MORE THAN 'MEATS' THE EYE
THE JUICY SIDE OF THE INDUSTRY
Yet despite the differences around the globe that set us apart, the similarities that unite us allow for the application of novel, modern innovations. These include one common factor, which is that the overwhelming majority of people eat some kind of meat. While providing a unifying thread, this reality, in and of itself, however, also presents a diverse range of challenges.
According to data from BMI Research, the population of the MENA region had reached approximately 430 million in 2016. Significantly, a study by GIRA foodservice company showed that 10.88 million tons of poultry were consumed last year, together with 4.17 million tons of beef and 2.42 million tons of sheep meat (mutton and lamb). To put these numbers in perspective, HN spoke to Nick Meara, the international business manager for the MENA region at Meat & Livestock Australia (MLA), who elaborated on the challenges that the region faces, the solutions available and the innovations taking shape.
A fluctuating Middle East market
According to Meara, “Australian beef and sheep meat exports to the Middle East North Africa region have fluctuated in recent years due to the flow-on effects of a regional economic slowdown, lower oil prices, and regional conflicts, which have impacted consumer confidence and government spending.” While these factors have had a direct impact on imports, Meara said that the MLA, due to its long-standing relationship with countries in the region, had maintained its reputation by continuing to carry a guaranteed mark of quality, Halal integrity and food safety credentials.
Offering a statistical breakdown of the biggest regional consumers, he said, “Last year, Australia exported more than 30,000 tons of beef to some 16 countries in MENA. Saudi Arabia was the largest market in the region and Australia’s ninth-largest beef export market by volume overall, followed closely by the UAE. Significant volumes are also exported to Kuwait, Egypt, Qatar and Jordan. As for sheep meat, the Middle East is one of Australia’s top three lamb export markets, along with the US and China.”
Willingness to pay a premium for quality
Meara added that despite regional challenges, MENA offered a great deal of potential, with a population showing signs of being willing to pay a premium for quality meat and food products into
For beef, demand for chilled premium cuts, such as branded packaged loin cuts, is strong and growing, especially in areas with a high concentration of five-star hotels
the next decade, particularly consumers residing in GCC countries.
“Regional growth drivers of imported beef demand are increasing, due to disposable income, urbanization, westernization, a young population, large expat professional populations and a developing tourism sector,” he affirmed. Factoring in these indicators, Meara projected that sector development within the GCC countries was poised to increase and, with it, chilled red meat sales. By 2020, the number of households set to be earning USD 35,000 or more is expected to have increased by 48 percent.
Another promising trend, Meara remarked, related to two of the largest and most progressive markets for Australian lamb - the UAE and Qatar - where growth in the high-end, casual dining and QSR (quick service restaurant) foodservice sectors is forecast to rise, due to the high cross-section of ethnicities across their populations.
Demand for transparency in sourcing
“Lamb carcasses are favored in all segments of the market, particularly foodservice and traditional restaurants,” Meara noted. “For beef, demand for chilled premium cuts, such as branded packaged loin cuts, is strong and growing, especially in areas with a high concentration of five-star hotels.”
On a somewhat similar note, and due to an ever-growing number of savvier, health-oriented consumers, demand for quality meats is coupled with the need for more transparent information about the sourcing of these consumables. As a result, the halal wave is making a big splash.
Meara highlighted the intricacies that go into offering this kind of service. “Consumers are more in tune with the source of their food than ever before and when they eat red meat, they want to know where and how it was raised,” he said. “Australia’s guaranteed stamp of halal integrity on all its beef and lamb enjoyed by Middle Eastern customers has never been more important and its accreditation systems are recognized and trusted throughout the world.”
Vending machines can heat single-serving meals, such as lamb meatballs in Massaman curry, in just two minutes; they are now being trialled at railway stations and universities
He added that furthermore, Australia’s favorable animal health status, combined with the controls applied to the production of halal meat and meat products by both the department and the Approved Islamic Organization, ensure that high food safety standards and halal integrity are maintained.
Innovation
One major technology that recently went into the ‘public testing phase’ which is creating a significant stir could soon be the hottest item on the menu throughout the Middle East, as efforts to meet tougher consumer demands through the introduction of novel offerings gain pace.
“Australian-led innovation in red meat processing has made a breakthrough in convenience stakes, with vending machines producing hot, readymade meals,” Meara explained. “The vending machines can heat single-serving meals, such as lamb meatballs in Massaman curry, in just two minutes. They are now being trialled at railway stations and universities in Australia, as well as locations in Europe.”
Customers can receive pre-cooked Australian lamb ready meals in as little as 10 minutes from the vending machines, which also collect point of sale information and, potentially, consumer feedback. The vending machines not only add value to lower-priced cuts, but the technology is also fuelling the trend for quick, convenient and healthy meals for busy consumers.”
Feasting trend grows popular
Furthermore, menu trends that appear to be all the rage and spreading like wildfire are seeing former concepts, based on ingredient-based items, replaced by concept-based, eating-out experiences.
“The act of eating is intrinsically linked to enjoyment and ignites all the emotional senses when the experience is shared,” Meara said. “For this reason, we believe ‘share plates’ and ‘feasting’ style menus are a growing popular trend. This more casual and relaxed way to eat is not only a great way for people to try different meat cuts and flavors they may not choose individually, but is an excellent way to promote the versatility of non-loin cuts – not to mention the benefits in significantly assisting chefs’ plate costs.”