Famsun Group Co., Ltd.
http://en.famsungroup.com/
Famsun Group Co., Ltd.
About Company
Office & Factory
Global Presence
Company introduction
FAMSUN Group Co. Ltd., headquartered in Yangzhou, China, is a global technology partner and the integrated solution provider of plant, equipment and services in feed manufacturing, grain milling, grain handling and storage, oilseed processing, food processing, steel structure construction and industrial automation.
FAMSUN has over 2,800 employees, including 900 technicians and engineers. Backed by its strong R&D capabilities, FAMSUN has developed more than 120 series (700 models) of quality feed and grain processing machines and is capable of delivering a wide range of turnkey projects from farm to table and in associated industries.
FAMSUN operates 5 production sites as well as over 50 agencies, sales & service stations, and spare parts warehouses around the world. FAMSUN has successfully completed over 8600 referenced projects in more than 140 countries.
Our vision is to provide optimal technology solution and make life better for all. We value innovation, hard work, dedication, integrity, quick response and team work.
FAMSUN Pet Food division is committed on machinery research, manufacturing, project engineering, factory construction and integrated solutions in pet food industry, create values for customers. As a leading integrated solution provider in pet food industry, FAMUSN undertakes pet food (dry food, semi-moist, extruded treats) and cat litter turn-key project.
Our corporate leads the market by technology, with experienced elite team and European & USA technical experts, through continuous innovation, to provide customers with professional, safe, systematic extruded pet food production solutions, customized environment-friendly and intelligent factory with high standards, high quality, high efficiency. We won the trust and praise from our partners/customers worldwide.
8600+ referenced projects in 140+ countries 50+ agencies, sales & service stations and spare parts warehouses worldwide closed to customers 5 production bases, one in Egypt and five in China, total 74.07 hectares of manufacturing and distribution capacity 2800+ employees work in sales, customer service, engineering, R&D, production and logistics More than 5% of annual revenue invested in R&D every year Equipment is marked by CE and ATEX sym.
Products
Company News
Extrusion
1+ MIN
10/11/2023
Famsun SJPS Series Twin-screw Extruder
FAMSUN Pet Food division is committed on machinery research, manufacturing, project engineering, factory construction and integrated solutions in pet food industry, create values for customers. As a leading integrated solution provider in pet food industry, FAMSUN undertakes pet food (dry food, semi-moist, extruded treats) and cat litter turn-key project. FAMSUN leads the market by technology, with experienced elite team and European & USA technical experts, through continuous innovation, to provide customers with professional, safe, systematic extruded pet food production solutions, customized environment-friendly and intelligent factory with high standards, high quality, high efficiency. They won the trust and praise from their partners/customers worldwide. The SJPS SERIES TWIN EXTRUDER is one of the highly efficient pet food extruders in Famsun's portfolio. Specially designed for formulations with a high content of fresh meat, we detail some of its advantages for pet food producers: Easy operation PLC and touch screen for convenient control; by-pass provided for avoiding blockage; easy operation, precise and reliable. High efficiency Optimal chamber groove and screw flight profiles, minimum SME input; efficient DDC conditioner and jacketed barrel with stabilized and facilitated extrusion, maximum energy utilization; unique suspending cutter, adjustment without down time. More flexibility Modularized barrel and screw structure with many add-ons, adaptable to varied high-fat or -moisture formulations; controllable temperature, pressure and density, minimizing reconfiguration acquired. You are invited to know more about FAMSUN PRODUCTS. Source: All Pet Food
Extrusion
4+ MIN
25/04/2022
FAMSUN Pet Food Plant Solution: Creating Life’s Simple Happiness at Industrial Scale
Living in a world that becomes ever more complicated and accepting that the pandemic will be part of today's life for years, many people help themselves become happy again by connecting with simple things like cats and dogs.
Life accompanying beloved pets brings many benefits to pet owners: from physical health to mental wellbeing. That is why the population of pet owners rises continuously amid COVID-19. And that is also the reason why FAMSUN and pet food producers worked hard to bring modern industrial pet food production systems around the world in the past years - serving the needs of millions of pets and pet owners and protecting what's good in life through health, nutritious and tasty pet food.
Innovation: Driving changes for better
Pet parents today care more about the nutrition, health, and well-being available for their pets. For example, nutritious and fresh-ingredient food such as high fresh meat products is a popular splurge item. Many owners are willing to pay extra for innovative choices that can solve allergies, picky eating habits, immune issues. Some are willing to pay extra for 'green' products that are sourced and produced responsibly and are aligned with their family sustainable actions.
