SINGAPORE: A growing number of Singaporean consumers are choosing frozen meat cuts over fresh, opening up opportunities for New Zealand meat exporters.
Singapore Agri-Food and Veterinary Authority (AVA) figures show imports of frozen beef increased by almost 70 percent last year, to 27,600 tonnes, while volumes of frozen pork rose 59 percent, and sheep and chicken about 15 percent.
Supermarket statistics also reflect the trend. For example, FairPrice, Singapore’s largest supermarket chain, has seen a 10 percent rise in sales of frozen meats in the last two years.
Rising demand is partly the result of a drive to reduce grocery bills. Lower packaging costs and being able to ship rather than air freight frozen cuts means they sell for around 20 percent less than their fresh counterparts. But the convenience of frozen food, and greater confidence in freezing technology, are also pushing up sales.
The quality of frozen meat available in Singapore has risen significantly as a result of new techniques like flash freezing straight after slaughter.
Additionally, Singaporeans are better educated about how to buy, handle, store and cook frozen cuts following a public education campaign run by AVA to encourage consumers to buy frozen as a way of lessening the impact of rising food prices.
Ziena Jalil, NZTE’s Trade Commissioner in Singapore, says Singaporean frozen meat importers are seeking new suppliers to meet growing demand.
“New Zealand has a positive image in Singapore and a reputation for providing reliable supplies of safe, high quality meat. There are excellent opportunities to capitalise on the spiralling popularity of frozen cuts.”
The most popular meats in Singapore are beef, pork and chicken.
Sources: The Strait Times, Agri-Food and Veterinary Authority of Singapore
