Download - GOODS product brief report
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 1
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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Market Survey of the French
Caribbean
Product Brief
GUADELOUPE
127, rue Nobel
Carré Nobel – ZI Jarry
97122 Baie-Mahault
Tel / Fax : 0590 24 56 82
MARTINIQUE
41, Bd Sainte Catherine
97200 Fort-de-France
Tel / Fax : 0596 54 22 10
Project Manager : Caroline Ventura, [email protected], +596 696 31 39 50
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 2
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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Versioning
Date Référence Objet de la modification
05/10/2015 A Document creation
06/22/2015 B Amendments answering the comments made by
exporTT on 06/09/2015
Approval
Société Nom Fonction Date Signature
CAYRIBE Caroline Ventura Directrice
Martinique 06/23/2015
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 3
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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Table of contents
1. INTRODUCTION 5
2. GLOBAL RECOMMENDATIONS 6
2.1. Product analysis 6
2.2. Placement 7
2.3. Price strategy 7
2.4. Promotion 8
2.5. Success factors for mass market 8
3. FOCUS ON CHLORINE GAS AND SODIUM HYPOCHLORITE 9
4. SAUCES & CONDIMENTS & PREPARED PRODUCTS 10
4.1. Competitive environment (brands) 10
4.1. Examples of packaging and labelling 11
4.2. Price range in € 11
4.3. Opportunities and threats 12
4.4. Recommendations 12
5. PASTA 14
5.1. Competitive environment (brands) 14
5.2. Examples of packaging 15
5.3. Price range in € 15
5.4. Opportunities and threats 16
5.1. Recommendations 16
6. BISCUITS & SNACKS 17
6.1. Competitive environment (brands) 17
6.2. Examples of packaging 18
6.3. Price range in € 18
6.4. Opportunities and Threats 19
6.5. Recommendations 19
7. NONALCOHOLIC BEVERAGES 21
7.1. Competitive environment (brands) 21
7.2. Examples of Packaging 22
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 4
CAYRIBE SARL
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7.3. Price range in € 22
7.4. Opportunities & Threats 23
7.5. Recommendations 23
8. BLEACH & DETERGENTS 25
8.1. Competitive environment (brands) 25
8.2. Examples of packaging 26
8.3. Price ranges in € 26
8.4. Opportunities & Threats 26
8.5. Recommendations 27
9. TOILET PAPER 28
9.1. Competitive environment (brands) 28
9.2. Price range in € 28
9.3. Opportunities & Threats 29
9.4. Recommendations 29
10. PLASTIC BOTTLES 30
11. ALUMINUM PROFILES AND PRECAST JOINERIES 31
11.1. Price range in € 32
11.2. Recommendations 32
12. METAL FLOOR DECKING AND ROOFING SHEETS 33
12.1. Metal floor decking 33
12.2. Roofing sheets 33
12.3. Recommendations 33
13. BEDDING PRODUCTS 34
13.1. Competitive environment (brands) 34
13.2. Examples of products 34
13.3. Price range in € 34
13.4. Recommendations 34
14. ANNEXES 35
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 5
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
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1. Introduction
This document contains the product related information collected during the market survey on the
French Caribbean Outermost Regions.
Considering the FCOR market, the list of products provided by exporTT has been divided into two
groups:
- Mass market retail products with all food and beverage and tissue products
- B2B products
On the retail sector we have gathered the following information on the three territories:
- Market trend
- Retailer markup for most types of products (the wholesaler markup should be around 10%)
- Competitive environment with the different brands found on site at the time of the survey
(May 2015)
- Price range with the different price levels found on the market at the time of the survey
(May 2015)
The prices are provided in € since it is the currency of the market.
Potential exporters should be aware that, since the most trade relationships are held in €, importers
are more familiar with that currency.
The product brief is completed with a strategic view of the sector in terms of threats and
opportunities for a new supplier and with our market entry strategy recommendations.
We also included pictures of the shelves and of products to illustrate packaging standards.
In the price range tables, MM stands for Mass Market.
The detailed tables are provided in the annexes.
On the B2B sector, we have met with representatives of the local industry and the corresponding
chapters relate our feedback from these encounters.
The detailed tables with contact numbers and names are provided in the annexes.
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 6
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2. Global recommendations
Place Price Promotion
Food & beverages Mass market and
convenience stores
via wholesalers
Market penetration
strategy
Billboards, mass
media
Tasting event
Rum Wine shop Private events
Luxury packaging
Community
management
Detergents Mass market and
convenience stores
via wholesalers
Market penetration
strategy
Efficacy
demonstration on
local TV
Demonstrations on
site
Plastic bottlers Distributors Market penetration
strategy
Construction
materials (raw
materials)
Distributors
Local manufacturers
To be negotiated Easy terms of
payment
Bedding products
(raw materials)
Local manufacturer To be negotiated Easy terms of
payment
2.1. Product analysis
After the European norms issue, the first recommendation on the products is to make them
compliant with European packaging since size and appearances are quite standard.
