Historically, the default pathway for Australian food manufacturers has been predictable – once your brand builds sales domestically, you look to international markets, like the United States or Europe for growth. Roma Foods founder and managing director, Max Buontempo, notes the industry is shifting, and offers insight for the current playing field.
From what we’ve seen at Roma Foods, Australia’s largest gluten- and allergen-free manufacturer, that model is shifting; and shifting rapidly. Increasingly, the real momentum is happening much closer to home, in the fast-growing markets of Southeast Asia.
The region is projected to become the fourth-largest global economy by 2040, and the scale of the opportunity is hard to ignore. Southeast Asia is one of the world’s most dynamic regions, characterised by diverse demographics, economic openness, relative political stability, and an ambitious growth agenda.
The region is home to more than 700 million people today, representing around 8–9% of the world’s population, and continues to grow. More importantly, its consumer base is expanding, driven by a rapidly growing middle class expected to account for over half of the population by 2030. This shift is creating more consumers with disposable income, increasing demand for premium products, and a stronger focus on quality, health-oriented goods, and trusted brands.
For Australian food manufacturers, that is exactly where we are strongest. I was reminded of this firsthand during a recent visit to Singapore for Food and Hospitality Asia. Spending a few days on the ground, in conversations with new business prospects and long-standing customers from across the region, reinforced how open these markets are to working with Australian suppliers. There’s a genuine appetite, not just for products, but for partnerships.
What stood out was the level of engagement. Conversations were highly focused and commercially driven. For a business with experience exporting across more than 70 international markets, that is not always the case in more established Western markets, where breaking in can take years.
Singapore is a perfect example of the strong opportunity present in the region. The country imports over 90% of its food supply, which creates an inherent reliance on trusted international partners. Australian producers are in a strong position to capitalise on the region’s booming trade and investment opportunities, building on our renowned quality, consistency, and high food safety standards. That reputation carries real weight.
But Singapore is also a gateway. What you see there reflects broader trends across Southeast Asia including the rising incomes, sophisticated consumers, and a growing willingness to pay for premium, health-led products. Markets like Malaysia, Vietnam, and Thailand are evolving rapidly, and they are not as saturated with competitor’s products as some Western counterparts are.
That’s not to say Southeast Asia is easy. It takes time to build knowledge, trust, and the right relationships. Each market operates differently, and success requires local understanding. What works in Singapore, won’t automatically translate to Indonesia or Thailand. You need the right partners, the ability to adapt, and a willingness to invest time into understanding how each market behaves. But when you get it right, things can move quickly.
In our case, partnering with Austrade provided our technical team with the critical market insights and local connections needed to navigate Indonesia’s regulatory requirements. We also worked with certified bodies in Australia to secure the necessary halal certification, enabling us to successfully export Pasta Roma to the Indonesian market.
There is also a practical advantage to Southeast Asia’s proximity. Being closer to the market means shorter lead times, better responsiveness, and fewer supply chain headaches compared to shipping into Europe or North America.
For Australian businesses thinking about growth, unlocking the opportunities in Southeast Asia really comes down to mindset. If you are still treating Southeast Asia as a secondary step after North America or Europe, you might be missing where the real opportunity sits today.
