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Fresh Fruit & Vegetables in China 2011: A Market Analysis
Access Asia Ltd, May 2011, Pages: 180+
This report covers the retail and wider consumer market for fresh fruit and vegetables in China, changes in agricultural production and developments in distribution and consumer trends.
In value terms, China's vegetable market alone is the largest sector in the country's entire retail food market. Yet it has been one of the slowest to receive the benefits of the development of new retail formats. Much of the fruit & vegetable sold retail continues to be sold at wet markets, most of which are to be found in open-air market places or streets. These markets provide a venue at which the customer can buy freshly-harvested fruit & vegetable produce direct from local farmers. However, these markets have gradually been removed from many cities, while supermarkets and hypermarkets are now beginning to take their place.
China's total retail fresh fruit and vegetables market value grew by 171.5% between 2003 and 2010 to reach a total value of RMB299.44bn (US$45.43bn) in current terms. At constant values, the total retail market grew by 60.7% over the same period to reach a total constant value of RMB157.6bn (US$23.91bn). This compares with a total population growth of 4.03% over the same period, meaning that per capita spending on fruits and vegetables in constant 2002 prices has increased significantly. Indeed, per capita retail sales during the 2003 to 2010 period increased by 148.04%, to reach RMB481.71 per capita in 2010 (US$73.08).
Not only are today's consumers able to buy more fruit & vegetable than ever before: they also have a far wider choice of fruit & vegetable from which to choose. Improved choice stems in part from vast improvements in China's distribution networks, thanks in turn to expanding transport networks. More produce is therefore moving around the country, reaching consumers in other regions.
As their incomes and lifestyles improve, Chinese consumers are showing a greater interest in a more varied diet, and cooking with a wider variety of products. As in the West, cookery programmes have proliferated on Chinese television. Similarly, cookery books now fill large sections of local bookshops, reflecting considerable interest in cooking and cuisine amongst local consumers.
The increasing availability of processed and packaged foods has also added to the general growth in people's interest in food, and all of these factors add to the growing demand for more variety and better quality of fruit & vegetables. Improved farming techniques and management have been leading to larger-scale operations which increasingly rely on automation in production, packaging and transportation, a process which is now creating some very sizeable fruit & vegetable supply companies. Although still in its earliest stages, this trend will develop as growers become actively involved in supplying to the fast-growing supermarket and hypermarket chains rapidly expanding outside China's largest cities.
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