Singapore FOOD MARKET REPORTS CLASSIFICATION: UNCLASSIFIED -------------------------------------------------------------------------------- AGR Number: SN6021 -------------------------------------------------------------------------------- From: ATO SINGAPORE To: USDA/FAS Washington D.C. Country: SN Year: 1996 Report Code: 62 Post Report Sequence Number: 002 -------------------------------------------------------------------------------- Report Title: Annual Marketing Plan (HVPD ONLY) Report Type: V - Voluntary Report Report Subject: AMP Marketing Plan Report Approved By: R D FONDAHN Drafted By: M G PATTERSON/B KONG -------------------------------------------------------------------------------- Security Classification: UNCLASSIFIED Date Due (MM/DD/YY): 07/08/96 -------------------------------------------------------------------------------- Table of Contents PAGE INTRODUCTION....................................................... 1 -General Summary...................................................... 1 -I. GENERAL MARKET OVERVIEW.......................................... 3 A. Macroeconomic Situation...................................... 3 TIPS FOR EXPORTERS........................................... 4 B. Economic Situation........................................... 6 C. Tourism...................................................... 8 D. Tariffs, Regulations......................................... 8 -II THE CONSUMER..................................................... 9 -III. U.S. MARKET POSITION........................................... 9 -IV. DOMESTIC AND THIRD PARTY COMPETITION............................ 11 A. Foreign Competition.......................................... 11 -V. CONSUMER-READY PRODUCT MARKET TRENDS AND OPPORTUNITIES.......... 12 Fastfood..................................................... 14 Food Service Outlets......................................... 14 Best Prospects for Agricultural Products..................... 16 -VI. DISTRIBUTION SYSTEMS FOR CONSUMER-READY FOOD PRODUCTS........... 18 Retail Sector................................................ 19 Table 1: Retail Outlets in Singapore........................ 20 Fees......................................................... 21 Processed Foods.............................................. 22 Meat and Poultry............................................. 22 Produce...................................................... 22 Government Regulations....................................... 23 Labelling Requirements....................................... 23 Table 2: Thirteenth Schedule................................ 24 Packaging Requirements....................................... 24 -VII. DOMESTIC FOOD PROCESSING SECTOR................................ 25 Ingredients Market Size...................................... 25 Table 3 : Size and Number of Firms in Singapore............. 25 Selling to Singapore Companies............................... 26 The Future Demand and Best Prospects for U.S. Food........... 26 Factors Affecting Future Demand.............................. 26 Forecast of Future Food Ingredients Requirements............. 27 Table 4: Sectoral Forecast Growth Rates 1994 To 1998........ 27 Best Prospects for U.S. Suppliers of Food Ingredients........ 28 - MARKET RESEARCH.................................................. 28 Appendix Table 1 : Market Promotion Organizations.......... 30 Appendix Table 2 : Market Development Expenditures (1995).. 32 -Summary Statistics................................................... 34 Report Code: SN9662V AGR Number: SN6021 Page: 1 Annual Marketing Plan (HVPD ONLY) General Summary -------------------------------------------------------------------------------- GENERAL SUMMARY Singapore imports of U.S. food products increased from $399 million in 1994 to $422 million in 1995, a 6 percent increase. Overall, retained food imports were $5.4 billion. With tariffs assessed only on tobacco and alcohol, there are no trade barriers for the United States to increase market share of food products in this showcase market. Best prospects in this market are any products which are new, different and trendy in the United States, such as low sugar and low fat items, and products which are branded, premium, 'indulgent' foods, such as high-quality ice creams. Health-consciousness is on the rise, due to a Government campaign toward healthy living. This will likely increase demand not only for health foods, but for healthful foods, such as fruits and vegetables. In fact, according to U.S. Census data, U.S. exports of fresh fruit and vegetables to Singapore were at an all time high in 1995 reaching $29.3 million and $6.7 million, respectively. Singapore is a more mature market than the neighboring ASEAN countries. But, the importance of consumer-oriented goods to the Singapore market should not be discounted when one considers that the value of U.S. exports of only consumer-oriented goods to Singapore in 1995 ($205 million) was roughly equivalent to the total value of all U.S. agricultural exports to Singapore in 1990 ($210 million) {Source: U.S. Census data}. Most of the future growth in U.S. food exports to Singapore will likely take place in introducing new products to capture market share from competing countries. The potential for increases in U.S. exports due to capturing competitors' market share is great -- and should not be taken lightly. Singapore is currently a $5.4 billion market for agricultural products, about 70 percent of which is made up of high-value, consumer-ready products. Currently, the U.S. market share, with $422 million, is only 7.9 percent, however this figure is on a slow, but steady growth path. Further penetration of this large market will require face-to-face contact, promotional support and a long-term commitment to the Singapore market. Singaporeans are true yuppies. With per capita incomes of over $22,000, these consumers are the nouveau riche of Southeast Asia. In 1995, Singapore became the ninth richest country in the world by per capita GDP standards -- ahead of Great Britain and New Zealand. They have money and spend it willingly on branded products. DKNY, Espirit, and Chanel shops dot the city; the Mercedez Benz is a top-selling car, despite a price tag of over $200,000. Virtually everyone carries a beeper or handphone. Still, the consumer wants 'value for money,' one of the most common phrases heard on the island. Report Code: SN9662V AGR Number: SN6021 Page: 2 Annual Marketing Plan (HVPD ONLY) General Summary -------------------------------------------------------------------------------- Singaporeans love to eat out, which is considered something of a national pastime. On weekends, families usually dine away from home -- and children often select the restaurant. Being heavily influenced by media, the kids frequently choose Western fast-food or family-style restaurants. In Singapore, U.S. fast-food chains have been popular for many years. Recently, however, more family-style restaurants, such as Tony Roma's, Chili's, Spaggedies, Kenny Rogers' Roasters and TGI Fridays have moved into Singapore. Internationally reknowned U.S.