Table of Contents
Introduction
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- Research methodology
- Abbreviations
- Cleaning up China’s national food supply chain from farm to fork
- Market background – the root of the problem
- Exports still on the rise
Executive Summary
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- A brief history of food poisoning
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- Figure 1: China’s Food Expenditure, 2005-10
- Plotting China’s broken food chain – from farm to fork
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- Figure 2: China’s Shrinking Farm Land – arable land capita, 1960-2030
- Figure 3: The rising power of the supermarket in China, 2007-11
- Major recent food scare issues
- It is up to brands, manufacturers and retailrs to secure trust
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- Figure 4: How likely are you to pay a premium price for fair trade, March 2012
- Consumers look to protect themselves
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- Figure 5: Categories of “organic” food ever bought in the last 12 months, March 2012
- Figure 6: Preference for local or international brands, March 2012
- The future
A Brief History of Food Poisoning in China
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- Key points
- China’s consumers wake up to the danger on their plates
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- Figure 7: China’s Food Expenditure, 2005-10
- SFDA set up to supervise the food industry
- Food scares go global – US pet food contamination
- Sanlu milk scandal
- Other scandals
- What it means
Plotting China’s Broken Food Chain – From Farm to Fork
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- Key points
- Introduction
- Stage 1 – the farm
- The case of pork – the “people’s meat”
- Pork consumption in China
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- Figure 8: Pork – The “People’s Meat”, at current prices, sales 2005-10
- How epidemic can lead to contamination
- Structure of the Chinese farming sector
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- Figure 9: Arable land per capita, in comparative countries, 2010
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- Figure 10: Breakdown of costs associated with running a Chinese farm, 2011
- Figure 11: China’s Shrinking Farm Land – arable land capita, 1960-2030
- Stage 2 – the logistics process
- Getting end-to-end
- Supply chain development key to reduction in food scares
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- Figure 12: China’s growing milk production, 2005-10
- Melamine scandals
- Modernisation of the dairy sector
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- Figure 13: Comparison in spending on fresh milk this year vs last year, March 2012
- Stage 3 – production
- Too many companies, too thin margins
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- Figure 14: China’s food manufacturing economy, 2006-10
- Stage 4 – retail
- Chain retailing now dominates but can you trust what’s on the label?
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- Figure 16: The rising power of the supermarket in China, 2007-11
- What it means
Major Recent Food Scares
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- Key points
- Toxic Plasticiser
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- Figure 17: China’s total carbonated soft drinks sales (on-trade and off-trade), by volume, 2006-10
- Steroids
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- Figure 18: Meat Output in China, 2005-10
- “Gutter Oil”
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- Figure 19: A most essential ingredient: China’s cooking oil market, 2005-15
- Figure 20: China: Volume year-on-year growth, 2005-15
- Dyed Steamed Buns
- China’s exploding watermelons
- Bottled foreign nitrate
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- Figure 21: China’s growing taste for bottled water, 2004-15
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- Figure 22: China bottled water market share, 2009-11
- Frozen dirty dumplings
- What it means
Consumers Look to Protect Themselves
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- Key points
- Self-protection strategy 1 – opt for the supermarket: adopting chain retailing
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- Figure 23: Where to buy? Main weekly shopping and top-up shopping destination, March 2012
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- Figure 24: Main weekly grocery shop by age and gender, March 2012
- Self protection strategy 2 – study the label: consumer use of packaging information
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- Figure 25: Consumer likelihood of checking packaging information and labelling, March 2012
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- Figure 26: Label checking: the case of infant formula, March 2012
- Self protection strategy 3 – living the green life: go organic
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- Figure 27: Categories of “organic” food ever bought in the last 12 months, March 2012
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- Figure 28: Where to buy “organic”?, March 2012
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- Figure 29: Is “organic” and “green” worth paying more for?, March 2012
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- Figure 30: The non-specific vs. the scientific - claims worth paying more for, March 2012
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- Figure 31: The non-specific vs. the scientific - claims worth paying more for, March 2012
- Self protection strategy 4 – buying international: rejecting domestic brands for foreign ones
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- Figure 32: Preference for local or international brands, March 2012
- Self protection strategy 5 – cutting out the bad stuff: opting out of food and beverage categories
