selling across continents
TRANSCRIPT
SELLING ACROSS CONTINENTSVADEMECUM ON FOOD AND BEVERAGEMARKETS 2016 (EXTRACT)
SELLING ACROSS CONTINENTSVADEMECUM ON FOOD AND BEVERAGEMARKETS 2016 (EXTRACT)
With the collaborationand support of:
CONTENTSForewords
1. Presentation and Introduction
2. Food and Beverage Attractiveness (FBA) Index 2016 Selection of the Indicators Standardization and Weighting of Data Results and Scores for the 2016 FBA Index
3. Country Profiles Countries Analyzed Structure Data and Sources
4. Country Profiles Analysis China Spain
Appendices Appendix I: Food and Beverage Attractiveness Index 2016: Detailed and Comparative Data
Appendix III: Vademecum Data Sources
7
17
21222526
31313233
394042
45
46
48
IESE Business School - Vademecum on Food and Beverage Markets7
FOREWORDS
IESE Business School - Vademecum on Food and Beverage Markets9
At this year’s 20th Food and Beverage Industry Meeting, held at IESE and organized in collaboration with Deloitte,
we addressed growth, transversality and change in the industry. This global and creative perspective will help
companies understand the large-scale scenarios for formulating and implementing their strategies. A worldwide
macroeconomic and geopolitical vision, digital transformation, innovation and internationalization, sustainability
and demographic challenges, agriculture and the nutrition of the future, and how to create value, employment
and growth.
Given this setting, internationalization continues to be the main lever for competitiveness and growth, and it is
also an unresolved issue, especially for small and medium-sized enterprises.
This is the context in which the Vademecum on Food and Beverage Markets is truly meaningful. For this
fourth edition, the directors and export managers from several companies in the industry have provided their
contributions and opinions. Together with the research teams from IESE and Deloitte, I am pleased to present
the new edition of the Vademecum, which is even more practical and full of concise and relevant information.
The Vademecum is a useful tool for identifying the most attractive markets, demographic changes taking
place in the various countries, the evolution of imports and exports in the major product categories, the main
megacities, the importance of the different distribution channels, the most important brands and distributors,
the average price of basic shopping basket items, and a qualitative reading of the situation of each country in
the study.
As the academic director of this study, I would like to thank everyone who has helped make each edition of the
Vademecum even better than the last. First of all, thanks to Júlia Gifra, lead researcher at the Department of
Industry Meetings, who heads up the project, for her professionalism and dedication to this difficult task.
To Maria Puig, Industry Meetings Director, for her valuable contributions, for her continuing support of the
research and for providing all of the means to carry it out. And thanks to everyone from IESE and Deloitte who
has worked on the study.
Thanks to the export directors from participating companies who, during several meetings at IESE in Madrid
and Barcelona, gave their time and expertise to provide opinions and recommendations to help make the
Vademecum more useful.
Special thanks to Fernando Pasamón and his team at Deloitte, as coauthors, for their cooperation and
contributions, as well as to CaixaBank for its financial support.
Jaume LlopisAcademic DirectorSenior Lecturer of Strategic Management, IESE Business School
IESE Business School - Vademecum on Food and Beverage Markets11
The IESE Industry Meetings are meant to reflect on the strategic issues, trends and agendas of the main industries
in their commitment to the economic development of our society. With more than 30 years of experience, our
meetings challenge business experts, scholars and regulators to help shape the future of their industries with
their vision, knowledge and ideas.
As part of an academic institution, IESE Industry Meetings are backed by academic directors and professors
who form part of the IESE faculty. They contribute by providing valuable content for the debates and the
context of each industry and by guiding research linked to each sector. This relevant research is a unique and
fundamental characteristic of our mission.
