve. The sector will remain an attractive option for consumers due to its diverse product range available at competitive prices. FY11-16 FY16-21 FY11-16 FY16-21 Trends per category Fruit and vegetables Rising disposable incomes, and awareness of health benefits for fruit and vegetables, will likely drive higher consumer demand over the next five years Bread and bakery Alternative bread such as gluten free and artisan loaves are on the rise Meat and seafood Demand for ethically sourced meats and seafood Deli Decline in traditional delis, some consumer rejection of processed foods and high fat content Dairy Rise of premium offers such as in ice-cream and alternative milk Confectionery Challenge to provide “free-from” options. Rise in premium confectionery, particularly chocolate Fresh prepared meals Race to establish high-quality, competitive prepared meal options Pantry and other Polarisation in pantry goods between own brand, basic and premium offers Alcohol Wine and spirits on the rise as are boutique beers, healthier beers and ciders Non-alcoholic beverages Juice, bottled water and coconut water continue to boom Flour, cereal and pasta Rise of new grains and cereals as a new source of low GI food Australian Food & Beverage Landscape Analysis and Opportunity 2016 by Retail Oasis, commissioned by NZTE Vegan Australia is the third fastest growing vegan market in the world behind the UAE and China. THE AUSTRALIAN FOOD & BEVERAGE LANDSCAPE 9 FOODSERVICE TRENDS Around THE FOODSERVICE DOLLAR 65 % of the Australian population dine out at least once per month. % 45 40 35 30 25 The foodservice dollar depicts the percentage of Australian households’ food and non-alcoholic beverage expenditure spent on eating out-of-home. It portrays a nation’s propensity to eat out and the overall development of a foodservice market. In 1960, Australians spent 12 CENTS in every food and beverage dollar on eating out By 1980, eating out more than doubled, rising to 25 CENTS in every dollar In 2005, eating out peaked at 38.4 CENTS in every dollar From 2012 to 2015, eating out stabilised at around 20 15 10 5 0 1960 1965 1970 1975 1980 1985 Foodservice market channels in Australia There are 82,707 foodservice outlets nationally spending a total of A$15.5 billion on food and non-alcoholic beverage. The commercial sector Three quarters of the foodservice market in Australia is commercial, such as restaurants, hotels and cafes. Of the more than 62,000 commercial foodservice outlets in Australia, around 80 percent are located on the eastern seaboard (Queensland, New South Wales and Victoria). 33.5 CENTS in every dollar Research supplied to NZTE by Food Industry Foresight 1990 1995 2000 2005 2010 The institutional sector One quarter of the Australian foodservice market is made up of institutional outlets, such as hospitals, day care centres and military messes. 2015 FOODSERVICE MARKET CHANNELS AUSTRALIA INSTITUTIONAL SECTOR – MARKET SIZE: A$2.3 BILLION HEALTH 1 EDUCATION 2 MILITARY CORRECTIONAL WORKPLACE CANTEENS Military messes Prisons Factory canteens Hospitals Children’s day care centres Nursing homes Primary and secondary schools Office canteens Tertiary institutions Mining Site canteens Notes: 1. Includes aged care and other welfare facilities serving food 2.Includes only schools with canteens. COMMERCIAL SECTOR – MARKET SIZE: A$13.3 BILLION FULL SERVICE RESTAURANTS (FSR) (15,300+) HOTELS/ 3 MOTELS (4,200+) CAFÉS 4 (13,700+) QSR CHAINS (18,200+) 5 QSR INDEPENDENTS CATERERS (3,000+) CLUBS (1,800+) Independent fast food outlets Institutional/ contract Social/sports clubs Other private clubs 4/5 Star restaurants 4/5 Star hotels/resorts Café/coffee shop chains International/ western fast food chains Mid to low end restaurants 2/3 Star hotels/resorts Café/ coffee shop independents Regional/ local fast food chains Sole/ function operators Motels Bakery chains with café Snack food chains Airlines Bakery independents with café Ice-cream chain outlets Notes: PUBS (3,400+) FUNCTION CENTRES (900+) SPORTING VENUES (1,300+) Juice bars 3.Only outlets serving food included 4.Includes both local and international 5.Includes dine-in take-away and home delivery. THE AUSTRALIAN FOOD & BEVERAGE LANDSCAPE 11 FOODSERVICE FACTS AND FIGURES Over the last five years, the trend to dine out has stabilised, with Australians typically spending around PERCENTAGE OF THE AUSTRALIAN POPULATION DINING OUT AT LEAST ONCE A MONTH % 100 90 80 33.5 % of their food and non-alcoholic beverage budget on foodservice. 