It means, at least:
- Knowing the standard size for each product
- Adopting the International Metric System
- Translating into French
The product origin should not be identified by the packaging even though it can be used in
promoting the product.
Food and beverage products are popular products in the FCOR but are also subject to consumer
tastes. People tend to like food to be spicier, more sugary and salted than in European countries
and are therefore closer to the Caribbean tastes.
Still it is a very competitive sector with local firms on each territory who adapt their products to the
local tastes.
The first step of any attempt to export any food or beverage product to these territories is to have
an onsite taste testing campaign to ascertain that the products will not be rejected.
Concerning cleaning products, effectiveness is the key; products need to demonstrate their
efficacy as the consumers are generally loyal either to a brand or to a price level associated with
good value for money.
It should be noted that detergents and toilet paper are manufactured by companies of the same
group in all three territories.
The plastic bottles market is not yet well covered and small local beverages producers buy their
products directly from mineral water bottling factories since they manufacture their bottles from
plastic sheets. To enter this specific market, Trinidadian firms must be able to comply with norms on
food containers and provide the rightly-sized products (mostly 0.5l, 1l and 1.5l).
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 7
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The aluminum joineries market and bedding products market are quite similar since they are highly
competitive in all three territories with local manufacturer. In contrast to bedding market, there are
many imported products much of the joinery is locally made to measure.
We recommend that these markets should be first entered by Trinidadian firms as raw materials
providers.
2.2. Placement
The distribution channels will vary depending on the product.
There are 3 channels for food and beverage products and detergents:
- Supermarkets
- Minimarkets
- Convenience stores
The choice of the channel depends mainly on the financial means of the exporting firm. Firms with
extensive means will be able to reach wholesalers and supermarkets while reduced means firms
should target minimarkets and convenience stores.
In both cases, it is strongly advised to work with a wholesaler.
In order to reduce the perceived risk for final distributors of proposing unknown products, a test
could be made with a few shops with improved conditions during the period (for example on
payment or markup).
Bedding products and plastic bottles distribution contracts should be signed directly with
distributors with Trinidadian firms as referenced product suppliers.
Because of the existence of groups with branches in more than one territory, construction materials
can be sold to both manufacturers and distributors depending on the partnership that may be
built.
2.3. Price strategy
To succeed in entering the retail mass market it is important that the price of the product is set to
the market price.
We generally recommend two price levels:
- A penetration price at first below market price
- Then a rise to the regular market price
The middle term strategy is to be discussed at least with the wholesale.
In the case of detergent, more than the price, the value for money is to be considered.
Generally, on the retail market, since the three FCOR markets are small ones, it is important to
apply the same policy with all the distributors.
The success in entering the B2B market is correlated to the partnership built with the distributors
(bedding products) or the manufacturers (in the case of raw material selling). There the price
comes second after compliance with European norms.
We therefore recommend a two time price negotiation process:
1. Building of relationship with potential buyers to evaluate the volumes
2. Evaluation of the impact on prices of the European norms compliance
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 8
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
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2.4. Promotion
Promotion issues concern mainly retail products.
Usual means of communication in mass marketing are billboards, mass media and special offers.
Those are the recommended promotion media, especially for food and beverage (except for
Rum).
In the case of pasta and sauces, more and more offers combine both to provide final consumers
with all-in-one packages. This packaging strategy is very efficient either for a market entry or for
foreign food (e.g. roti skins).
Last, we recommend having a local representative In charge of
- Staying in contact with the distributors
- Provide follow up for the products
- Manage the info line
- Manage the commercial events and special offers
Even though it is not necessary to hire one representative for each territory, this person must be
perfectly fluent in both English and French.
2.5. Success factors for mass market
Before any other consideration, the products have to comply with European norms as detailed in
the “Standard & Regulations” section.
•Fluent in both English and French
•Knowledgeable on the local market
•With sales and commercial negociation competencies
Local representation
•Transaltions to be made by a local communication agency
•Taking into account the differencies between the 3 territories
•Eventually translation into other languages for French Guiana - this point is to be asserted
Locally pertinent translation
•Visual standards
•Size, weight, quantity
European standards packaging
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 9
CAYRIBE SARL
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3. Focus on Chlorine Gas and Sodium Hypochlorite
PROCHIMIE SAS is a local firm based in Martinique which owns both SOPRODIG in French Guiana
and CHLOREX HYGIENE in Guadeloupe.
These companies manufacture detergents and cleaning products as well as tissue products, for
their own marks, on distributors demand and under franchising agreements.
PROCHIMIE used to import Chlorine gas from Trinidad and Tobago but had to change due to a
change in regulation imposing standards that its Trinidadian supplier could not meet. These
changes refer to:
- The size of the chlorine gas bottles
- Security standard in the sealing system of the bottles
PROCHIMIE is not against buying its raw materials from Trinidad and Tobago anew if the European
norms can be met. In this case two other constraints should be met
- Regularity in supply since the norms on chlorine gas stock allows no buffering
- Attractive pricing compared to the current supplier
The same goes for sodium hypochlorite on which the norms are less strict but also for any other raw
material.