The food and beverage industry is a leading sector of activity in many countries because of its outreach abroad
and its eagerness to be competitive internationally. In our desire to support these endeavors, we came up
with this research project, the Vademecum on Food and Beverage Markets: Selling Across Continents. Four
years ago, we formed a team led by Dr. Júlia Gifra, with the involvement of consultants from Deloitte and the
supervision of Prof. Jaume Llopis, in order to develop this practical guide, which aims to help identify export
markets for companies.
The Vademecum does not strive to cover all the information needed to move into a specific market. For that
purpose, companies should consult sources such as the bodies and institutions cited in the Vademecum’s
country profiles, without forgetting the strategic role of consultants such as Deloitte and the financing that
institutions such as CaixaBank can provide in the export process, for which reasons we have found them to be
perfect collaborators on this project.
Encouraged by the warm welcome the Vademecum has received – the previous two editions were launched in
Mexico and distributed in around 40 other countries as well – we are pleased to present this enhanced fourth
edition, to coincide with the 20th Food and Beverage Industry Meeting.
I want to give special thanks to the members of our Food and Beverage Advisory Committee for their good advice
and for their proposals on how this research project can continue to be improved.
Research projects such as the Vademecum are important for IESE’s academic objectives and for our determination
to enrich the Industry Meetings with relevant content for the business community. It is in this context that the
Vademecum achieves its full potential.
Maria PuigDirector ofIndustry MeetingsIESE Business School
IESE Business School - Vademecum on Food and Beverage Markets13
The latest economic forecasts from the IMF maintain the expectations of growth for Europe. Regarding this
growth, Spain outstrips that of the other European Union countries, and this can be seen reflected in corporate
growth plans. Indeed, after years of little more than survival strategies, Spanish companies are now setting
their sights on the future with hope. This future and the opportunities it bestows are also applicable to food and
beverage companies.
This can be seen in the latest Global Powers of Consumer Products 2015 report, drawn up by Deloitte. Despite
the negative consumption indexes in recent years, consumer expectations are beginning to rally, and this keeps
food and beverage companies in the top spots in the global rankings. These figures show the robustness of the
sector along with the success of the internationalization processes carried out in recent years.
The study also spotlights Spain’s momentum, with growth in exports and business investments thanks to an
increase in competitiveness. All of this reflects the fact that Spain has the tools it needs to be a benchmark
in the food sector worldwide thanks to its leadership in the culinary arts – with Spain being the home to the
most innovative chef and best restaurant in the world – along with the strength of Spain’s tourism industry
and its mastery of quality and safety in meat products, among other factors. All of these are elements of the
Mediterranean diet, which UNESCO has declared Intangible Cultural Heritage of Humanity.
However, companies willing to venture beyond our borders have to make major efforts not only to adapt their
brands to the new markets they have chosen but also to deal with significant challenges and opportunities such
as the drop in oil prices and the strength of the dollar compared with other currencies.
For all of these reasons, even though we are part of an increasingly globalized and interconnected world, the
reality of each country requires different strategies. Companies must strive to identify market niches that have yet
to be exploited in an effort to adapt their strategies to the characteristics of the clients – identifying their needs
and getting to know the competitive environment. And it is an environment that is increasingly dynamic, with new
actors creating value through increasingly sophisticated and productive cooperation and competition models.
This Vademecum was created with the goal of helping companies take these first few steps. It is a continuation
of the efforts begun four years ago by IESE, offering this third publication as well as the corresponding industry
meeting. The meeting itself has convened for the past 20 years and is now a benchmark in Spain. The Vademecum
on Food and Beverage Markets 2016: Selling Across Continents is the result of an exhaustive study of the global
food and beverage market by IESE and Deloitte, and it has become a reference guide for companies with
internationalization plans in the medium term.
Contributors to this edition of the Vademecum include export managers from the leading Spanish food companies.
This has led to a more specific, concise Vademecum containing more relevant information that can help
companies engage in a preliminary reflection on their international expansion.