At FAMSUN, we move fast to innovate and provide competitive, sustainable, and tailored pet food processing solutions that help producers and investors to seize new market chances and become differentiated in the marketplaces. Our experts of FAMSUN R&D institutes in the USA, Denmark, and China, who have dedicated themselves to the pet food industry for decades, are constantly working on innovations to increase pet food plants' capability and make them process smarter, more efficient, and more sustainable.
FAMSUN has been researching high and ultra-high fresh-meat pet food production technology for years. In 2019, we succussed launched the dry pet food line with up to 70% fresh meat on the market. Since then, our experts have worked on improvement to meet the higher addition demand – and 2021 marks the breakthrough of our solution with several 90%-meat pet food processing lines starting operations in China, Southeast Asia, the Middle East, and South America.
FAMSUN develops specialized equipment such as FE series single-screw extruder, R series twin-screw extruder, CYPZ vacuum coater, etc. for pet food production. These machines are flexible to meet different customized pet food formulas, and the base materials of all product-contact surfaces or parts are food level. FAMSUN CYPZ vacuum coater, especially, allows producers to differentiate their products at the line end through applying different functional liquids onto the food pellets, be it oil/fat to improve energy, flavors to improve palatability, or functional improvers to achieve health.
By introducing FAMSUN innovative and exclusive technologies such as quick-start, waste-controlled preconditioner, intelligent dryer, clean energy machines, and digital services of Manufacture Operation Management (MOM), Manufacture Executive System (MES) and traceability system, as well as advanced Lean Manufacturing and Pull Production concepts, FAMSUN modern industrial pet food solutions provide producers the most possible ways accessing to efficient, responsible, and excellent operations.
At FAMSUN, food quality and safety are the two most essential elements in its solutions. From raw material receiving and fresh meat liquid preparation to product packaging and delivery, every process, equipment, and part of its machines and systems are specially designed to meet the two criteria. We also provide tailored cleaning and disinfection guidelines for every plant to drive biosecurity practices in the pet food industry.
Integration: Turning complex into simple
As an integrated solution provider and a technology partner in the farm-food industrial chain, FAMSUN offers a package of technologies and services from consultation, design, civil construction, manufacture to logistics, installation & commissioning, training, and service to its customers. With end-to-end systematic consideration, design, and execution, producers only have to learn how to operate and manage an advanced modern plant to its best performance and explore its capability to develop and produce competitive products. In addition, FAMSUN's digital and intelligent services and collaborative innovation help drive simplicity and excellence in the whole plant's operation and management.
So far, FAMSUN has delivered more than one million annual production capacity to over 150 pet food producers, including Gambol Pet Group, PureNatural in China, Maxipet in Portugal, AVI-Products in South Africa, BioAlimentar in Ecuador, etc. These producers manufacture over 500 pet food brands to help millions of pets live longer, healthier, and happier lives with their owners.
Together, we can nourish, spark and protect what's good in pets and create pieces of simple happiness in life at scale.