Since price levels are not easily obtained in the B2B sector, PROCHIMIE expect its potential suppliers
to make an offer providing a baseline for negotiations.
Considering the activities of the society (detergents and tissue paper) and other activities in
aluminum products, group PROCHIMIE’s parent company is globally interested in discussing any
collaboration that could be built with Trinidad.
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 10
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
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4. Sauces & Condiments & Prepared products
The sauce & condiments market is highly competitive with a large range of products and brands
covering different tastes and prices.
The markup of the retailer for the sauces & condiments is around 25 to 30% and around 20% for the
prepared products.
It should be noted that the three territories already have their own specific traditional sauces.
Specific products like roti skins can find a market, however it will be a niche market with small
volumes. These products need any way to come with specific packaging and promotion
techniques
4.1. Competitive environment (brands)
Guadeloupe Martinique French Guiana
Tomato Ketchup Amora, Heinz,
Casino, Carrefour,
Leader Price
Lessieur, Amora,
Casino, Carfefour,
Heinz
Heinz, Amora,
Carrefour, leader
Price, Casino
Mayonnaise Amora, Casino,
Carrefour, Leader
Price
Amora, Carrrefour,
Lessueur, Casino
Amora, Benedicta,
Carrefour, Casino,
Leader price
Pepper Sauce Baron, Bello, Hot
sauce Louisiana
Benedicta, Carrefour,
Lessueur
Carrefour, Benedicta,
Casino
Amchar,Kuchela and
Similar preparations
Sharwoods Not found Ducros
Curry Lesieur, Suzi wan Casino, Lessieur Ducros
Cereals Kellogg's, Casino,
Carrefour, Leader
Price
Nestlé, Lion, Casino,
Carrefour, Leader
price
Nestlé, Joe’s farm,
Casino, Carrefour,
Leader price
PopCorn MagicPop Magicpop, Riglopop Carrefour, Menguy’s
Prepared Potato Lay’s, Casino,
Carrefour, Leader
Price
Leader price,findus
Mc Cain, Casino,
Carrefour
Mousseline, Maggi
Fried & Pepper Kellogg’s, Leader
Price
NF Ducros, Leader price
Chick Peas Bonduelle, Bina Casino, Bonduelle, A.
legal, Leader price
Split Peas Vivien Paille Isis Celimen Carrefour, Casino,
Bonduelle
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 11
CAYRIBE SARL
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4.1. Examples of packaging and labelling
4.2. Price range in €
Product Guadeloupe Martinique French Guiana
Tomato Ketchup
(1 kg)
MM Min price 1.02 1.39 1.20
MM Max price 3.18 4.21 4.90
Leader Price 1.14 1.13 1.59
Mayonnaise
(250 g)
MM Min price 1.50 2.19 0.50
MM Max price 3.98 4.19 3.90
Leader Price 1.78 0.99 1.99
Pepper Sauce
(490 g)
MM Min price 1.99 1.39 1.25
MM Max price 2.95 3.15 1.35
Leader Price 1.29 Not Found Not Found
Amchar,Kuchela
and Similar
preparations
MM Min price 3.02 Not Found 2.17
MM Max price 5.66 Not Found 2.50
Leader Price Not Found Not Found Not Found
Curry
(420 g)
MM Min price 1.25 1.14 2.28
MM Max price 4.60 1.95 2.49
Leader Price NF 1.10 NF
Cereals
(375 g)
MM Min price 2.68 1.79 2.65
MM Max price 4.85 5.05 5.79
Leader Price Not Found 1.62 3.95
PopCorn
(270 g)
MM Min price 2.80 0.99 1.45
MM Max price Not Found 2.95 3.10
Leader Price Not Found Not Found Not Found
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 12
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
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Prepared Potato
(600 g)
MM Min price 3.95 1.08 1.29
MM Max price 4.70 6.43 7.45
Leader Price 2.99 1.39 1.05
Fried & Pepper MM Min price 1.49 Not Found 0.89
MM Max price 3.35 Not Found 3.35
Leader Price 1.98 Not Found 1.89
Chik peas
(500 g)
MM Min price 1.25 0.99 0.89
MM Max price 1.59 1.56 2.79
Leader Price 0.69 1.15 1.65
Split Peas
(265 g)
MM Min price 1.10 1.01 1.19
MM Max price 2.39 1.43 3.09
Leader Price 1.35 Not Found 1.95
Curry(Spice)
(42 g)
MM Min price 1.04 0.82 Not Found
MM Max price 1.99 1.92 Not Found
Leader Price Not Found 0.79 Not Found
4.3. Opportunities and threats
4.4. Recommendations
Beyond the necessary taste test, since the sauce and condiments are very popular products, we
recommend, in terms of communication and promotion, to create proximity with the consumer
by pushing forward the idea of “local” products (from a Caribbean stand point) in comparison to
standard international products.
