Sweet Brasil
06/10/2016 Industry


The Brazilian confectionary market is very impressive, being among the largest in the world along with economically powerful countries, the country has the credentials to gain many great opportunities in the international market. Our products, aside from the competitive quality and variety, has several exclusive flavors, a differential that as it becomes better known, turns into an great advantage when presenting to potential international clients.

Although the percentage of Brazilian global exports from the sector still hasn’t reached double digits, the potential growth, in both mature economies as well as emerging economies, is substantial and, little by little, this scenario will continue to adjust with continuous growth, which will help the products become ever more accepted in the international market.

While the Brazilian confectionary market is valued at around US$ 12.8 billion, the total global market is valued at US$ 196.5 billion, and grows on average 4% per year. However, there is a considerable slice of foreign consumption that can be converted. Add to this the fact that many countries yearn to discover typical Brazilian products and flavors.

To meet this expectation, Brazilian companies need to position their products in a way that attracts international buyers. The fine candies manufacturer Berbau, cites two ways that they consider the most basic to attract the international market: participation in international fairs and network with importers and distributors.

Fairs are a great chance for potential clients to experiment the products and get to know the company. If they like the products, it’s an opportunity to start the purchasing process with the exportation manager. The other way is to serve the very importers and distributors that contact us. Normally they enter in contact via the website and we direct them to the exportation department. However, as we have a minimum quota for exportation, being one container, we can only serve importers and distributors that already have their own distribution channel”, explains Daniela Pernambuco, from the Exportation Department of Berbau.

For the healthy snacks manufacturer Enova Foods, international fairs are also an important tool to conquer the international market, as well as their participation in business networking events, when you can show potential buyers the range of products you have to offer them. In addition, the company has been developing innovative products to stimulate international interest. “We also pay attention to the market trends to develop products for the healthy line, grab’n’go and sugar free”, highlights Aline Campos, International Sales Executive for Agtal.

Likewise, for Embaré, international fairs play a fundamental role in their development within the international market, but their participation requires important work prior to the exhibition. “We conduct a survey of the characteristics of each of the markets and which packaging we should present to stand out (we always have almost all of our packaging displayed on the stand shelves/hooks, but we give priority to specific packaging in the storefronts). In general, as the fairs are international, each place has its own culture and identity and we always try to follow these as guidelines when developing the work to be displayed. For example: at the Sweets and Snacks fair in Chicago we focused on our packaging developed for the North American market for the storefronts”, affirms Felipe Antunes, Exportation Manager for Embaré.

As Antunes explains, product acceptance, when presented to the international market, is also achieved through the care given during the production process. “Embaré works in the confectionary segment, almost exclusively with milk based product formulas. This is not something that all companies offer, so in general, in Brazilian stands, we are one of the few that offer this range of products. This gives us an advantage for having a quality product which satisfies the palate of most visitors to the fair. On the other hand, we have the disadvantage that, by using milk, we offer a more expensive product in comparison to other similar products”, he concludes.