-based restaurants such as the Hard Rock Cafe and the soon-to-be-opened Planet Hollywood are quite popular with tourists and Singaporeans alike. In addition, the number of 'continental' style restaurants, like Italian, has nearly doubled in the last couple of years. This leads to greater demand for food products that the United States can provide. Report Code: SN9662V AGR Number: SN6021 Page: 3 Annual Marketing Plan (HVPD ONLY) I. GENERAL MARKET OVERVIEW A. Macroeconomic Situation -------------------------------------------------------------------------------- A. Macroeconomic Situation After two years of double-digit growth, Singapore's economy maintained a strong expansion of 8.9 percent in CY 1995. While economic growth continued to be boosted by strong external demand arising from sustained recoveries in the key export markets and strong growth in the regional economies, the contribution from domestic demand dramatically improved over the previous year. Domestic demand accounted for 16 percent of the growth in total demand as compared to 3.2 percent in 1994. Economic growth continues to be driven by a strong 10 percent increase in the manufacturing sector -- especially computers and related peripherals. With the exception of the food industry, most of the other key industries also had creditable growth rates. Rising labor costs and labor shortages continue to be a threat to Singapore's competitiveness. Employment rose by 105,900, surpassing the number entering the labor force by more than 40=percent. After two years of above-average growth in productivity, a more sustainable growth of 3.7 percent was reached in 1995. Commerce was the only sector where productivity actually improved from 5.4 percent to 6.1 percent due to the strong entrepot trade. The unemployment rate only increased by 0.1 percent to 2.7 percent. After an inflation rate of 3.1 percent in 1994, the Consumer Price Index (CPI) increased by only 1.7 percent in 1995. Of the 1.7 percent increase in the CPI, 1.4 percent was due to domestic influences. Retail prices of food items increased by 2.3 percent in 1995, compared to the previous years peak of 3.6 percent. Prices of cooked food rose by 3 percent in 1995. Higher prices of seafood, rice, vegetable oils, and pork more than offset the lower prices of fruits and poultry. Singapore is the one of the wealthiest countries in the world by per capita standards with 1995 GDP reaching $22,300. The Singapore dollar appreciated 3.3 percent against the U.S. dollar in 1995, as compared to an increase of approximately 10 percent the previous year. This strong Singapore dollar has increased the effective purchasing power of the local population for imported goods, as retailers are beginning to pass cost savings on to the consumer in order to increase business. These recent price reductions are particularly evident for food products imported from the United States. Report Code: SN9662V AGR Number: SN6021 Page: 4 Annual Marketing Plan (HVPD ONLY) I. GENERAL MARKET OVERVIEW A. Macroeconomic Situation -------------------------------------------------------------------------------- The number of supermarkets is growing steadily, although wet markets are still very prevalent. One-stop shopping is becoming more and more popular in Singapore, where labor is tight and families are often comprised of two income-earners. Singapore is an easy country with which to trade; it is virtually a free port and the traders speak English. Potential U.S. exporters should, however, think about the region of Southeast Asia as a whole. These countries are linked historically and still trade easily among themselves. Products often come through Singapore, for example, for reconsolidation destined for Malaysia, Indonesia, Indochina and South Asia. Agents in Singapore often have offices in the neighboring countries. In Malaysia and Indonesia, trade is not as transparent as it is in Singapore: tariffs exist and, at times, there are specific language labeling requirements and, for meat, a requirement for halal certification. Still, Malaysia and Indonesia should not be overlooked, as the economies of these countries are booming and their demand for Western products is growing rapidly. TIPS FOR EXPORTERS 1. Conduct market research. Know your target market. The State Regional Trade Groups (SRTG) have local consultants that operate a program in Southeast Asia to assist "new-to-market" U.S. exporters. Contact your local SRTG for more information about the Market Access Program (MAP) for Southeast Asia. 2. Meet with traders face-to-face. Perhaps nowhere in the world is this more important than in Asia. 3. Appoint an agent, even in the early stages of negotiation. 4. Provide your agent with incentives to get your product into the market (eg. money for market promotion). 5. Test your product in the market or in focus groups. 6. Adjust product for local tastes. Often, Western products are too salty for the Singaporean palate. 7. Know the food laws. Your agent can help you with this. 8. Ensure that your prices are competitive. 9. Educate consumers on the nature of your products. 10. Pack and ship products for a tropical climate. 11. Maintain product quality. 12. Explore ways to adapt your product to Asian ways of cooking. Report Code: SN9662V AGR Number: SN6021 Page: 5 Annual Marketing Plan (HVPD ONLY) I. GENERAL MARKET OVERVIEW TIPS FOR EXPORTERS -------------------------------------------------------------------------------- And, finally, 13. Consider selling your product in various markets throughout ASEAN. Singapore is a small market. It does, however, act as an important showcase and transshipment point for products into the rest of Asia, particularly Indonesia and Malaysia. 14. Be patient and think long-term. Don't expect to initially sell container loads of your product into any given market. Report Code: SN9662V AGR Number: SN6021 Page: 6 Annual Marketing Plan (HVPD ONLY) I. GENERAL MARKET OVERVIEW B. Economic Situation -------------------------------------------------------------------------------- B. Economic Situation The economic situation in Singapore has had a very positive effect on the demand for consumer-ready food products. The buying power of the Singaporean for imported goods has increased, and interest in Western products is growing. A strong yuppie culture exists in Singapore, thriving on expensive cars and Western-made movies. Popular American-based franchises such as the Hard Rock Cafe and the soon-to-open Planet Hollywood help create a strong image for U.S. products. Other American franchises, such as Tony Roma's, Chili's and TGIFridays, have recently moved into Singapore joining the fast-food franchises which had an early foothold. These family dining restaurants are doing well, with both the expat and local populations. In additon, Haagen Daz kiosks, Mrs. Fields and "I Can't Believe It's Yogurt" stalls dot the island, being heavily patronized by all people in the country. Eating habits are changing, with more exposure to Westernization through media, travel and education abroad, setting the stage for the further westernization of eating habits. This is seen most clearly, however, in the younger population, i.e. the yuppies and under, who largely set the tone for what the weekend family menu will be. Still, there is a strong fondness for traditional foods and a lack of education about a great number of Western products, which are still lagging behind in price-competitiveness with the locally produced 'hawker' food, Singapore's answer to fastfood restaurants. Nonetheless, prospects for consumer-ready western-style foods are good as is demonstrated in the table below: Report Code: SN9662V AGR Number: SN6021 Page: 7 Annual Marketing Plan (HVPD ONLY) I. GENERAL MARKET OVERVIEW B. Economic Situation -------------------------------------------------------------------------------- EXPORTS OF CONSUMER-ORIENTED AGRICULTURAL PRODUCTS TO SINGAPORE IN 1995 AND THE U.S. MARKET SHARE TOTAL % CHANGE TOTAL IMPORTS U.S. IN U.S. IMPORTS FROM MARKET MKT SHARE The U.S. Share SINCE '94 (thousands of U.S. dollars) ------------------------------------------------------------------------------- CONSUMER-ORIENTED AGRICULTURAL TOTAL 1,431,459 198,751 13.88% -6.79% Snack Foods (excl nuts) 15,812 7,586 47.98% 3.42% Breakfast Foods 29,638 7,314 24.68% -4.71% Red Meats, fresh/chilled/frozen 91,906 13,776 14.99% 1.44% Red Meats, prepared/preserved 11,539 1,660 14.39% 19.22% Poultry Meat 110,137 36,424 33.07% -8.55% Dairy Products 303,048 10,604 3.50% 4.35% Eggs & Egg Products 36,704 483 1.32% 53.55% Fresh Fruit 184,705 46,671 25.27% -6.95% Fresh Vegetables 194,560 11,751 6.04% 8.71% Processed Fruit & Vegetables 72,591 18,686 25.74% 11.19% Fruit & Vegetable Juices 27,455 6,465 23.55% 7.96% Tree Nuts 41,887 7,155 17.08% -16.46% Wine & Beer 104,351 4,034 3.87% 1.03% Nursery Products & Cut Flowers 19,621 221 1.13% -16.62% Pet Foods (dog and cat food) 23,391 10,416 44.53% 18.46% Consumer Oriented Cocoa Products 124,979 4,596 3.68% 23.16% Consumer Oriented Coffee 2,920 631 21.61% -5.17% Ginseng 15,862 8,404 52.98% 10.89% Honey 3,277 411 12.54% 2.99% Peanut Butter 4,420 1,303 29.48% -16.01% Spices 12,656 160 1.26% -16.57% ------------------------------------------------------------------------------- Source: Singapore Trade Statistics 1995 Report Code: SN9662V AGR Number: SN6021 Page: 8 Annual Marketing Plan (HVPD ONLY) I. GENERAL MARKET OVERVIEW C. Tourism -------------------------------------------------------------------------------- C. Tourism Tourism was up 3.5 percent, reaching 7.1 million visitors in 1995. Hotel occupancy declined from 86.6 percent in 1994 to 84.1 percent in 1995 due to the opening of new hotels. However, hotel revenues continued to rise, up to nearly $1.4 billion. Total food and beverage revenue grew 1.1 percent, to over $1.1 billion. Over 30 percent of the visitors came from within ASEAN, while Japanese visitors accounted for 16.5 percent of the visitor traffic and the United States had slightly under 5 percent. Conventions play a major role in determining the tourist trade. The number of visitors is expected to continue growing in the next few years as the number of 'mega-conventions' held in Singapore increases. D. Tariffs, Regulations There are no tariffs on imported products except on tobacco and tobacco products, and alcoholic beverages. Except for beer, where local excise taxes are lower than duties, these duties are non-discriminatory and are imposed as revenue-raisers or are intended to discourage consumption. The GOS has begun to reduce the differential between excise taxes and duties by raising the domestic excise tax. Imports of meat and poultry products must be accompanied by an export health certificate from the country of origin. All importers must conform to the regulations prescribed in the Singapore Food Act. Report Code: SN9662V AGR Number: SN6021 Page: 9 Annual Marketing Plan (HVPD ONLY) II THE CONSUMER -------------------------------------------------------------------------------- According to a household expenditure survey published by the Government of Singapore, monthly household expenditures almost doubled from S$1548 in 1988 to S$3034 in 1993. Expenditures on food alone (which comprise about 26 percent of total expenditures) rose by 41 percent during this five year period. Singapore household sizes are getting smaller as young couples marry and live away from their parents. Extended families are becoming less and less common in Singapore. With the rise of two-income families and the fact that more wives and mothers hold full or part-time jobs to supplement family incomes, more households are eating out rather than cooking at home. Approximately half of the household expenditures of Singapore families are spent on cooked food. With rising incomes and preference for better quality foods, the Singapore consumers are eating more often at five star restaurants. Families who prepare foods at home will shop for higher quality imported meats and vegetables. Due to the fact that families have less time to prepare meals at home, there is greater demand for heat and serve meals, semi-prepared foods and convenience foods. And, since practically all households (98 percent) have refrigerators and 21 percent have micro-wave ovens, the average Singapore consumer is able to store and prepare western type convenience foods. III. U.S. MARKET POSITION Singapore's agricultural trade reached US$9.4 billion in 1995 with retained imports (consumption) estimated at US$5.4 billion and exports and re-exports at US$4.0 billion. Nearly 70 percent of all retained imports are consumer-ready products. Agricultural trade between the United States and Singapore in 1995 was US$632 million. Imports from the United States totalled US$422 million, up 6=percent from 1994, while Singapore exports to the United States in 1994 were down by 16=percent to US$210 million. Current U.S. market strengths are in snack foods, poultry meat, fresh fruit and vegetables, processed fruit and vegetables, fruit and vegetable juices, tree nuts, pet foods and meats. In no case, however, does the United States hold a majority market share. Overall, U.S. market share has increased slightly, from 6.9 percent in 1993 to 7.6 percent in 1994 to 7.9=percent in 1995. Report Code: SN9662V AGR Number: SN6021 Page: 10 Annual Marketing Plan (HVPD ONLY) III. U.S. MARKET POSITION -------------------------------------------------------------------------------- Almost all of Singapore's staple foods like rice, meats, vegetables and seafood are imported from neighboring countries. Major agricultural imports from the United States include fresh fruits and vegetables, frozen meat and poultry, unmanufactured tobacco, grains and feed ingredients, wood products, beverages, and a wide range of packaged foods for the supermarket trade. The United States is gaining position in the number of companies and the number of branded products represented on the supermarket shelves. The largest categories represented include seasoning, sauces and spices followed by frozen food, bottled sauces, and baking items. Casual observation indicates that U.S. products are displacing products from Europe, particularly in the upscale supermarkets. The U.S. is a market leader in the supply of apples, oranges, grapes, grapefruit, pistachios, raisins, frozen chicken parts and frozen fries. U.S. consumer food brands are highly regarded by the Singapore consumer and can easily command a price premium over other competing foreign brands. Report Code: SN9662V AGR Number: SN6021 Page: 11 Annual Marketing Plan (HVPD ONLY) IV. DOMESTIC AND THIRD PARTY COMPETITION A. Foreign Competition -------------------------------------------------------------------------------- A. Foreign Competition Due to the open nature of the Singapore market, competition for the processed food market is extremely intense. Products that compete with the United States originate from many sources such as the EU, Australia, New Zealand, Canada, Japan, South Africa, Argentina and Chile. A wide variety of processed food is available on supermarket shelves including canned soups, microwaveable food, snack foods, confectionery, breakfast cereals, spices and packaged mixes. Constant promotion and advertising are necessary to maintain and expand market share. Transportation from the United States is becoming more rapid and efficient, with product able to reach Singapore in 16 days from California, compared to 22 days just a few years ago. In 1995, many countries