Date: To be confirmed

ASEAN Food Focus Group Program

Location: To be confirmed

Event Information

Date: To be confirmed

Location: To be confirmed

The demand for premium food and beverages in ASEAN markets including Indonesia, Malaysia, Singapore and Vietnam. Key market selection indicators demonstrate; strong and growing GDP, rising affluence within the middle-class consumer base, globally connected economies, free trade agreements with Australia; consumers who are willing to try better-for-you, all-natural, and premium foods and beverages – all the qualities that Australian products are famous for!

Population growth is set to be the fastest in the world while the region’s GDP is set to double over the next 10 years–making ASEAN the world’s fourth-largest economy by 2030. The food and beverage sector in the region is also growing rapidly, with growth set to surpass 6.90% annually between 2023 and 2027. ASEAN’s premium food and beverage trade show, Food & Hotel Asia, will be held in late April ’23, and is set to spark more interest in Australian products.

So what is included?

We understand that while ASEAN market opportunities may be known to many food producers, it’s the lack of tailored market intelligence and ASEAN consumer feedback that inhibits businesses from pursuing these opportunities. In collaboration with Investment NSW, UNSW, and Macquarie University, Export Connect will deliver a free ASEAN Food Focus Group Program for 10 selected companies per university.

Programme Agenda

Export Connect and Investment NSW will:

  • Provide participants with free category and market-specific fact sheets, including consumer trends, channel trends, competitor data and more.
  • Offer free focus group sessions with university students of ASEAN heritage to trial your samples and provide valuable feedback on product suitability for their home markets.

Pending positive results from the market intelligence provided and feedback from the focus group sessions, Investment NSW may provide further support through its export programs to enter the ASEAN markets identified.

What is required?

If selected through the EOI process, you will be allocated a position in one focus group event, either at UNSW Kensington or Macquarie University at Macquarie Park. 
  • You will need to bring your own products/samples, and equipment at your own expense, e.g. esky with ice/dry ice, cooking utensils, grill, steamer, finished product, ingredients for cooking, etc.
  • The food focus event is a 90-minute session, and you will be required to arrive at the venue at least 60 minutes beforehand to set up. Including bump-in and bump-out, the event should take no more than 3-hours. 
  • We will provide one fold-out table for you to set up, although we can arrange an additional table if required. Electricity and water facilities will be provided.
  • Feel free to bring any pull-up banners or other marketing collateral you may wish to use to promote your products. 
  • The focus group attendees will provide their feedback via a survey that we will create in consultation with the participating companies, and the results will be shared within one week following the event. 
  • Any special requests for equipment set up will be considered on a case-by-case basis.
  • More details to follow once EOI’s have closed, and successful applicants are notified.