FEBRUARY 2024
Global Food
Marketer
™
Educating & Enriching News of Global Food Markets
In July 2023, Food Export led a Focused Trade Mission to Mexico City, Mexico that included a stop at City Market, a grocery store.
2024 Global Food Trends & Export Market Insights What Consumers Want, 2024 Global Food Trend Projections Today’s consumers are well-informed about
holistically. Health-conscious consumers are balancing
environmental, geopolitical, and ethical impacts
the benefits of health and pleasure by seeking flavorful
surrounding their eating habits and are eager to support
foods that boast functional health benefits, such as
transparent producers. As changes in climate patterns
antioxidants, pre and probiotics, and those that support
become more evident, consumer habits suggest buyers
joint and gut health. In terms of flavor, trend-spotters
prefer products that adhere to eco-friendly practices,
predict that products with complex spice profiles, snack-
from sourcing ingredients to packaging. Highlighting
sized luxuries, high-end instant noodles, and “clean
your commitment to sustainability and ethical practices can resonate positively with increasingly aware
caffeine” coffee alternatives are likely to do well with
audiences. Additionally, global consumers are thinking
consumers this year.
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2024 Global Food Trends & Export Market Insights (cont.) Geopolitical Impacts Spillover from the Israeli/Gaza conflict is impacting trade routes along the Red Sea through the Suez Canal, which handles about 12% of global trade. In response, major shippers are redirecting vessels to avoid the area, increasing shipping times and costs and interrupting the transport of goods in and out of the region. While the fiscal impacts of rerouting ships around the Cape of
Global markets have experienced
Good Hope are significant, freight costs are still lower than they were two years ago when supply chains were
fluctuations in energy, fertilizer,
strained by the pandemic and the canal was blocked by
and food prices, impacting various
the Ever Given container ship.
regions, particularly low- and
The Russia-Ukraine war began in February 2022 and
middle-income countries (LMICs).
has significantly disrupted global agricultural trade. Both countries are major agricultural exporters, and the conflict has led to challenges affecting the international
Ukrainian agricultural areas have further exacerbated the
food system. The conflict has limited the flow of
situation. The direct damages to Ukrainian agriculture are
agricultural goods, mainly wheat and fertilizers, leading
estimated at $8.9 billion, with an additional $34.25 billion
to increased prices worldwide. The blockade of Black
in losses due to reduced productivity. Global markets have
Sea ports by Russia and the placement of land mines in
experienced fluctuations in energy, fertilizer, and food prices, impacting various regions, particularly low- and middle-income countries (LMICs). The war has already affected three planting seasons in Ukraine, leading to a significant decrease in global wheat exports. Sub-Saharan Africa, in particular, has seen a 7% drop in wheat imports due to decreased exports from Russia and Ukraine. Climate Forecast Persistent El Niño conditions are expected to continue into the first half of 2024, posing a threat to essential crops like rice, wheat, and palm oil in major agricultural regions. In Australia, poor rainfall impacts wheat output, leading to a projected 33.9% decline, while Argentina anticipates a 55.4% increase in wheat production due
In terms of flavor, trend-spotters
to high rainfall. Soybean production in Argentina and Brazil is also set to rise. El Niño’s adverse effects extend
predict that products with complex
to Malaysia, potentially reducing palm oil production by
spice profiles, snack-sized luxuries,
10-20%, while Indonesia, experiencing severe drought, has ordered military assistance for rice planting. The
high-end instant noodles, and “clean
consequences reverberate globally, impacting crucial
caffeine” coffee alternatives are likely
crops and prompting fluctuations in wheat exports, with
to do well with consumers this year. FEBRUARY 2024
Australia facing a 29% decline. 2
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Success Stories FOOD EXPORT’S MIDWEST BUYERS MISSION CONTINUES TO GENERATE EXPORT SALES In July 2022, Food Export hosted their annual Midwest Buyers Mission, connecting over 50 U.S. suppliers with 17 international buyers from 15 countries. At one of these meetings, Chicago-based City Foods, a Food Export Buyers Mission participant since 2009, forged a lucrative business relationship with a Saudi Arabian buyer, which resulted in a substantial expansion of their sales in the Middle East region. Read more about City Foods and how Food Export helped match them with the perfect buyer here.
POPZUP POPCORN EXPANDS BRAND AWARENESS IN CANADA In 2022, PopZUp Popcorn participated in Food Export– Northeast’s Branded Program with a goal to boost its presence in the Canadian market. By utilizing program funds to offset trade show costs, the New Hampshirebased snack supplier successfully garnered attention, establishing new distributor relationships and securing placements in major Canadian retail stores. Notably, the Branded Program facilitated a meeting with Canada's largest specialty food distributor, paving the way for ongoing orders and market expansion. Learn more about PopZUp and their success in the Branded Program here.