other than the United States used government funds to promote a variety of high-value food products. Horticultural products and meat were the most heavily promoted items. These products are likely to remain the focus of future promotions. The promotional organizations of several of the competing countries are listed in Appendix Table 1. It is a bit difficult to get a handle on how much money from country promotional organizations is going to branded promotions. Feedback from the trade, i.e. supermarkets, hotels and the like, is that all other countries have more flexibility than the United States in promoting individual product labels. For example, Australian moneys are used to conduct branded promotions of raisins, wines, cling peaches and fruit cocktail. The Australians also have another scheme by which 100=days of pay for promoters is subsidized by the Australian Dairy Corporation. This fund is given up-front to manufacturers and agents for promoters wages. France puts a great deal of its money into wine promotions, tending to group wines into 'Bordeaux,' for example, but allowing individual brands to be highlighted. Report Code: SN9662V AGR Number: SN6021 Page: 12 Annual Marketing Plan (HVPD ONLY) V. CONSUMER-READY PRODUCT MARKET TRENDS AND OPPORTUNITIES -------------------------------------------------------------------------------- The Singapore market serves as the showcase for the rest of the Southeast Asian region. Products which are first introduced to the Singapore market are eventually introduced to the rest of the Southeast Asian region. While the Singapore market is small by itself, it is a major trade center for much of Southeast Asia and the Indian subcontinent. While consumers from other ASEAN countries used to have to travel to the United States to gain exposure to new, trendy food items, they now can get this exposure in Singapore. Singapore traders source food and other products from all over the world for reconsolidation and re-export to Malaysia, Indonesia, Thailand, India, Vietnam, Laos, Cambodia, Burma and Brunei. The fact that Singapore sits at the cross-roads of major shipping lanes and air routes, together with traditional trade ties to the region, has helped to enhance Singapore's role as a major transshipment center. Singapore is also extremely important in the ship chandling business, as merchant and cruise vessels restock their kitchens for further voyage. Singapore has the second highest per capita income in Asia after Japan. Together with fast rising disposable incomes and the willingess to try new-to-the-market products, the Singapore market offers exciting opportunities for new American products. As the Singapore market is an open one, products are imported from all over the world. The retail market is very competitive and entry costs are high. U.S. companies must be prepared to spend some time money and effort to develop the market especially for the newly introduced brands. The proliferation of fast food restaurants has helped to introduced western type meals to the Singapore consumer. In almost all supermarkets, one can find retail packed frozen fries, burgers, patties, pizzas, pastas and chicken nuggets. In Singapore, there is also an increasing tendency to be more careful in the selection of foods in the restaurants and in the supermarkets. The Singapore consumers are more aware of 'eating healthy'. Low fat foods, diet beverages, yogurt and health foods are slowly gaining favor in the retail outlets. The Singapore Government carries out an annual healthy lifestyle campaign and all supermarket chains are encouraged to participate by giving prominence to healthy foods during the month-long campaign. Report Code: SN9662V AGR Number: SN6021 Page: 13 Annual Marketing Plan (HVPD ONLY) V. CONSUMER-READY PRODUCT MARKET TRENDS AND OPPORTUNITIES -------------------------------------------------------------------------------- The Singapore market is receptive to new and innovative products and is considered a showcase for the rest of the ASEAN region. Products which find acceptance in Singapore will likely be accepted in the neighboring countries. Although the Muslim component of the Singapore population is only about 12 percent, halal products do have a strong market niche in Singapore. Halal products can also be re-exported to the neighboring countries of Indonesia, Malaysia and Brunei where the Muslim populations are large. Doing business with Singapore importers is open and straightforward. Product quality is important but prices must be competitive. Advertising is also an important element of marketing in Singapore and publications such as Asian Retailer, Retail Asia and the Straits Times, Singapore's daily newspaper, are commonly used by the food trade to promote branded products. Singapore has developed into an increasingly affluent and sophisticated market. Average annual incomes exceeded US$22,000 in 1995. The workforce composition and individual lifestyles have been affected by the increasing number of women finding jobs. In 1970, only 29% of all women worked outside the home; in 1994, 51% had paying jobs. Singaporeans are hearty eaters. In the past decade Singaporeans have doubled the amount they spend on food and beverages, and in 1995 consumed US$5.4 billion worth of foodstuffs and drinks, about half of which was spent eating out. Today's Singaporean kids have a far different diet than their parents had at their age. Just a generation ago, most Singaporeans lived in shop houses, scraping by a living, trying to feed large families with very few funds. Many of these families lived in just a couple of rooms, eating fried rice every day as the staple of their diet, getting a fried egg on top when times were good. The change in one generation has been astronomical. Teens and kids sport fashion clothing, walking down the street eating Haagen Daz ice cream. At home, while their parents may still eat roti prata (Malay bread), nasi lemak (a Malay rice dish), or rice porridge for breakfast, the children are eating Cocoa Puffs, bacon and eggs, danish, croissants and juice. They snack on milk and cookies and fancy cakes, while their parents often eat jellied treats accompanied by Chinese tea. With increasing affluence, things in the kitchen are changing, too. Almost all Singaporeans now own refrigerators, approximately 20 percent own microwave ovens, and quite a few have ovens (with stir-frying, these are obviously unnecessary). Thus many of the items which the West takes for granted, such as cold milk, juices, ice cream, and bakery products, are now an everyday part of family life in Singapore. Report Code: SN9662V AGR Number: SN6021 Page: 14 Annual Marketing Plan (HVPD ONLY) V. CONSUMER-READY PRODUCT MARKET TRENDS AND OPPORTUNITIES -------------------------------------------------------------------------------- Fastfood When the fast-food outlets first came to Singapore in the late 1970's, worldwide attendance records were broken. Some have since closed, but generally, Singaporeans like both the food that is served and the 'way-of-life' it offers. Fast food restaurants are particularly well-liked by the youngsters, who exert enormous influence over family decisions as to where and when the weekend food fest will be held. There are currently about 200 fast food restaurants in Singapore. The growth of the fast-food industry has also contributed to increased supermarket sales of convenience, processed foods such as french fries, hamburger patties, processed chicken products (fingers, nuggets, etc) pancakes and waffles. The