For fresh produce marketing in Australia and New Zealand
Gabrielle Easter



Technology driving APAC fresh food consumption

New technology, health awareness and increasing demand for organic produce are all factors that will increase Asia Pacificís fresh food consumption

Technology driving APAC fresh food consumption

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E-commerce and food delivery services are expected to be one of the key factors in driving fresh food consumption in Asia Pacific (APAC), which is tipped to hit 1.43bn tonnes in 2019, according to technology research company Technavio.

The report ‘Fresh Food Market in APAC 2015-2019’ analysed emerging trends and found fresh fruit and vegetables to be the largest contributor to the fresh food market in APAC.

“Online grocery shopping is expected to emerge as the key distribution channel of fresh food products in the APAC region until 2019,” Arushi Thakur, a Technavio analyst said. “Speedy delivery and economical selling price are major growth drivers of online grocery shopping. Initially, online vendors focused only on consumer goods in APAC. However, as technology developed and made the delivery process easier, various food and beverage products transitioned to the online delivery module in the region.

“The popularity of online deliveries has prompted food and beverage manufacturers to sell their products on a national and international scale. To aid fresh food manufacturers, online grocers like Grofers and BigBasket in India offer a virtual marketplace to consumers, where they access their orders online and avail timely doorstep delivery.”

The Technavio report found that vegetarianism was on the rise in APAC, with health awareness also driving the demand for fresh fruit and vegetables.

Demand for organic food increased 20 per cent in 2014, with Japan, New Zealand, Australia, Singapore and South Korea leading the production of organic food in APAC.

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