Australia’s trade with China over the past ten years has been dominated by the iron ore, coal and other commodities. With the exception of Australian wines, Chinese consumers have not strongly associated Australia with the production of high quality food and food beverages. This is now beginning to change. Australian food producers have a similar challenge to their American counterparts in winning the hearts and minds of the Chinese imported food consumer. Whereas the core perceptions of New Zealand are of a wet, rainy, green country with an absence of large scale industrial complexes (that pollute the environment) and a low population, all of which suggest a strong, modern agricultural base which leads to high quality produce. The perceptions of Australia are more mixed and range from sandy beaches, to wide dry, desert areas to vast mining complexes. This wide range of images of Australia means that it is not perceived as being as advanced as New Zealand and the US as a food producing nation.

1. Data Driven Marketing Asia – China Wide Market Research – www.ddm-asia.com 1
Australian Food and the Chinese
Consumer
How Chinese Consumers
compare food produce and
food brands from Australia
versus other leading food
producing countries
A DDMA China Market Research
Snapshot Report
February 2016

2. Data Driven Marketing Asia – China Wide
Market Research – www.ddm-asia.com
Data Driven Marketing Asia – China Wide Market Research – www.ddm-asia.com
Perceptions of Australian food is positive and improving in China
Australia has a weaker image than New Zealand in terms of food produce
• Chinese consumers have a relatively high familiarity with
Australia. Many consumers have visited Australia and
Australia is widely promoted as a travel or study
destination in China.
• Australia is perceived as being a wide open, vast country,
without many people living there, therefore, the
environment is unpolluted.
• Australia although considered a clean and unpolluted
country and hence a safe and attractive source for food
produce, does not have such a strong image in China as its
smaller neighbor New Zealand.
• This report will introduce how Chinese consumers perceive
Australia as food producing country.
2
About this study:
• DDMA China Market Research interviewed 1,000 wealthy Chinese
consumers across Shanghai and Beijing in January 2016.
• Wealthy means household income in top 30% range for each
market
• Shop in modern retail formats and online for household
groceries at least once a week.
• Consumers interviewed were all key grocery decision makers for their
households.
• All interviewing took place online, but all respondents were pre screened
via face to face interviewing to ensure eligibility
• Respondents were asked to evaluate a total of 20 food producing
countries as well as share their information on shopping and
consumption behavior

3. Data Driven Marketing Asia – China Wide
Market Research – www.ddm-asia.com
Data Driven Marketing Asia – China Wide Market Research – www.ddm-asia.com
Most favorable food producing countries among wealthy Chinese consumers – Jan 2016
Australia was considered to be the 3rd most favorable food producing country among wealthy Chinese consumers
3
53% 52% 52% 48%
38%
50% 49% 51% 47% 47%
32% 31% 26%
17% 16% 14% 13% 10% 5%
37% 37% 35% 39%
48%
31% 29% 26%
20% 16%
10%
7%
New
Zealand
USA Australia Germany Japan UK France Canada Norway Ireland Northern
Ireland
Argentina Brazil South
Africa
Nigeria Zambia Ethiopia Kenya Botswana
Will definitley consider buying
Will consider buying
90% 89% 87% 87% 86%
81% 78% 77%
67% 63%
42%
34% 33%
18% 17% 16% 15%
12%
7%
88%
Familiarity
Familiarity with Australia
% Familiar to Very Familiar
Rank on
Familiarity
5th
of 19 countries surveyed
Most favorable food producing countries among wealthy Chinese consumers - January 2016
Source: DDMA China Market Research – Changing Chinese Consumer Series 2016 - Imported Food Preference Study. Sample Size = 1,000 wealthy Chinese consumers in Shanghai and Beijing
• This DDMA China Market Research snapshot report was conducted among 1,000
wealthy Chinese families in Shanghai and Beijing.
• 88% of all respondents stated that they were somewhat familiar to very familiar with
Australia as a food producing country.
• 87% of respondents stated that they would consider of definitely consider buying
Australia food produce or food brands.
• How Australia is perceived as a food producing country is introduced on the following
slides.

