Wheat quality market intelligence: North Asia
We have expanded the scope of our wheat quality market intelligence work to North Asia, thanks to investment from Grains Australia.
Since late 2024, we have been working with customers in South East Asia (Vietnam, Thailand, Philippines, Indonesia, Malaysia) to document their wheat quality preferences, as part of a project supported by Grains Australia.
This work now includes North Asia (China, Taiwan, Japan, South Korea) as part of a new Grains Australia project. Findings from both projects will be delivered together to Grains Australia. The investigations build on previous market intelligence delivered by AEGIC.
Using a variety of survey methods, including choice modelling, and contextualising conversations with over 30 milling companies, we are collating objective evidence on customer preferences and quality targets, empowering the industry to make better informed decisions around wheat classification, breeding, and production.
In June 2025, we engaged with top flour milling companies in Taiwan, Japan and Korea to introduce the project and seek collaboration. Feedback was positive and we expect good support in these markets.
The projects will deliver up to date objective quality requirements for a range of wheat-based products for each market. The research focuses on documenting the needs of customers for products such as various noodle and bread products, flat breads, steam buns, and soft wheat products like sponge cakes and cookies.
This intelligence will be collated and delivered to Grains Australia to support the market driven classification system managed by Grains Australia, and will ultimately assist the industry in breeding, producing and delivering wheat quality that our customers value.
Our wheat has a good reputation in South East Asia, particularly for noodles. South East Asia is Australia’s most valuable wheat market, worth $3.7 billion in 2024. That’s 44% of the value of all Australian wheat exports in 2024. North Asia is also an important market for Australian wheat, worth about $1.2 billion in 2024/25.
Introducing the Wheat quality market intelligence: South East Asia project
A major new AEGIC project to extensively document the wheat quality requirements of customers across South East Asia is underway, supported by Grains Australia.
In November and December 2024, we embarked on the first of what will be several in-market meetings, working with customers across Vietnam, Indonesia, Philippines, Thailand and Malaysia to help the Australian industry better understand the wheat quality needs of Australia’s most valuable export region.
The new project will build upon existing market intelligence developed by AEGIC, which our experts will review, verify and expand using a rigorous choice analysis model. These insights will help the Australian industry make more informed decisions around wheat classification, breeding and production to ensure Australian wheat remains competitive for noodles, baked goods and other wheat food products.
The reception from customers across the region was very positive and we have received a high level of engagement already, with many customers agreeing to contribute their insights on the performance of Australian wheat in these products.
South East Asia is Australia’s most valuable wheat market, worth about $35 billion over the last 10 years (2014-2024) (ABS).
AEGIC’s Dr Larisa Cato and AEGIC’s Cassandra Kok Evaluating lumpia (Filipino spring roll)
Dr Chris Carter evaluating making Filipino “Spanish bread”
noodles in Vietnam
Making noodles for Assessing the strength of cooked Assessing noodles
assessment noodles
Background: a significant intelligence package
Between 2015-2019, with investment from GRDC, AEGIC developed and delivered a significant intelligence package detailing South East Asian wheat quality preferences.
AEGIC’s market experts conducted rigorous choice analysis with flour millers and other processors across South East Asia on a range of end-product and flour quality attributes.
The resulting insights gave the Australian industry crucial guidance on how to tailor Australia’s wheat offering to customer preferences and position Australian wheat as the preferred choice.
South East Asia is a dynamic and fast-developing region, and its people and markets are ever evolving. This data now needs to be reviewed and brought up to date to ensure it accurately reflects current market requirements.
Next steps
With investment from and collaboration with Grains Australia, AEGIC is now updating, reviewing and verifying this intelligence to ensure the Australian industry has access to the latest insights. The project is scheduled to run until 2026.