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1、Market Summary of South Australian SeafoodFebruary 2009The following report details South Australias key seafood markets and the competitive position of South Australian products in those markets. Consumer trends driving seafood purchase decisions are also discussed, along with potential opportunite
2、s for future market development.Data in this report is from sources including PIRSA Food Scorecard, ABARE Fisheries statistics, ABS International Trade Statistics, PIRSA Economic Performance Indicator Reports and the United Nations Comtrade database. Additional references are included in the report.
3、Table of ContentsMarkets for SA Seafood4SA Seafood Markets in 2007/0814Markets for SA Seafood5Australian Domestic Market6Consumer Trends8Eating for Life8Easy, Quick, Value, Now!9Food Patriotism10Key Products10Prawns10Major Markets10Export Markets11Oysters12Major Markets12Competitive Position12Mussel
4、s13Major Markets13Competitive Position13Processed Tuna14Major Markets14Competitive Position15Other Seafood15Production15Fish and Other Seafood - Australia15Australian Sardines and Blue Mackerel15Major Markets15Competitive Position16Japan16Competitive Position17Key Products18Southern Bluefin Tuna18Ma
5、jor Markets18Competitive Position18Consumer Trends19Hong Kong19Consumer Trends20Buying the Best of the Best20Lobster21Major Markets21Competitive Position21Abalone Major Markets24Competitive Position24China25USA26South East Asia27Europe27Consumer Trends28Conscientious Consumers28Key Products30Fish -
6、Exports30Appendix: Tables31SA Seafood Exports31SA Seafood Export Markets ($A million)31PIRSA Food Scorecard33SA Seafood ($A million)33References37Markets for SA SeafoodA high proportion of South Australian seafood is exported, with approximately $338 million worth of seafood sales to export markets
7、in 2007/08. Much of the South Australian production of tuna, lobsters and abalone are exported. In previous years, prawns have also been largely exported, but over the last three years they have been increasingly sold in Australia. Increasing amounts of other aquaculture products are being exported,
8、 but the majority are still sold on the domestic market. Most other major products are largely sold in the Australian domestic market.SA Seafood Markets in 2007/081 Japan $192 million Interstate Australia (Net) $163 million 2 Hong Kong $124 million South Australia $ 66 million 2 Other Export $ 23 mi
9、llionSouth Australias largest value seafood export markets are Japan and Hong Kong. Smaller amounts are exported to a wide range of markets around the world.PIRSA Food ScorecardABS TradeMarkets for SA SeafoodIn 2007/08 over 95% of South Australian Seafood products were sold in either Australia, Japa
10、n or Hong Kong. For most products, sales are currently concentrated in a single market. South Australias single largest value Seafood product, Bluefin Tuna, is sold almost exlcusively in Japan. Five years ago, lobsters were sent direct to both Hong Kong and China but are now mainly sent via Hong Kon
11、g, with small amounts to other markets. Prawns have seen a shift from a large export focus to markets including Japan and Europe, but are now largely sold in Australia. Oysters and Mussels, while showing increases in exports in recent years are still largely sold in Australia. Abalone is mainly expo
12、rted, with Hong Kong the largest market for SA Abalone. Abalone are also sold in smaller amounts to Japan and a number of other export markets. Canned tuna is almost entirely sold domestically. Fish and other fisheries products (crabs, squid, etc.) are primarily sold domestically. Fish exports are g
13、rowing and sold to a wide range of markets, with growth in recent years occuring to Europe. Australian Sardines are largely sold as fish feed domestically and not consumed as human food so are not included in the Seafood total.Australian Domestic MarketAustralian production of seafood was worth $2.1
14、8 billion in 2006/07, with approximately half of this total exported.The total value of Australian Seafood Imports ($1.128 billion, 2007/08) has increased in recent years and now exceeds Australian Seafood Exports ($992 million). Although imports are slightly higher in value than exports, the total
15、volume of imports (198,000 tonnes) is more than four times that of exports (45,000 tonnes), which reflects the higher unit values of Australian export products. Import volume has only increased 5% in the last 5 years, but increasing prices has seen the total value increase 25%. Total volume of seafo
16、od consumed has fluctuated. The proportion of South Australian seafood in the market remains small, but has risen with increasing aquaculture production, and a reduction in the exports of selected SA seafood products.Australian consumption of seafood has grown strongly over the last 20 years, with m
