Coffee and pepper are gaining more and more positions in Australian schools

Sharing at the online trade conference "Vietnamese coffee and pepper in 2021" that took place recently, Mr. Nguyen Phu Hoa - Deputy Consul General, Head of the Vietnam Trade Office in Australia - said that Australia is The country does not produce much coffee, but it is a large coffee market. It is expected that in 2021, Australia will consume an average of 2 kg of coffee/person/year, of which 0.6 kg/person is roasted and ground coffee and 1.4 kg is instant coffee. This consumption level is lower than that of European countries, but it is still among the top 30 coffee consuming countries in the world.

In recent years, Australia's young people tend to try new products, so coffee with other agricultural flavors has also begun to be consumed strongly in Australia.

Regarding preferences, Australians like to drink coffee to take away, accounting for 25%, this is also the reason why coffee shops in Australia are quite small. However, with this approach, the amount of sales will be more than coffee sitting on the spot.

Australians are also very strict in their choice of food and drink, their common taste is to drink European-flavored coffee, so they import a lot of processed coffee from Europe.

However, in recent years, Australia's young people tend to try new products, so coffee with other agricultural flavors has also begun to be consumed strongly in Australia.

Commenting on Vietnam's coffee export market to Australia in the last months of the year, Mr. Nguyen Phu Hoa said that the first 7 months of 2021 decreased due to the situation of the coffee crop as well as some objective and subjective issues. . However, in the last 2 months, Vietnam's coffee exports to Australia have increased sharply. In September 2021, coffee exports to Australia increased by 41% compared to August 2021. It is forecasted that from now until the end of the year, the demand will improve along with the increase in supply, so consumption will increase in the coming time.

Similar to pepper, Australia is not a pepper producer. Annually, Australia is a large pepper import market with a growth rate of about 2.5% per year. Australia imports pepper from many countries around the world, in which, it imports pepper mainly from Vietnam, India, China, Italy, Indonesia, etc. Currently, Vietnam has become the largest pepper exporter to Australia with a proportion of 50-60%. Notably, Vietnamese pepper has an increasingly large position in this market.

In 2020, Vietnam's pepper export turnover to Australia reached 2.63 thousand tons, up 30.47% over the same period last year. In the first 7 months of 2021, pepper imports from Vietnam to Australia also grew very strongly. Mr. Nguyen Phu Hoa forecast that from now until the end of the year, pepper importers from Vietnam to this market will continue to be promoted.

Especially, in the current trend, the trend of importing agricultural products as well as goods from Vietnam to Australia continues to increase. The level of trust and prestige of Vietnamese goods in Australia is increasingly being raised, this is a great opportunity for Vietnam to boost coffee and pepper exports to this market.

In another trend, many Australian processing enterprises are looking to boost investment in agricultural product processing in Vietnam. This trend helps businesses of the two countries to exploit their advantages to produce and export to Australia or to a third country.

Diversified export promotion activities

In order to promote coffee and pepper to the Australian market, in addition to trade promotion activities in the form of online trade connections, the promotion of advertising through the form of consumer experience is also promoted by the agencies. recommended by experts. Because, this will help consumers know the quality and taste of Vietnamese products through direct enjoyment. This will help expand the export market capacity. Mr. Nguyen Phu Hoa said that the Trade Office is currently working with a number of large distribution systems, stores, especially young people in Western Australia and domestic businesses to establish a coffee experience center. Vietnamese coffee in Western Australia. Besides that, The branding needs to be associated with specialized products or with each specific enterprise in parallel with the national brand building. If so, it will create a great effect on the market.

“Recently, many of Vietnam's main agricultural products have been put into trade promotion by the trade agency in the form of experience. For example, for coffee, we put it on trial at fairs and will continue to promote this program,” said Mr. Nguyen Phu Hoa.

According to Mr. Nguyen Phu Hoa, currently, in Australia, there are many small Vietnamese restaurants, but there is no presence of Vietnamese coffee here. If we have instant, fast and convenient coffee products so that small restaurants don't spend too much time in processing, Vietnam's coffee will be promoted more deeply to the Vietnamese community. South in Australia. “Currently, the Vietnamese community in Australia has more than 300,000 people. Therefore, if Vietnamese agricultural products go into the restaurant system of businesses in Australia, the promotion of the brand will have a spillover effect , Mr. Nguyen Phu Hoa emphasized.

Similar to pepper, the Trade Office is also running a program to promote consumption of Vietnamese spices associated with Vietnamese restaurant systems in Australia. Accordingly, the two sides pledged to jointly promote the promotion of agricultural products and spices, in which, for pepper, more than 10 restaurants have agreed to participate.

Besides, it is possible to promote at community sports tournaments, thereby promoting exports. “For frozen ginger, we find demand in Australia is increasing strongly. Therefore, we have included frozen ginger products in the promotion program. Besides, we also promote on social networks. After 10 months, the export of Vietnamese ginger to the Australian market has grown very strongly, reaching more than 100%," added Mr. Nguyen Phu Hoa.

Although the market is considered to be very large. However, Australia is a very demanding market. Australian consumers do not accept the use of cheap consumer products. Vietnamese coffee and pepper have a very good quality and brand name. If we can bring out good quality products and have strong communication programs to promote, the value and brand of both Vietnamese products and businesses will be further enhanced.

Experts said that, with the impressive growth in the volume of goods and agricultural products exported to the Australian market over the past time, "the land of kangaroos" is becoming a potential market for Vietnamese businesses. However, in order to expand export opportunities to this largest market in Oceania, businesses need to grasp customer tastes, improve quality and build a solid brand name for products and goods. "Vietnam's durian could not be exported to Australia before. However, with the strategy of bringing delicious, high-quality durians and ensuring food, up to this point, Vietnamese durian in Australia has created a phenomenon. very good image and very strong competition in this market," cited Mr. Nguyen Phu Hoa.

Nguyen Hanh