By Famsun
Source: All Pet Food
Manufacturing Process
3+ MIN
22/03/2022
FISO 24378:2022 Feed Machinery Published
March 1, 2022 This document was prepared by the Technical Committee ISO/TC 293, Feed machinery, developed by ISO/TC 293/WG1 (terminology), in which more than 40 members from China, USA, Germany, Switzerland, Iran, Pakistan, the Republic of Korea, Canada, etc. worked together for nearly six years. The project leader and workgroup convenor was Weiguo Wang, professor of Henan University of Technology, China. The Feed machinery terminology standard harmonizes terminology used by manufacturers globally and will supply the basic terms for developing other feed machinery standards and the global feed industry users. Professor Weiguo Wang speaking on the Third Plenary Meeting of ISO/TC293 on 20th Oct. 2021. About ISO/TC 293 Standards are the international language of business. The International Organization for Standardization (ISO) develops and publishes international standards with global expert input. The feed industry, as an important part of the food chain and responsible for producing safe, high-quality animal feed to support safe, animal-derived foods, also needs a common language to facilitate international trade and help ensure the manufacture and delivery of safe, reliable products. Initiated by industry experts in China, the Technical Committee ISO/TC 293, Feed Machinery, therefore, was established in 2014. The scope of this committee includes standardization of single feed machines, processing systems and complete production lines. The participating (voting) members of the Technical Committee ISO/TC 293, Feed Machinery represent 14 countries: Canada, China, Denmark, France, Germany, Iran, Republic of Korea, Pakistan, Romania, Spain, Switzerland, Turkey, the United Kingdom and the United States. Observing members represent 14 countries: Argentina, the Czech Republic, Finland, Hungary, Indonesia, Italy, Japan, Mali, Malta, Peru, Poland, Saudi Arabia, Sweden and Uzbekistan. The ISO/TC 293 currently is administered by the China National Technical Committee on Feed machinery and is developing standards in the areas of terminology, safety and the hygiene of feed machinery. New standards proposed The Technical Committee ISO/TC 293, Feed Machinery held its third plenary meeting of ISO/TC293 on 20-21 Oct. 2021 to discussed critical issues to enhance the feed machinery and feed manufacturing industries. The hybrid event, with the in-person meeting at FAMSUN Group, Yangzhou, China, was officially opened by Professor Fengcheng Wang, ISO/TC 293 Chairman. He welcomed over 30 delegates from the participating countries of China, Canada, Germany, Iran, Pakistan, Switzerland, Turkey, and the United States, and its two connection organizations: ISO/TC34/SC10 Animal Feed Technical Committee and ISO/TC34/SC17 Food Safety Management System Technical Committee. Professor Wang reviewed the work and the progress of ISO/TC 293 since the second plenary meeting, thanked the workgroups for their collaboration and contributions during the pandemic. Delegates discussed the proposed topic and scope of the international standard project of "Safety requirements for feed machinery", the work plan of the international standard project of "Cross-contamination control of feed production lines", and the 'Recommendations on drafting international standards of dust-explosion-proof for feed processing systems' that proposed by delegates from FAMSUN Group. 'We will encourage the world's most outstanding experts – as many of them as possible – to join us in the ISO/TC 293 and offer their opinions on behalf of their country's industry in the coming years,' said Pengfei Zhang, Chief of the Chinese delegation and Vice President of FAMSUN R&D Institute. 'The greater the international participation, the stronger the feed machinery standards will be, and the better they will contribute to the global food future,' he said. Source: Famsun Group
Market Information
5+ MIN
18/01/2022
FAMSUN President's New Year Message for 2022
Dear colleagues, friends, ladies, and gentlemen, Happy New Year! We have a group of dedicated people who have stayed at their positions, whether in China or overseas, through hardship and overcome obstacles to deliver solutions and help customers improve operations. Also, we have a group of brave pioneers who try to make changes in our products, solutions, and services to create new growth drivers for FAMSUN. They innovate our business model by introducing digital tools and advanced management skills to achieve FAMSUN resilience, agility, and internal efficiency. Throughout the year, our employees live on to 'Customer-centric' and put in their best to shape FAMSUN's future in the agri-food industry. Thanks to the efforts and wisdom of our people and because of the support of our customers, suppliers, partners, and friends from all walks of life, FAMSUN has received much in 2021. Operationally, FAMSUN Group reports a strong result with all financial indicators growing significantly in 2021. All our business units make their breakthrough performance despite the hardy environment. We have launched a group-wide digital transformation this year, which, in return, has improved the internal efficiency of our organization and allows FAMSUN to provide new value in the coming years. By further developing and simplifying our business processes with the FPD 2.0 tool, we have ensured customer orders