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Tendencias del mercado de frutas en la union europea i


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Tendencias del mercado de frutas en la union europea i

  1. 1. The market for tropical and exotic fruits in the European Union Gustavo Ferro ProFound – Advisers In Development March, 2013 – Proexport seminar
  2. 2. 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, project facilitation, business development• Participants
  3. 3. AgendaPart 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 developmentsPart 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
  4. 4. European Union – fruit consumption EU-27 Gross per capita fruit consumption in kg / year, 2010 Largest per capita consumersApples and pears 1 Cyprus Citrus fruit Stone fruit 2 ItalyMelons & papaya Bananas 3 Romania Table grapes Other fruit 4 PortugalDates, figs, exotic 0 5 10 15 20 25 5 Greece Freshfel Europe, 2011
  5. 5. European Union – fruit productionEU fruit production 2011, in mln. tonnes Belgium 1 Netherlands Hungary Austria 2 Portugal Romania Germany Greece 3 Poland France Spain 4 Italy - 5 10 15 20 FAOSTAT, 2013 5
  6. 6. European Union – tropical fruit profile Bananas (incl. plantains)Consumption PineapplesGermanyUnited Kingdom AvocadosItaly 2 2 5 Guavas and mangoesSpain 1 3 1FranceImports 5 Main suppliersBelgium Costa RicaGermany Ecuador 3United Kingdom 4 ColombiaItaly 4 Dominican RepublicThe Netherlands Peru
  7. 7. Exotic fruits – a matter of definition• Tropical vs. Exotic fruits VS. yang mei golden kiwi• Unfamiliar to most consumers• Low market volume, high market value• Higher risks• Alternative market entry strategy
  8. 8. Exotic fruit markets in the EU – market profiles
  9. 9. Trade statistics – reflecting market profilesLargest EU importers of exotic fruits, in 1,000 tonnes Potential competitors…% of Colombian supplies Madagascar LITHUANIA 0% 30% of EU supplies DENMARK 0% tamarinds, lychees LUXEMBOURG 0% PORTUGAL 5% Vietnam SPAIN 9% 5% of EU supplies AUSTRIA 0% POLAND 0% pitahaya (decorative) BULGARIA 0% CZECH REPUBLIC 0% Kenya SWEDEN 0% Low-cost passion fruit UNITED KINGDOM 0% ITALY 0% Malaysia, Thailand GERMANY 3% pitahaya, carambola BELGIUM 0% FRANCE 1% NETHERLANDS 12% 0 5 10 15 20 25
  10. 10. Price competitiveness – Colombia Selection of price indications, € /kg, CIFProduct Origin Destination Average price in May 2012Granadilla Colombia Netherlands 9.09 Denmark 10.83Passion fruit Colombia Netherlands 6.50 Kenya Netherlands 5.75 Colombia Germany 4.38 Israel France 6.50 Colombia France 6.50Physalis Colombia Netherlands 7.88 Colombia Germany 5.11Pitahaya Colombia Netherlands 9.67 Vietnam Netherlands 5.65 Colombia France 9.00 Vietnam France 9.00 Source: Market News Service of International Trade Centre, 2012
  11. 11. Trade Structure Trade channels – main actors Entry point Intermediary Distributor Retail channels or Food service Sea transport Importer, Agent National or (mainstream) Intra-EU Major retailers vs. Agent’s role specialisedAir cargo, via main EU diminishing Importer- airports wholesaler role Vertical integration; (specialised) Mainstream vs. or tightening of specialised independent requirements Connected to importers distribution system Minimum order quantities differ between trade channels Consolidation! However, ensure you can deliver:Temperature-sensitive transport; avoid full containers or full pallets mechanical damage Orders are made every 3-4 days
  12. 12. EU market trends – exotic fruits• Interest in exotic cusines / exotic fruits  Travelling / Store promotions  Cooking shows / Internet (websites, blogs) / Youtube culinary channels  Other media
  13. 13. EU market trends – exotic fruits• Healthy living – fruits containing healthy components (antioxidants, dense nutrients) “Superfruits” introduced in small amounts, as ingredients for the food industry (juices, smoothies); slowly making it to supermarket displays in fresh form. “Less processing” trend• Sustainability  Consumer awareness: environment + social  Origin  Traceability  Certification
  14. 14. EU market trends – exotic fruits• Food miles; Buying local (e.g. Streekmolen)Related story: Soil Association (UK) case
  15. 15. 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