17、ost of the growth occurring through seafood imports. Australian yearly per capita expenditure on seafood has also increased, particularly in recent years. Despite this, Australian per capita expenditure on Seafood remains much lower than many of the worlds largest seafood markets such as Japan, much
18、 of Europe (e.g. Spain, France, Italy, Greece) and Hong Kong.Major seafood imports to Australia include frozen and processed fish, prawns, canned tuna, squid, scallops and other shellfish. The imports of lobsters, abalone and oysters are small in comparison with Australian production.Many of South A
19、ustralias highest priced (and high value) seafood products (Southern Bluefin Tuna, Lobsters, Abalone) are primarily exported. The Australian domestic market is the major point of sale for most other South Australian Seafood products with wholesale value of interstate sales estimated at $163 million
20、and SA sales $66 million*.The highest value SA products sold on the domestic market include processed Tuna, Oysters, Prawns and aquaculture Marine Fish, Crabs, Squid, Snapper, King George Whiting, Mussels, and Barramundi.Australias consumption of seafood is showing strong growth, but remains lower t
21、han many major marketsABS TradeABS TradeConsumer TrendsThis report seeks to give an overview of some of the consumer trends in relation to food. The mega-trends in food are Convenience Health EnjoymentFurthermore, customers are increasing looking at credence attributes of their food products, attrib
22、utes that are not identifiable by the look, feel or taste of the actual food. These include ethical production, natural ingredients, environmental impact and sustainability. Some challenges and opportunities within these consumer trends are examined.Eating for LifeThere is strong Australian interest
23、 in health and the role of food, with personal weight loss remaining an ever- popular topic across all media. The issue of community food and health issues have increased in media profile with national obesity levels, junk food advertising to children, and food health labelling among recent public p
24、olicy issues. Equally, worldwide there is considerable consumer interest in health and wellbeing and the important role that food plays.Seafood is well placed to capitalise on the consumer interest in health. There is extensive evidence about the health benefits of seafood.Consumers recognise seafoo
25、d, particularly fish, as a healthy product. In contrast, the red meat industry has been seeking to assure customers about the health credentials of red meat, with campaigns including “Red Meat: We were meant to eat it”. In much the same way as seafood, fresh fruit and vegetables are perceived as hea
26、lthy food choices. The promotion of the 2&5 a day fruit and vegetable program has built on the health attributes of fruit and vegetables and sought to establish a benchmark for regular consumption of horticultural products. While health considerations may be an important driver for consuming more se
27、afood in preference to other protein sources, overall, specific health attributes are not necessarily primary considerations for Australian consumers in choosing between similar seafood products.In addition to seafood products themselves, there is currently a large marketing push for the health bene
28、fits associated with fish, specifically fish oil and omega-3 enriched products.Potential health hazards associated with the consumption of fish contaminated with heavy metals such as mercury have received world-wide publicity. Specific warnings about consumption in selected markets have been issued,
29、 particularly for pregnant women to minimise consumption of seafood. Actual contamination is most likely to occur in fish from contaminated waters and carnivorous fish, where heavy metals are concentrated through the food chain.Seafood Services report that there have been no reported cases of mercur
30、y poisoning in Australia as a result of seafood consumption. Awareness of such issues and the opportunities to promote the clean waters in which South Australian wild-catch and aquaculture products are produced, could potentially sustain a competitive advantage in selected markets.Further Reading Wh
31、ats so healthy about seafood? Seafood Consumption in Australia & Drivers of Prawns Purchase Consumers food choice and quality perception Relationship between attitudes towards healthy eating and dietary behaviour, lifestyle and demographic factors in a representative sample of Irish adults The Seafo
32、od “Dilemma” - A Way Forward Current issues in the understanding of consumer food choice Factors influencing the consumption of seafood among young children in Perth: a qualitative study Export Potential for OrganicsEasy, Quick, Value, Now!Despite a rising consumption of seafood, Australias per capi