delivery as expected and created satisfied customers worldwide despite the pandemic. As the impact of the pandemic, consumers demand more locally produced, safe, quality, and nutritious food. To support our customers to improve their production for new growth, we have taken several initiatives to accelerate FAMSUN's globalization and localization and expand our local capability. Over ten webinars supported by FAMSUN's global experts were held successfully in 2021 to focus on the most interested topics for customers in different regions. About 40 local professional engineering and service teams have been partnering with FAMSUN in the agri-food value chain around the world. The 'International Talents' training program has fostered 107 exceptional multinational talents and experts to enrich FAMSUN's local manufacturing, sales, engineering, services, and management teams worldwide. Most notably, our comprehensive strength has won FAMSUN great honors with the '2021 China National Pilot and Demonstration Entity' for promoting the integrated development of next-generation IT and manufacturing technology, the 'Secretariat Unit of Feed Machinery Technical Committee of ISO', and the 'China National Manufacturing Single-Segment Champion Demonstration Enterprise'. FAMSUN is the only company been awarded these honors in the agri-food sector in China. Dear colleagues and friends, FAMSUN's extraordinary progress is not possible without you. On behalf of FAMSUN, I would like to take this occasion to extend my new year greetings and wishes to all hardworking, dedicated FAMSUN people and your supportive families. I also want to express my sincere respect and best wishes to our customers, suppliers, partners, and friends from all walks of life who have been trusting and supporting FAMSUN's growth all the years in different ways. Wish you all a happy, healthy, and prosperous New Year! Looking ahead, 2022 begins with positive developments - the global economy grew, goods trade rebounded, food commodity prices have begun to stabilize - and combined with big issues like the omicron variant, climate change, and increasing food insecurity. We are all clear that the world cannot address these issues without addressing food, while science, technology and innovation are the keys to a better food security system. As a leading global technology company, FAMSUN will continue to adhere to our mission of 'Creating value, realizing dreams, and contributing to the society' and our vision of 'Creating a secured, affordable and sustainable food future and making life better for all' and take 'Customer-centric' as our behavior principles to achieve high-quality growth through innovation, transformation, investing in people, and making development greener and more sustainable in 2022 with following underlines: First, building a full aspect supporting system to accelerate FAMSUN's globalization and localization. So, we will further localize worldwide with the strong support of group-wide, global-rich resource and investment plans in all operational aspects to ensure more customers in different parts of the world benefit from FAMSUN's leading, whole supply chain, integrated solutions in the coming years. Second, transforming our sales and service model to create new values for our customers with a more cohesive ecosystem that allows for more partnerships, connections, interactions, collaborations, and trust. Third, as a technology supplier, FAMSUN will continue to fuel high-quality development with science, technology, and innovation by increasing our R&D budget and driving the necessary transformation such as digitalization and sustainability. Fourth, to build up a streamlined organization, in which productivity elements are well organized into standard operation processes scientifically and optimally to improve the quality of our products, projects, and services and enhance FAMSUN's local and global order delivery capability and efficiency as well. Fifth, to foster a corporate culture that leads to satisfied customers with happy employees. We will continue to embed diversity, equity, and inclusion in our culture and make every employee feel appreciated, valued, and respected by FAMSUN, regardless of gender, race, religion, color, nationality, educational background, family, and hobby. We believe happy employees can create a sense of belonging and engagement in the organization, which will drive them to go the extra mile to serve our customers and create a better customer experience. By knowing the real demands of customers, they can better contribute to the growth, transformation, and sustainable development of our customers' businesses. Dear colleagues and friends, We have been working to facilitate global food supply, improve productivity, and create new values by providing advanced, responsible, and sustainable agri-food production systems to the world. Every piece of your efforts will contribute to better production, better nutrition, a better environment, and a better life for all. Let's seize the day and live it to the fullest and continue to deliver with even more extraordinary efforts in 2022, leading to an increasingly sustainable, secure, and progressive food system for the world. Thank you! by: Richard Fan - Chairman & President - FAMSUN Group All Pet Food
Extrusion
1+ MIN
13/01/2022
FAMSUN is an integrated solution provider of plants, equipment and services in the farm-to-table industry chain.
