Sales of ready-to-cook food are growing in Singapore as time-strapped consumers look for easier options at the end of a busy day.
Australia has been quick to capitalise on the trend, says Ziena Jalil, NZTE’s Trade Commissioner in Singapore, and New Zealand companies can do the same.
Australian butchery and poultry chain Lenard’s, for example, has 40 items, ranging from chicken cordon bleu to Italian chicken pinwheels, available in two supermarket chains.
“There is plenty of room for New Zealand suppliers to be on the shelves as well,” says Ms Jalil. “Food from New Zealand has an excellent reputation in Singapore which gives exporters a head start in the market.”
She says leading outlets such as NTUC FairPrice, Cold Storage and Carrefour, are in the market for new pre-prepared items that meet the needs of Singaporean customers.
“Reducing cooking time is a key driver. People get home later and want to spend less time in the kitchen during a comparatively short evening,” says Ms Jalil.
However, supermarket outlets say convenience foods also cater for those who cook infrequently or don’t want to spend the money on the condiments needed to properly marinate meat.
Consumers are commonly paying around $10 a meal when using convenience foods.
Ms Jalil says prospective New Zealand suppliers should include tips on cooking and preparation as part of their offering as a growing number of supermarkets and butcheries are also advising customers on what to do with convenience foods when they get them home.
Singapore continues to be an attractive export destination, with the Ministry of Trade and Industry (MTI) expecting GDP growth to be around 5.0 percent for the year.
To find out more about selling food and beverage products in Singapore, contact ziena.jalil@nzte.govt.nz