This proximity can be induced with demonstrations and tasting of the products on site.
We also recommend the creation of bundled packages with recipes to fight possible reluctance
of the consumer who does not know how to use the product.
Opportunities
• Traditonnal or local sauces are not much represented
• Indian sauces are not really reprsented on the market.
• The market of split and chick peas is not highly competitive
Threats
• Large offer for classic products like ketchup or mayonnaise
• The consumption of certain product, such as popcorn, is not entrenched in these societies
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 13
CAYRIBE SARL
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•Mass market retailing
•Convenience store
•Tasting events
•Word of mouth
•Market entry below market price
•Market price
•Taste approval by local population
•European standard packaging with locally adapted texts
Product Price
Placement via
wholesalers
Proximity Promotion
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 14
CAYRIBE SARL
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5. Pasta
The pasta market in the FCOR is fully covered with imported products. Even the local brand,
Sagittaire, imports bulk products to pack them in local plants.
Demand is still growing but consumers want higher quality and/or more practical products (shorter
cooking time, packages…).
There has recently been a strong increase in the sales of premium products (old fashioned recipe,
bio, gluten free …)
The markup of the retailer is around 20%.
5.1. Competitive environment (brands)
International groups are represented by strong brands, Panzani, Barilla and Lustucru.
The market is segmented as follows:
- International brands placed on middle and high end of the market or on new products
o Panzani
o Barilla
o Lustucru
- Distributor label with entry point brands and a few qualitative references
o Carrefour
o Casino
o Leader Price
- Local brand : Sagittaire
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 15
CAYRIBE SARL
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5.2. Examples of packaging
5.3. Price range in €
Product Guadeloupe Martinique French Guiana
Spaghetti
(500 g)
MM Min price 1.95 1.13 0.95
MM Max price 2.05 1.99 2.69
Leader Price 1.45 1.45 1.69
Macaroni
(500 g)
MM Min price 0.98 1.05 0.95
MM Max price 2.77 2.08 2.69
Leader Price 1.69 1.55 1.99
Shells
(500 g)
MM Min price 1.09 1.22 0.95
MM Max price 1.87 2.08 2.95
Leader Price Not Found 1.19 3.10
Noodles
(500 g)
MM Min price 0.96 1.09 1.49
MM Max price 1.89 1.92 2.89
Leader Price 1.69 0.95 1.25
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 16
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5.4. Opportunities and threats
5.1. Recommendations
The pasta market is now mature and highly competitive therefore we recommend entering with
combined products sauce & pasta. Packaging should be adapted to local standards for visuals as
well as texts.
After a special offer period for the introduction to market, prices should be set to the market level
for equivalent products.
In addition to merchandising and packaging efforts, firms should expect important
communication budgets to promote their products:
- Mass media, billboard and presence in promotional leaflets
- Special offers animation
We recommend organizing a special operation for the launching of the products:
- Advertising and promotion to let consumers know the product
- Special size or flavor packaging
- Recipe book for adults and children
Opportunities
• Consummer ready to pay more for quality
• Few noodles products
Threats
• Large offer on classic products in the whole spectrum
• Premium brands setting the standards for innovation
•Mass market retailing
•Convenience store
•Billboard & leaflets
•Recipe leaflet for adults and children
•Market entry below market price
•Market price for equivalent quality
•Combined with sauces
•European standard packaging with locally adapted texts
Product Price
Placement via
wholesalers
Mass media
Promotion
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 17
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
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6. Biscuits & Snacks
Studying the overall French market shows that, while there is a decrease in the revenues, sales
volumes are globally stable. 90% of the products are sold in mass market retailer and consumed
mostly for snack time or breakfast.
The FCOR population displays, on that precise point, the same behavior.
The market is considered to be hard to enter since it is well covered with well-known national
brands, attractive store brands and low price brands. The latter ones’ products come from the
national brands plants diversification strategy.
The market also provides regional specialties prepared by local firms answering local tastes. These
products tend to be distributed in minimarkets, convenience stores and even ambulant sellers.
It should be noted that there is a growing concern about the impact of manufactured food on
the health condition of children. Therefore, the brand LU signed in 2013 an engagement to reduce
fats and use whole wheat to increase the fibre content of its biscuits.
The biscuit sector is anyway in the process of being normalized (AFNOR).
The markup of the retailer is around 20%.
