J.TBD.2401 - Targeted Business Development Japan 2023/24

Summary

The retail and foodservice segments in Japan represents a significant opportunity for Australia, with some of the largest red meat customers globally in market. Changes in consumption behaviors, supply and pricing have impacted both segments considerably. In Japan these impacts were exacerbated by the absence of international inbound tourism and the tendency to avoid venturing too far from home.

In October of 2022, international tourism began to return and by March 23 more than 1.5 million visitors a month were recorded. Although the numbers are still short of pre-COVID figures, and the market is in a dynamic state there are significant signs of revival. Domestic tourism is rising, foodservice has returned, and retail continues to perform strongly. As the market improves by the day, the opportunity to grow physical availability, consumer awareness and preference for Australian red meat centres on targeted business development activities. Targeted business development activities focus on connecting with the trade, customer and consumer through a range of support, development and promotional activities to protect and grow Australia's favourable red meat position in market.

Objectives

The scope of activities will include activities such as key account management, in-store promotions, sampling, POS fulfilment, menu promotions, trade shows and trade promotions covering both beef and lamb. Each activity will be designed and executed with strategic partners to ensure consistency of brand message, suitability and will be prioritised for partners supporting Aussie Beef branding. The approach will target key offline, online and trade stakeholders.  All of these activities fall under the umbrella of increasing the awareness and preference of trade and consumers towards Australian red meat.