Vietnamese consumers’ growing interest in Australian F&B products

May 19, 2022 | 12:08
Accelerated by the removal of import tariffs for Australian products under the ASEAN-Australia-New Zealand Free Trade Agreement that came into force in January 2010, they have seen an increasing demand among Vietnamese consumers in recent years.
Vietnamese consumers’ growing interest in Australian F&B products
Shannon Leahy, trade commissioner for Austrade, and general director of BRG Retail Nguyen Thi Thanh Thuy. Photo: Austrade

Australia is one of Vietnam’s major suppliers of beef ad lamb products. Local consumers can enjoy a growing range of Australian products from fresh fruits, dairy, seafood, and beverages including a diverse range of sparkling, red, and white wines.

Cherries, citrus, table grapes, milk, yoghurt, cheese, cereals, juices, rock lobsters, and abalone are just some of the beloved Australian products that have made it into Vietnamese stores, restaurants, and homes.

General director of BRG Retail Nguyen Thi Thanh Thuy said, “Vietnamese consumers increasingly demand clean, fresh, and delicious products with premium quality and transparent origins regardless of if they are eating out or at home. Australian suppliers can offer exactly what they want, including high-quality sustainable meat, delicious fruits, the finest dairy and cereals, and premium seafood specialities."

Just recently, Vietnam received its first shipments of peaches and nectarines. After a five-year negotiation and the implementation of the Regional Comprehensive Economic Partnership in January, Australian exporters will be paying no tariffs on peach and nectarine exports to Vietnam. This market access is seen as a major boost to Australian exporters’ market diversification efforts and is an undeniably palatable addition for Vietnam’s affluent consumers.

Shannon Leahy, Trade Commissioner for Austrade added, “Understanding Vietnamese consumers’ desires for food safety, health, and peace of mind, we are committed to facilitating trade connections between the two nations to make these products available for Vietnamese consumers to enjoy.”

Even amidst last year's lockdowns in both nations, Vietnam and Australia reached an on-year rise of nearly 50 per cent in trade turnover, amounting to $12.4 billion. Imports from Australia stood at around $8 billion, an annual increase of 70 per cent. Vietnam became Australia's 12th largest trading partner, with Australia being the country's 10th biggest.

A taste of Australia in Vietnam

As Vietnam and Australia continue to celebrate a strengthening bilateral relationship, flourishing trade, and equally vibrant culinary cultures, Taste of Australia 2022 is an annual celebration to showcase the best of Australian food, building on Australia’s international reputation as a supplier of food and beverages that are high quality, safe, and sustainable.

“Australia is home to world-class food and wine,” said Rebecca Ball, senior trade commissioner at Austrade.

 Rebecca Ball – Senior Trade Commissioner, Austrade speaking at the opening ceremony of the Taste of Australia festival at a partner supermarket chain | Source: Austrade
Rebecca Ball, senior trade commissioner at Austrade speaking at the opening ceremony of the Taste of Australia festival. Photo: Austrade

“Australia’s beef sector exports products for different markets and tastes worldwide, from premium beef varieties and speciality cuts to grass-fed, grain-fed, and organic products. Australia also produces an abundance of the freshest and most sustainable seafood. Bursting with the freshest, juiciest citrus, our warm, dry summers and deep, rich soils also provide the perfect growing environment for a diverse variety of table grapes."

"Australia’s unique climate and landscape have fostered a fiercely independent wine scene, home to a vibrant community of growers, winemakers, viticulturists, and vignerons. With Taste of Australia, we want to share our best food and beverages with Vietnamese consumers," Ball added.

This year’s programme kicked off with a launch in Ho Chi Minh City on April 20 and will run through the month of June with a range of official events run by the Australian Embassy in Hanoi, the Australian Consulate-General in Ho Chi Minh City, and Austrade.

Vietnamese consumers’ growing interest in Australian F&B products
Taste of Australia 2022 events

Taste of Australia 2022 has also partnered with up to 40 of the best restaurants and prestigious chefs from diverse culinary cultures in both Hanoi and Ho Chi Minh City to highlight the versatility and first-class quality of true Australian produce.

Festive activities include Australian Happy Hour, kids cooking classes, Big Aussie BBQ, an Australian themed sparkling lunch buffet, and a series of private tasting events to showcase Australian wines from three distributors in Vietnam. Promotional programmes at the five biggest supermarket chains in the country bring nearly 50 of Australia’s premium brands directly to Vietnamese consumers.

Local customers can also explore sophisticated and versatile Australian products through a video series collaborating with the Melbourne-based Australian-Vietnamese chef Frank Pham on YouTube and through a podcast series with Vietecera from the comfort of home.

By Thai An

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