Because there are customers who demand gluten-free food, vegan food or dishes that adapt to the ketogenic diet, companies in Costa Rica can exploit new market niches.
The number of consumers who demand specialized food is rising in the Costa Rican market, so some restaurants have changed their menus to meet the demands of customers.
Operating Company dedicated to the manufacture of gluten-free and sugar-free products, OHNE brand.
The OHNE brand has 8 product lines: square bread, sweet lemon cookies with chia, chocolate with blueberries and sweet cookies with sunflower seeds, sesame sticks, empanizer, banana cake, all made without gluten, without sugar, without soy and dairy-free, ingredients that are intolerant for this market segment.
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"]
Consumers increasingly prefer healthy products such as sugar obtained from coconut, apple and agave, which are considered more natural.
From a statement issued by the Foreign Trade Promotion Office (PROCOMER):
Coconut sugar has increased its popularity in many countries because it is perceived as a more natural or acceptable option than regular sugar. Despite being still a niche product, sales have increased significantly.
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.
Food distribution companies have recorded an increase in sales of products which are low-calorie, natural and gluten free.
Rita Gutierrez, manager of Marketing and Corporate Affairs at Grupo Rey told Martesfinanciero.com that "... For two years we have noticed a significant increase in demand for healthy products on the shelves of supermarkets, as consumers have changed their lifestyle and are looking for a new ways of eating.
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.
Organic and natural pet foods are the most in demand globally.
Natural and organic pet food has had great growth in the market. Between 2002-2012 premium brands increased their share by 68%, according to statistics provided by Euromonitor International.
From an article by the Costa Rican Foreign Trade Promotion Office (PROCOMER):
Greater awareness of health issues is affecting pet owners who are opting for organic or natural pet foods made from fresh products and which do not contain preservatives.
Sales of beverages and low-calorie foods such as cereals and snacks, have picked up in the old continent.
From an article by the Costa Rica Foreign Trade Promotion Office (PROCOMER):
Sales of products and low-calorie drinks have risen in Europe, according to the consulting firm Mintel, after a decline in 2004. According to Laura Jones, analyst at Mintel, the rise in demand for these products is driven by the popularity of low calorie diets such as Atkins, which has led people to be more aware of the amount of calories and carbohydrates they are consuming." This increased awareness has been promoted by some consumers. In Europe recently low-calorie products have been launched which have introduced a wide range of products that are normally associated with carbohydrates."
Unlike European and South American consumers, Asians show a greater willingness to pay more for organic products.
From an article by the Costa Rican Foreign Trade Promotion Office (PROCOMER):
The Spaniards are not willing to pay more for organic products, as is clear from the last Socialogue Report prepared by IPSOS in 24 countries worldwide. Although more than half of the Spanish population (51%) are appreciative of businesses who undertake initiatives to respect the environment, only 27 % were willing to pay more for these products.
A growing part of the Korean population is concerned about eating healthier, increasing the interest in organic foods.
A statement from the Foreign Trade Promotion Office of Costa Rica ( PROCOMER ) reads:
Although still small compared with other countries , the Korean market for organic products is growing rapidly . Until recently local organic products were limited to fresh vegetables, some fruit and rice, but in recent years major food industries have begun to process this type of goods.
In the last five years the retail market for organic products has fallen 1.5% while at community level it grew 25% over the same period.
From an article by the Costa Rican Trade Promotion Office (PROCOMER):
According to the Soil Association, the organic retail market in the UK is down 1.5% over the past five years, whereas at the community level it has increased by 25% over the same period.
An announcement has been made of new nutritional standards to be implemented in schools across the country, which include foods groups such as whole grains, low-fat dairy, fruits, vegetables and protein.
From an article by the Costa Rican Trade Promotion Office (PROCOMER):
The Secretary of Agriculture of the United States, Tom Vilsack, announced that under new nutrition standards to be applied in schools across the country, Smart Snacks in School, students will have a greater choice of healthy foods.
A good marketing strategy in promoting organic products is to include ethical statements to help producers to differentiate themselves from their competitors.
From an article by the Costa Rican Trade Promotion Office (PROCOMER):
A study in five European countries which was recently published in the magazine Appetite, suggests including ethical statements in the promotion of organic products is a good marketing strategy for differentiating yourself.
The U.S. supermarket chain Whole Foods is to increase from 9 to 40 the number of points of sale of organic products in Canada.
From an article by the Costa Rican Trade Promotion Office (PROCOMER):
John Mackey, CEO of Whole Foods, the largest U.S. chain of organic products, announced that the number of its supermarkets will go from 9 to 40 or more in Canada, as they expect their organic food market to continue to evolve as it has done so far.