6.1. Competitive environment (brands)
Guadeloupe Martinique French Guiana
Chocolate
Confectionery
Lindt, Casino,
Carrefour, Leader
Price
Cote d’or, Lindt,
Nestlé
Nestlé, Poulain,
Carrefour, Casino,
Leader Price
Sweet Biscuits Lu, Pimps, Casino,
Carrefour , Leader
Price
Casino, Carrefour, Lu,
Leader Price
Lu, Oréo, Carrefour,
Casino, Leader Price
Wafer & Waffles Loacker, Casino,
Carrefour, Leader
Price
Not found Serebis
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 18
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6.2. Examples of packaging
6.3. Price range in €
Product Guadeloupe Martinique French Guiana
Sweet Biscuits
(200 g)
MM Min price 1.49 1.39 0.45
MM Max price 4.95 3.67 5.10
Leader Price 4.50 Not found 2.95
Chocolate
Confectionery
(100 g)
MM Min price 1.15 1.57 2.10
MM Max price 2.56 2.85 7.35
Leader Price 1.49 1.49 4.90
Wafer &
Waffles
MM Min price 1.59 Not found Not found
MM Max price 2.48 Not found Not found
Leader Price 2.46 Not found 3.59
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 19
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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6.4. Opportunities and Threats
6.5. Recommendations
We recommend working on the “Caribbean product” image to propose popular products close
to the population’s tastes. Promotion should focus on billboards and radio broadcasting:
- Billboards to expose the product to the consumers and arouse their desire to taste
- Radio broadcasts at chosen hours to target selected populations
NB: The radio channel providing the best exposure in the three territories is RCI.
Depending on the resources to be allocated to promotion, biscuits firms should focus either on the
mass market or on the proximity distributors.
Choosing the mass market distribution channel imposes to adapt the packaging to local standards
for visuals as well as texts when choosing proximity distributors combined with a “Caribbean
product” image may allow keeping the original packaging.
It should be noted that when working only with convenience stores and proximity distributors it is
important to have a local agent in charge of following up the product distribution.
In all cases, the taste of the products will have to be tested on local population and the price
strategy should be tuned for market penetration:
- A penetration price at first below market price
- Then a rise to the regular market price
Opportunities
• Large price range
• Limited offer on waffles
Threats
• Saturated market
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 20
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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•Mass market retailing
•Convenience store
•Billboard & broadcasting
•Taste animations
•Market entry below market price
•Market price for equivalent quality
•Taste testing
•European standard packaging with locally adapted texts
Product Price
Placement via
wholesalers
Mass media
Promotion
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 21
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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7. Nonalcoholic Beverages
All three territories have their own local spring water (Capès Dolé, Chanflor and Matouba) in
addition to Didier and Capès, aerated spring water that are also distributed in French Guiana.
These brands all have a high level of loyalty from the population, each one on its own territory.
The market coverage is completed by other spring waters from Europe and low cost spring water.
Therefore any challenger product on the market of water (still, aerated or flavored) should be at
least based on spring water.
The market of aerated beverages is also saturated with Coca Cola occupying more than 90% of
the shelves followed by Pepsi and then the local brands. The local production of aerated
beverages is done by one group on the three territories.
There is a segmentation on the French juice market associated with two specific appellations for
two different kinds of products: “jus” (100% fruit juice) and “nectar” (refined from fruit concentrate).
Any product targeting this market should have a label compliant with that segmentation.
The market is dominated by local brands followed by the chain brands.
A new segment has been created a few years ago with energy drinks having a real success, mostly
with young consumers. The main brands are RedBull and LongHorn, the latter being locally
produced.
7.1. Competitive environment (brands)
Guadeloupe Martinique French Guiana
Orange Juice Joker, Réa, Banga,
Casino, Carrefour,
Leader Price
Casino Carrefour
Royal Jocker, Rea,
Leader price
Casino, Bravo, Joker,
Réa, Carrefour,
Leader Price
Mixtures, fruit Juice Joker, Jaïgo, Casino,
Carrefour, Leader
Price
Casino Carrefour
Royal Jocker, Rea,
Pamphil, Leader
price
Sunland, Joker, Jaïgo,
Carrefour, Leader
Price
Aerated beverages Coca-Cola,
Orangina, Ordinaire,
Gwada Cola, Vaval
tropique, Amigo,
Casino, Carrefour,
Leader Price
Casino, Orangina
Royal soda, Zwel,
Coca Cola, Fanta
Orangina, Casino,
amigo, Leader Price
Tea Lipton Carrefour, Casino,
Lipton, Chanflor,
Leader price
Lipton, Casino,
Carrefour,
Flavored Water Volvic, Chanflor Chanflor Vittel,
Contrex ,Leader
price
Matouba, Chanflor,
Aerated Water Capès, Didier, Saint
Pellegrino, Perrier,
Fine Ligne
Didier, Pellegrino,
Vichy
Didier
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 22
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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7.2. Examples of Packaging
7.3. Price range in €
Product Guadeloupe Martinique French Guiana
Orange Juice
(1 l)
MM Min price 2.19 1.75 1.25
MM Max price 4.24 2.55 3.25
Leader Price 2.26 1.45 3.25
Mixtures, fruit
juice
(1 l)
MM Min price 1.79 1.71 1.75
MM Max price 3.29 2.55 3.79
Leader Price 2.06 1.15 3.20
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 23
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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Aerated
Beverages
(1.5 l / 2 l)
MM Min price 1.25 1.45 0.95
MM Max price 2.75 2.85 3.50
Leader Price 1.10 0.85 1.20
Tea
(1 l)
MM Min price Not Found 1.98 1.65
MM Max price Not Found 3.05 2.89
Leader Price Not Found 1.99 2.29
Flavored Water
(1 l)
MM Min price 1.63 1.59 1.69
MM Max price 2.55 1.74 2.29
Leader Price Not Found 0.58 1.39
Aerated Water
(1 l)
MM Min price 0.98 1.15 1.30
MM Max price 1.25 1.99 1.30
Leader Price Not Found 0.78 Not Found
7.4. Opportunities & Threats
7.5. Recommendations
There are two possible ways to attack a saturated market:
- A low cost strategy, depending on actual and transport costs
- A “added value product” positioning allowing high prices if there is a real competitive
edge
Because of the increased interest of the FCOR population in health issues, we recommend to enter
the market with products with a healthy identity at the market price of other products (around 2€/l).