33、ta consumption remains low by world standards.Australian Seafood competes with other protein sources, such as chicken, beef, lamb and pork as well as imported seafood. Fresh Seafood is often regarded by consumers as being expensive in comparison with other protein sources.Of the wholesale value of f
34、ish sold in Australia, approximately % is Salmon, % imported frozen fillets and % canned fish. The remainder of sales are a range of Australian caught and grown fish, plus imported species. Supermarkets prefer supply of product to be regular and consistent, which is difficult to achieve with many wi
35、ld caught fish species. In the domestic retail market, salmon is by far the largest value fish species sold. Aquaculture salmon provides a regular supply of consistent product with attractive colour, good texture, and manageable shelf life and is well received by consumers. Developing the Australian
36、 market for Australian retail fresh fish products will need to consider supply capability, convenience and shelf life of fillets.To increase the consumption and value of Australian fish, consumer friendly fish products are required to effectively compete with premium red meat. With a serve of fish t
37、ypically being less weight than a red meat serve, pricing and marketing that draw focus to the cost per portion, rather than the per kilo price, may make fish purchases more attractive for consumers.Food PatriotismSurveys of Australian consumers indicate that the place of production is a major facto
38、r in the consumer preference for seafood. Improved availability of locally grown/caught seafood is amongst the greatest factors likely to encourage greater consumption of seafood. The reasons for preferences towards purchasing locally produced products may vary, including perceptions of quality, fre
39、shness, safety and other considerations including supporting local producers. Price is always a consideration, but consumers are often willing to pay a premium for high quality local products. Consumers can only choose to buy local product if they know it is local. Branding and/or labelling as well
40、as promotion are vital for consumers to be aware of the origin of products.An emerging market is that of tourists seeking to experience the high quality food and beverages of the regions they are visiting. These typically high end consumers are known as culinary tourists. For culinary tourists, food
41、 and beverage experiences form a significant component of their travel and they have a strong interest and understanding of food and wine. These consumers seek to understand more about the produce and production of different regions and have the means to experience the premium local produce. While S
42、outh Australias location may be an impediment to international visitors travelling to South Australia, interstate and even local tourists are a substantial market and often prepared to spend more whilst on holiday than they are at home. With a number of South Australian regions seeking to attract to
43、urists, the ability for these visitors to be able to purchase local produce in restaurants is valuable, to promote the region, but also as a growing high value market.Further Reading Seafood Consumption in Australia & Drivers of Prawns Purchase South Australia Wine and Food Buy SA Its better for you
44、 Stimulating Domestic TourismKey ProductsPrawns Major MarketsSouth Australias wild catch prawn production has remained reasonably stable, averaging just over 2000 tonnes per annum for the last 15 years. In recent years the market for SA prawns has changed. In 2004/05 nearly 70% of SA prawns were exp
45、orted and export value was nearly $28 million, with Japan, Spain and Greece being the major markets. Since then, exports to these markets have dropped significantly to around $2 million in 2007/08. The high value of the Australian dollar over recent years, increased competition from cheaper prawns a
46、nd changing relationships in export markets all contributed to the decline. Australian domestic sales now are the largest market for SA Prawns.Domestic prices are seasonal, but average nominal prices for SA prawns have risen slightly in recent years.With decreasing Australian and South Australian ex
47、ports, there are additional Australian prawns available in the domestic market. In 2007, quarantine measures for importing prawns were revised which restricted some existing importers of unprocessed and uncooked prawns. The impact of this on the Australian market appears to have been limited, with 2
48、007/08 total imports only slightly lower than the previous year. Competitive Position Total volume of Australian prawn imports has more than doubled in the last six years, while the price of imported prawns has decreased during this time. The high value of the Australian dollar in recent years made Australia a particularly attractive market for international producers. This has changed recently, with the value of the dollar dropping significantly in late 2008. Australian prawn production has decreased in recent years, m