fast-food industry has also contributed to the local consumer's increased awareness of different sauces, toppings and dressings. These new-to-market products now being served in fast food restaurants provide excellent introductions for similar U.S. products aimed at retail shoppers. Food Service Outlets Western-style food outlets are a good venue for selling certain products. Below is a partial list of the Western style food outlets in Singapore. These food outlets are open to promotions and other marketing techniques. No. of Outlets --------------------------------------------------------------- A & W 15 Burger King 28 Chili's 2 Dan Ryan's 1 Deli France 40 De-lites 10 Denny's 5 Hard Rock Cafe 1 Jack's Place 13 KFC 61 Kenny Rogers' Roasters 3 Long John Silver's 4 McDonalds 75 Orange Julius 2 Pizza Hut 22 Planet Hollywood 1 Ponderosa 3 Spaggedi's 1 Swensons 11 TGIF 1 Tony Roma's 2 Others 30 Report Code: SN9662V AGR Number: SN6021 Page: 15 Annual Marketing Plan (HVPD ONLY) V. CONSUMER-READY PRODUCT MARKET TRENDS AND OPPORTUNITIES Food Service Outlets -------------------------------------------------------------------------------- The biggest outlet for consumer-ready products such as fruits, poultry, and vegetables are the hawker centers. Every major housing estate has a hawker center (sometimes called a wet market). It is estimated that there are over 100 hawker centers in Singapore, each containing between 50 and 100 food sellers. Suppliers are expected to use their own promotional materials at these centers. Approximately 70 percent of all U.S. fruits sold in Singapore are sold through these centers. Eating out will possibly increase in frequency and importance in the future, as two things take place. First, increasing affluence is leading to more children with more money to visit more eating places. Second, more local mothers go out and work, resulting in fewer meals in the home. In addition, Singaporeans have long been a nation of snackers, and taking home food 'treats' is part of their life. So this, too, could have a direct influence on a greater consumption of U.S. processed foods, especially cookies, confectioneries, chips, dried fruit and fresh fruit. As in all affluent societies, Singapore has also become more concerned with health and nutrition. Health foods are gaining in acceptance and the demand for healthful foods is increasing. Report Code: SN9662V AGR Number: SN6021 Page: 16 Annual Marketing Plan (HVPD ONLY) V. CONSUMER-READY PRODUCT MARKET TRENDS AND OPPORTUNITIES Best Prospects for Agricultural Products -------------------------------------------------------------------------------- Best Prospects for Agricultural Products The following agricultural sectors offer the best prospects for increased U.S. exports to Singapore. Dairy Products -------------- The Singapore market for dairy products has traditionally been dominated by two supplier countries, Australia and New Zealand. However, with increasing affluence and the willingness of Singapore consumers to try a range of dairy products from non-traditional sources, we are beginning to witness more and more U.S. brands entering the Singapore market. As recently as two years ago there was very little U.S. butter being imported into Singapore. In 1995 imports of U.S. butter totalled US$592,000. Despite the lower prices of dairy products from Australia and New Zealand, Singapore consumers are increasingly purchasing a wide range of U.S. dairy products. Fruit Preserved & Preps ----------------------- There is a high consumer awareness of U.S. brands in this category. U.S. brands of jams and jellies, canned peaches and fruit cocktail are market leaders in the Singapore retail market. More and more Singaporeans are demanding higher quality products in this category and are becoming brand conscious. Although the retail market is intensely competitive, U.S. brands are able to more than maintain their market shares due to their good image among the consumers. Report Code: SN9662V AGR Number: SN6021 Page: 17 Annual Marketing Plan (HVPD ONLY) V. CONSUMER-READY PRODUCT MARKET TRENDS AND OPPORTUNITIES Best Prospects for Agricultural Products -------------------------------------------------------------------------------- Fresh Vegetables ---------------- Singapore is a thriving market for high quality temperate climatic vegetables despite the presence of and domination by low priced imports of tropical vegetables from neighboring Malaysia and Indonesia. The fast rising tourist arrivals which totalled over 7 million in 1995 contributed to the increase in demand for high quality vegetables for the hotel-restaurant trade. Even Chinese restaurants which traditionally use tropical vegetables in their dishes are gradually turning to the use of airflown temperate vegetables like brussel sprouts, brocolli and asparagus. Report Code: SN9662V AGR Number: SN6021 Page: 18 Annual Marketing Plan (HVPD ONLY) VI. DISTRIBUTION SYSTEMS FOR CONSUMER-READY FOOD PRODUCTS -------------------------------------------------------------------------------- Singapore is a relatively open market for food products. As a result, a wide range of consumer ready products from a large number of countries is found in stores throughout the country. Food products are brought in by importers either for distribution to retailers or for re-export markets in surrounding countries. Importers who are the sole official distributors of foreign products generally provide the advertising and promotional support for the entry of new and existing products into the retail outlets. Entry costs are usually high. In addition, most supermarket chains demand slotting fees and contributions towards the store's weekly advertising costs whenever their products are featured. Besides buying from the official distributors of foreign products, some of the supermarkets import directly. In a few cases, several of the supermarkets carry out parallel importing much to the consternation of the official distributors. In the HRI trade, sourcing is through importers and in a number of cases through wholesalers. Singapore is the focal point of major shipping and air routes passing through from Europe to Asia and vice versa. It serves as the transshipment center for the Southeast Asian region and the Indian subcontinent. Singapore traders have long established and close ties with their counterparts in the rest of the Asia Pacific region. Singapore traders are prominent in the re-export trade to the newly emerging markets of the Southeast Asian region such as Cambodia, Vietnam, Laos and Myanmar. Well-known U.S. food brands re-exported by Singapore traders are found in retail outlets throughout the major urban centers in Southeast Asia. Report Code: SN9662V AGR Number: SN6021 Page: 19 Annual Marketing Plan (HVPD ONLY) VI. DISTRIBUTION SYSTEMS FOR CONSUMER-READY FOOD PRODUCTS -------------------------------------------------------------------------------- Singapore boasts an open and transparent distribution system. The distribution chain is often very short, with importers acting as distributors and agents and dealing directly with the retailer. In 1995, this chain seems to have shortened even more, as supermarkets are getting more heavily involved in direct importation as a way to try new products and save money. In the past, the supplier was responsible for delivery to all the outlets, except in the case of NTUC which had its own warehouse facilities. A new warehouse company, Davids Asia, the leading grocery wholesaler in Australia, moved into Singapore in 1994. The new