Packaging should also be a permanent issue since, nowadays, size and appearance of the
beverages evolve during the year, these evolutions being used to reinforce the identity of the
product and stimulate the promotion.
The product size should be set to local standards: 0.5l, 1l, 1.5l and 2l.
Consumer will be sensitive to the name of the product / brand therefore we also recommend to
work with a local agency to choose the product name.
In case of mass market distribution, promotion will have to be creative and all year long relying on
various supports for the consumer to associate the product with both their lifestyle and a positive
image.
Opportunities
• Lack of a complete product range on tropical juices
• Increase of demand for energy drinks
Threats
• Strong brand loyalty to the products of the local industry
• Strong competition between international and local brands
• Specific tastes
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 24
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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An efficient launching strategy will need at least the following:
- Special launching price
- Extra free samples for promotion by the distributors
- Sales contests
- Referencing in retailers leaflets
•Mass market retailing
•Convenience store
•Billboard, movie theater advertising, sport event sponsoring
•Taste animations
•Higher perceived quality at market price
•Taste testing
•Locally adapted and evolutive packaging with bright colors and eventually a differenciating bottle
Product Price
Placement via
wholesalers
Mass media
Promotion
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 25
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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8. Bleach & detergents
Bleach is an inescapable product in these companies; its use is rooted in their practice
consequently its demand remains constant. This is a highly competitive market where reputation
and price are determining. Indeed local production is confronted with mass distribution discount
imported brands which are essentially French due to the strict regulation in place.
There is a large range of detergent products, mainly sold in mass market retailers.
The products come both from Europe and the local industry with firms solidly established in the
three territories (PROCHIMIE, CHLOREX and SOPRODIG, the three of them belonging to the same
group).
It is to be note that bleach is commonly sold in small size refills.
The retailer mark-up goes from 20 to 40%.
8.1. Competitive environment (brands)
Product Guadeloupe Martinique French Guiana
Bleach Lacroix, BEC, Ajax,
Casino, Carrefour,
Leader Price
Tropic force, Bref,
LaCroix, Leader Price
Carrefour, Casino
Tropic force, Bref,
Lacroix, Leader Price
Dish washing Paic, Chlorex, Casino,
Carrefour, Leader
Price
Casino, Mir PAIC,
Carrefour
Casino Maison Verte,
Kris, PAIC, Carrefour
Detergents Not Found Casino , Carrefour
Saint marc,Lacroix,
Cillit Bang , Leader
Price
Cilit bang, Vigor,
Casino, Carrefour,
Leader price
Disinfectants Sanytol, Casino Casino,
Carrefour,Canard
Harpic , Leader price
Casino, St-Marc,
Dettol, Leader price
Treatment of textiles,
materials or other
materials
Ariel, Gama, Skip,
OMO, Le chat, X-TRA,
Casino, Carrefour,
Leader Price
Casino, Carrefour
Doudou, Lenor,
Soupline, Leader
Price
Dash, Mechat,
Carrefour, Casino,
Leader Price
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 26
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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8.2. Examples of packaging
8.3. Price ranges in €
Product Guadeloupe Martinique French Guiana
Bleach
(2 l)
MM Min price 3.01 1.95 1.10
MM Max price 6.25 4.31 5.35
Leader Price 2.44 2.19 2.28
Dish washing
(750 ml)
MM Min price 1.54 1.49 0.90
MM Max price 5.15 2.99 5.40
Leader Price 1.59 1.79
Detergents
(1 l)
MM Min price Not Found 1.75 1.99
MM Max price Not Found 3.95 6.85
Leader Price Not Found 1.39 3.75
Disinfectants
(1 l)
MM Min price 1.95 2.13 1.45
MM Max price 4.49 7.89 3.59
Leader Price Not Found 2.19 X
Treatment of
textiles,
materials or
other materials
(1.8 l)
MM Min price 4.49 3.39 2.29
MM Max price 12.48 7.21 18.15
Leader Price 6.18 3.99 9.95
8.4. Opportunities & Threats
Opportunities
• Consumers sensitive to product efficacy or at least value for money
Threats
• Strong brand loyalty when satisfied
• French regulation
• Market is essentially occupied by French Brands
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 27
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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8.5. Recommendations
Once satisfied by the quality of a detergent, the FCOR consumer is loyal to its brands, or, at least,
to its level of value for money.
