1) The document discusses trends and opportunities for rice bran oil (RBO) consumption in China and globally. It notes that while RBO is a premium healthy oil, its consumption remains low due to historical, technological, and perception barriers. 2) To increase RBO consumption, Wilmar has demonstrated a case study of its efforts in China since 2010 to promote RBO through various marketing channels and over 200 million consumer outreach activities. 3) The document concludes by discussing ongoing opportunities to increase RBO consumption through electronic commerce/e-commerce and expanding world trade of RBO.

1. Wilmar Global R&D Center
Yuanrong Jiang
May 24, 2018, Hanoi, Vietnam
Trends and Opportunities of Rice Bran Oil in the
Comprehensive Upgraded Healthy Consumption

2. Contents
• Unexpected status of RBO consumption
• Phenomena analysis
• Case demonstration

3. Unexpected status of RBO consumption
Successful
product
Good
Affordable Demand
 If RBO meet these terms?

4. 1) Rice bran oil is a premium healthy oil
The World's Premium Healthy Oil
Rice bran oil

5. In Japan, about 40% kindergartens,
nurseries, elementary and middle
schools use RBO for cooking
during lunch and dinner meals.
ふるさと文庫--井上 正子--ISBN: 9784892956003
1) Rice bran oil is a premium healthy oil

6. Healthy
Oil
World Health
Organization
(WHO)
American Heart
Association
(AHA)
National
Institute of
Nutrition
(NIN, India)
Indian Council
of Medical
Research
(ICMR, India)
The Japan Oil
Chemists'
Society
(JOCS, Japan)
Chinese Cereals
and Oils
Association
(CCOA)
Nayik et al., J Rice Res 2015, 3:4/CCOA
1) Rice bran oil is a premium healthy oil

7. 2) Economy grows rapidly
10.6
9.5
7.9 7.8 7.3 6.9 6.7 6.9
5.4
2.6 2.6 2 1.4 1.3
2.1 1.5
2010 2011 2012 2013 2014 2015 2016 2017
Macroeconomic Index in China
GDP/% CPI/%
*China National Bureau of Statistics
Technological innovation
leads development in
global environment
Consumption promotes
economic restructuring
Investment drives GDP to
reach double digit growth
High Quality Development
2017
Economic Restructuring
2011-2016
High Speed Growth
Before 2010
2017 Disposable
Income Growth Rate
7.3%

8. 7
8 8
10
9
11 11
15
*Nielsen RMS Database, China Consumers Confidence Survey
Putting Into Savings
New Clothes
Dine Out
Education Of Child
Tour/Holidays/Vacations
Out Of Home Entertainment
Skin care/Make up/Cosmetic
New Technology Products
Fast Moving Consumer Goods
(FMCG) Growth Rate / % Ranking
2017 VS 2015
+1
+1
2) Economy grows rapidly

9. 11.9
9.7
40.4
25.2
25.2%
Hypertension
11.9%
Obesity
40.4%
Dyslipidemia
9.7%
Diabetes
*National Health and Family Planning Commission of the PRC
Chronic disease in China
3) Health upgrade

10. Health is the top focus in China for
successive 8 years next to income
3) Health upgrade
RBO could also help alleviate
Hypertension
Hyperglycemia
Insomnia
Journal of Clinical Lipidology, 2015, 10: 339-349.
American Journal of Medicine, 2016, 129: 731-739.
Acta Nutrimenta Sinica, 2014, 36: 577-583.
Edible oil could offer
Essential fatty acid
Energy
Trace element

11. 4~6 L (60%)
More varieties (41.6%)
*From China Association for Quality
SBO RSO Blended oil
GNO MZO
Olive oil RBO Others
SFO
3) Health upgrade

12. 2017 Domestic oil consumption in China / KMT
*from USDA April, 2018
RBO is still not in the mainstream
(440 KMT, 1.18%)
Oil consumption in China
India: 950 KMT
Japan: 97 KMT
KMT: kilo metric ton
Soybean oil,
17,250, 46%
Rapeseed oil,
8,500, 23%
Palm oil,
4,800, 13%
Peanut oil,
3,130, 8%
Other,
2,138, 6%
Sunflower oil,
1,481, 4%

13.  Premium oil
 Economy grows fast
 Health upgrade
Small
market
Why RBO is still not popular?

14. Historical reasons
 Technology
• High acid value
• Refining difficulties
• Low yield
• Low profit
 Policy
• Not fully supported
Reasons
Perception
 Don’t know RBO
 Don’t know the
benefits of RBO
 Lack scientific
advocacy
Why RBO is still not popular?

15. RBO lack world attention
No RBO in the Databases!

16. One of the mission
Raise the recognition of the public and increase the market share worldwide
The mission of the IARBO

17. “Double 10,000” RBO:
Oryzanol > 10,000 mg/kg
Phytosterol > 10,000 mg/kg
Case demonstration—Wilmar in China
Fewer RBO products
in China before 2010
Oryzanol
3,000 mg/kg
Oryzanol
7,000 mg/kg

18. Promoters
Supermarkets
Activities
• 700+ promoters
• 40,000+ retail stores
• 50,000+ promotion activities in total
Traditional marketing channel

19. Big promotion events
Chang’e lunar probeLondon Olympics
Chinese Dream ShowConferences

20. New channel--pharmacies
 Recommended as diet therapy by pharmacists.
 2,000+ pharmacies by now; 40,000+ pharmacies in the future.

21. Communications
 TVs
 Papers
 Web news
 Blogs
 SNS APPs
Total influence:
200 million person-time

22. Promotion results
RBO
2016.10
ICRBO 2016
2018.1
Exported to Japan
Two national propagations
*from Baidu Index
Baidu search index on RBO

23. 1. Shanghai
2. Jiangsu
3. Zhejiang
4. Guangdong
5. Shandong
6. Henan
7. Beijing
8. Hebei
9. Sichuan
10. Liaoning
Search Index: High Low
Baidu search index on RBO
Region
*from Baidu Index

24. <19 20-29 30-39 40-49 >50
Gender
Baidu search index on RBO
Age
*from Baidu Index

25. Baidu search index on RBO
Focus on:
■ Benefits ■ Nutrition
*from Baidu Index
Demand spectra
RBO
Nutrition
Rice bran
Advantages and
disadvantages of RBO
Nutrition
value of RBO Advantages
ValueIs RBO
good?
RBO
Olive oil
GNO

26. Opportunities—electronic commerce
0.00
5.00
10.00
15.00
20.00
25.00
30.00
2009 2010 2011 2012 2013 2014 2015 2016 2017
0.01 0.15 0.85
3.05
5.77
9.10
14.54
19.25
26.82
Tmall sales in “11.11” (Billion USD)
JD
20.27
JD 2017 “Double 11”
Edible oil: 35,000,000 L
*take 1 USD=6.2806 CNY
Fantastic logistics:
Order in the morning, receive before nightfall

27. World trade opportunities

28. Thank You for Your Attention!