PERSEVERANCE AND TENACITY PAYS OFF FOR KANSAS SUPPLIER Since 2020, Meat Mitch, an Award-winning Kansas-based barbecue spice and sauce supplier from Shawnee Mission, Kansas, has participated in Food Export–Midwest’s Branded Program, which has helped them gain new exports into markets in both Canada and New Zealand. Read more about their successes in the Branded Program and their continued involvement here.
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Country Profiles
Japan
P
Processed VegetP
Prepared/Preser Processed Vegetables & Pulses F
Processed
P FoodSeafood Preparation Prepared/Preserved
TOP PROCESSED FOOD EXPORTS TO JAPAN Vegetables Prepared/P Processed IN 2022 INCLUDED:
3rd Largest World Economy
Prepared/Preser Food Preparations & IngredientsP
Prepa Processed Vegetables &Food Pulses Prepared/Preserved Se
The U.S. is Japan’s
Processed Vegetables & Pulses
top agricultural supplier,
importing $14.6B
Prepared/ Food Prepared/ Preserved Preparations Preserved A Processed/Prepa Prepared/Preserved Meats Seafood & Ingredients Meats
Prepared/P Prepared/Preserved Seafood Food Preparations & In
of agricultural products in 2022,
$6.8 billion
Alcoholic Processed/Prepared DairyBeverag ProduN
of which were
Processed/ Prepared Dairy Products
finished consumer-oriented products.
4th largest export market
Alcoholic Beverages
Non-Alcoholic Beverages
Non-Alcoholic BeF Alcoholic Beverages
AlcoholicDB Prepared/Preserved Meats Processed/Prepared Fats & Oils Non-Alcoholic Beverages
for U.S. consumer-oriented
S
Non-Alcoh Processed/Prepared Product AlcoholicDairy Beverages
food products
FEBRUARY 2024
Processed Food Preparations & Ingredients Prepared/Preserved M
Check out this video to Discover more about the learn more about what Japanese market in our Japanese consumers are full country profile here. Syrups and SweeC Fats & Oils looking for. 4
Fats & Oils Alcoholic Beverages Non-Alcoholic Beverag W W W.FOODE XPORT.ORG
Prepared/P
Country Profiles
Food Preparations & Ingredients M Prepared/Preserved
Processed Vegetables Food Prepa
Brazil
Prepared/Preserved Meats Processed/Prepared D
Prepared/Preserved Se Prepared/P
Processed/Prepared Product AlcoholicDairy Beverages
Food Preparations & In Processed
Alcoholic Beverages Non-Alcoholic Beverag Processed
Prepared/Preserved B Processed Vegetables &Alcoholic Pulses M
Non-Alcoholic Beverages Fats & Oils Prepared/P
TOP PROCESSED FOOD EXPORTS TO BRAZIL Processed/Prepared D Non-Alcoh Prepared/Preserved Seafood IN 2021 INCLUDED:
13th largest export market
Fats & Oils Syrups and Sweeteners Food Prepa
Alcoholic Beverages Fats & Oils Food Preparations & Ingredients
for U.S. consumer-oriented food products in Latin America
Food Preparations & Ingredients
Increasing demand
Non-Alcoholic Beverag Syrups and Prepared/Preserved Meats
Condiments,Snack Sauces, Jams & Jellies Foods Processed
for functional foods not produced locally, including
Condiments, Sauces, Jams & Jellies
gluten-free, organic, lactose-free and vegan
Fats & Oils Condiment Processed/Prepared Dairy Product
Chocolate & Processed/ Prepared Confectionery Snack FoodsDairy Chocolate &Alcoholic Confection B Products
Snack Foods
Syrups and Sweeteners Snack Food Alcoholic Beverages
$212.7M
Chocolate &Dairy Confectionery Products Non-Alcoh
total of U.S. consumer-ready products
Condiments, Sauces, Ja Non-Alcoholic BeveragesChocolate
exported to Brazil in 2021
FEBRUARY 2024
Alcoholic Fats & Oils Syrups and Syrups and Sweeteners Condiments, Sauces, Ja Prepared/P Beverages Sweeteners
Discover more about Learn more about the the Brazilian markets Brazilian market in our from our local In-Market full country profile here. Dairy Products Oilseeds Fats & Oils Representatives. 5
FoodsDairy Prod Fats & Oils Snack W W W.FOODE XPORT.ORG
Non-Alcoholic Beverages Fats & Oils Syrups and
Country Profiles
Condiments, Sau Syrups and Sweeteners Fats & Oils Syrups and Sweeteners Condiment
Nigeria
SnackJams Foods Condiments, Sauces, & Jellie Syrups and Sweeteners Condiments,Snack Sauces, Ja Food
Chocolate & Con Snack Foods Condiments,Snack Sauces, Jams & Jellies Foods Chocolate
Dairy Products Chocolate & Confectionery Snack FoodsChocolate &Dairy Confection Prod Dairy Products Oilseeds TOP U.S. PROCESSED FOODS EXPORTED TO NIGERIA Chocolate &Dairy Confectionery Products Oilseeds IN 2022 INCLUDED: Nigeria boasts Africa’s
Seafood and AquP Oilseeds Dairy Products Oilseeds Seafood an
largest population and consumer market
Dairy Products
In 2022, Nigeria
imported $58M in consumer-oriented food products from the US.
