Top Market for U.S. Foods and Beverages

An Expert's View about Food , Beverages and Tobacco in the Philippines

Posted on: 13 Feb 2012

U.S. food and beverage (f&b) exports to the Philippines are expected to increase by 27 percent in 2011 to a record $760 million.

THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Voluntary Public - Date: 1/27/2012 GAIN Report Number: Philippines Post: Manila Philippines - A Top Market for U.S. Foods and Beverages in 2011 Report Categories: Market Development Reports Approved By: Philip A. Shull Prepared By: Maria Ramona C. Singian Report Highlights: U.S. food and beverage (f&b) exports to the Philippines are expected to increase by 27 percent in 2011 to a record $760 million. The Philippines continues to be the largest f&b market in SE Asia and one of the fastest growing markets in the world for this high value, job generating sector. FAS Manila expects the U.S. will remain the Philippines’ top supplier of f&b products. More importantly, this healthy export growth is broad-based, with most items that comprise the f&b category on track to achieve record sales. Top U.S. exports were dairy products, red meats, poultry meat, snack foods and processed fruits & vegetables. While sales for these products are expected to remain strong, prospects are excellent for a wide variety of f&b products, particularly those that can be classified as “healthy,” “gourmet,” and “convenient.” General Information: Overview U.S. food and beverage (f&b) exports to the Philippines are expected to reach a record $760 million in 2011, making it the largest f&b market in SE Asia and one of the fastest growing markets in the world for this high value, job generating sector. Since 2009, exports have increased roughly 80 percent and could achieve the White House National Export Initiative goal of doubling by as early as 2012. Most products that comprise the sector enjoyed strong growth and record sales, with exceptional increases in eggs & products, fresh vegetables, dairy products, poultry meat, and red meats. Traders also report rapidly rising demand for “healthy” foods, though official data is unavailable as U.S. Customs does not track this category as a separate subsector. This remarkable growth extends a steady trend of impressive export achievement that has carried through most of the decade. Between 2002 and 2011, U.S. f&b sales growth exceeded 450 percent. The Philippines is the largest U.S. export market in Southeast Asia and ranks as the12th largest export market in the world for U.S. f&b products as of November 2011. More than 18,500 full containers are estimated to have arrived in the Philippines in 2011. It is the third largest market among the BRIC Countries following China and Russia. With less than 100 million people, the Philippine market for U.S. f&b is over 50 percent larger than that of India with its one billion population. Best Prospects and Top Ranking Products The best prospects for U.S. f&b products are: beef, pork, dairy and cheese products, processed fruits and vegetables, fresh fruits and vegetables, wines and snack foods. The “organic”, “healthy” and convenience food sector is also expected to experience especially rapid growth. As of November 2011, record sales were already achieved in eight of the 16 categories that comprise the f&b category (see chart on next page), with a total of 15 categories expected to reach record sales levels by the end of 2011. The top five f&b products in export value from January to November 2011 were: dairy ($258 million), red meats ($121 million), poultry meat ($64 million), snack food ($59 million) and processed fruits & vegetables ($57 million). The top five f&b products that showed the highest increase in sales from January to November 2011 were: eggs & products (162%), dairy products (53%), poultry meat (41%), fresh vegetables (39%), and fresh fruit (33%). US Consumer Oriented Food and Beverage Exports to the Philippines Calendar Years (January - December) January - November Comparison % 2006 2007 2008 2009 2010 2010 2011 Change Consumer Oriented Total 273,321 380,510 518,837 423,168 601,057 507,882 699,378* 37.7 Snack Foods 35,629 41,306 50,464 47,863 50,442 41,669 59,615* 43.0 Breakfast Cereals 1,499 2,719 3,121 2,223 3,658* 2,782 3,404 22.4 Red Meats, 10,742 21,528 64,840 83,442 110,687* 97,517 94,665 -2.9 Red Meats, Prep/ 8,041 10,010 11,897 16,610 23,019 18,298 26,674* 45.7 Pres Poultry Meat 14,298 19,978 19,841 39,860 50,326 42,252 64,565* 52.8 Dairy Products 95,631 151,984 210,226 76,575 181,533 159,518 258,028* 61.7 Eggs & Products 580 506 1,107 1,619* 825 718 1,887* 162.8 Fresh Fruit 16,159 18,179 23,154 32,787 31,274 20,189 38,812* 92.2 Fresh Vegetables 346 1,301 2,070 1,565 4,364 3,313 5,468* 65.0 Processed Fruit & Vegetables 41,571 51,621 54,876 36,867 57,223* 47,568 57,092 20.0 Fruit & Vegetable Juices 6,223 14,152* 10,496 6,719 7,679 6,076 6,996 15.1 Tree Nuts 2,787 2,910 3,723 2,553 4,447* 3,360 4,075 21.2 Wine and Beer 4,247 4,614 7,772 7,423 8,068* 6,860 7,656 11.6 Nursery Products 49 89 19 36 36 29 84 189.6 Pet Foods 8,462 10,651 13,487 13,743 16,152 13,539 18,128* 33.8 Other Consumer Oriented 27,056 28,964 41,745 53,283* 51,269 44,134 52,228 18.3 Source: US Customs as reported in U.S. Department of Agriculture BICO Reports Legend: * Highest Export Levels Since at Least CY 1970 Expected to reach record levels in 2011 NEI Progress In 2009, the White House announced the National Export Initiate to double exports by 2013. From 2009- 2011, U.S. f&b exports to the Philippines have made strong progress toward achieving that goal, up an estimated 80 percent. By the end of 2011, exports of breakfast cereals, dairy products, fresh vegetables and nursery products had already more than doubled. Post projects that most products in this category will have doubled by 2013. US Consumer Oriented Food and Beverage Exports to the Philippines NEI Progress (2009 – 2011) % Change 2009 2010 2011 (est.) 2009 vs. 2011 Consumer Oriented Total 423,168 601,057 760,000 80% Snack Foods 47,863 50,442 64,000 34% Breakfast Cereals 2,223 3,658 5,500 147% Red Meats, FR/CH/FR 83,442 110,687 105,000 26% Red Meats, Prep/ Pres 16,610 23,019 30,000 81% Poultry Meat 39,860 50,326 68,000 71% Dairy Products 76,575 181,533 265,000 246% Eggs & Products 1,619 825 2,000 24% Fresh Fruit 32,787 31,274 42,000 28% Fresh Vegetables 1,565 4,364 6,600 322% Processed Fruit & Vegetables 36,867 57,223 64,000 74% Fruit & Vegetable Juices 6,719 7,679 9,000 34% Tree Nuts 2,553 4,447 5,000 96% Wine and Beer 7,423 8,068 8,800 19% Nursery Products 36 36 100 178% Pet Foods 13,743 16,152 20,000 46% Other Consumer Oriented 53,283 51,269 65,000 22% Source: US Customs as reported in U.S. Department of Agriculture BICO Reports Legend: - Products that have achieved NEI Goal - Products that are expected to achieve NEI Goal by 201 3 Further Information and Assistance The FAS Manila staff is eager to help all exporters of U.S. food and beverage products achieve their objectives in the Philippines. For questions, further information or for assistance in exporting US food & beverage products, please contact: Foreign Agricultural Service U.S. Department of Agriculture Embassy of the United States of America 25/F Ayala Life-FGU Building 6811 Ayala Avenue Makati City 1203 Tel: (632) 894-5363 or 894-5379 Fax: (632) 812-5430 Email: agmanila@usda.gov
Posted: 13 February 2012

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