4. Data Driven Marketing Asia – China Wide
Market Research – www.ddm-asia.com
Data Driven Marketing Asia – China Wide Market Research – www.ddm-asia.com
Country has a natural and clean environment (water, air, soil)
Rank: 2nd out of 20 countries rated in this study
Australia was ranked second in terms of having a natural and clean
environment. This was well above the average for all 19 countries
included in this study and well ahead of China.
High quality agriculture produce used in food production
Rank: 2nd out of 20 countries rated in this study
Australia was also ranked second in terms of using high quality
agricultural produce in the production of Australian food brands. In
comparison only 8% of respondents thought that this is true for
Chinese food companies.
Country has strict and well enforced food safety standards
Rank: 2nd out of 20 countries rated in this study
Australia was second again in terms of having strict and well
enforced food safety standards. This is again well above average and
shows how well Australian food produce perform in regards safety
perception.
How Chinese consumers perceive Australia as a food producing country – 1
Australia was rated number 2 on environment, quality and food safety standards
4
87%
47%
8%
Australia Average
(19 Int. Countries)
China
82%
45%
8%
Australia Average
(19 Int. Countries)
China
80%
44%
5%
Australia Average
(19 Int. Countries)
China
% strongly agree
% strongly agree
% strongly agree
Source: DDMA China Market Research – Changing Chinese Consumer Series 2016 - Imported Food Preference Study. Sample Size = 1,000 wealthy Chinese consumers in Shanghai and Beijing

5. Data Driven Marketing Asia – China Wide
Market Research – www.ddm-asia.com
Data Driven Marketing Asia – China Wide Market Research – www.ddm-asia.com
Country government strictly supervises food producers
Rank: 1st out of 20 countries rated in this study
Given the high ranking of Australia in regards to high food safety
standards it does not surprise that Australia was rated first in terms
government supervision of the food industry.
Companies use advanced technology in food production
Rank: 5th out of 20 countries rated in this study
Australian food companies were rated relatively highly on the use of
advanced technology in food production with 75% of respondents
associating the statement with Australian food production.
Food companies from this country value quality over profit
Rank: 3rd out of 20 countries rated in this study
Australian food producing companies were ranked third in terms of
valuing quality over profit. 70% of respondents thought that the
statement reflects food producing companies in Australia. The
average across all countries is only 40%.
How Chinese consumers perceive Australia as a food producing country – 2
Australia food companies were rated number 1 on strict government supervision over food producers
5
81%
44%
8%
Australia Average
(19 Int. Countries)
China
75%
43%
17%
Australia Average
(19 Int. Countries)
China
70%
40%
5%
Australia Average
(19 Int. Countries)
China
% strongly agree
% strongly agree
% strongly agree
Source: DDMA China Market Research – Changing Chinese Consumer Series 2016 - Imported Food Preference Study. Sample Size = 1,000 wealthy Chinese consumers in Shanghai and Beijing

6. Data Driven Marketing Asia – China Wide
Market Research – www.ddm-asia.com
Data Driven Marketing Asia – China Wide Market Research – www.ddm-asia.com
Food companies from this country are trustworthy
Rank: 2nd out of 20 countries rated in this study
Australian food companies were ranked second in terms of being
trustworthy and honest. This underlines the trust that Chinese
consumer have in food produce from Australia.
How Chinese consumers perceive Australia as a food producing country – 3
Australia food companies were rated number 2 on being trustworthy
81%
44%
8%
Australia Average
(19 Int. Countries)
China
% strongly agree
Founded in 2002, DDMA China Market Research is a full service market research company based in
Shanghai. DDMA provides consumer, retail and distribution research services to many leading
international and domestic companies with a strong emphasis on the food and beverage sector of
China.
The DDMA China Market Research Changing China Consumer Series 2016 is designed to introduce key
changes in the consumption and purchase of imported foods among wealthier, urban based Chinese
households.
The following slide introduces some of the companies we work with in China.
About DDMA China Market Research

7. Data Driven Marketing Asia – China Wide Market Research – www.ddm-asia.com
Consumer Products
Some DDMA Clients
DDMA works with some of the world’s leading companies
Food & Beverage
Banking & Finance
Retail & Hotel
Healthcare & Government
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