Soups
Oilseeds
Seafood and
Alcoholic
Soups P Aquatic Food Beverages Seafood and Aquatic Food Oilseeds Seafood andSoups Aquatic Fo
Bakery IngredienF Soups Seafood andSoups Aquatic Food Bakery Ing Bakery Ingredients
Food Preparations & Ingredients
Bakery Ingredients Soups Bakery Ingredients
Higher end consumers are increasingly searching for
higher quality food and beverages
P Bakery Ingredients Explore more about Sub-Saharan African Markets here.
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Empower Your Export Journey with Food Export’s Comprehensive Resources Food Export maintains a vast database of tools and resources to help you kickstart and supercharge your export journey. You don’t need to Google “how to’s” and filter through complex articles and databases of content. Go right to the source and pick the content that’s right for you and what you need.
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Use “Market Builder”
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Export Report Food Export–Northeast and Food Export–Midwest continue to celebrate big wins as we help more businesses face the exciting challenges of joining export markets. In 2022, Food Export–Midwest helped U.S. suppliers gain 323 New Market export sales, increasing the prior year by 282% and resulting in over $1.4 billion in Total Export Sales. Food Export–Northeast celebrated similar successes by making 21,947 connections between suppliers and new buyers, resulting in over $450 Million in Total Export Sales for program participants. Food Export– Northeast celebrated similar successes by making 21,947 connections between suppliers and new buyers,
northeast
midwest
resulting in over $450 Million in Total Export Sales for program participants.
FEBRUARY 2024
323
export sales to a new market (up 282% from last year)
21,947
contacts made for suppliers to new buyers
$1.4B
total export sales for program participants
$450M
total export sales for program participants
7
587
unique companies participating
1255
total participants registered in Food Export programs
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Product Highlights
– Shellfish
Based on Top U.S. Processed Foods Exported to Japan in 2022
• American lobster (Homarus americanus) • Eastern oyster (Crassostrvea virginica) • Blue mussel (Mytilus edulis) • Boston/longfin squid (loligo pealeii) • Clams (Mercenaria spp.)
PRESERVED/PREPARED SEAFOOD
• Jonah crab (Cancer borealis)
• Aquaculture is a growing industry in the Northeast,
• Rock crab (Cancer irroratus)
where a variety of molluscan shellfish and finfish species
• Sea scallop (Placopecten magellanicus)
are raised in coastal estuaries and in land-based closed circulatory systems. With a long history and tradition
• Shortfin/ilex squid (Illex illecebrosus)
of sustainable fishery management, the U.S. fisheries
PROCESSED/PREPARED DAIRY PRODUCTS
management system is well respected and considered
•T he Midwest and Northeast U.S.A. are exceptionally
one of the best worldwide.
well-known for outstanding cheeses. Skilled cheesemakers produce traditional classics like Cheddar,
• Major Fisheries of the Northeast Region:
Colby, and Monterey Jack and an incredible variety of
– Finfish:
artisanal, specialty, and farmstead cheeses made in
• Black Sea Bass (Centropristis striata) • Dogfish (Squalus acanthias)
small batches from farm-fresh cow, goat, or sheep milk.