It is the food standard factory invested by Tekirdag Un company in Turkey (Europe side), which is fully designed and constructed according to UN food standard. This project use FAMSUN latest twin screw Extruder, steam type Dryer and Paddle mixing system, and pneumatic transporting which are all designed by FAMSUN USA R&D Institute. The success of this project will surely enable Tekirdag Un to offer higher quality, green and safe food to the world. by All Pet Food
Extrusion
1+ MIN
19/11/2021
AVI-PRODUCTS- Second largest Pet Food manufacturer in South Africa
A production line with annual capacity 80,000MT was built up by FAMSUN in 2020, currently, AVI is the second largest pet food manufacturer in South Africa. Over the last decades through innovation and efficiency, pet food has proven to be an essential part of the solution to make the pet food production chain more sustainable. FAMSUN is always working with pet food industries players to meet the sustainability challenge – produce more, using less, at an affordable cost. by All Pet Food
Coating
3+ MIN
26/10/2021
FAMSUN Pet Food Webinar Focuses on Processing Solutions to Grow Business in Headwinds
As pet parents spend more time at home, they care more about their pets' health and the food they eat. Instead of feeding them with byproducts and parts of animals that humans do not eat, pet owners increasingly prefer buying high-quality and differentiated food to improve pet nutrition, health, and wellbeing. Trending products are pet foods that contain a higher portion of quality meat, and innovative products that can solve allergies, picky eating habits, dietary issues. Consumer demand trends create new opportunities for industry players and new investors to innovate, diversify, improve or expand their productions for growth and development. Although the pet food industry is booming, there are serious issues that pet food producers have to face in the new normal of post-pandemic. The industry is at the risk of severe material and labor shortages as supply chain disruption worse. Production cost inflationary pressure surges with input prices rising amid the historically high energy and raw material costs. In this context and backed by its global R&D Institutes, Pet Food Business experts, and Sales & Service teams from different regions of the world, FAMSUN held a webinar on pet food solutions at UTC+8:00 of September 30, 2021, and provided the latest insights, new research progress, and improved production practices to support customers grow business in headwinds. Three keynote speakers go straight to the topics that pet food processors are interested in most. Reducing wastes are the most possible pointcuts to cut costs and improve profitability in a factory. Barry Howard, Vice President of FAMSUN USA Design & Engineering, has over 36 years of experience in pet food factory solutions, focused on Insights on Lean Manufacturing, Lean Factory Layout and Biosecurity. He identified eight deadly wastes generated from transport, inventory, motion, waiting, overproduction, overprocessing, defects, and skills in a factory, and the solution to eliminate these wastes with lean tools. In terms of food safety in pet food, site, process design, factory design & layout are parts of the key elements in manufacturing safe foods. Barry also introduced how FAMSUN's biosecurity factory solution controls the movements of people, equipment, materials, air, and moisture or condensation in the factory. With the latest zoning design concept, it is possible to prevent recontamination and ensure Food Safety in pet food. The topic Extruded Pet Food Processing Technology brought by Robert Strathman, President of FAMSUN USA Design & Engineering focused on knowledge and research progress on pet food processing technologies and the data of best production practices. Pet food product & process fundamentals such as bulk density, starch gelatinization, palatability, kibble durability, aesthetics, and shelf life were talked about most in his presentation. In dry pet food processing technology, he focused on pre-conditioning and extruder processes. High meat pet food is the trending product currently. Robert introduced the most efficient processing technology of high meat pet food, the challenges in processing, and the impact of meat inclusion on production performance The coating is an indispensable process in pet food production. It allows producers to diversify their products and provide a nutritional, functional, and differentiated experience for pets. Jimmy Wang, an expert of FAMSUN Asia R&D Institute, introduced FAMSUN CYPZ Vacuum Coating Equipment - the company's latest coater that specialized in adding value for pet food products. The machine is featured by consistent and efficient coating and high hygienic standards to produce high quality and food safety. Its successful application stories include the coating production in pet food factories of Japfa, Pure&Natural, FullPET, etc. Over 70 registers from Europe, Africa, the Middle East, and South Asia participated in the interaction sesión online. They discussed with FAMSUN experts the actual production issues and were well answered. If you have missed the webinar on September 30, you can contact the FAMSUN account manager in your region for the rebroadcast link of this webinar. You are also welcome to follow us in the coming FAMSUN Pet Food Solution webinar series, which FAMSUN plans to host for the convenience of customers in different regions with updated topics and information. Welcome to join us. Visit www.famsungroup.com for more information. by Famsun Group Source: All Pet Food
Market Information
8+ MIN
20/10/2021
FAMSUN Named in 2021 China National Pilot and Demonstration Entities List
The list was public announced on the website of Ministry of Industry and Information Technology (MIIT) of the People's Republic of China on September 27, 2021.
FAMSUN was listed for its Fcloud - a professional industrial internet platform based on a secure and reliable Internet of Things cloud platform architecture. The platform provides agri-food manufacturing plants and companies with comprehensive data services from data-aware, data collection to cloud computing, data analysis, and digital applications for production and operation. It is an industrial platform that allows users to access or share data and information about the best practices, solutions, experiences, and insights on production, operation, governance, and green growth in the agri-food industry.
According to FAMSUN, the Fcloud is not only about intelligent factory production from raw material inbound to processing execution and finished product delivery. It also provides the supervision and management of vehicles, facilities, assets, environment, energy consumption, and security system of the whole plant, which allow producers better use and protect their properties, improve the well-being of employees, save energy and reduce waste.