computerized warehouse facility currently serves 53 NTUC FairPrice supermarkets, the largest chain in Singapore. Other clients in the discussion phase in 1994 included 16 Cold Storage supermarkets, the 77 7-Eleven convenience stores, 50 Guardian pharmacies, Emporium Holdings, S-Mart outlets and many independent importer/distributors. The introduction of this highly sophisticated warehousing system was expected to radically change the way food was distributed in Singapore, leading to greater levels of efficiency. In 1995, however, there are rumors that the warehousing scheme is not working as well as planned and, therefore, may never take as large a role as expected in the distribution of Singapore's food products. In particular, the smaller stores are discovering that service is not as extensive or timely as service received from wholesalers. Retail Sector The Singapore retail sector is well developed and, in many ways, similar to that of the United States. Different retail chains attempt to exploit different market niches. See Table 1 for a list of major retail outlets in Singapore. Report Code: SN9662V AGR Number: SN6021 Page: 20 Annual Marketing Plan (HVPD ONLY) VI. DISTRIBUTION SYSTEMS FOR CONSUMER-READY FOOD PRODUCTS Table 1: Retail Outlets in Singapore -------------------------------------------------------------------------------- Table 1: Retail Outlets in Singapore No. of Name Outlets Comments -------------------------------------------------------------------------- 7-11 77 Convenience store. Cold Storage 16 Middle and high income shoppers. Long time favorite of expatriates. Daimaru 2 Middle and high income shoppers. Known for an excellent meat and fruit section. Econ Mini-Mart 170 Convenience store. (Provisions Suppliers) Emporium Holdings 20 Caters to low and middle income. Jasons 1 Gourmet and specialty goods. Kerry's 1 New, upscale supermarket called "Tanglin Market Place". Very keen to source new products from the United States. Kimisawa (Isetan) 1 Middle and high income shoppers strategically located near expatriate community. NTUC 53 Government owned. Meets peoples daily needs. About 6 outlets aimed at high income shoppers. Most outlets located in housing estates. Report Code: SN9662V AGR Number: SN6021 Page: 21 Annual Marketing Plan (HVPD ONLY) VI. DISTRIBUTION SYSTEMS FOR CONSUMER-READY FOOD PRODUCTS Table 1: Retail Outlets in Singapore -------------------------------------------------------------------------------- No. of Name Outlets Comments ------------------------------------------------------------------------- Prime 12 Caters to low and middle income. S-Mart 13 Convenience foods. Smaller than a regular supermarket, bigger than a 7-11. Usually located in housing estates. SOGO 3 Gourmet and specialty, but also focuses on basic products. Most willing to try new products. Tierney's 1 Gourmet food store, catering to expats, mostly European. Yaohan 4 Middle and high income shoppers. Known for good selection of Japanese foods. Other retailers, provision shops 1200 Located in housing estates. Fees Retailers and supermarkets generally charge slotting or listing fees for shelf space. The supplier may be expected to pay an extra discount in relation to the amount of chiller, freezer, or dry-shelf space required. An administrative fee of S$1000 (US$710) may also be required. Suppliers also must negotiate with the retailer on the retail sales price. As a general rule, retail sales price margins are as follows: Dry Product: 15-20 percent Chilled Product: 20-25 percent Frozen Product: 25-35 percent. Retailers usually request volume discounts. In addition, retailers will also require that the supplier pay promotional fees. The normal charge is S$500 (US$355). The supplier is expected to absorb a price reduction of 10-20 percent off the retail sales price. The benefits of participating in a sales promotion could come in many forms. Generally, the retailer will use the fee money to produce in-store promotion material and include the product in a newspaper advertisement. Report Code: SN9662V AGR Number: SN6021 Page: 22 Annual Marketing Plan (HVPD ONLY) VI. DISTRIBUTION SYSTEMS FOR CONSUMER-READY FOOD PRODUCTS Fees -------------------------------------------------------------------------------- Supermarkets will allow suppliers to set up stands for in-store promotions whereby a promoter is hired to give samples or hand out materials to customers. Processed Foods Processed and pre-packaged goods are brought in by well over 300 large and small trading firms, of which about 80 are known to handle U.S. foods. Imported product is brought in by importers cum agents cum distributors. There are not many firms that act solely as agents or importers. Importers distribute the product directly to provisioners and hawkers. Singapore is rife with hundreds of provision shops and small grocery stores where many of these products are sold. In the case of frozen or chilled frozen goods, they are sold mainly through the supermarket chains. Meat and Poultry Imported meats such as air-flown beef or frozen turkey parts are all distributed in the same manner. Generally, firms with refrigeration capacity import the meat directly from the supplier and deal with only one brand of meat. While brand awareness is almost non-existent on a consumer level, loyalty runs high on an importer level. These importers also act as agents and distributors. The importer will deliver the meat as received or portion-cut directly to the end- users' specifications (i.e. restaurants, hawker stalls, and hotels). These importer-agents will also assist end-users by helping to finance marketing efforts. Most meat such as chicken, chicken parts, chilled beef, and chilled pork is sold through hawker centers scattered throughout the city, generally located in housing estates. It is estimated that 80% of all chicken parts are sold at these centers. Higher-end products, such as U.S. frozen beef and Australian air-flown beef, are sold through supermarkets and restaurant outlets. Produce In the past, shipping fresh fruits and vegetables the long distance to Singapore was a major problem for U.S. shippers as deterioration of quality resulted from the length of shipping time. This has been somewhat alleviated by new shipping techniques in the last 5-10 years. Almost all fruit imports are overseen by the Singapore Fruit Exchange in the Pasir Panjang area. The exchange is an agglomeration of hundreds of small and large fruit handlers who control well over 80 percent of the market. The remaining fruits are brought in by some supermarkets. Usually, commercial buyers go to the exchange early in the morning to purchase a daily or larger supply depending on their storage facilities. Most fruits are sold at area or housing estate hawker centers which, because of their low overhead, allow Singaporeans to purchase fruits at very reasonable prices. Report Code: SN9662V AGR Number: SN6021 Page: 23 Annual Marketing Plan (HVPD ONLY) VI. DISTRIBUTION SYSTEMS FOR CONSUMER-READY FOOD PRODUCTS Government Regulations -------------------------------------------------------------------------------- Government Regulations The import of food into Singapore is governed by the Sale of Food Act 1973 and The Food Regulations 1988 and all subsequent Amendments. The Food Control Department of the Ministry of the Environment enforces the legislation. All imported foodstuffs have to be registered with the Food Control Department. Registration can be undertaken by sending or faxing to the Department a copy of the Inward Declaration that has been