• Monkfish (Lophius americanus)
•S elect regional dairy products include cheese, cheese
• Ocean Perch/Acadian Redfish (Sebastes fasciatus)
sauce, cream cheese, cheese spreads, dairy ingredients,
• Skate (Bathyraja or Raja spp.) FEBRUARY 2024
ice cream, yogurt, sherbet, milk powders, and kefir. 8
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Based on Top U.S. Processed Foods Exported to Nigeria in 2022 ALCOHOLIC BEVERAGES • Wine: The Midwest and Northeast U.S.A. are home to several award-winning wine-producing regions. The mainly family-owned boutique wineries offer a variety of traditional classics and distinctive local specialties. The regions also produce several styles of wine, including sparkling, ice, and fruit wines made from blueberries, blackberries, raspberries, cherries, and cranberries. • Beer: The Midwest and Northeast regions are known for their beer, including many small breweries that
FOOD PREPARATIONS & INGREDIENTS
produce a variety of craft-style beers combining the
• This category, in terms of the USDA GATS categorization,
best of old-world traditions with distinctive American
includes drink mixes, including cocktail mix, coffee
ingredients. Popular styles include traditional pilsner,
creamer, and fortified fruit juices. It also includes whipped
Indian and American pale ale, brown and amber ales,
cream and toppings, sugar-free candy, food coloring and
and wheat beer.
flavoring, roasted malt, protein concentrates, processed sugars, including colored sugar, and even cough drops. Mainly, anything that goes into or on a product, including mixes and doughs, includes everything frozen, and everything frozen falls under this category. • One of the top three categories of exports for the Midwest and Northeast regions over the past three years. • Major Food Ingredient Sectors: – Dairy-based Ingredients • Casein • Lactose • Milk and cheese powders • Whey and whey products – Grain-based ingredients • Bran and Germ • Fiber • Flakes • Flours and baking mixes • Starches • Syrups and Sweeteners – Soy-based ingredients • Soy lecithin • Soy protein products (flours, grits, concentrates) • Soybean Oil
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Commodity Trends Luxury Pet Food – Recession Resistant
Amid global economic fluctuations, one market that seems to be remaining notably stable is luxury pet food. Unlike other consumer sectors, the demand for premium pet products tends to withstand economic downturns, with any shifts being marginal and confined primarily to non-essential items such as pet toys. Essential pet products, particularly those related to nutrition and hygiene, experience a sustained demand, as pet owners are generally reluctant to compromise on the well-being of their animals. This sentiment is driven by the emotional investment individuals have in their pets, which tends to intensify during periods of economic hardship, making purchasing decisions more emotionally driven than economically calculated. A significant contributor to the robustness of the luxury pet food market is the spending behavior of younger pet owners, notably millennials. This demographic demonstrates a greater willingness to invest in premium pet products, creating growth opportunities for industry giants like Nestle, Colgate-Palmolive, and General Mills, who have experienced accelerated growth in the premium pet categories despite inflation concerns. In November 2022, Morgan Stanley forecasted an annual
ownership during the pandemic. Approximately one-third of recent pet adopters fall within the 18-34 age bracket, displaying a propensity to spend more on pet-related expenditures, including food, treats, and overall care. Demographic shifts further underline the resilience of the luxury pet food market. The decline in the U.S. birth rate contrasts with a substantial increase in the dog population, with the American Veterinary Medical Association (AVMA) reporting a nearly 9% growth from 2016 to 2020. This discrepancy reinforces the changing dynamics of pet ownership. The AVMA identifies a noteworthy segment of pet owners who treat their animals particularly well. These consumers are generally under 35 or between 45 and 54, have no kids or spouses, and are generally earning annual incomes of more than $200,000 and contribute significantly to the luxury pet food market. Impressively, 96% of this demographic considers their pets as family members, with 86% celebrating their pets' birthdays and almost 20% including their pets in their wills. For pet food exporters, this resilience in the face of economic uncertainties presents an opportunity to tap into a strong and expanding market. As pet owners continue to prioritize the well-being of their furry companions, the outlook for luxury pet food exports seems set to keep growing.
growth rate of 8% in the pet industry through 2030, attributing this optimistic outlook to the surge in pet
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Navigating the Seafood Industry: From Growth to Sustainability
In the realm of seafood exports, sustainability is
billion people depend on fish as their primary protein
Sustainable seafood, defined by Seafood Watch as coming
The World Health Organization reports that over a
source. Recent advancements in shipping, cold chain, and distribution channels are amplifying fish production
the linchpin for enduring success. Recent FAO data emphasizes the critical state of global fish stocks—60% are fully fished or right at the level of sustainability, 33% are overfished, and 7% are underfished. It's essential for exporters to navigate this landscape strategically. “from fisheries or aquaculture operations that minimize harmful environmental impacts, assure good and fair
and consumption globally. The surge in demand for
working conditions, and support livelihoods and economic
protein-rich diets, coupled with the recognized health
benefits through the entire supply chain.”
