Asia’s growing penchant for Italian food and beverages

With flavours as varied as its regions, Asia is bursting with its own delicacies and cooking techniques. Still, the Asian palate also craves the flavours of the Western world. There’s always room for international cuisine, and a curiosity for how the other half eats.

 

As the largest market for food and beverage, Asia is a destination for Europe’s winemakers and food manufacturers. This is no surprise given the high numbers of European food products showcased at FHA-Food & Beverage 2024 held from 23-26 April in Singapore.  

 

At the Pavilion ITALIA organised by the Italian Trade Agency, 58 exhibitors came to share authentic specialities: different kinds of pasta, cold cuts, cheese, olive oil, truffles, and their wines. In a number of live cooking demonstrations, chefs including MasterChef winner Tiziana Stefanelli, shared the many ways to cook authentic Italian cuisine.

 

What’s even more special is that in March 2023, the Italian government nominated Italian cuisine for the UNESCO Intangible Cultural Heritage of Humanity List, as to demonstrate the strong relationship between culture and food. Will Italian cuisine make it?  The results will be out by 2025.

 

 

Mr Giorgio Calveri, Italian Trade Commissioner for Singapore and the Philippines

 

 

To know more about Italy’s participation at FHA, and to understand how much Asians like to have Italian foods on their tables, FoodPacific Manufacturing Journal (FPMJ) talked Mr Giorgio Calveri, Italian Trade Commissioner for Singapore and the Philippines.

 

FPMJ: With 58 exhibitors, what is the Italian delegation bringing to FHA this year?

The Italian delegation at FHA was a vibrant showcase of Italian food excellence. In total, the 58 exhibitors represented a diverse range of high-quality products, including:

 

- Classic food items: From cheeses and prosciutto to an array of pastas, pastries, and the finest olive oils.

- Ingredients and condiments: Speciality ingredients that elevate any dish, such as balsamic vinegar, aromatic truffles, and high-quality tomato concentrates.

- Niche products: Catering to sophisticated markets like Singapore who appreciate high quality and unique flavours such as shrimp sauce.

 

The focus of the Italian delegation is to highlight the tradition and unwavering commitment to quality that define Italian food and beverage production.

 

FPMJ: What is the current export volume of Italy’s F&B exports to the region? What are the projections for the coming years?

The popularity of Italian food and beverages in Southeast Asia is translating into strong export growth. Italy's F&B exports to the region reached nearly €497 million in 2023, a remarkable 34% increase compared to pre-pandemic levels in 2019 at €371 million.

 

COUNTRY	2019	2020	2021	2022	2023
Southeast Asia	€371,012,428	€318,156,436	€360,046,020	€497,566,456	€497,154,305
Singapore	€109,546,424	€95,623,277	€110,630,381	€139,939,637	€137,161,336
Thailand	€67,207,332	€62,582,139	€67,278,624	€101,849,960	€100,743,909
Vietnam	€54,668,909	€49,487,664	€53,203,935	€69,735,120	€72,875,557
Philippines	€38,580,760	€32,151,013	€36,008,271	€64,514,525	€64,382,491

 

This surge highlights the increasing demand for better quality food and beverages in Southeast Asia. A growing middle class with a discerning palate is a key driver of this trend.  We are confident that this positive trajectory will continue in the coming years.

 

FPMJ: Which country is the biggest consumer of Italian F&B products in Southeast Asia?

Currently, Singapore holds the title of the largest consumer of Italian F&B products in Southeast Asia (EURO 137 million in 2023). However, other countries like Thailand (EURO 100 million in 2023), Vietnam (EURO 73 million in 2023), and the Philippines (EURO 64 million in 2023) are catching up quickly, demonstrating a rapidly growing demand for Italian food and beverages.

 

FPMJ: How would you compare the markets in Singapore and the Philippines for Italian-made food products?

Both Singapore and the Philippines offer exciting opportunities for Italian food and beverage producers, but with some key distinctions:

- Singapore has a more developed market with a high disposable income. Its consumers seek premium products and appreciate established brands.

