Concern for health and a balanced diet, which goes hand in hand with the demand for food that is easy and quick to prepare, is one of the opportunities that can be taken advantage of by Central American exporters.
In the food market, the cultural variety stands out, due to the convergence of diverse culinary traditions generated by the relevance of tourism.
From January to September 2019, Central American exports of vegetables totaled $159 million, 21% more than reported in the same period in 2018, a rise that is explained by the behavior of sales to companies in the United States.
Figures from the Trade Intelligence Unit of CentralAmericaData: [GRAFICA caption="Click to interact with graph"]
The first foreign sale of the fruits was carried out by the company Melones de la Península, which sent 1,500 kilos to Europe by air and 10,000 kilos by sea.
After the organization Kiwa BCS Limitada granted the certification of organic product, in a first stage Melones de la Península exported 1,500 kilos during two weeks, by air, between both varieties (melon-yellow honey dew and watermelon-quetzali), as well as approximately 10 thousand kilos by sea in the same period.
The European country represents a market of 10 million inhabitants and its per capita expenditure on fruits and vegetables reaches $500 million per year, one of the highest in this category.
Procomer Costa Rica's "Fresh and Processed Foods in Portugal" study shows that in 2018, food spending in Portugal, including alcoholic beverages, reached $3,132 per capita, 20% of total consumption spending.
Last year exports of 17 types of fruits, vegetables and organic grains may registered a 4% increase compared to 2016.
In the last ten years, the number of agricultural producers dedicated to the cultivation of fruits, vegetables and organic grains increased from 1,500 to 6,451, according to figures from the National Secretariat for Health and Food Safety (SENASA). Also in the last decade, it is estimated that the planted area grew from 4,400 hectares to 31 thousand hectares.
In 2016 exports of fresh and chilled vegetables from countries in the region amounted to $143 million, and sales to the US grew by 9% compared to 2015.
Figures from the information system on the Fresh or Chilled Vegetables Market in Central America, compiled by the Business Intelligence Unit at CentralAmericaData: [GRAFICA caption = "Click to interact with the graph"]
Pineapples, bananas and sugar cane represent 98% of total exports of organic products from Costa Rica to ten European Union countries.
Germany, Belgium, Denmark, Spain, the Netherlands, Italy, Latvia, France, Switzerland and the United Kingdom are the nine European markets where Costa Rica exports its organic agricultural production, mainly made up of sugar, bananas, coffee and pineapples, cocoa, papaya, guava and carambola.
A growing demand for this type of food in the European country has been indicated, but there also the challenges related to non-tariff requirements, the atomization of sales channels, and cultural trading style.
From the summary of a report by PROCOMER: "Spanish Market Potential for Health Foods":
Overall, the opportunities will involve promotional effort, perhaps more than the average done for other countries or regions, which must include:
All of the production from 2015 produced by the union of organic banana growers will be exported to the United States.
From a statement issued by the Costa Rican Foreign Trade Promotion Office (Procomer):
The Piurana Central Association of Small Producers of Organic Banana of Peru (CEPIBO) has decided to send its entire production from 2015 to US suppliers, because they offer a better price for the fruit.
Fruits and vegetables, followed by baby food, milk and soy milk are the organic products in demand.
From a statement issued by the Foreign Trade Promotion Office of Costa Rica (PROCOMER):
Given the continuing concern about food safety, consumers in Hong Kong are seeking safer and high quality options such as those that can be found in the organic sector, since they are perceived as being more natural and nutritious compared to conventional foods.
There is an increasing preference on the part of European consumers for confectionery products made from natural raw materials free from artificial ingredients.
From a statement issued by the Costa Rica Foreign Trade Promotion Office (PROCOMER):
Europe seeks confectionery free from artificial additives
'Natural' has become a key factor for consumers of the five largest European economies (Germany, France, UK, Italy and Spain) who choose gum flavoured with fruit, candy and other products in this category.
Projections are for the period 2014-2019 of an average annual growth of 5% in sales of organic chocolate in the country.
From an article by the Costa Rican Foreign Trade Promotion Office (PROCOMER):
In 2013, the chocolate confectionery industry in America had sales of $18,459 million, representing an average annual growth of 3.7% since 2009.
The segment of organic chocolate in the US had the strongest growth since 2009, as its sales increased by an average of 4.9% annually. It is expected that by 2014 sales in this segment will reach $185 million; also projected was that the average annual growth between 2014 and 2019 will be 5%, making it as the most dynamic segment of the US chocolate industry, a situation that has been attributed to a growing trend in the North American country to consume products certified organic for health and wellbeing reasons.
Supermarket or "own brands" with lower prices have started to gain ground in the market for organic and healthy food products among US consumers.
From a statement issued by the Costa Rican Foreign Trade Promotion Office (PROCOMER):
Own brands of organic and natural products are gaining ground in the US
The emergence of brands such as Kroger's Simple Truth, Wild Harvest by Supervalu and Simply Nature by Aldi for organic and natural products are a clear example of how own brands are evolving, as both producers and retailers aim to satisfy consumer demand which is increasingly more concerned about wellbeing and nutrition with more healthy options at a good price, leading many supermarkets to create their own brands focusing on a balanced diet.
58% of Canadian families buy organic food at least once a week, making it an attractive market for companies producing these products.
The demand for organic food has grown in recent years both in Europe and in North America, where countries such as Germany, Switzerland, the United States and Canada are buying more and more organic food which is free of pesticides, dyes and other chemicals in order to improve their health.
Products entering the South Korean market must apply for certification from the Health Authority of that country.
From the 1st of January the Asian nation has required that imported organic products have a certificate, which must be requested from the Sanitary Authority of Korea (QIA) .
From an article by the Costa Rican Foreign Trade Promotion Office (PROCOMER) :