benefits of omega-3 fatty acids, propels the industry’s growth. Government support and enhanced transport infrastructure on the international stage underscore the pivotal role of sustainable fishing practices in global trade. Export-oriented aquaculture emerges as a key driver of fish production with initiatives like Indonesia’s PROTEKAN program fortifying fisheries exports and India’s Marine Products Export Development Authority (MPEDA)
STRATEGIC SUSTAINABILITY GUIDE FOR U.S. FOOD EXPORTERS As exporters, you wield substantial influence over global consumer choices. Here are strategic ways to enhance the sustainability profile of your seafood exports: Highlight U.S. Leadership: Emphasize the United States’ commitment to sustainably managed fisheries. Leverage the reputation of leading nations like New Zealand,
developing a GPS-based database for traceability and
Iceland, Norway, and Russia.
quality control in aquaculture farms. Trade agreements
Certifications for Global Assurance: Ensure products
favoring seafood products, exemplified by the 2020
carry reputable certifications, such as the Marine
EU-Vietnam deals, further stimulate global fish exports.
Stewardship Council (MSC)’s Blue Fish Label. Facilitate
According to the International Trade Center (ITC) Trademap, global live fish exports surged by 24.9% from
consumer understanding through partnerships with programs like Seafood Watch and FishWatch.
$1.80 billion in 2020 to USD 2.25 billion in 2021, with
Engage in Transparent Communication: Communicate
indications pointing towards sustained growth. Improved
sustainability commitments in marketing materials.
quality resulting from export-oriented cultivation is
Address consumer questions about certifications and
expected to fuel global fish demand.
seafood origin.
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Upcoming Activities
Global Food
Marketer
™
FOOD EXPORT ASSOCIATION OF THE MIDWEST USA AND FOOD EXPORT USA –NORTHEAST
®
®
We are non-profit organizations comprised of state agricultural promotion agencies that use federal, state, and industry resources to promote the export of Midwestern and Northeastern food and agricultural products. Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA. Brendan Wilson Chief Executive Officer/Executive Director Michelle Rogowski Chief Operating Officer/Deputy Director Laura England Chief Communications Officer/Deputy Director Teresa Miller Chief Program & Partnership Officer Gina Donio Marketing & Communications Manager FOOD EXPORT ASSOCIATION OF THE MIDWEST (FOOD EXPORT–MIDWEST) 309 W. Washington St., Suite 600 Chicago, IL 60606 USA tel: 312.334.9200 • www.foodexport.org FOOD EXPORT USA-NORTHEAST (FOOD EXPORT–NORTHEAST) One Penn Center, 1617 JFK Blvd. , Suite 420 Philadelphia, PA 19103 USA tel: 215.829.9111 • www.foodexport.org
Training Webinars
Stay informed with our insightful webinars for the latest market updates and trade strategies. Watch for announcements of upcoming webinars and browse our library of past webinars at www.foodexport.org.
Events & Buyers’ Missions
Look for Food Export teams at these upcoming global events, where we connect with industry leaders and showcase international trade opportunities.
Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA. Persons with disabilities who require reasonable accommodations or alternate means of communication of program information should contact us. Additionally, program information may be made available in languages other than English. Food Export–Midwest and Food Export–Northeast prohibit discrimination in all their programs and activities on the basis of race, color, national origin, religion, sex, gender identity (including gender expression), sexual orientation, disability, age, marital status, familial/parental status, income derived from a public assistance program, political beliefs, reprisal or retaliation for prior civil rights activity. To file a program discrimination complaint, go to https:// www.ascr.usda.gov/filing-program-discrimination-complaint-usda-customer. Food Export–Midwest and Food Export–Northeast are equal opportunity employers and providers. Food Export–Midwest and Food Export–Northeast do not tolerate fraud and are vigilant in preventing fraud in any of their programs. Food Export–Midwest and Food Export–Northeast reserve the sole right to accept or deny companies into their programs. For complete participation policies and our code of ethics, visit: www. foodexport.org/termsandconditions.
Global Food Marketer© is published by Food Export–Midwest and Food Export–Northeast.
‣ Frozen Food Buyers Mission San Diego, CA | Feb 24-25 ‣ Seafood Expo North America Boston, MA | March 9 ‣ Natural Products Expo West Anaheim, CA | March 13-14 ‣ Global Pet Expo Orlando, FL | March 19 ‣ FHA – Food & Beverage Singapore, Singapore | April 23-26 ‣ Global Seafood Expo Barcelona, Spain | April 23-25 ‣ Pet Food Ingredients Forum Kansas City, KS | April 29
Food Export–Midwest & Food Export–Northeast
If you are a buyer or a seller interested in participating in any of our in-person
Food Export–Midwest & Food Export–Northeast foodexportsusa
events and learning more, please contact info@foodexport.org. FEBRUARY 2024
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