“ 3 COMPARATIVE HALAL FOOD MARKET ANALYSIS DR. RAVIPIM CHAVEESUK OLD JAPAN STUDENTS’ ASSOCIATION, KINGDOM OF THAILAND (OJSAT)
Comparativ ive Hala lal l Food Market Analy lysis Ravipim Chaveesuk Department of Agro-Industrial Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand KNOWLEDGE OF THE LAND
KASETSART UNIVERSITY National sig ignif ificance on Agriculture and and Bio iotechnology Kasetsart Univ iversity Si i Rach cha Ca Campus Ch Chalermphrakiat Kamphaeng Saen en Sakon Nakhon Campus Ca Provin ince Ca Campus Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
FACULTY OF AGRO-INDUSTRY : AGRO AG RO-INDUSTRY: INDUSTRY: Innovation Units for Better Living In Innovation novation Fo Focus us Everything about rice Food safety Prebiotics & probiotics FST Bioactive ingredients Fermentation technology Process innovation BIOT Future Food Biopolymer & Bioactive Compounds Technology Innovation for Bio Food ingredient Processing Agri health product Eco-textile PD Sensory evaluation & consumer study Mass customization TTS Innovation for Textile technology & innovation Agricultural Products Innovation for Textile Smart packaging Technology & Fashion Packaging distribution system PKTM Packaging design AITM Total Packaging Bio-based packaging Solution Value Creation in Food contact material Agri-Food Chain Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Agro-Industrial Technology Management : Value Creation for Agri-Food Supply Chain Primary Farming Manufacturing Wholesale Retail /Service Consumer Processing Safety, standard & quality management, cold chain & traceability technology & management : food Logistics and supply chain management : food, textile & wellness Value creation management : food (halal or non-halal), textile & wellness (halal or non-halal) Data management, mining and decision support tools Marketing, Finance, Human Resource management, R&D and innovation management & Entrepreneurship Digital market management : food, textile & wellness Service business design Consumer insight Agri-economic policy analysis
Halal Market in AEC & East Asia AEC 590 millions people 250 million Muslims East Asia China Pop 1,400 Mil. Muslim 25 Mil. Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Comparative Analysis Goals 1 . Understand consumer’s attitudes towards halal logo 2. Analyze halal logo allowance & rule in food retails 3 . Compare retail’s shelf management 4. Compare Thai, Jakarta & Surabaya consumers’ buying process Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Consumer’s Attitudes towards Halal Imported Foods Ac Accept pt Ha Halal logo from other r countr ntries ies Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Halal Logo Rules of Imported Foods Importe rted d foods s in retaile ilers rs are prohibit bited ed to use the producer’s halal logo Importe rted d foods s in retaile ilers rs can can use the producer’s halal logo Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Halal Food Management in Stores No separa rated ted sectio tion n between en halal & & non halal foods s in retail ailers ers Separate Se ated d sectio tion n between en halal & & non halal foods ds in retailer lers s Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Analysis of Thai Muslim Consumers : Sample Habitat & Demographics (%) n= 381 Age Monthly income (USD) 12.6 1.5 0.3 13.7 26.8 58.8 23.2 63.1 < 300 300-600 600-1,200 1,200-1,800 < 25 yr. 25-35 yr. > 35 yr. > 1,800 Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Analysis of Thai Muslim Consumers : Attitudes towards Halal Logo Halal logo check before buying (%) A trust in halal logo in the market (%) 25.8 36.7 63.3 74.2 Trust Not trust Check halal logo Not check Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Analysis of Indonesian Consumers : Sample Habitat Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Analysis of Indonesian Consumers : General Demographics (%) Jakarta (n = 557) Surabaya (n = 570) Age Age 11.44 19.4 Monthly Income (USD) Monthly Income (USD) 28.89 16.7 59.64 4.1 2.87 64.2 2.87 7.6 5.3 13.55 9.24 37.8 < 30 yr. 31-45 yr. > 45 yr. < 30 yr. 31-45 yr. > 45 yr. 24.44 28.1 42.3 20.9 < 112 112-225 225-525 < 112 112-225 225-525 525-750 750-1,500 > 1,500 525-750 750-1,500 > 1,500 Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Analysis of Halal Consumers : What’s in Their Baskets? Frequency Thai Jakarta Surabaya Everyday Snack & drink 2-3 times/week Dairy products Instant noodle Once a week Poultry products Juice & beverage Juice & beverage Soymilk Meat snack Instant noodle Fruit snack Nuts Soy milk Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Analysis of Halal Consumers : Target Consumer Profile Surabaya Thai Jakarta • Working adults • Working adults • Working adults • Married with kids • Buy quality foods • Married with kids • High education • Prefer natural • High education ingredient foods • Health concern • Health concern • Organic interest • Pay more for better quality Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Analysis of Halal Consumers : Factors Affecting Buying Decision Thai Jakarta Surabaya Halal logo Hygienic retailers Product taste Ingredient details on label Price matches quality Nutrition contents Nutrition contribution Halal logo Halal logo Without logo, judge from Without logo, judge from ingredients on label ingredients on label Nutrition contents Price matches quality Traceability on food contamination Product taste Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Best Attributes of Vario ious Producin ing Countries from Perspectives of Thai Consumers (mean of 9-point scale) Rank Indonesia Malaysia Thailand 1 Trusted halal logo (7.63) Trusted halal logo (7.73) Trusted halal logo (7.71) 2 Use quality assurance Use quality assurance Use quality assurance production system (7.43) production system (7.54) production system (7.67) 3 Reliable product quality Reliable product quality Reliable product quality (7.29) (7.42) (7.66) 4 Good taste (7.20) No food additive (7.38) Good taste (7.56) 5 Social responsibility (7.20) Environmental friendly No food additive (7.56) production system (7.30) Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Best Attributes of Vario ious Producin ing Countries from Perspectives of Jakarta Consumers (mean of 9-point scale) Rank Indonesia Malaysia Thailand 1 Trusted halal logo (8.19) Trusted halal logo (7.68) Good taste (7.52) 2 Good taste (8.08) Price fits quality (7.50) Advanced production technology (7.44) 3 Price fits quality (7.81) Trusted halal logo (7.40) Advanced production technology (7.32) 4 High product freshness High product freshness Reliable product quality (7.75) (7.31) (7.38) 5 Price fits quantity (7.62) Good taste (7.20) Reliable product quality (7.38) Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Best Attributes of Vario ious Producin ing Countries from Perspectives of Surabaya Consumers (mean of 9-point scale) Rank Indonesia Malaysia Thailand 1 Good taste (8.05) Trusted halal logo (7.45) Attractive product design (7.40) 2 Trusted halal logo (7.93) Advanced production Advanced production technology (7.29) technology (7.36) 3 High product freshness Price fits quality (7.27) Good taste (7.36) (7.38) 4 Price fits quantity (7.31) Price fits quality (7.31) Attractive product design (7.27) 5 Price fits quality (7.28) Good taste (7.26) Premium or special packaging (7.38) Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
Summary • Only Indonesia does not allow other country’s halal logo for food retail • Muslim countries including Ningxia area of China have a separated section between halal and non halal food in retailers • Halal logo is among top 3 most important buying decision factors for Thai & Indonesia • Indonesian consumers in 2 major cities perceive that strengths of Thai manufacturers lie in product & package design, high-end food production technology and good taste • Thai halal consumers trust halal logo from Thailand, Malaysia & Indonesia Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand
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