Germany a land of opportunities. January 16th PDF Free Download

Germany a land of opportunities January 16th 2018

Agenda The German Market 1. Social and demographical characterization 2. Economic Data 3. Food and beverage exports from Portugal to Germany 4. The German consumer 5. The German food trade 6. SWOT Portuguese food and beverages in German market 7. Doing business in Germany

Germany: 16 Federal States and Capitals

Key demographic facts about Germany part I Germany was founded in 1871; the actual Federal Republic of Germany in 1949 And in 2016 there were: 82,5 Million inhabitants 10 Million immigrants Source: destatis.de; statista, 2018; AZR 2016

Key demographic facts about Germany part II 1 in 5 German inhabitants is over 65 years old 41,1% are one-person households in Germany 41 Million German total households Source: destatis.de; statista, 2018

Germany s economic performance in 2016 1 st European Economy 4 th largest worldwide economy 3 rd exporter/ importer of the world GDP per capita of 35.721 PPS 4,1% Unemployment Rate 1,7% Economic growth PT: 22.398 PPS PT: 11,1% Source: Pordata, 2018

Evolution of food and beverage exports from Portugal to Germany - 3,7% + 3% 83.3 Million 97.5 Million 93.9 Million 96.7 Million 2012 2015 2016 2017* Note: *provisional Source: INE

Index Points Consumer confidence Index in Germany and Portugal 6, 5, 5,3 4, 4,2 3, 2, 1, 0, Germany Portugal Finnland: + 25,8; Italy: - 7,8 Source: destatis.de; November 2017

Average monthly expenditure in consumer goods per household in Germany in 2016, by segment (in %) Source: statista, 2018

Annual average consumption of specific products per capita in Germany 22,5L Wine 3,3Kg Fish cans and others 2,1Kg Jams 37,9Kg Meat Products and Sausages 0,8L Olive Oil Source: statista, 2018

Expected trends for 2018-2021 for Germany Product Meat Products and Sausages Fish cans (incl. smoked fish) Market size in 2018 (Million ) Market size in 2021 (Million ) Growth rate (%) (CAGR 2018-2021) 21.562 22.546 1,5 2.622 2.836 2.7 Jams 732 816 3.7 Cereals and Muesli 643 706 3.2 Wine 7.242 7.895 2.9 Source: statista, 2018

Players in food retail market in Germany The German food trade can be divided up into the following areas: Discounters Hyper- and Supermarkets Cash & Carry s

Market share of the leading companies in food retail Germany 2016 % Market share 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% Edeka Group 25,3% Rewe Group 15,1% Schwarz Group 15% Aldi Group 12% Metro Group 5,2% Lekkerland 4,6% dm 3,5% Rossmann 2,8% Globus 1,7% Transgourmet Deutschland 1,7% Other 13,1% Source: TradeDimensions ID 505129

SWOT: Portuguese food and beverages in German market STRENGTHS (+) WEAKNESSES ( ) Quality Authenticity Uniqueness + Tradition + Trust Biological products Low negotiation power Low penetration of portuguese products Distance from Germany (logistics) OPPORTUNITIES (+) THREATS ( ) The biggest market in Europe Organic food Halal products Healthy products Interest in authentic products Increasing interest for Portugal Strong trade competition in retail Importance of Private Label products Neighbouring Partner Countries

Doing business in Germany The majority of (food trade) buyers do not make fast decisions! Trustworthiness and reliability as guarantees of good business relationships! Punctuality and compliance with deadlines are extremely important!

Doing business in Germany Product presentations and participation in the in-house fairs of German retail chains. It is important to schedule regular meetings between retailers and suppliers regarding product development, potential new listings and advertising activities.

Thank you for listening Hans-Joachim Böhmer Geschäftsführendes Vorstandsmitglied Director Executivo hansjoachim-boehmer@ccila-portugal.com T: +351 213 211 223

Germany a land of opportunities. January 16th 2018