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- Figure 33: Reasons for buying less than last year, March 2012
- What it means
The Future
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- Key points
- Problems remaining local but Chinese food is going global
- Changing the way China farms
- Signs of progress? China is now a low trust society, not a no trust society
Appendix – Places to Buy
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- Figure 34: Shopping destination, March 2012
- Figure 35: Most popular main weekly grocery shopping destination, by demographics, March 2012
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- Figure 36: Most popular top-up shopping destination, by demographics, March 2012
- Figure 37: Next most popular top-up shopping destination, by demographics, March 2012
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- Figure 38: Other top-up shopping destination, by demographics, March 2012
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Appendix – Food Purchase this Year Compared to Last Year
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- Figure 39: Comparison in spending on food this year vs last year, March 2012
- Figure 40: Comparison in spending on frozen food this year vs last year, by demographics, March 2012
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- Figure 41: Comparison in spending on fresh food this year vs last year, by demographics, March 2012
- Figure 42: Comparison in spending on cooking oil this year vs last year, by demographics, March 2012
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- Figure 43: Comparison in spending on pork this year vs last year, by demographics, March 2012
- Figure 44: Comparison in spending on beef this year vs last year, by demographics, March 2012
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- Figure 45: Comparison in spending on chicken this year vs last year, by demographics, March 2012
- Figure 46: Comparison in spending on fish/seafood this year vs last year, by demographics, March 2012
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- Figure 47: Comparison in spending on infant formula this year vs last year, by demographics, March 2012
- Figure 48: Comparison in spending on fresh milk this year vs last year, by demographics, March 2012
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- Figure 49: Comparison in spending on milk powder this year vs last year, by demographics, March 2012
- Figure 50: Comparison in spending on bottled water this year vs last year, by demographics, March 2012
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- Figure 51: Comparison in spending on chocolate confectionary this year vs last year, by demographics, March 2012
- Figure 52: Comparison in spending on savoury snacks this year vs last year, by demographics, March 2012
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Appendix – Reason for Buying Less this Year Compared to Last Year
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- Figure 53: Reasons for buying less, March 2012
- Figure 54: Reasons for buying less frozen foods, by demographics, March 2012
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- Figure 55: Reasons for buying less fresh foods, by demographics, March 2012
- Figure 56: Reasons for buying less cooking oil, by demographics, March 2012
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- Figure 57: Reasons for buying less pork, by demographics, March 2012
- Figure 58: Reasons for buying less beef, by demographics, March 2012
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- Figure 59: Reasons for buying less chicken, by demographics, March 2012
- Figure 60: Reasons for buying less fish/seafood, by demographics, March 2012
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- Figure 61: Reasons for buying less infant formula, by demographics, March 2012
- Figure 62: Reasons for buying less fresh milk, by demographics, March 2012
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- Figure 63: Reasons for buying less milk powder, by demographics, March 2012
- Figure 64: Reasons for buying less bottled water, by demographics, March 2012
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- Figure 65: Reasons for buying less chocolate confectionary, by demographics, March 2012
- Figure 66: Reasons for buying less savoury snacks, by demographics, March 2012
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Appendix – Likelihood of Using Packaging Information
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- Figure 67: Likelihood of using packaging information, March 2012
- Figure 68: Likelihood of using most popular packaging information (any likely), by demographics, March 2012
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- Figure 69: Likelihood of using popular packaging information (any likely), by demographics, March 2012
- Figure 70: Likelihood of using packaging information (any likely), by demographics, March 2012
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- Figure 71: Likelihood of using other packaging information (any likely), by demographics, March 2012
- Figure 72: Likelihood of using packaging information like sell by date stamp, by demographics, March 2012
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- Figure 73: Likelihood of using packaging information like net content, by demographics, March 2012
- Figure 74: Likelihood of using packaging information like country of origin, by demographics, March 2012
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- Figure 75: Likelihood of using packaging information like name and address of manufacturer and distributor, by demographics, March 2012
- Figure 76: Likelihood of using packaging information like industry certification label, by demographics, March 2012
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- Figure 77: Likelihood of using packaging information like storage instructions, by demographics, March 2012
