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Portuguese Agro-food Sector Isabel Braga da Cruz (knowledge Division | PortugalFoods ) Alimentaria & Horexpo L

Portuguese Agro-food Sector Isabel Braga da Cruz (knowledge Division | PortugalFoods ) Alimentaria & Horexpo Lisbon, 29 th March, 2011. Outline :. Characterisation of Agro-food sector in Portugal over an European context;

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Portuguese Agro-food Sector Isabel Braga da Cruz (knowledge Division | PortugalFoods ) Alimentaria & Horexpo L

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  1. Portuguese Agro-food Sector Isabel Braga da Cruz (knowledge Division | PortugalFoods) Alimentaria & Horexpo Lisbon, 29th March, 2011

  2. 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

  3. General context: Agro-Food Sector in Europe • EU Food and Drink industry (2008) * Source: CIAA

  4. General context: Agro-food sector in Portugal • Agro-food sector is the biggest industrial sector in Portugal, as well as in Europe; • PortugueseAgro-food sector corresponds to 16% of the total transformation industry in Portugal; • It represents a turnover of 13.500 M€ (2009); • It contributes to 7,6% to GNP. • PortugueseAgro-food sector is mostly composed by SME’s, highly dispersed; • Major food production is focused on a reduced number of enterprises. • 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

  5. General context: Agro-food sector in Portugal • Turnover evolution* 13.500 M€ Turn-over (M€) year • Source: FIPA projections for 2008 and 2009, INE data (2003 to 2007)

  6. 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

  7. 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

  8. General context: Agro-food sector in Portugal • Employee distribution, relative weight of the different sub-sectors. Source: FIPA, based on INE data

  9. 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

  10. 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

  11. 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

  12. 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).

  13. Observatory approach “Food products in Portugal”

  14. 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

  15. 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.

  16. Product Launch activity

  17. Market analysis • Market distribution (top 15)

  18. Market analysis • Market category (top 10)

  19. Market analysis • Positioning

  20. 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.

  21. Dzięki! Isabel.bcruz@portugalfoods.org Alimentaria & Horexpo Lisbon, 29th March, 2011

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