The goal is not to offer magical formulas for success but rather the keys that help companies discover and grasp
the processes that must be carried out in order to begin to deal with the most important market challenges over
the next 10 years, such as innovation, the digital transformation, demographic changes and shopping habits.
In short, it is about knowing what, which, how and where people are going to buy with the goal of identifying
the main risks and opportunities in each market – allowing companies to get ahead of the game and make
decisions that increase their chances of success. This is ultimately the goal of all of us who work on this guide.
Fernando PasamónPartner at Deloitte in charge of the retail and distribution industry in Spain and Strategy Partner at Monitor Deloitte
IESE Business School - Vademecum on Food and Beverage Markets15
The good state of health shown by the Spanish food and agriculture industry is due undoubtedly to its export
strength, which is what is enabling it to successfully overcome the deep economic crisis of our time.
This Vademecum, prepared by IESE and Deloitte, is an extraordinary aid for companies in the food and beverage
industry. In its pages, you can find valuable pointers about the most suitable locations for every company’s
products. For these companies, exporting and opening in new markets is no longer an option but a requirement.
Among the most attractive territories are Asian ones such as China, Hong Kong, Japan, India and South Korea.
We should also not lose sight of the opportunities in the Americas, in countries such as the United States, Peru,
Colombia and Brazil. In Europe, the United Kingdom and Germany appear to be offering good opportunities.
Innovating to Export More
The food industry’s exports in 2015 experienced growth of 14.7%, with sales totaling C37 billion. The objectives
that the industry has set are ambitious but not impossible: increasing sales by 4% annually and having exports
comprise 40% of production by around 2020.
To achieve that objective, innovation is key. All companies must commit to implementing innovation in all possible
processes, with the objective of giving the final consumer a differentiated product and high added value. The
growth of exports and therefore the competitiveness of companies necessarily involves R&D&I.
CaixaBank and International Advising
CaixaBank has taken on the mission of supporting its customers in all areas of their activity, providing them with
high-quality advising and featuring a wide range of products and services designed with exporting in mind.
CaixaBank has a team of specialist advisers – with in-depth knowledge of international markets – who can
support companies both from Spain and from the bank’s extensive international network of branches.
CaixaBank branch locations include London (United Kingdom), Paris (France), Milan (Italy), Stuttgart and
Frankfurt (Germany), Warsaw (Poland), Istanbul (Turkey), Beijing and Shanghai (China), Dubai (United Arab
Emirates), New Delhi (India), Cairo (Egypt), Tangier and Casablanca (Morocco), Johannesburg (South Africa),
Santiago de Chile (Chile), Bogotá (Colombia) and Singapore. Additionally, CaixaBank has agreements with more
than 2,900 correspondent banks to facilitate foreign trade operations in any country in the world.
Carles GramuntCaixaBank Corporate Director
IESE Business School - Vademecum on Food and Beverage Markets17
1.
PRESENTATION AND INTRODUCTION
For the fourth consecutive year, I am pleased to present a new edition of the Vademecum, Vademecum on Food
and Beverage Markets 2016: Selling Across Continents, the outcome of the close partnership between IESE
Business School and Deloitte, the coauthors of this study.
Under the academic supervision of IESE professor Jaume Llopis and with dedication from the team of professionals
at Deloitte led by Fernando Pasamón, head of Deloitte’s consumer business and retail area in Spain, the Vademecum
was coordinated and drawn up by the Industry Meetings Department at IESE and by Jorge Gilabert and Blanca
Morenés, respectively a Deloitte manager and experienced senior consultant for the same area. Special thanks
to the teams of people from both institutions who have made this new edition possible.
The internationalization of the food and beverage industry is still one of its most important driving forces for
growth worldwide and companies are still clearly focusing on internationalization. The Vademecum is a useful,
practical tool within this strategy since it contributes and provides important information on attractive markets.
In preparing this fourth edition, we wanted to make it even more practical, and so we met export and
internationalization managers from the sector to validate its approach and content. This consultation process
has served to consolidate the initial aims of our research and confirm that these aims are its main strength.
