MARKET OPORTUNITIES IN COLOMBIA BEAN DAY 2015 FARGO, NORTH DAKOTA JANUARY, 2015

Transcription

1 MARKET OPORTUNITIES IN COLOMBIA BEAN DAY 2015 FARGO, NORTH DAKOTA JANUARY, 2015

2 Market Overview National Bean Production (MT) Production Bean Imports (MT) Beans Imports 141,349 42, ,069 40, , ,606 79,661 23,905 20, August If we compare these two graphics we can notice that imports levels don t depend on domestic production. Source: National Federation of Growers of Cereals and Legumes (FENALCE)

3 Market Overview BEANS IMPORTS ORIGINS The origins of bean imports are varied. Countries with higher market shares are Ecuador, Peru and China. Imports from the U.S. went down by 64%, when compare 2012 and In the same period, imports from Ecuador grew 36.6%, while Peru s imports increased by 7.81% and China s decreased 38.4%. Canada s imports recorded the biggest growth with 3,405.13%. ORIGIN MT Market Share (%) MT Market Share (%) Argentina 2, Bolivia 1, , Canada , China 9, , Ecuador 9, , United States 3, , Peru 11, , Venezuela 1, Source: National Federation of Growers of Cereals and Legumes (FENALCE)

4 Market Overview Apparent Bean Consumption (MT) Consumption Per Capita (Pounds) 200,000 Consumption Per Capita 180, , , , , ,000 60,000 40,000 20, National Production Imports Source: National Federation of Growers of Cereals and Legumes (FENALCE)

5 Market Overview EXISTING TARIFFS ORIGIN TARIF OBSERVATIONS US Free Trade Agreement* Mercosur Mexico Canada Free Trade Agreement** Ecuador, Chile and Peru 0% Contingent of 16,538 MT 35.7% Non-quota 19.8% Argentina, Paraguay and Uruguay. Rate of tariff reduction 0.33% 17.4% Brasil. Rate of tariff reduction 0.29% 60% Before Pacific Alliance (PA) 35.7% PA: tariff reduction trough 10 years. 0% Contingent of 4,240 MT 42.0% Non-quota 0% China and other origins 60% *The quotas increase at 5% per year, with a tariff reduction trough 10 years. Quotas assignments are based on first come, first served. **TRQ will increase 120 MT each year. Source: Legiscomex

6 1 Objectives Bean Consumption Habits Consumption frequency Average amount of product consumed (increase or decrease) Ways of consumption 2 3 Purchasing Factors Price influence Elasticity of demand Preferred commercial establishments Brand influence Known, Consumed and Preferred Varieties Which varieties are known Which varieties are consumed and preferred? Why? Knowledge of Pinto Bean 4 Willingness to Consume a New Variety Factors considered to choose one variety over another Factors considered to consume a new variety 5 Opinions About Pinto Bean Reviews regarding smell, taste, texture and color Reviews about the recipes made with Pinto Bean Willingness to consume Pinto Beans Willingness to change their preferred bean variety for Pinto Bean

7 FOCUS GROUPS FINDINGS

8 Findings Bean consumption is very common in Colombia. When participants were asked about their eating habits, beans were one of the products that came up spontaneously. Participants consumed beans because they like them, but tradition plays an important role in the consumption of this legume, followed by the nutritional aspect, due to its high protein content. In Medellin the majority of participants eat beans twice a week on average and their weekly consumption is around two pounds. In Bogota consumption is reserved to once a week, but one thing that has to be taken into consideration is that the amount consumed is higher, between two to four pounds of product.

9 Findings Price is not a significant variable when it comes to purchasing edible beans. If price increases, purchases wont be proportionally affected. A different situation occurs when it comes to the introduction of a new variety. For this case price is important for consumers. The new variety needs to be introduced with a lower price. Participants indicated that flavor, looks and textures would be the main characteristics to take into consideration when choosing a new variety of beans. Most of the participants remembered at least one brand of beans. The three most mentioned brands were Exito, a private label of the hypermarket chain with the same name, Aburrá, one of the largest wholesaler/importer in Medellin and Carulla. Product quality is very important for consumers, brand loyalty is higher in Bogotá than in Medellin. Buying a recognized brand gives consumers a sense of safety and guaranty.

10 Findings The top four varieties of beans mentioned were Cargamanto, red and white, Bola Roja, Blanquillo and Black Eye Peas. Cargamanto is the most consumed variety in Medellin, while Bola Roja is preferred in Bogotá; both for its flavor, size and texture. For most participants, bean consumption has remained the same over the last six to twelve months. Supermarkets are the preferred point of sale for purchasing beans. The reasons were diverse, but the most important were: convenience and closeness, as well as freshness and quality of the products offered. The majority of the participants were not familiar with the Pinto Bean variety.