87% 70 73% 65% 60 56 50 —— The total number of restaurants has remained the same —— The number of independent cafés has grown by approximately 3 percent —— There has been virtually no growth in café and coffee chains —— Fast food chains have declined by almost 3 percent as this market reaches a plateau —— There has been a considerable decrease in the number of snack food chain outlets, with this sector reducing by 11 percent in one year —— The number of pubs has increased by almost 4 percent. % 59% 57% MAY 2014* NOV 2014 64% 40 30 20 10 0 MAY 2011 Channel movements 73% MAY 2012 NOV 2012 MAY 2013 Foodservice opportunities —— In the past couple of years there has been strong growth in the breakfast and brunch meal services —— Australia is now a coffee loving nation —— Hamburgers are becoming more popular fare at pubs —— Gluten free products are small but consistently growing —— Cafés have experienced strong growth in casual dining, with the rise in lunch meals served —— There has been growth in the number of meals served by hotels, with breakfast being one of the largest meal segments in this channel. Research supplied to NZTE by Food Industry Foresight NOV 2013 MAY 2015 Value and volume by category* The rise of health awareness amongst Australians has impacted on the foodservice industry, with many operators responding by introducing healthier choices that are low in, or free of, fat, sugar and salt. This has also impacted on the value and volume of food and beverage bought in each category. A$2.5M 14% 14% A$1.5M 10% 20% approx value percentage of market approx value percentage of market volume of market Beverages volume of market Dairy A$6.5M 41% approx value percentage of market 19% volume of market Fresh meat, fish, seafood and poultry A$1M 6% 11% approx value percentage of market volume of market Breads, flour, pasta, cereal and biscuits *2014 figures A$3M 18% 21% approx value percentage of market Fruit and vegetables volume of market TIPS FOR DOING BUSINESS IN AUSTRALIA Compared to New Zealand, Australia is a pretty big place – both in landmass (it is the sixth largest country on the planet) and population (more than 24 million). For New Zealanders looking to break into the market, it can be a daunting place. Despite the increased competition, there is also increased opportunity. The key is understanding the subtle, yet very real, business and cultural differences and learning to adapt your business approach to maximise opportunity. Gaining credibility in Australia You may have built a successful business in New Zealand, but that won’t mean much in Australia. Do not assume that flavour profiles and packaging that work in New Zealand will be successful across the Tasman. You will need to show you can perform consistently in Australia to build your reputation. Professional Advice Ensure you seek professional advice before you sign any contract (be it a distribution partnership, employing staff or leasing property). Seeking advice early can help you avoid unwanted pitfalls. Capacity and cash flow If you are targeting the major supermarkets, Coles and Woolworths, you will need to ensure that you are well prepared and have the capacity and cash flow to respond. Australia’s major supermarkets work differently to New Zealand’s supermarkets, so you need to understand the buyers through meeting with them and doing research. trying to establish relationships from a distance or overly relying on their distributors to sell their product for them. Be prepared to spend significant amounts of time on the ground, face-to-face. Understand your costs Expect longer sales cycles Costs will vary depending on how you choose to sell into the market – distributor, agent, direct etc. Distributor and retailer margins, transport and delivery costs are higher in Australia. Get a thorough understanding of all the costs involved and develop a well thought out pricing strategy that will allow for different margin requirements for different channels. Australia’s larger companies and Government have much longer sales cycles compared to in New Zealand. Typically they can be anywhere from six months to two years. It is important to nurture these relationships, to understand the proposal/procurement process and make sure you take time to effectively respond to the brief. Don’t be afraid of a little sport talk Succeeding in Australia is a lot about having the right attitude. There is more competition in Australia, which is why, in business, Australians tend to be more direct. Know your unique value propositions, get to the point quickly and be prepared for some knock backs. Factor in some time to adjust and learn each market, state by state and don’t give up after one or two rejections. No matter what you are selling, sport can provide an excellent way to build rapport with Australian business partners. On-the-field rivals we may be, but in business, Australians love talking sport with New Zealanders in a humorous and friendly manner. Recognise state differences Australia is not a single market. Each state has its own regulation and legislative requirements