- The Philippines has younger, dynamic, and digitally savvy market with a flourishing middle class. Filipino consumers are increasingly more health conscious and interested in convenient, high-quality food options.

 

Italian producers can tailor their offerings to cater to these specific preferences in each market.

 

FPMJ: What qualities make Italian cuisine a perfect candidate for the UNESCO Intangible Cultural Heritage of Humanity List?

Italian cuisine is much more than just delicious food and drink. Here's why it deserves recognition on the UNESCO Intangible Cultural Heritage List:

 

- Rich tradition and regional diversity: Italian cuisine boasts a long and rich history, with regional variations reflecting local cultures and ingredients. From the hearty pastas to the vibrant seafood dishes, every region offers a unique culinary experience.

- Focus on freshness and quality: Italian cooking emphasises fresh, seasonal ingredients, allowing the natural flavours to shine. Traditional preparation methods, passed down through generations, ensure authenticity and quality.

- Social significance and communal Dining: Food plays a central role in Italian culture, bringing people together for celebrations and everyday meals. The act of preparing and sharing a meal is a social experience that strengthens bonds and traditions.

- Sustainable practices and health benefits: By prioritising fresh, local, seasonal ingredients, Italian cuisine minimises its environmental footprint and promotes sustainable farming. Traditional methods like slow cooking and olive oil use contribute to a balanced, healthy diet. This focus on fresh, local bounty fosters a delightful harmony between environmental well-being and human health.

- Global Influence: Italian cuisine has significantly influenced global food culture. Its principles of simplicity, fresh ingredients, and regional variations have inspired countless cuisines worldwide.

 

FPMJ: Can you share industry’s plans or campaigns to further drive the market for Italian products in the region?

The Italian Trade Agency (ITA) is actively working to promote Italian F&B products in Southeast Asia through various initiatives:

 

- Increased Trade Show Presence: The ITA facilitates participation in trade shows, showcasing Italian companies and connecting them with potential buyers.

- Business Matching Services: The ITA helps Italian companies connect with potential buyers and distributors in Southeast Asia, fostering mutually beneficial partnerships.

- Educational Events and Tastings: Organising events like cooking demonstrations and product tastings allows consumers in Southeast Asia to experience Italian cuisine firsthand and appreciate its quality.

 

FPMJ: On production: Please give us a brief overview of how F&B producers and manufacturers in Italy are coping with issues such as raw material shortage, supply chain, and the impact of climate change.

Italian F&B producers are facing various challenges, but they are demonstrating resilience and innovation:

 

- Raw Material Shortages: Rising costs and limited availability of some ingredients have necessitated exploring alternative sourcing strategies and optimising production processes to minimise waste.

- Supply Chain Disruptions: The Italian food industry is working to improve supply chain resilience by diversifying suppliers, exploring new logistics solutions, and working collaboratively with partners.

- Climate Change Impact: Italian producers are adopting sustainable practices to minimise environmental impact and adapt to changing weather patterns. This includes focusing on locally sourced seasonal ingredients, reducing water usage, and investing in energy-efficient technologies.

 

FPMJ: On food safety: Counterfeiting is still a problem. How are Italian manufacturers and consumers alike protected from the spread of fake products?

Food safety and combating counterfeiting are high priorities for Italian authorities and producers. Here are some key measures in place:

 

- Strict Regulations and Controls: Italian food production adheres to rigorous regulations and undergoes regular inspections to ensure quality and safety standards are met.

​​​​​​​-Traceability Systems: Many Italian products benefit from traceability systems that track ingredients and production processes from farm to fork, allowing for swift identification and removal of counterfeit products.

 - Consumer Awareness Campaigns: Italian authorities and industry associations work together to educate consumers about recognising authentic Italian products and reporting suspected counterfeit goods.

​​​​​​​- Certification Programs: Several certification programs, like DOP (Protected Designation of Origin), guarantee the authenticity and quality of specific Italian food products.

 

By working collaboratively, Italian authorities, producers, and consumers can ensure the continued enjoyment of safe and authentic Italian food and beverages around the world.