EXPORTERS TURN FOCUS ON CHINA'S YOUTH

       Thai food exporters are pinning their hopes on the changing lifestyles of China's younger generation to boost sales of ready-to-eat meals in the huge market.
       Thai processed and frozen-seafood products have great potential to serve this group, whose modern lifestyles and higher purchasing power see them opting for meals that can be prepared quickly and easily, industry insiders said.
       Paiboon Ponsuwanna, chairman of the Thai National Shippers Council, said Thai food exporters in general should look to capture more of the Chinese market, of which they currently have only a 3- to 4-per-cent share.
       Chinese consumers' purchasing power is still relatively high, he said, as the impact of the global economic downturn was less dramatic in China than in other countries.
       "The lifestyles of young Chinese, and the middle class, have changed to resemble those in the West, with people living in condominiums and eating fast food and ready-to-eat meals," Paiboon said.
       Thailand's major export markets for processed food products are concentrated mainly in the US, the European Union and Japan. However, these markets have been hit by the economic crisis, lowering the purchasing power of consumers, who have turned to cheaper goods.
       Paiboon suggested Thai exporters conduct market surveys to find out which products have the most potential in China.
       So far, orders have been strong for Thai ingredients such as meatballs, beef, squid and shrimp. Chinese investors are also interested in Thailand thanks to the plentiful supply of raw materials here. However, the Kingdom's recent political chaos continues to leave many potential investors hesitant, Paiboon said.
       Thai processed-food and frozen-seafood prices have declined, but total export volume has increased, Paiboon said. Shrimp prices are trending downward as global consumption drops, particularly in economic powerhouses like the US and Japan.