General context: Agro-food sector in Portugal

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Portuguese Agro-food Sector
Isabel Braga da Cruz
(knowledge Division | PortugalFoods)
Alimentaria & Horexpo
Lisbon, 29th March, 2011
Outline:
• Characterisation of Agro-food sector in Portugal
over an European context;
• PortugalFoods Observatory (example) – analysis of
food product launches in the Portuguese market;
• Conclusions
General context: Agro-Food Sector in Europe
• EU Food and Drink industry (2008)
* Source: CIAA
General context: Agro-food sector in Portugal
• Agro-food sector is the biggest industrial
sector in Portugal, as well as in Europe;
• Portuguese Agro-food
sector corresponds to 16% of
the total transformation
industry in Portugal;
• Portuguese Agro-food sector
is mostly composed by
SME’s, highly dispersed;
• It represents a turnover of
13.500 M€ (2009);
• Major food production is
focused on a reduced number
of enterprises.
• It contributes to 7,6% to
GNP.
• Total number of enterprises in food field ranges 11.000;
• Total number of employees in food field ca. 111.000
Source: FIPA, based on INE data
General context: Agro-food sector in Portugal
13.500 M€
Turn-over (M€)
• Turnover evolution*
year
• Source: FIPA projections for 2008 and 2009, INE data (2003 to 2007)
General context: Agro-food sector in Portugal
• Relative weight of the different sub-sectors to the turnover (2009)*
• PT: Beverages,
Meat, and Dairy
and the major
sub-sectors
representing 44%
of total turnover
• EU: Beverages,
Meat, and Dairy
and the major
sub-sectors
representing 50%
of total turnover
* Source: FIPA, based on INE data
General context: Agro-food sector in Portugal
• Distribution (%) of the enterprises by sub-sector
• PT: Beverages,
meat, oil & fats
and dairy
Source: FIPA, based on INE data
General context: Agro-food sector in Portugal
• Employee distribution, relative weight of the different sub-sectors.
Source: FIPA, based on INE data
General context: Agro-food sector in Portugal
Great majority of the enterprises are of small dimension:
• 80% of the enterprises has less than 9 employees, representing 9% of total
turnover;
• Highest contribution to turnover (21%) comes from enterprises with a number of
employees (10-49);
• Only 2,8% of the enterprises has more than 50 employees.
Source: FIPA, based on INE data
General context: Agro-food sector in Portugal
Import & Export
• Agro-food
products represent ca. 12% of the total
importation in Portugal (6.000 M€ in 2007);
• Spain and Germany are the biggest players in EU;
Source: FIPA, based on INE data
General context: Agro-food sector in Portugal
R&D investment
• Agro-food sector traditionally has a reduced investment in R&D, when
comparing with other production sectors;
• R&D investment in Portugal represents 1,2% of GNP;
• Despite the low investment on R&D, a high intensity and activity on
innovation is evident, specially connected with differentiation of food
products and processes, according to market trends and consumer
demands.
Source: FIPA, based on INE data
General context: Agro-Food Sector in Portugal
Over the last decade Portuguese Agro-food sector has been
learning how to value their uniqueness towards innovation,
reacting to the new challenges of the global market and
consumer demands.
How?
• Over important changes on production units (evolving
environment concerns and sustainability issues);
• By introducing Quality and Safety on their products, through
HACCP and several certification processes;
• By improving communication with consumer (through
marketing and label information).
Observatory approach
“Food products in Portugal”
Outline
• Global analysis of new food products launched in Portugal
(tracked by the Innovadatabase);
• Five years period of analysis: 2006 – 2010;
• Food products detected: 5.111 (products found);
Market Analysis: Product Launch Activity
Positioning Analysis - Stand-outs & Product Trends
Product Launch activity in Portugal
• Distribution analysis
over the last 5 years,
reveals a strong
increase in food product
launches beyond 2007;
• Slight increase
between 2007-2010.
Product Launch activity
Company (Top 10 )
%
Retailer (Top 10 )
%
LIDL
16,1
CONTINENTE
23,6
MODELO CONTINENTE HIPERMERCADOS
4,7
LIDL
18,4
NESTLÉ
4,1
HYPERMARKET
12,8
KRAFT
2,4
JUMBO
7,2
DANONE
2,3
MODELO SUPERMARKET
4,1
UNILEVER
2,2
PINGO DOCE
3,3
JOAQUIM MOREIRA PINTO & FILHOS
1,6
CARREFOUR
2,8
PINGO DOCE
1,5
ALI SUPER
1,5
CARREFOUR
1,4
Hypermarket JUMBO
0,8
BIOREGIME
1,3
MODELO CONTINENTE HIPERMERCADOS
0,8
Market analysis
↗ Market distribution (top 15)
Market analysis
↗ Market category (top 10)
Market analysis
↗ Positioning
Conclusions: agro-food sector in Portugal
• Quality and Safety in parallel with certification, are the
basis of whole agro-food scenario;
• Major trends in food sector, show that consumer
demands healthier products, more convenient and of
easy preparation;
• Nowadays is stated that food is seen a new cultural
approach, leading to new experiences and learning,
beyond the inherent nutrition of food, leading to high
opportunities of differentiation in food market and business.
Dzięki!
[email protected]
Alimentaria & Horexpo
Lisbon, 29th March, 2011
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