Increasing Awareness of Chilled U.S. Beef in Taiwan’s Retail Sector
Even as the pandemic triggered a consumption shift away from the foodservice sector – the traditional destination for U.S. beef – the industry continues growing market share in Taiwan’s high-value, chilled beef import market. Through August, U.S. beef accounted for a record 81% share of Taiwan’s chilled beef imports by volume.
Following eight years of record-level exports, U.S. beef exports to Taiwan have moderated since the pandemic’s onset last year. Even so, through August 2021, U.S. beef exports to Taiwan are down only 3% from the record year of 2019 while value has increased 7% to $412 million.
As in other markets, the pandemic has shifted consumer spending from foodservice to retail and has accelerated a shift in spending from wet markets to modern supermarkets. High-quality red meat is in demand and USMEF is working to increase awareness of U.S. beef in this growing sector.
With restrictions on in-store product tasting, USMEF-Taiwan recently conducted a promotion that utilized tactical elements that are proving successful in other export markets – multi-media campaigns, celebrity chefs and purchase reward incentives.
With funding support from the Beef Checkoff Program, USMEF implemented a retail promotion that highlighted vacuum-skin-packaged (VSP) and ready-to-eat chilled U.S. beef with two outlets of Mayfull, a leading gourmet food store in Taipei.
“VSP products have growing appeal to Taiwanese consumers,” says Davis Wu, USMEF Taiwan director. “We see opportunities for U.S. beef to gain more market share through VSP and ready-to-eat products in top retail outlets.”
For the promotion, USMEF collaborated with two celebrity chefs via video and through a social media campaign. The taste and quality of corn-fed U.S. beef was highlighted as hanging tender was prepared in a stir-fried Chinese dish.
Chilled U.S. beef was featured through a multi-media campaign, celebrity chefs and purchase reward incentives at Mayfull
The month-long promotion also included a U.S. beef reward program in which consumers could earn promotional products after purchasing a combination of U.S. beef items. Promotional materials were made available at Mayfull’s physical locations, its online shop and through social media platforms. Messages were also sent to Mayfull’s 55,000+ members during the promotion.
Wu added that with Mayfull being a market leader in Taipei, other top retailers noticed its success in promoting VSP and ready-to-eat chilled U.S. beef products.