overview of the flour marketoverview of the flour market ......bread noodles and cake made from rice...
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Overview of the flour marketOverview of the flour marketin Japanp
Masayuki KikawayNippon Flour Mills, Tokyo, Japan
The Australian Grains Indusutry Conference,
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July 28, 2010Crown Promenade Hotel
Nippon Flour Millsppo ou s
Production of NIPPNProduction of NIPPN
Wheat flourWheat flour
Premixes
Pasta
Frozen foods
Health food products
others
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What I will speak todayWhat I will speak today
1. The recent situation of the wheat flour market in Japanmarket in Japan
2. The use of ASWN, APH in Japan , p
3. The future prospect of wheat flour market p pin Japan
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1. The recent situation of the1. The recent situation of the wheat flour market in Japan
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The Countries of origin of Wheat i t i t J (2009 FY)imports into Japan (2009 FY)
Country 1,000tons %
United States 2961 54.3
Canada 875 16.0
Australia 962 17.6 Japan 652 12 0Japan 652 12.0others 5 0.1 Total 5744 100 0
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Total 5744 100.0
Shares of Wheat by CountryShares of Wheat by Country(1980 – 2009, only for food in Japan)
3000
3500
2000
2500
3000
00to
ns)
USA
1500
2000
unt (
1,00 Canada
Australia
500
1000
Am
o Japan
0
1980 1985 1990 1995 2000 2003 2006 2008 2009
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Wheat Classes Imported to JapanWheat Classes Imported to Japan(2009 FY)
Classes 1,000 tons pctDNS NS 14% 1,348 28.1SH HRW 11.5% 852 17.7WW SW & Club 761 15 8WW SW & Club 761 15.81CW No.1 CWRS 671 14.0Durum CWAD 204 4 2Durum CWAD 204 4.2PH APH 159 3.3ASWN APW & Noodle 803 16.7others 5 0.1Total 4,803 100.0
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Uses of Wheat Flour in Japan (2008 FY)
Others10%
Industrial Use2%
BreadHouse Use
3% Bread40%
Confectionary
3%
12%
Noodles
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Noodles33%
Classification of Wheat and Flour by
Hard Wheat
Classification of Wheat and Flour by Application
CWRS Strong BreadUS HRS Flour
Roll and Bun
Semi-Hard Wheat Semi- French BreadAust PH StrongUS HRW(SH) Flour Yellow alkaline Noodle
Medium Wheat Medium Japanese NoodleASWN FlourJp.Dom
CakeCakeSoft Wheat SoftUS WW Flour Cookie
Durum Wheat Semolina PastaCWAD
Major Use Minor Use
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j
2. The use of ASWN, APH in Japan pand demands of wheat products
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Use of ASWN in JapanUse of ASWN in Japan
ASWN is used for half production of the Japanese udon noodleudon noodle
ASWN is recognized in Japan for
creamy and bright color
texture ; smooth good elasticitytexture ; smooth, good elasticity
Decrease of good characteristic for the past few years?
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Use of APH in JapanMainly for Yellow alkaline noodle
Use of APH in Japan
along with CWRS,DNS,HRW
APH is recognized in Japan for
For yellow alkaline noodle useFor yellow alkaline noodle use
bright color
good elasticity, limited deterioration in hot soup
For bread use in comparison with CWRS DNSFor bread use in comparison with CWRS, DNS
less strong gluten and less water absorption at mixing
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give a less volume of bread
3. The future prospect of wheat p pflour market in Japan
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The prospect of wheat flour market
Shrinking population in JapanShrinking population in Japan
Little or no increase in consumption
Decrease in prices
B d lit d t t bl tBad quality goods not acceptable to consumer even if less costly
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Quality attributes of foods of concern to Japanese consumers
What of the food do you regard as important? (plural choice)
100perishables
What of the food do you regard as important? (plural choice)
(%)
60
80 processed food
20
40
0
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safefresplacdelipricprodoth Extracts from
‘ Consciousness
afetyeshnessace of prodeliciousnessriceroducerhers
Consciousness investigation about food indication ‘
Government of Japan
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oductionss Government of Japan
2008
The place of production of food is important for the purchase decisionimportant for the purchase decision
The item of label to make much of at the time of the purchase
production date
The item of label to make much of at the time of the purchase.
place of production
production date
additives
raw materials
0 20 40 60 80
chemicals
%0 20 40 60 80 %
Extracts from
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‘ Consciousness investigation about food indication ’
Government of Japan 2008
Advantage of the domestic wheat
H k hi
Japanese consumers believe
Domestic = Safety Hokushin50% production of domestic wheat
Domestic = Safety
domestic wheat
M ki dditi l lMaking additional value
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Catchwords are “mochi-mochi”Catchwords are mochi mochi
“mochi-mochi” : texture of cooked rice
Japanese preferenceJapanese preference
udon noodleHokushin : major variety in Japan
suitable for Udon noodle with these texture
udon noodle
suitable for Udon noodle with these texture.
In some case, “mochi-mochi” is also used for bread and yellow alkaline noodle steamed cake
Graphics:
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Extracts from the maker's HP
Increasing awareness of foods withIncreasing awareness of foods with health benefits
Low calorie food, dietary fiber food attracting Japanese consumerattracting Japanese consumer
low-calorie instant noodle non-fried instant noodle cereal bread
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Demand for “wheaty” flavor and taste
Taste of wheat flour itself
whole grain flour
Hi h h fl l bHigher-ash flour close to bran
Wh t’ fl d t t i t t th
Whole grain udon
Wheat’ flavor and taste more important than some darkening of product
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D l t f i fl d tDevelopment of rice flour productsBread noodles and cake made from rice flourBread, noodles and cake made from rice flour
Encouragement by Japanese Government
increase in self-sufficiency of country’s food supplyconsume the current surplus of rice in Japan
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rice bread rice noodle rice flour cake
The impact of deregulation on Japanp g p
1. Change of purchase attitude
Lack information about Australian wheats
Collect information and try new Australian wheat
2. Japanese millers unsure of quality of
Australian wheat
Move towards use of more domestic wheat21
Move towards use of more domestic wheat
Changes in the purchasing ofChanges in the purchasing of imported wheatp
APH and durum
SBS t lik i t t dSBS system; like private trade
Try to purchaseTry to purchase
APH by variety or growing area
Brand new class of wheat
(ex. Durum & Soft wheat in Australia) ( )
Possibility of purchase
L i d h t i i t i22
Lower priced wheat grown in various countries
NIPPON FLOUR MILLSWhat we can as, for improving Australian wheat
Biggest using company of Australian wheat, in Japan.
Having bread, noodle and pasta factoriesg , p
Closer relationship is important with Australian breeders and researchersAustralian breeders and researchers.
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