as well as cultural differences. Having access to local networks and resources that help you understand and manage those differences is crucial. Develop local relationships In Australia, building relationships is vital. Too many New Zealand businesses make the mistake Be resilient Attend events Networking events can often be full of very useful contacts who you can meet informally afterwards. USEFUL CONTACT INFORMATION Getting set up in Australia NZTE nzte.govt.nz Australian Taxation Office ato.gov.au Australian Business Register abr.gov.au Australian Stock Exchange asx.com.au Committee for the Economic Development of Australia ceda.com.au Australian Bureau of Statistics abs.gov.au Understanding Australian regulation Department of Agriculture agriculture.gov.au Customs border.gov.au Australian Competition and Consumers Commission accc.gov.au Product Safety Australia productsafety.gov.au Standards Australia standards.org.au Therapeutic Goods Administration tga.gov.au National Industrial Chemicals Notification and Assessment Scheme nicnas.gov.au The Sydney Morning Herald (NSW) smh.com.au The West Australian (WA) thewest.com.au Trans Tasman Business Circle buscircle.com The Courier Mail (QLD) couriermail.com.au The Adelaide Advertiser (SA) adelaidenow.com.au KEA New Zealand keanewzealand.com The Mercury (TAS) themercury.com.au Kiwi Connect kiwiconnect.org Northern Territory News (NT) ntnews.com.au Kiwi Expats List kiwiexpatslist.com Inside Retail insideretail.com.au Connect Web connectweb.com.au/directories.aspx Online Retailer onlineretailer.com.au Accountants, lawyers and consultants The Grocery Guide thegroceryguide.com.au Institute of Public Accountants publicaccountants.org.au Food Source food-source.com.au Charted Accountants charteredaccountants.com.au Media services PR Wire prwire.com.au The Institute of Patent and Trade Mark Attorneys of Australia ipta.org.au Public Relations Institute of Australia pria.com.au SBMS Experienced Business Mentors sbms.org.au AAP MediaNet aapmedianet.com.au iSentia isentia.com Media Capital raising Australian Financial Review afr.com Australian Private Equity and Venture Capital Raising Association Limited avcal.com.au News Limited news.com.au Australian Small Scale Offerings Board assob.com.au The Age (VIC) theage.com.au Business Strategies International bsi.com.au Networking groups/associations Austrade austrade.gov.au Smart Company smartcompany.com.au Business Angels businessangels.com.au Australian Securities and Investment Commission asic.gov.au General business information business.gov.au The Australian theaustralian.com.au The Australian Association of Angel Investors aaai.net.au ABC abc.com.au THE AUSTRALIAN FOOD & BEVERAGE LANDSCAPE 15 TASTE THE OPPORTUNITY ACROSS THE TASMAN About NZTE New Zealand Trade and Enterprise (NZTE) is the Government’s international business development agency. Our purpose is to grow companies internationally – bigger, better, faster – for the benefit of New Zealand. We work to increase New Zealand companies’ international success by helping them boost their global reach and build capability. We use our connections and Government influence on behalf of businesses, and apply local knowledge – from the NZTE team and a network of private sector experts – to help them enter and grow in international markets. We also link businesses with services designed to improve efficiency and operations, spark innovation, refine strategy, enhance leadership, and access capital – building the capability they need to be successful. More successful international businesses will grow our economy to benefit all New Zealanders, by providing jobs and raising our standard of living. We also work alongside our NZ Inc partners within Government and the business community to protect and build credibility in our national brand – helping businesses to open doors in global markets. Talk to us NEW ZEALAND TRADE AND ENTERPRISE P: 0800 555 888 E:info@nzte.govt.nz nzte.govt.nz New Zealand Trade and Enterprise has offices based in the following Australian cities: —— Sydney (regional office) —— Melbourne —— Brisbane. © Copyright New Zealand Trade and Enterprise (NZTE) 2016 Disclaimer: No part of this publication may be distributed or copied for any commercial purpose nor incorporated in any work or publication (whether in hard copy, electronic or any other form) without the prior written consent of NZTE. While NZTE has verified the information in this document, we make no representation as to the completeness, correctness, currency, accuracy or purpose of the information. NZTE will not be responsible for any damage or loss suffered by any person arising from the information contained in this document, whether that damage or loss arises from negligence or otherwise. ISBN: 978-0-908344-36-9 June 2016