The Ministry of Industry and Information Technology (MIIT) appraised the entities named in the 2021 List for their outstanding abilities and ambitious plans on the modernization and digital development of manufacture and supply chains in their respective fields. The pilot and demonstration period are two years. The qualified programs for sure will drive the high-quality development of industry and information technology and improve the efficiency of economic circulation in China.
'We will see the qualification as a recognition of our industry expertise, deep technology, and experience in delivering advanced industrial digital and intelligent manufacturing solutions to the agri-food industry," said FAMSUN. 'It will also motivate us to keep innovating and introducing the latest digital technologies such as artificial intelligence, IoT, blockchain, and 5G wireless communication into our processing and production solutions, and moving forwards under the commitments to advanced productivity, quality life, and a sustainable future.'
Agri-Food China
COFCO signs second sustainability-linked loan
September 24, 2021
COFCO International on Sept. 22 signed an agreement for a new $700 million sustainability-linked three-year term loan with seven banks.
China's high-quality grain projects boost domestic agriculture development
September 23, 2021
China's implementation of high-quality grain projects has promoted supply-side structural reform in agriculture, helped to increase food supply, and reaped benefits for farmers.
China to Strengthen Agricultural Sci-tech Innovation
September 20, 2021
The Chinese Academy of Agricultural Sciences (CAAS) has released a plan for promoting key subjects during the 14th Five-Year Plan period (2021-2025) to enhance the country's agricultural sci-tech innovation.
China donates $100,000 to Dominican Republic to fight African swine fever
September 20, 2021
To support the Dominican Republic's fight against African swine fever (ASF), the People's Republic of China government donated $100,000 (more than 5.7 million pesos) to collaborate with the fight against the disease that threatens the local swine population.
ADM Further Expands Global Nutrition Capabilities With Advanced Flavor Production
Facility in Pinghu, China
September 15, 2021 ADM (NYSE: ADM) today unveiled the ADM Food Technology (Pinghu) Co., Ltd., a state-of-the-art, fully automated flavor production facility situated in Pinghu, Zhejiang Province, China.
DSM sites in Jiangsu Province, China in first group to sign Renewable Energy Power
Purchase Agreements
September 8, 2021
Today, Royal DSM - a global, purpose-led, science-based company active in Nutrition, Health and Sustainable Living - announced that its four plants in Jiangsu have joined the first batch of companies in China's Jiangsu Province to sign Renewable Energy Power Purchase Agreements.
Japfa expands with partnerships in China
September 1, 2021
Japfa Ltd had entered into two separate agreements with Genki Forest and Honest Dairy, the company announced today via press release.
Market Insights
The Asia Food Challenge:
Understanding the New Asian Consumer
Asia is set to experience a seismic shift in food trends over the next decade, as consumers become more affluent, sophisticated and demanding, driving US$2.4 trillion of Asia's incremental food spend by 2030.
Asian consumers are set to double their spending on food by 2030, leaving a gaping hole for investors to bring healthier and more sustainable options to the table, according to a new joint report by PwC, Rabobank and Temasek.
Food spending in the region will hit more than $8 trillion by the start of the next decade — up from $4 trillion in 2019 — becoming the world's largest food and beverage market, the group's 'Asia Food Challenge Report 2021' said.
Much of that demand will come from changing consumer habits in an increasingly health-conscious, digital savvy region, but also from its rapidly growing population. By 2030, Asia is expected to be home to 4.5 billion people and 65% of the world's middle class.
The Asia Food Challenge
The inaugural report 'The Asia Food Challenge: Harvesting the Future' in 2019 highlighted the doubling of Asian consumers' food spend to over US$8 trillion by 2030, as well as the US$800 billion in upstream investment needed to meet it.
This year's report focuses on the importance of the Asian consumer, highlighting the exciting opportunities abound for agri-businesses seeking to satisfy a diverse and fast-evolving set of markets. Consumer choices will drive 55 percent of the US$4.4 trillion incremental food spend in the next decade.
To meet this fast-growing, consumer-driven spend, it is estimated that an additional US$750 billion in incremental investment will be required above existing levels by 2030, across the entire value chain. This
brings the total investment required to US$1.55 trillion by 2030. Addressing consumer needs will be a crucial factor in directing this massive investment, according to the joint research, which is based on a survey of 3,600 consumers across 10 Asian countries, Australia and New Zealand, as well as conversations with senior executives and experts.
