Caribbean Downloadable Resources

Caribbean

Market Overview

  • Market for $27 million in U.S. table egg and egg products exports during 2016, equivalent to more than 33 million dozen eggs and accounting for 13.3% of $203 million total value of U.S. exports
  • Table eggs represented almost $24 million of this total, accounting for 19% of total value of U.S. table egg exports in 2016
  • Egg product exports, valued at $3.3 million, accounted for about 4% of total value of U.S. egg product exports—both values and shares were records
  • More than 40 million people in Caribbean, excluding U.S. Territories and Belize, Guyana and Suriname
  • Record 29.3 million overnight tourist arrivals and 26.3 million cruise ship passenger arrivals reported by Caribbean Tourism Organization in 2016
  • Air traffic to Caribbean projected to grow 3.4% annually over next 20 years, reaching 76.5 million passengers annually by 2035, according to IATA forecasts
  • 2010-14, prior to AI, U.S. egg and products exports to Caribbean equivalent to 8.8 million dozen annually
  • 2016, total jumped to more than 33 million dozen, 1.1 million case-equivalents, more than 90% as table eggs
  • January – April 2017, table egg exports dropped sharply, while egg products grew
  • Caribbean egg production varies substantially year-to-year, limiting availability to consumers and others without imports
  • Caribbean Economic Community (CARICOM) countries reliant on imports for 1/3-1/2 of egg consumption. Top markets in dependence on egg imports:
    • Haiti, Guyana, Bahamas and Trinidad & Tobago, importing half or more of supply, at least in some years
    • Bermuda, Jamaica, Dominican Republic, Suriname and St. Kitts imported 10-49%

Market Opportunity

  • Egg consumption generally underdeveloped in much of region
  • Combination of potential demand growth from local populations and tourists
  • Use of egg products especially low
  • Health and nutrition challenges, especially among mothers and young children and elderly and school children
  • High levels of obesity, 53-69%, except in Haiti, with significant levels of hypertension, diabetes and cardiovascular disease
    • Increasing egg consumption can potentially be part of strategy to improve nutrition and health
  • Tripling export value from 2016 level, going forward, with medium-term goal of 150 eggs per capita average consumption, likely attainable and allows for stronger local production
    • Will require major market development effort and substantial commitment of resources
    • Represents medium-term goal of 100 million dozen equivalent eggs and products

Target Segments

  • Foodservice/HRI, including QSRs and casual dining, airline and other catering
  • Food manufacturing with focus on baking, frozen foods and baking mixes
  • Grocery/Modern super and hypermarkets.
  • Importers/Distributors
Mexico

Mexico

Market Overview

  • Mexico – highest per capita egg consumption in world, reaching 375
  • Mexican egg sales done through traditional and wholesale markets:
    • Bulk (80%)
    • Closed packages under local brands (14%), mainly in supermarket chains and convenience stores
    • Breaking eggs represent only 6% of total production

Table Eggs

  • Extremely sensitive to pricing and HPAI outbreaks affecting Mexican egg production
  • Less than 5% of total U.S. table egg imports sold as U.S. product (prepacked with country of origin identification)
  • Most U.S. imported table eggs sold in bulk or under domestic labels
  • Mexican eggs not washed, refrigerated, nor graded
  • Less stringent domestic environmental and animal rights regulations, as well as public health concerns compared to U.S. and developed countries
  • Influence of domestic consumer groups still very limited

Egg Products

  • Leading egg products users include bakery and mayonnaise producers (yolks)
  • Local table egg producers vertically integrated, owning egg processing facilities
  • Mexican producers not importing table eggs for processing, mainly to avoid problems due to lack of refrigeration facilities

Market Opportunity

  • Opportunities exist with leading bakeries, mayonnaise producers and multinational restaurant chains: McDonald’s, KFC and others
  • Work jointly with Mexican egg industry to build egg consumption:
    • U.S. and Mexican table egg and egg products industries should take advantage of rising demand for more convenient, affordable and healthy food products aimed at preventing overweight and obesity problems, largely affecting infant population
    • Once demand is larger than supply from local producers, gap will be filled, especially with egg products from U.S.
  • With not more than 5% of total Mexican egg production used for breaking, potential to expand market for egg products is huge–quite different than table eggs, due to price sensitivity
  • Medium-sized food processing companies/foodservice establishments are unaware of U.S. egg products
Korea