approved by the Singapore Trade Development Board. Registration covers a one year period for a particular product. The ingredients must be consistent with those specified in the Sale of Food Act 1973, The Food Regulations 1988, and all subsequent Amendments. All prepared foodstuffs sold in Singapore must follow certain labelling and packaging requirements. Labelling Requirements All prepackaged food must bear a label describing the product. The label can either be marked or securely attached in a prominent and conspicuous position on the package. The labeling must be in English and the detailed information which is required includes: 1. The common name of the product; 2. The brand name of the product; 3. An ingredients listing; 4. Details of the nutritional value of the products (see Table 2 for the format); 5. Net weight of the product; 6. Country of origin; and 7. Name and address of the local importer. Report Code: SN9662V AGR Number: SN6021 Page: 24 Annual Marketing Plan (HVPD ONLY) VI. DISTRIBUTION SYSTEMS FOR CONSUMER-READY FOOD PRODUCTS Table 2: Thirteenth Schedule -------------------------------------------------------------------------------- Table 2: Thirteenth Schedule FORM FOR NUTRITION INFORMATION PANEL NUTRITION INFORMATION -------------------------------------------------------------------------- Servings per package (here insert number of servings)* Serving size: (here insert the serving size)* -------------------------------------------------------------------------- Per Serving* or Per 100 g (or 100 ml) Energy kcal, kJ or both kcal, kJ or both Protein g g Fat g g Carbohydrate g g (here insert the nutrients for g g which nutrition claims are made, or any other nutrients to be declared)** -------------------------------------------------------------------------- * Applicable only if the nutrients are declared on a per serving basis. ** Amounts of sodium, potassium and cholesterol are to be declared in mg. Source: Government Gazette, Subsidiary Legislation Supplement: The Food (Amendment) Regulations 1993, Singapore, October 1, 1993. Packaging Requirements The Food Regulations 1988 have safety guidelines for the packaging materials and containers used for food. The packaging materials or container for the products must not be capable of imparting lead, antimony, arsenic, cadmium or any other toxic substances to the food stored in the materials. Report Code: SN9662V AGR Number: SN6021 Page: 25 Annual Marketing Plan (HVPD ONLY) VII. DOMESTIC FOOD PROCESSING SECTOR Ingredients Market Size -------------------------------------------------------------------------------- Ingredients Market Size The Singapore Government's census of industrial production for 1992 reported that the value of materials used by the food processing sector was S$1,421 million (1991: S$1,411 million) which represents about 38% (1991: 41%) of net food imports for the same year. At current foreign currency exchange rate, the 1992 usage equates to about US$900 million. The subsectors of the food processing industry are divided as follows: edible oils (24.7%); dairy products (18.1%); chocolate (7.4%); meat and seafood (6.9%); bakery (6.3%) snacks (3.0%); noodles (2.5%), cooked food preparations (2.4%); sauces (2.1%); and other processed foods (26.6%). Table 3 below provides an overview of the size and number of firms involved in Singapore's dairy, bakery and snack foods sectors. Table 3 : Size and Number of Firms in Singapore NO. OF NO. OF SALES NET FIRMS WORKERS OPERATING RESULTS S$'000 S$'000 Dairy Products 6 1,216 406,515 44,882 Bakery Products Biscuits 5 463 57,199 2,911 Bread & cakes 62 1,996 144,384 14,214 Snack Foods 14 517 65,387 (11,838) ---- ------ ------- --------- 87 4,192 673,485 50,169 ---- ------ ------- --------- Percentage of total food processing sector 29.6% 36.2% 31.6% 92.0% ===== ===== ===== ===== SOURCE: Economic Development Board (1992) Report Code: SN9662V AGR Number: SN6021 Page: 26 Annual Marketing Plan (HVPD ONLY) VII. DOMESTIC FOOD PROCESSING SECTOR Selling to Singapore Companies -------------------------------------------------------------------------------- Selling to Singapore Companies Any food ingredient supplier or distributor selling to Singapore companies has to consider a number of important factors to succesfully enter and maintain presence in the Singapore food ingredients market:- --- Customer sensitivity: Singapore companies expect their suppliers to provide high-quality products and services. --- Product Nature: This should meet with consumers' general quality expectations, the Singapore Government legal standards on food quality and any relevant internal quality specifications. --- Customer conveniences and availability of supply: In particular, suppliers will need to deal with a smaller order size than would be normal in the USA, with products which must react favorably to distribution in a tropical environment and to provide, consistently high-quality taste. --- Service to customer: In particular, suppliers need to be reliable and consistent in orders to generate any loyalty. --- Price: As Singapore's home and export markets are generally highly price-sensitive, so are the food processors. Trade interviews indicated, however, that price was secondary to quality issues in buying decisions. --- Promotion of Product and Service: Trade interviews indicated that promotion is very important as the ingredients market is very competitive as Australian, New Zealand and European suppliers aggressively market their products. The Future Demand and Best Prospects for U.S. Food Ingredient Suppliers Factors Affecting Future Demand A complex range of conflicting pressures act on the Singapore food processing industry and the resultant food ingredients market. -- Acting for further growth of the industry and the market: urbanization and convenience; an open food market; increased consumption of modern foods; and the internationalization of diets. -- Acting against further growth: small population; "fresh is best" phenomena; imported finished shelf-stable foods; food legislation; health eating campaigns; and industry relocation. Report Code: SN9662V AGR Number: SN6021 Page: 27 Annual Marketing Plan (HVPD ONLY) VII. DOMESTIC FOOD PROCESSING SECTOR Forecast of Future Food Ingredients Requirements -------------------------------------------------------------------------------- Forecast of Future Food Ingredients Requirements There are three broad scenarios which might apply to Singapore's food processing sector in future:- 1. Singapore becomes a major base for food processors following a change in Government policy on industrialization. 2. The present food processing sector stays largely intact but for mergers. 