tendencias del mercado de frutas en la union europea i
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The market for tropical and exotic fruitsin the European Union
Gustavo FerroProFound – Advisers In Development
March, 2013 – Proexport seminar
Introduction
• Gustavo Ferro- Market analyst: agro-industrial products
Fruits & vegetables (fresh and processed), coffee, cocoa and cocoa products, vegetable oils, spices & herbs
Main clients: CBI, SIPPO, Proexport, CATIE, IDB, IDH
- ProFound – Advisers In Development: value chain development services: maket intelligence, VCA analysis, trainings, projectfacilitation, business development
• Participants
Agenda
Part I: EU market overview – tropical and exotic fruits
•EU fruit consumption and production
•Tropical vs. Exotic fruits
•European market characteristics
•Entry channels and main players
•Market trends and developments
Part II: Export guidelines – diversifying markets• Going East – Czech Republic case
Why to venture into new markets
Trade channels
Existing and future opportunities
• Business practices
Product marketing
Delivery, payment, services
Dates, figs, exotic
Other fruit
Table grapes
Bananas
Melons & papaya
Stone fruit
Citrus fruit
Apples and pears
0 5 10 15 20 25
EU-27 Gross per capita fruit consumption in kg / year, 2010
European Union – fruit consumption
Freshfel Europe, 2011
1 Cyprus
2 Italy
3 Romania
4 Portugal
5 Greece
Largest per capita consumers
European Union – fruit production
Italy
Spain
France
Poland
Greece
Germany
Romania
Portugal
Austria
Hungary
Netherlands
Belgium
- 2 4 6 8 10 12 14 16 18 20
EU fruit production 2011, in mln. tonnes
FAOSTAT, 2013
1
2
3
4
5
European Union – tropical fruit profile
12
3
4
5
ConsumptionGermanyUnited KingdomItalySpainFrance
ImportsBelgiumGermanyUnited KingdomItalyThe Netherlands
1
2
3
4
5Guavas and mangoes
Avocados
Pineapples
Bananas (incl. plantains)
Main suppliersCosta RicaEcuadorColombiaDominican RepublicPeru
• Tropical vs. Exotic fruits
VS.
• Unfamiliar to most consumers• Low market volume, high market value• Higher risks• Alternative market entry strategy
Exotic fruits – a matter of definition
yang meigolden kiwi
Exotic fruit markets in the EU – market profiles
Main tradersMain marketsHigh qualityStrict controlsConsolidated markets
Fruit productionTraditional cuisinesLatin Am. population (Spain)
Low consumptionFruit production (apples, pears, berries)TraditionalMarket growth
NETHERLANDS
FRANCE
BELGIUM
GERMANY
ITALY
UNITED KINGDOM
SWEDEN
CZECH REPUBLIC
BULGARIA
POLAND
AUSTRIA
SPAIN
PORTUGAL
LUXEMBOURG
DENMARK
LITHUANIA
0 5 10 15 20 25
Largest EU importers of exotic fruits, in 1,000 tonnes % of Colombian supplies
DIRECT IMPORTS
Potential competitors…
Madagascar 30% of EU suppliestamarinds, lychees
Vietnam5% of EU suppliespitahaya (decorative)
KenyaLow-cost passion fruit
Malaysia, Thailandpitahaya, carambola
Trade statistics – reflecting market profiles
Largest importer and
2nd largest supplier: re
-exports!
Product Origin Destination Average price in May 2012
Granadilla Colombia Netherlands 9.09
Denmark 10.83
Passion fruit Colombia Netherlands 6.50
Kenya Netherlands 5.75
Colombia Germany 4.38
Israel France 6.50
Colombia France 6.50
Physalis Colombia Netherlands 7.88
Colombia Germany 5.11
Pitahaya Colombia Netherlands 9.67
Vietnam Netherlands 5.65
Colombia France 9.00
Vietnam France 9.00
Selection of price indications, € /kg, CIF
Source: Market News Service of International Trade Centre, 2012
Price competitiveness – Colombia
How to convey and
sell quality?
Trade Structure
Distributor
National or Intra-EU
Importer-wholesaler role
orindependent
Retail channels or Food service
Major retailers vs. specialised
Vertical integration; tightening of requirements
Intermediary
Importer, Agent
Agent’s role diminishing
Mainstream vs. specialised importers
Consolidation!
Entry point
Sea transport(mainstream)
Air cargo, via main EU airports
(specialised)
Connected to distribution system
Temperature-sensitive transport; avoid
mechanical damage
Trade channels – main actors
Minimum order quantities differ between trade channels
However, ensure you can deliver:
full containers or full pallets
Orders are made every 3-4 days
• Interest in exotic cusines / exotic fruitsTravelling / Store promotionsCooking shows / Internet (websites, blogs) / Youtube culinary channelsOther media
EU market trends – exotic fruits
• Healthy living – fruits containing healthy components (antioxidants, dense nutrients) “Superfruits”
introduced in small amounts, as ingredientsfor the food industry (juices, smoothies); slowly making it to supermarket displays in fresh form.“Less processing” trend
• SustainabilityConsumer awareness: environment + socialOrigin TraceabilityCertification
EU market trends – exotic fruits
EU market trends – exotic fruits
• Food miles; Buying local (e.g. Streekmolen)
Related story: Soil Association (UK) case
EU market trends – exotic fruits
• Economic crisis Market polarisation
Consumption of cheaper items
Opportunity to indulge
• Higher requirements, stricter controls production and handling processes
Health and safety (GlobalGAP, HACCP, BRC)
MRLs (Pesticides) – Further reading
No GMOs!
Novel Food – Further reading