3 COMPARATIVE HALAL FOOD MARKET ANALYSIS DR. RAVIPIM CHAVEESUK - - PowerPoint PPT Presentation

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Dec 19, 2022 667 likes •903 views

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

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3

COMPARATIVE HALAL FOOD MARKET ANALYSIS

“

DR. RAVIPIM

CHAVEESUK

OLD JAPAN STUDENTS’ ASSOCIATION, KINGDOM OF THAILAND (OJSAT)

SLIDE 2

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

SLIDE 3

KASETSART UNIVERSITY

Kamphaeng Saen en Ca Campus Si i Rach cha Ca Campus Ch Chalermphrakiat Sakon Nakhon Provin ince Ca Campus Kasetsart Univ iversity

National sig ignif ificance on

Agriculture and

and Bio

iotechnology

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

SLIDE 4

Innovation for Bio Processing

BIOT

Value Creation in Agri-Food Chain

AITM

Innovation for Agricultural Products

PD PKTM

Total Packaging Solution

TTS

Innovation for Textile Technology & Fashion

FST

Future Food Technology

AG AGRO RO-INDUSTRY: INDUSTRY: In Innovation novation Fo Focus us

Everything about rice Food safety Bioactive ingredients Process innovation Food ingredient Prebiotics & probiotics Fermentation technology Biopolymer & Bioactive Compounds Sensory evaluation & consumer study Agri health product Smart packaging Packaging distribution system Packaging design Bio-based packaging Food contact material Eco-textile Mass customization Textile technology & innovation

FACULTY OF AGRO-INDUSTRY : Innovation Units for Better Living

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

SLIDE 5 Farming Primary Processing Manufacturing Wholesale Retail /Service Consumer Safety, standard & quality management, cold chain & traceability technology & management : food Value creation management : food (halal or non-halal), textile & wellness (halal or non-halal) Service business design Digital market management : food, textile & wellness Marketing, Finance, Human Resource management, R&D and innovation management & Entrepreneurship

Agro-Industrial Technology Management : Value Creation for Agri-Food Supply Chain

Logistics and supply chain management : food, textile & wellness Data management, mining and decision support tools Consumer insight Agri-economic policy analysis

SLIDE 6

Halal Market in AEC & East Asia

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

AEC 590 millions people 250 million Muslims East Asia China Pop 1,400 Mil. Muslim 25 Mil.

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Comparative Analysis Goals

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

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

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Consumer’s Attitudes towards Halal Imported Foods

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

Ac Accept pt Ha Halal logo from other r countr ntries ies

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Halal Logo Rules of Imported Foods

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

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

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Halal Food Management in Stores

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

No separa rated ted sectio tion n between en halal & & non halal foods s in retail ailers ers Se Separate ated d sectio tion n between en halal & & non halal foods ds in retailer lers s

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Analysis of Thai Muslim Consumers : Sample Habitat & Demographics (%)

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

63.1 23.2 13.7

Age

< 25 yr. 25-35 yr. > 35 yr. 58.8 26.8 12.6 1.5 0.3

Monthly income (USD)

< 300 300-600 600-1,200 1,200-1,800 > 1,800

n= 381

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Analysis of Thai Muslim Consumers : Attitudes towards Halal Logo

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

74.2 25.8

Halal logo check before buying (%)

Check halal logo Not check 63.3 36.7

A trust in halal logo in the market (%)

Trust Not trust

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Analysis of Indonesian Consumers : Sample Habitat

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

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Analysis of Indonesian Consumers : General Demographics (%)

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand 59.64 28.89 11.44 Age < 30 yr. 31-45 yr. > 45 yr. 64.2 16.7 19.4

Age

< 30 yr. 31-45 yr. > 45 yr.

Jakarta (n = 557)

13.55 24.44 42.3 9.24 7.6 2.87 Monthly Income (USD) < 112 112-225 225-525 525-750 750-1,500 > 1,500

Surabaya (n = 570)

37.8 20.9 28.1 5.3 4.1 2.87 Monthly Income (USD) < 112 112-225 225-525 525-750 750-1,500 > 1,500

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Analysis of Halal Consumers : What’s in Their Baskets?

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

Frequency Thai Jakarta Surabaya Everyday Snack & drink 2-3 times/week Dairy products Instant noodle Once a week Poultry products Juice & beverage Meat snack Instant noodle Fruit snack Nuts Soy milk Juice & beverage Soymilk

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Analysis of Halal Consumers : Target Consumer Profile

Jakarta

Working adults
Married with kids
High education

Surabaya

Working adults
Married with kids
High education
Health concern
Organic interest

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

Thai

Working adults
Buy quality foods
Prefer natural

ingredient foods

Health concern
Pay more for better

quality

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Analysis of Halal Consumers : Factors Affecting Buying Decision

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

Thai Jakarta Surabaya

Halal logo Hygienic retailers Product taste Ingredient details on label Price matches quality Nutrition contents Nutrition contribution Halal logo Without logo, judge from ingredients on label Halal logo Without logo, judge from ingredients on label Traceability on food contamination Nutrition contents Price matches quality Product taste

SLIDE 18 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 production system (7.43) Use quality assurance production system (7.54) Use quality assurance production system (7.67) 3 Reliable product quality (7.29) Reliable product quality (7.42) Reliable product quality (7.66) 4 Good taste (7.20) No food additive (7.38) Good taste (7.56) 5 Social responsibility (7.20) Environmental friendly production system (7.30) No food additive (7.56)

SLIDE 19 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) Advanced production technology (7.32) Trusted halal logo (7.40) 4 High product freshness (7.75) Reliable product quality (7.31) High product freshness (7.38) 5 Price fits quantity (7.62) Good taste (7.20) Reliable product quality (7.38)

SLIDE 20 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 technology (7.29) Advanced production technology (7.36) 3 High product freshness (7.38) Price fits quality (7.27) Good taste (7.36) 4 Price fits quantity (7.31) Attractive product design (7.27) Price fits quality (7.31) 5 Price fits quality (7.28) Good taste (7.26) Premium or special packaging (7.38)

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Summary

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

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

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Q & A

Ravipim Chaveesuk, Agri-Food Value Creation Research Unit, Agro-Industry, Kasetsart University, Thailand

Thank you

Contact : Ravipim Chaveesuk Agri-Food Value Creation Research Unit Department of Agro-Industrial Technology, Faculty of Agro-Industry Kasetsart University Ravipim.c@ku.ac.th ravipimc@gmail.com