South Korea

Market Place

  • Korea-U.S. Free Trade Agreement (KORUS FTA) effective March 15, 2012, giving U.S. egg products price competitiveness through tariff reductions, eventually going to zero in 5-12 years, depending on type of egg products
  • Korea imports three types of egg products – liquid egg yolk, egg yolk powder and egg white powder
  • Resulting from U.S. HPAI outbreak, until now, import volume of U.S. egg products has not recovered since other countries such as Italy, China, France and Demark took market share
  • U.S. egg products face strong competition from local eggs and egg products
  • Self-sufficiency ratio of fresh eggs is over 90 percent and local fresh eggs have reasonably affordable price range
  • Comparing to local fresh egg market, egg processing capability and capacity relatively weak, with some food manufacturing companies building facilities to make processed egg products, including specialty egg products in ready-to-cook form qualifying for standards of international QSR franchises in Korea
  • U.S. egg products need to attain competitiveness against low-cost domestic eggs and egg products
  • Essential to develop new usages and channels for U.S. egg products and deliver a positive message about U.S. egg products with emphasis on their superior quality, diversity, convenience, stability, cost-effectiveness and safeness

Market Opportunity

Bakery

  • Mass Production
  • Franchise Bakery
  • In-store Bakery
  • Window Bakery

Confectionary

Manufacturer

  • Mayonnaise
  • Dressing
  • Ice Cream
  • Noodles

Foodservice

  • Hotel & Restaurant
  • QSR (Quick Serve Restaurant)
  • Mass Catering

Objective: To educate target groups to make use of U.S. egg products, by organizing educational events

Strategy: Concentrate on educating importers and end-users about U.S. egg products’ quality, diversity, convenience, stability and safeness by providing necessary technical information and proper usage instructions due to limited technical knowledge of how to utilize U.S. egg products.

Hong Kong

Hong Kong

Market Overview

  • Largest market for U.S. table eggs in 2016, taking 27% of total exports
  • A key market for U.S. egg products
  • 2016 U.S. eggs & egg products export value exceeded U.S. $38 million
  • Annual per capita egg consumption high at 230

Table Eggs

  • 99.9% of demand met by imports
  • Annual imports exceed 2 billion pieces
  • China – largest supplier with 50+% share
  • U.S. – second largest, around 25% and returning to pre-AI share
  • Other suppliers include Spain and Japan

Egg Products

  • Annual Consumption – around 3,000 tons
  • Fourth largest export market for egg products
  • Overall demand for egg products has grown
  • Liquid Eggs – over 95%; growing in popularity with HRI sector for safety and convenience benefits
  • Dried Egg Powder – limited usage; mostly by pasta manufacturers, yet prefer shell eggs for better flavor
  • More interest in Dried Egg Whites, but too expensive
  • Bulk pack is another constraint
  • U.S. – largest supplier; used to take 40-50% share (pre-AI), but dropped to 15% in 2015; taking time for U.S. egg products to regain lost market share after AI in 2015
  • Major Competitors – Canada, Belgium, Japan, Australia
  • 2015 AI crisis paved way for European egg products
  • Europe supplies 15-20% lower priced vs. U.S.
  • Longer shelf life for U.S. chilled liquid egg vs. European products

Market Opportunity

  • While bakery sector takes about 25% of egg consumption, U.S. eggs and egg products usage is relatively low
  • Lack of knowledge among bakery chefs on advantages of using U.S. eggs and egg products, especially dried egg products, in various baking applications
  • U.S. egg products usage also low across Hotel, Restaurant and Institutional (HRI) and bakery sectors due to inadequate product knowledge as to their economic value
  • Hong Kong presents tremendous opportunities to rebuild market share to pre-AI levels and expand sales, especially to those who can capture the benefit of premium quality, safety and functionality of U.S. egg products
  • Also, change consumer perception that eggs are high in cholesterol by increasing consumer awareness of the nutritional and quality attributes of U.S. eggs
Middle East