Since the key factor is the efficacy of the product, we recommend focusing on quality in both
product conception and promotion.
If possible, the product should meet both criteria of quality and price.
The promotion message will therefore be able to emphasize on it in advertisement with
“before/after” trailers.
•Mass market retailing•TV broadcast of effeciency test
•Market price for equivalent quality
•Locally adapted packaging
Product Price
Placement via
wholesalers
Mass media
Promotion
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 28
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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9. Toilet paper
The toilet paper market is mostly occupied by products locally manufactured since the three firms
established in each territory produce their own brands products, some retailer brands products
(Leader Price) and also, under franchising, international brands products.
It should be noted that these three firms belong to the same group owning the bleach and
detergent factory.
The retailer mar up is around 30%.
9.1. Competitive environment (brands)
The market is segmented as follows:
- International brand placed on middle and high end of the market or on differentiated
products (color, fragrance…)
o Lotus
- Distributor label with entry point brands and a few qualitative references
o Carrefour
o Casino
o Leader Price
- Local brand :
o Doudou
o Doucine
o Chlorex
9.2. Price range in €
Product Guadeloupe Martinique French Guiana
Toilet Paper
(12 rolls)
MM Min price 1.68 4.3 2.20
MM Max price 3.90 6.35 7.99
Leader Price 7.34 2.39 4.49
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 29
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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9.3. Opportunities & Threats
9.4. Recommendations
Toilet paper is neither glamourous nor a high added value product which induce selling techniques
from retailers based on repeated special offers
Since consumers are focused on price, entering this market needs be done with an aggressive
price policy.
Still these late years trend in toilet paper communication is to associate the product with a sense
of wellbeing to erase its down-to-earth image.
An efficient launching strategy should be supported by:
- Special launching price
- Discount coupons
- Distinctive packaging
Opportunities
• Products are not really differenciated
Threats
• Quasi monopolistic position of one groupe
•Mass market retailing•Discount coupons
•Referencing in leaflets
•Lower than market price
•Locally adapted packaging eventually differentiating
Product Price
Placement via
wholesalers
Mass media
Promotion
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 30
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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10. Plastic bottles
On the three territories, the main beverage producers thermoform their bottles in their plants. The
market is therefore reduced to local juices or coconut water producers.
That market, albeit small, is a developing one since more and more juice producers appear on
the market.
There are currently not many plastic bottles resellers and the market is not very competitive with
prices considered high.
For example, a 1l plastic bottle can be sold in Martinique at 0.60 €.
Capès Dolé in Guadeloupe is the main producer of plastic bottles while its main activity is
producing bottled spring water.
There are a few well established plastic articles reseller which don’t sell plastic bottles and who say
to be interested by a new supplier.
To enter the plastic bottle market, we recommend negotiating directly with these plastic articles
reseller.
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 31
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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11. Aluminum profiles and precast joineries
On the three FCOR territories made to measure product are ruling the market. The market of
prefabricated aluminum joinery is developing but, since there are numerous local manufacturers,
the precast products are still mainly locally manufactured.
There is only one store in French Guiana and Martinique selling standard products, and even in this
case window, doors and louvres are locally produced.
The three markets have reached different levels of maturity.
In Guadeloupe there are around 200 companies working on made to measure aluminum joineries.
In Martinique, since lots of construction sites are on hold in the waiting of the establishment of the
unique assembly, the demand is decreasing leading to the closing down of many companies. The
sector is therefore less competitive than in Guadeloupe but still with major actors.
French Guiana is still a developing market due to construction projects related to spatial and
military activities. Companies keep being created even by firms from Martinique or Guadeloupe.
The well established and known companies are the following:
- ABD fermetures (Guadeloupe & Martinique),
- Rollestrore (Guadeloupe)
- Eurostore (Guadeloupe)
- Alusinor (Guadeloupe)
- Storemeraudes (Guadeloupe)
- SOCOMI (Martinique and French Guiana),
- SAMIR (Martinique)
- Alu discount (Martinique)
- Glass alu (French Guiana)
- Guyane Aluminium (French Guiana)
Surprisingly, the aluminum profiles market is not highly competitive with only a few suppliers all from
Europe:
- Schuco
- Technal
- Rexal
- Profil System
- Sepalumic
Some joinery manufacturers have expressed that they may be interested in importing from the
Caribbean if the proposed quality is as good as and less expensive than what they have now.
