Keeping up with South Korean’s

evolving palateAdam Cheetham – November 2017

Global Market Analyst

MLA’s remit• Research, Development and Adoption

• Marketing

Australian beef exports – 2016

Source: DAWR

US242,013

EU20,841

China94,040 S Korea

179,854

Japan264,325

MENA30,813 SE Asia

119,879

Total 2016:

1,018,105tonnes shipped weight

Australian Sheepmeat exports – 2016

Source: DAWR

US64,562

EU16,471 China

59,449 S Korea10,597

Japan13,222

SE Asia41,262

MENA111,016

Total 2016:

374,485tonnes shipped weight

Global sheepmeat consumption

C O N T E N T S – F O L L O W I N G T H E C O N S U M E R D E C I S I O N P R O C E S S

DECISION 1:Which meat?

DECISION 3:This one orthat one?

DECISION 2:Which type? AWARENESS, CONSUMPTION & ATTITUDES

THE PROTEIN LANDSCAPE

POINT OF PURCHASE

Global Consumer Research

In-Market Activity – Lamb (Foodservice)

In-Market Activity – Continued

In-Market Activity – Lamb (Retail)

• An increase in sheepmeat consumption will have to be met by a rise in imports

• Benefits to be drawn from the Korea-Australia Free Trade Agreement.

• Opportunity to promote Australian lamb through both foodservice and retail channels.

Key Points

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Information contained in this publication is obtained from a variety of third party sources.

To the best of MLA’s knowledge the information accurately depicts existing and likely

future market demand. However, MLA has not verified all third party information, and

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THANK YOU

ADAM CHEETHAMGLOBAL MARKET ANALYST