Middle East

Market Overview

  • The Middle East is rich in natural resources, including oil and gas, promising on-going economic expansion and maintaining region as strong economic block
  • Majority of population is young, more modern in its approach to life than previous generations, shows interest in westernization, welcoming of international food products and health-conscious
  • Imports of different food products on the rise. According to World Bank, market will exceed U.S. $1 trillion by 2030
  • Egypt, Kuwait, Saudi Arabia and Lebanon are also important markets in the region. Currently, 35 importers in the region (31 for egg products and four for table eggs)

Table Eggs

  • UAE most important destination in region and eighth largest U.S. table egg export market in 2014
  • Table eggs sourced from Oman, Poland, Ukraine, Turkey, Saudi Arabia, Spain and Germany
  • Many countries in region, including Jordan, Qatar, Oman, Egypt and Saudi Arabia produce and distribute eggs to wholesalers and HRI

Egg Products

  • Majority (75%) of U.S. eggs and products go to foodservice
  • Significant competition for all types of eggs and products from Brazil, EU, Ukraine, Australia, and the local market (mainly Lebanon, Egypt, and Saudi Arabia), among others, including Argentina and India
  • Middle East also an important route to exports beyond the region, such as Iraq and eventually Iran, as well as former Soviet Republics, such as Georgia, Armenia, Azerbaijan and the Turkic Republics
  • Frozen whole eggs largest U.S. egg product export to Middle East
  • Frozen egg yolks second most important export
  • Sales of frozen egg whites have seen largest percentage growth
  • India one of largest suppliers of egg products to Middle East
  • UAE and Egypt working on local egg product production. While of mediocre quality and currently limited to only chilled, liquid egg products, products are being purchased by growing foodservice sector and confectionery products and snacks
  • U.S. egg products used in food processing, such as confectioneries/bakeries, mayonnaise and noodle production factories
  • UAE and Egypt use egg products in pre-made meals and vanilla filling
  • Middle East retail outlets carry U.S. eggs and egg products; however, U.S. eggs are inconsistent

Market Opportunity

  • Limited trade loyalty to U.S. eggs and egg products
  • Consumers unaware of availability of U.S. egg products, as well as lack of understanding on ease of use in different applications
  • Maintain, enhance and initiate trade relationships between U.S. egg industry and local importers, distributors, wholesalers, and retailers
  • Introduce and expand imports and use of U.S. processed eggs to all six Gulf Council Cooperation (GCC) markets
  • Target food industries such as bakery, confectionery, ice cream, mayonnaise, soup mix, etc. to incorporate U.S. egg products in their applications

Priority Target Market Evaluation/Selection Criteria

The priority target countries of Hong Kong, Mexico, Japan, Middle East, South Korea and the Caribbean were identified as the result of 2016 research, “Market Priorities and Strategies to Rebuild and Expand U.S. Egg and Product Exports.” Funded by the Indiana Soybean Alliance and Ohio Corn Marketing Program, evaluation criteria were:

  • Markets that are already the egg industry’s top customers with the potential to increase volume, and
  • New markets with the characteristics to become significant egg and egg products purchasers.

The AEB & USAPEEC will strengthen export demand for U.S. eggs and egg products through a myriad of programs, such as:

  • Trade Missions & Reverse Trade Missions (RTMs)
  • One-on-One Producer/Buyer Meetings
  • International Trade Shows & Culinary Demonstrations
  • Training Seminars
  • Menu Development
  • New Product Research & Development
  • Trend Tours
  • Trade Policy Monitoring

Hong Kong

Mexico

Japan

Middle East

South Korea

Caribbean

Japan

Japan

Market Overview

  • Japanese consume about 330 eggs annually
  • #3 in world, behind Mexico and Malaysia

Egg Products

  • Japan remains largest market for U.S. egg products
  • U.S. continues to dominate market for frozen egg yolk products
  • U.S. also holds largest market share for dried egg yolks, just above India
  • Due to 2015 U.S. HPAI outbreaks, France and Brazil stepped in and took much of the U.S. market share for frozen eggs, while Germany, Argentina and France took market share for dried egg yolk
  • Imported eggs used as ingredients for bread, mayonnaise, instant noodles, breading/batters and frozen foods

Market Opportunity

  • Awareness of U.S. processed eggs and attributes among targeted food processors is limited, but continues to grow
  • Regain U.S. processed egg product imports
  • Educate Japanese food industry about U.S. processed egg products