3. Much of the Singapore food processing industry leaves Singapore, driven out by increasing costs of doing business and a shortage of manpower willing and able to work in the sector. Industry sources indicate that Scenario 1 above is not likely to occur in the foreseeable future. With the combined effects of higher costs of doing business in Singapore and the Government's emphasis on higher value-added industries such as the hi-tech and telecommunications industries, Singapore is unlikely to become a major base for food processing in the future. Scenario 2 is a strong possibility, especially if any instability develops in neighboring countries. Scenario 3 was a developing trend in 1994 and thought unlikely to bring about a dramatic fall in the usage of food ingredients in Singapore because processed food consumption looked set rise over the next 5 years without any major relocations of dairy and bakery food processors until the late 1990's. Table 4: Sectoral Forecast Growth Rates 1994 To 1998 PERCENT Dairy Products 4% to 5% Bakery Products Breads 5% to 8% Biscuits 2% Snack Products 3% to 5% SOURCE: Forecasts derived from trade interviews in Singapore (April 1994) Report Code: SN9662V AGR Number: SN6021 Page: 28 Annual Marketing Plan (HVPD ONLY) VII. DOMESTIC FOOD PROCESSING SECTOR Best Prospects for U.S. Suppliers of Food Ingredients -------------------------------------------------------------------------------- Best Prospects for U.S. Suppliers of Food Ingredients The next five years are likely to see further changes in the size and structure of Singapore's food processing industry. The industries producing dairy and daily bakery products will be less affected and will continue to grow at reasonable rates. The other sectors, including those producing shelf- stable biscuits and snacks, will see increasing import domination and should be monitored for relocation of production sites and procurement offices out of Singapore. As urban lifestyles develop and personal incomes increase, more convenience will be sought by Singapore consumers. As a result, the next several years are likely to see considerable changes in the structure of the food service sector with local operators taking on McDonald's, A&W Family Restaurants and Burger King, by upgrading and introducing new Asian-concept food service chains. Recent announcements by the Government that it is to sell interests in local food centers is likely to speed up these developments. Tomorrow's food service sector is therefore an important area of future market development for suppliers of food ingredients to Singapore. MARKET RESEARCH --- USDA/FAS/Commodity Reports and Market Briefs Industry Subsector Analysis --- Overview of the Foodstuffs Market --- Food Processing Industry --- Microwave Foods --- Health Foods --- Snack Foods --- Western Packaged Meals --- Processed Meats --- Juices --- Beer & Ale. Stout & Porter --- Fresh Vegetables --- Fresh Fruit --- Wine --- Stone Fruits --- Apples --- Berries --- Grapes --- Pears --- Nuts Report Code: SN9662V AGR Number: SN6021 Page: 30 Annual Marketing Plan (HVPD ONLY) MARKET RESEARCH Appendix Table 1 : Market Promotion Organizations -------------------------------------------------------------------------------- Appendix Table 1 : Market Promotion Organizations ------------------------------------------------------------------------- Competing Promotional Type of Products Principal Marketing Country Organizations Promoted Activity ---------------------------------------------------------------------- Australia Austrade Grapes, citrus, POP Retail Promos, pears, apples, lucky draw prizes dried fruit, canned peaches, fruit cocktail Australian Dairy Products POP Retail Promos, Dairy Corp. product sampling, lucky draw prizes, 2nd payment of promoter's wages. Australian Beef, lamb & POP Retail Promos, Meat & POP Menu Promos, Livestock Cash Sponsorship of Corporation events Australia Apple Apples and pears POP Retail Promos & Pear Growers Assoc. Australia Horticultural Exporters Assoc. Australia Horticultural Corp. Canada Canadian Beef POP Retail Promos Trade Commission France SOPEXA Fruits & wines Public sampling, Trade Incentives/ prizes, wine fairs Japan Japanese Melons Advertisments Agricultural Development Amori State Apples (Amori) POP Retail Promos, Agricultural Tasting & sampling Development Advertising Report Code: SN9662V AGR Number: SN6021 Page: 31 Annual Marketing Plan (HVPD ONLY) MARKET RESEARCH Appendix Table 1 : Market Promotion Organizations -------------------------------------------------------------------------------- ---------------------------------------------------------------------- Competing Promotional Type of Products Principal Marketing Country Organizations Promoted Activity ---------------------------------------------------------------------- New Zealand New Zealand Apples & pears TV advertising, POP Apple & Pear Retail Promos, Mktg Board print ads, lucky draws New Zealand Kiwifruit POP Retail Promos Kiwifruit & Consumer Contest Mktg Board New Zealand Persimmons POP Retail Promos, Trade POS materials Development New Zealand Beef, lamb POP Retail Promos, Meat Producers POP Menu Promos Board Report Code: SN9662V AGR Number: SN6021 Page: 32 Annual Marketing Plan (HVPD ONLY) MARKET RESEARCH Appendix Table 2 : Market Development Expenditures (1995) -------------------------------------------------------------------------------- Appendix Table 2 : Market Development Expenditures (1995) ------------------------------------------------------------------------- Total Market Type of Market Competing Development Development Commodities Country Expenditure Activities Promoted ------------------------------------------------------------------------- Argentina $ 7,000 Trade Show Beef Australia $140,000 POP Retail Promotions Beef, lamb, mutton POP Menu Promotions grapes, citrus Giveaways, recipes pears, apples, Buyers' Teams, raisins, wines Sponsoring participa- tion in trade shows Canada $ 14,000 POP Retail Promotions, Beef Buyers' Teams Denmark $ 4,000 POP Retail Promotions Poultry France $110,000 POP Retail Promotions Wines, fresh, Advertising, public fruits, poultry tasting & sampling, trade incentives and prizes, wine fairs Netherlands $ 10,500 Solo Food Fair, subsi- Poultry, beef, dizing trade show veal participation, retail promotions Japan $107,000 Advertising POP Retail Melons, pears and Promotions, giveaways apples New Zealand $530,000 TV advertising, POP Beef, lamb, Retail Promotions, mutton, apples, POP Menu Promotions, pears, kiwifruit, Cash sponsorships of persimmons events, giveaways, publications of news- letters Report Code: SN9662V AGR Number: SN6021 Page: 33 Annual Marketing Plan (HVPD ONLY) MARKET RESEARCH Appendix Table 2 : Market Development Expenditures (1995) -------------------------------------------------------------------------------- ---------------------------------------------------------------------- Total Market Type of Market Competing Development Development Commodities Country Expenditure Activities Promoted ---------------------------------------------------------------------- Thailand $50,000 Fruit fair, buyers' Durians, mangoes, teams, in-store and other tropical sampling fruits United $ 7,000 Trade show, menu Angus beef Kingdom promotions and POS material TOTAL $979,500 Report Code: SN9662V AGR Number: SN6021 Page: 34 Annual Marketing Plan (HVPD ONLY) -------------------------------------------------------------------------------- SUMMARY STATISTICS TABLE Agricultural Imports (Total/Million U.S. $) $ 9,400.0 * Agricultural Imports As a Percent of Total Imports 7.5% U.S. Market Share of Total Agricultural Imports 7.8% High Value Product Agricultural Imports (Million U.S. $) $ 3,725.0 Ag. Trade Balance with the U.S. (Million U.S. $) $ 149.0 Major Metropolitan Areas (Number) 1 Total Population (Million) 3 Population Growth (Percent) 1.0% Urban Population (Million) 3 Urban Population Growth (Percent) 1.0% Female Population Employed (Percent) 51.0% Per Capita Gross Domestic Product (U.S. $) $ 22,300.0 Per Capita Food Expenditures (U.S. $) $ 1,767.0 * $5.4 billion of these are retained in Singapore for consumption. END OF REPORT Source: U. S. Department of Commerce - National Trade Data Bank, May 6, 1999 TradePort is an authorized distributor of STAT-USA data. Singapore Main Menu Copyright © 1995 BAEF & LAACC - All Rights Reserved Developed by SAIC Internet Solutions