Since the quality of the profiles directly impacts the quality of the final product, buyers are and will
stay cautious on the quality issue.
Both price and quality are important since in Guadeloupe final consumer are becoming more
demanding on quality while, in Martinique they price focused and getting interested in discount
joinery.
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 32
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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11.1. Price range in €
Product Guadeloupe Martinique French Guiana
Louvre Companies were
unable to provide us
with a price since
they using a special
software for that
purpose
280
(80 cm x 80 cm)
Companies were
unable to provide us
with a price since
they using a special
software for that
purpose
Window 560
(120 cm x 120 cm)
Door 700
(90 cm x 220 cm)
11.2. Recommendations
Considering the structure of the different markets, we recommend to Trinidadian aluminum
manufacturers to enter the FCOR market as aluminum profiles suppliers for the existing industry.
Information about sales as well as price is hard to obtain and the supplier position is the best one
to get to understand the markets.
Negotiations should start with the main local manufacturers of each territory to evaluate the size
of the market then be extended to distributors.
Since the markets are narrow, special attention should be put into applying the same conditions
to all clients, or at least the same policy.
It should be noted that SAMIR belongs to the same group that owns PROCHIMIE, CHLOREX and
SOPRODIG.
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 33
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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12. Metal Floor decking and Roofing sheets
12.1. Metal floor decking
The use of metal floor decking is not yet widespread in the FCOR. It is currently mainly used on
important construction sites and plywood formwork, which is currently more affordable, is
predominant in the construction sector.
However, consumers are interested in the use of new workform methods and the sale records are
good albeit the poor choice in products size.
The market is not mature yet which leaves place for new products but on this developing market
Arcelor Mittal is already well known and its international brand well rooted.
The existing companies proposing the product are:
- Arcelor Mittal (Guadeloupe, Martinique and French Guiana)
- Sopimat (Guadeloupe)
- René Cotrell Acier (Martinique)
- Profil Guyane (French Guiana)
12.2. Roofing sheets
The market is highly competitive in Guadeloupe where the profiling know-how is widely spread
while Martinique does not produce much aluminum roofsheets with its two local profiling
companies.
Therefore when Guadeloupe may be interested in importing raw materials, Martinique will be open
to importation of transformed products.
French Guiana is still a different challenge since there is a strong competition from Suriname where
construction materials are cheaper and the overall demand is decreasing. However final
customers are searching for quality so there may be some market shares to gain.
The existing companies on the market are:
- Biometal (Guadeloupe and Martinique)
- Acelor Mittal (Guadeloupe, Martinique and French Guiana)
- Etablissement Pomez (Guadeloupe)
- Top Caraibe (Guadeloupe)
- Tropic profil Guadeloupe (Guadeloupe)
- Profil Guyane (French Guiana)
12.3. Recommendations
For these two kinds of products, we recommend entering the market via construction material
distributors, either with raw materials or manufactured products.
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 34
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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13. Bedding products
The market of bedding products is highly competitive with both imported international brands and
local manufacturers in Guadeloupe and Martinique.
Both have a large range of prices
13.1. Competitive environment (brands)
Product Guadeloupe Martinique French Guiana
Mattress support Not mentioned Not mentioned Not mentioned
Mattress Dunlopillo, Matelas
Baptistide, Selina,
Diroy, Bultex, Sonjia,
Dremea
Dunlopillo, Body
impression, Ebac,
Kalmboe, Simmons,
Dremea, Epada
Dreamea, Duniopillo,
Epeda, Simmons,
Treca
Pillows Sweet dreams, Dodo,
Diroy, Ergoform
Tempur, Dreams,
meribel
Dreams, Meribel
13.2. Examples of products
13.3. Price range in €
Product Guadeloupe Martinique French Guiana
Mattress
support
(140 cm x
190 cm)
Market Min price 53 171 82.80
Market Max price 1 190 894 488
Mattress
(140 cm x
190 cm)
Market Min price 109 193 99.99
Market Max price 2 295 1294 758
Pillow
(60 cm x 60
cm)
Market Min price 9.99 9.99 5.99
Market Max price 119 95 89
13.4. Recommendations
Considering the high level of competition on that market, it can be entered either as raw material
supplier or as mattress provider.
However, we recommend starting by providing raw materials to the local industry to better
understand the structure of the markets and evaluate its size.
Reference: CAYRIBE - ExporTT – Market Survey French Caribbean - Preliminary Report_01_A 35
CAYRIBE SARL
Société à responsabilité limitée au capital de 60.000 Euros
R.C.S. Pointe-à-Pitre 531 976 215
Siège social : 127, rue Nobel – ZI Jarry – 97122 Baie-Mahault
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14. Annexes
1. Mass Market price list – Guadeloupe
2. Mass Market price list – Martinique
3. Mass Market price list – French Guiana
4. B2B market – contact list - Guadeloupe
5. B2B market – contact list – Martinique
6. B2B market – contact list – French Guiana