- Figure 78: Likelihood to of using packaging information like consumption instructions, by demographics, March 2012
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- Figure 79: Likelihood of using packaging information like cooking/heating instructions, by demographics, March 2012
- Figure 80: Likelihood of using packaging information like list of ingredients, by demographics, March 2012
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- Figure 81: Likelihood of using packaging information like ingredient claims, by demographics, March 2012
- Figure 82: Likelihood of using packaging information like allergy information, by demographics, March 2012
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- Figure 83: Likelihood to use packaging information like food sensitivity advice, by demographics, March 2012
- Figure 84: Likelihood of using packaging information like nutritional information, by demographics, March 2012
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- Figure 85: Likelihood of using packaging information like nutrition claims, by demographics, March 2012
- Figure 86: Likelihood of using packaging information like dietary information, by demographics, March 2012
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- Figure 87: Likelihood of using packaging information like brand name, by demographics, March 2012
- Figure 88: Likelihood of using packaging information like product claims, by demographics, March 2012
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Appendix – Types of Food or Drink that Consumers Check Packaging Information For
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- Figure 89: Types of food or drink that consumers check packaging information for, March 2012
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- Figure 90: Most popular types of food or drink that consumers check information for, by demographics, March 2012
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- Figure 91: Next most important type of food or drink that consumers check information for, by demographics, March 2012
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- Figure 92: Other types of food or drink that consumers check information for, by demographics, March 2012
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Appendix – Stores Where Organic Food is Bought
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- Figure 93: Stores where organic food and drink is bought, March 2012
- Figure 94: Most popular stores where organic food and drink is bought, by demographics, March 2012
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- Figure 95: Next most popular stores where organic food and drink is bought, by demographics, March 2012
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Appendix – Types of Organic Food and Drink Bought
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- Figure 96: Types of organic food and drink bought in the last 12 months, March 2012
- Figure 97: Most popular types of organic food and drink bought in the last 12 months, March 2012
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- Figure 98: Next most popular types of organic food and drink bought in the last 12 months, March 2012
- Figure 99: Other types of organic food and drink bought in the last 12 months, March 2012
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Appendix – Organic or Product Process Based Claims Worth Paying Extra For
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- Figure 100: Claims worth paying extra for, March 2012
- Figure 101: Most popular claims worth paying more for (any likely), by demographics, March 2012
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- Figure 102: Other claims worth paying more for (any likely), by demographics, March 2012
- Figure 103: Organic claims worth paying more for, by demographics, March 2012
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- Figure 104: Green claims worth paying more for, by demographics, March 2012
- Figure 105: Fair trade claims worth paying more for, by demographics, March 2012
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- Figure 106: All natural claims worth paying more for, by demographics, March 2012
- Figure 107: Light claims worth paying more for, by demographics, March 2012
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- Figure 108: Premium/gourmet claims worth paying more for, by demographics, March 2012
- Figure 109: Healthy claims worth paying more for, by demographics, March 2012
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- Figure 110: Quality-approved claims worth paying more for, by demographics, March 2012
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Appendix – Preference for Local or International Brands
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- Figure 111: Preference for local or international brands, March 2012
- Figure 112: Most popular preference for international brands, by demographics, March 2012
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- Figure 113: Next most popular preference for international brands, by demographics, March 2012
- Figure 114: Most popular preference for local brands, by demographics, March 2012
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- Figure 115: Next most popular preference for local brands, by demographics, March 2012
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Appendix – Food Allergies, Sensitivities and Special Diets
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- Figure 116: Food allergies, sensitivities and special diets, March 2012
- Figure 117: Food allergies, sensitivities and special diets (myself), by demographics, March 2012
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- Figure 118: Food allergies, sensitivities and special diets (someone else in my household), by demographics, March 2012
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