11 Findings Comments were very favorable towards Pinto Beans after participants tasted the recipes. Comments like: The texture is soft but firm and I like it very much, among other comments came out during the discussions. Its size was listed mostly as medium. The flavor was rated from good to very good and when the Pinto Bean was compared with the varieties that are frequently consumed, it was indicated by the participants that the taste and the texture of Pinto Beans is as good or better than Cargamanto. There is a high disposition among participants to consume Pinto Beans. Most of them indicated that they would purchase the variety if its available in the market, but the consumption would be occasional, since they would consider it as an alternative and not a full time replacement of the varieties already consumed.

12 RECOMMENDATIONS

13 Recommendations The main barrier that Pinto Bean will face is the lack of knowledge by consumers. Education will be key in the process of introducing the variety in the Colombian Market. Looks do play a role in the decision making process, but taste and texture are the main factors that will drive to the final decision. Therefore, it will be necessary to carry out promotional activities, such as tastings, that will allowed consumers to experience the product, without taking any risks. These activities have to be accompanied with the dissemination of information about recipes and the health benefits of Pinto Beans. Promotional activities and tastings, could be developed inside the supermarket stores, but also in malls, where access to a more diverse and large amount of consumers could be reach. It is important to enter the market through a well stablish importer, such as the supermarket chain Exito or the importer/wholesaler Aburra. This will link the Pinto Bean variety to well known brands that consumers are familiar with and that they associate with quality, reducing stress during the purchasing decision of the new variety.

14 Recommendations TV cooking shows are an inexpensive way of promoting the variety. The chefs could prepare recipes with Pinto Beans, while talking about its health benefits. Tastings at culinary expos, fairs and exhibitions could help educate not only more consumers, but chefs from restaurants and hotels. Although prices do not influence the decision to purchase beans, we recommend to introduce Pinto Bean with similar prices as the ones found in the market. After the product has a good market penetration and it s largely accepted by consumers, prices could be adjusted according to market conditions.

15 MARKET OPORTUNITIES IN THE DOMINICAN REPUBLIC BEAN DAY 2015 FARGO, NORTH DAKOTA JANUARY, 2015

16 Market Overview PINTO BEAN IMPORTS INTO THE DOMINICAN REPUBLIC Volume MT Value US$ FOB 31,825 41,536 36,605 30,736 19,991,502 27,640,109 23,710,117 25,027, Source:

17 Market Overview TRQs & SAFEGUARDING UNDER DR-CAFTA DR-CAFTA TARIFF OUTSIDE DUTY FREE SAFEGUARD DUTY UNDER IMPLEMENTATION YEAR QUOTA (%) QUOTA (MT) ACTIVATION (MT) SAFEGUARD (%) ,560 11, ,120 11, ,680 12, ,240 13, ,800 14, ,360 14, ,920 15, ,480 16, ,040 16, ,600 17, ,160 18, ,720 19, ,280 19, ,840 20, UNLIMITED 0

18 Market Overview MAIN BENEFICIARIES OF TARIFF QUOTAS COMPANY AGROCOMERCIAL IMPORT, S.R.L. 3,093 3,520 CASA CHEPE, S.R.L. 1,628 1,316 GRANOS NACIONALES, S.A. 2,222 2,934 IMPORTADORA DEL SUR, S.R.L. 1, PROCESADORA DE GRANOS MAGUANA, S.R.L TOTAL 13,040 12,480 Source:

19 Market Overview DRY BEAN LOCAL PRODUCTION (January-June 2014) BEAN VARIETY CWT Read Bean (1) 378,087 Black Bean 163,554 White Bean 4,209 (1) Includes Jacamelo variety (Cranberry) (2) Industry members indicate that this figure refers mainly to green pigeon peas. Source:

20 Market Overview DRY BEANS PRICES IN THE DOMINICAN REPUBLIC (US$/CWT) Bean Variety Origin 09/15/ /08/ /27/ /02/2014 Jacomelo (Cranberry) Azua (DR) $70,94 $77,80 $80,15 $77,05 Red Bean (Jose Beta) San Juan (DR) $75,51 $80,09 $82,44 $87,40 Black Bean (Arroyo Loro Negro) San Juan (DR) $50,34 $50,34 $53,13 $48,30 White Bean (Anacaona) San Juan (DR) N/A N/A N/A N/A White Bean (San Juan) San Juan (DR) N/A $84,67 $87,02 N/A Pinto Bean USA $75,51 $80,09 $76,71 $79,35 Pigeon Pea (Gandul) Ocoa (DR) $36,61 $36,61 $32,06 $27,60 Source:

21 Conclusions Market of around 1.3 million hundred weights between all varieties. Though statistics indicate that local production is more than 500,000 hundred weights, traders and producers indicate that is les 400,000. This creates a market opportunity for imports for the amount of aproximately 800,000 hundred weights of edible beans. Pinto beans have 45% market share aproximately. Current bid system for import permits will allow the new players to become more active in bean imports. TRQs are being used to full extend. Accordingto a survey done by the Consumer Protection Agency, consumers are eating less beans