A deeper, more granular grasp of consumers' behavior and food trends across Asia's heterogenous markets will be needed to allocate capital efficiently and capture higher returns. Value creation has never been more important than in today's increasingly competitive and ever-changing environment. Having a well-defined plan will enable business leaders and investors to maximize these opportunities and plan for a more resilient future. Those who focus on creating value for their business, their shareholders and customers will in turn create value for society and the entire food ecosystem.
Shaping of the new sophisticated Asian consumer
Consumers today are more discerning about the food they eat, influenced by changing demographics, rising affluence and growing incomes. For Asian consumers, the last decade was about trading up – spending growing disposable income on more expensive, tastier food. But in this decade, as the 2020 survey shows, priorities have changed. In particular, many consumers have become more value-seeking. Over half of the consumers no longer just list 'price' and 'taste' as their key purchasing criteria, but demand additional attributes as they become more sophisticated.
How do consumers make choices
While the supply and investment gap outlined above is a call for action and collaboration, it is important to recognize that this demand is consumer-driven. Consumers and their changing preferences are the real stars in this story. Based on extensive research, the report has distilled the critical shifts in six broad areas:
Asian consumers are shifting to healthier lifestyles and consumption habits. Many are replacing red meat and sugar with fruit, vegetables and healthy snacks, while selectively spending more on foods that offer traits they value, such as freshness and nutrition. They are still highly concerned about food safety, demanding more accountability about their food sources.
This emphasis on transparency also extends to the environmental impact of food production, as more Asians opt for more sustainable food consumption behaviors such as avoiding food wastage and buying local. The need for more sustainable food options has also bolstered interest in plant-based protein among Asian consumers, who are more open to vegetarian or flexitarian diets. Rounding off these six trends is online food purchasing, which Asian consumers have embraced, especially during the pandemic, as online food delivery and supply chain innovations offer greater convenience and speed.
These six trends are not isolated: they are often overlapping and significantly influence the other trends. But they are essential to how food and eating will change in Asia over the next decade. Covid-19 has accelerated these trends across Asia, further altering consumer lifestyles and preferences and forcing businesses to adapt.
The fundamentals: taste and price
There is no question that taste and price are the most fundamental drivers in Asian consumers' decision making. Without the right taste profile and the right price, brands and agri-food players have little chance to get onto the radar of consumers in this highly competitive region.
However, these two factors are increasingly just 'gate keepers'. While they are important to consumers, they no longer differentiate the winners from the rest of the pack. The discussions with many industry experts have led to conclude that successful players will need to combine taste and price with the six emerging trends to meet the higher expectations of the new consumer.
Catering to Asia's diversity
Asian shoppers' preferences within these six areas, such as their concepts of "health" and "quality", can diverge widely across markets. For instance, while health-related food brands have enjoyed a 12 percent valuation premium on average in the last five years, consumers surveyed show marked differences in their willingness to pay for health. Shoppers in markets like Singapore and Japan are considerably less committed to paying a premium than consumers in China, likely because they have the highest food quality and safety standards in Asia 2 and consumers have trust in their enforcement.
Differences in willingness to pay between territories could also be due to a plethora of factors, such as heightened food safety concerns or the lack of understanding about the composition or importance of a healthy diet.
Catering to this large, diverse and dynamic market requires an intimate understanding of common regional trends and local nuances.
Investable opportunities
With agri- and food-tech investments quadrupling between 2014 and 2019 in Southeast Asia, it is clear that investors and business owners will play a pivotal role in the future of the industry, developing new products and business models that are highly responsive to the unique, needs of sophisticated Asian consumers.
The market is ripe for opportunities in innovation and investment, and looks attractive to business leaders and investors alike. When considering the key trends, the research shows that companies with a broad emphasis on health, digital, and sustainable offerings have enjoyed valuation premiums over the last five years, compared with companies that did not.
Similarly, within the nascent, high-growth alternative protein industry, we see high enterprise value-to-revenue multiples compared to traditional packaged food and meat businesses. While alternative protein valuations have been observed to trade at higher multiples than traditional protein companies, it is important to note that given the low number of transactions and the lack of publicly available data to date, it is difficult to get an accurate picture of such multiples at present.
Business leaders and investors will need to prioritize value creation, leveraging insights from the six key trends to drive value for themselves, their customers and society. Meeting the US$ 750 billion consumer-driven investment requirement by 2030 will require creativity from business leaders and investors along the whole value chain.
Source: Famsun Group Co. Ltd.
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