São Paulo – The Brazilian confectionery industry is focusing on the foreign market this year. The launch of an international website in three languages is one of the bets for promoting the sweets overseas. Also, the industry is investing on product innovation and on packaging labelled in foreign languages in order to boost exports.
“The industry is beginning to invest more and more in innovation. We are the world’s third largest confectionery industry,” says Rodrigo Solano, the Export manager for the Brazilian Cocoa and Confectionery Manufacturers Association (Abicab). In terms of production and sales, Brazil is second only to the United States and Germany.
Solano says Abicab and the Brazilian Export and Investment Promotion Agency (Apex-Brazil) are developing a strategy named Brazil Beyond Sugar for showcasing the country’s confectionery industry at foreign markets.
“Brazil is known as a major sugar exporting country, and we want to show the world what we do with all this sugar. All the more so because Brazilian cane-based sugar is different than the beet-based sugar made abroad; sugar made from cane is sweeter,” he says.
In November last year, Abicab launched its international website. Available in Arabic, English and Spanish, the site has had 17,500 page views so far. Most of the hits, including the three versions, originated from Germany, the United States, Italy, China and France.
Among Arab countries, the site had the most viewers in Saudi Arabia, Yemen, Libya, Algeria and the United Arab Emirates. Solano explains that although they rank low on the list of visitors, when combined, the Arabs account for a significant portion of interested parties. “The Arab countries combined rank right below Germany,” he says.
The news on the website will be updated on a fortnightly basis, but the contents are renewed more frequently, including recipes, information on events and on the Brazilian industry. The address is www.sweetbrasil.org.br.
Exports
In 2013, the Brazilian confectionery industry exported 118,000 tonnes, down 3% from 2012, and grossing US$ 291.5 million. “The industry is restructuring. We are seeing a slowdown, as are all other industries,” says the Abicab manager regarding the decline in foreign sales.
He notes, however, that companies are working to offset the decline in sales. “There is a trend towards innovation, premium products and nutraceutics (items with nutritional properties). There are 300 flavours to explore in Brazil. It is highly likely we will see a healthy recovery,” he says.
However, Solano declines to make any forecasts concerning exports in 2014. “This year is a big question mark. The scenario remains highly volatile, and it will all hinge on the companies’ development and the response they will get from the world. I am very optimistic; some of our associates are carrying out aggressive actions targeting the foreign market,” he says.
The packaging is also a part of the sales strategy. “Almost all enterprises include translations into Arabic on their labels. The packaging is being completely adapted to the foreign market,” says Solano, noting that some companies are no longer exporting packaging in Portuguese with translations into other languages, and are opting instead to offer labels entirely written in the target languages.
Fairs and World Cup
For this year, Abicab has a few events in store for foreign buyers. During the World Cup, for instance, the association will bring six importers to have a close look at the Brazilian confectionery industry.
Fairs are also a part of Abicab’s international strategy. The organization is taking eight companies to the Gulfood, a trade show due from the 23rd to the 27th this month in Dubai, United Arab Emirates. They are: Docile, Dori, Embaré, Garoto, Jazam, Harald, Peccin and Riclan.
In November, the association will take the companies to the Sweets and Snacks Middle East, also held in Dubai. “We are noticing that companies regard the Middle East as a key strategic market. The fairs in Dubai are often more action-packed than others, and this attracts our associates,” he says.
In 2013, the Middle East, including non-Arab countries in the region, accounted for 3% of the industry’s exports, having imported a combined 4,400 tonnes, up 4.2% from 2012.
*Translated by Gabriel Pomerancblum