That is, the Vademecum must keep its original spirit: helping to identify markets that have a potential business
capacity for the food and beverage sector and, in addition, serving as a practical guide for analyzing and
accessing particular countries or regional areas. In this regard, the Vademecum is not a detailed analysis
covering all possible countries and markets or all the products and subsectors that make up the food and
beverage industry. Likewise, the Vademecum is not intended as a guide to exporting from one particular country
to another but rather it keeps its global focus – serving any country and any company in the sector regardless of
its origin and product category.
IESE Business School - Vademecum on Food and Beverage Markets 18
The approach and content of the Vademecum have kept their basic structure but the 2016 edition incorporates
some significant changes, which we highlight below:
• It features an update for 2016 of the Food and Beverage Attractiveness (FBA) Index with data corresponding
to 2015.
• It includes a sample of 31 countries or territories, for which extended and recent information (2014, 2015
and 2016) are set out. The summaries of each country have been shortened and optimized but keep the
information and the data relevant and concise. Moreover, for the first time, there is included a qualitative
interpretation and reading by country, with references to the macroeconomic, political and regional
environment and the market opportunity and structure environment.
To provide a correct understanding of the scope and interpretation of the Vademecum, we would like to remind
readers of some key points. The Vademecum responds to a desire to systematize information following a pre-
established framework and order, which allows for the country data to be interpreted in a coherent, comparative
fashion. Likewise, it seeks to update and revise the data year after year. This desire for updating explains why the
Vademecum not only incorporates information from the last year, 2015, but why in some categories information
from previous years is also updated.
This makes sense because, in fact, the very nature of the data is subject to periodic revision: national statistics
on demographics and population censuses, world trade databases that gather together categories and
subcategories of food and beverages in the import and export accounting of each country, with their closures
and adjustments each year, and data on prices affected by the impact of inflation on consumption or currency
exchange are subject to more or less frequent updates. So the figures on middle-class households and disposable
income, on imports, and on population are liable to be revised or adjusted in the reference sources themselves.1
This means that after each edition of the Vademecum is published, there may be variations in the data and
2015 might be compared with 2014 using the most recent data obtained for 2014, instead of the data that was
published in the previous year’s Vademecum.
In this sense, it is important to understand that the Vademecum acts as a photograph that includes the maximum
available information and that is updated each time a new edition is prepared. From this perspective, in each
edition of the Vademecum we must decide whether to give priority to updating the data retrospectively, even
though this limits comparison between different editions and even in the attractiveness index. Or else whether
priority should be given to comparing the X-ray of one year with another even though there may be new and
more recent data that would allow for a more accurate comparison. In any case, understanding that both
methodological decisions make sense and are consistent with the nature of the project and of the data that serve
its purpose, we have chosen in this 2016 edition to compare the attractiveness index from one year to another,
keeping the data published last year, as well as the data on imports, prices and middle classes that featured in
the 2015 edition.
1 See Appendix III for all the reference sources.
IESE Business School - Vademecum on Food and Beverage Markets19
In short, this year’s edition retains the initial spirit of the project and consolidates the approach and aims of our
research. At the same time, it confirms the natural tendency of the Vademecum in the coming years involving
the presentation of data that is strengthened and accompanied by reading and qualitative interpretation, which
we have already incorporated this year and which should help identify trends, insights and opportunities in the
different markets and regions.
Before presenting the results of the attractiveness index for 2016, we should make special mention of the
commitment received from Deloitte and their team, as well as the support and implication from our Academic
Material Research Division at IESE. Special thanks also to La Caixa for its trust in us and in this project.
Júlia Gifra, IESE Industry Meetings, Lead Researcher
IESE Business School - Vademecum on Food and Beverage Markets21
2.
FOOD AND BEVERAGE ATTRACTIVENESS (FBA) INDEX 2016
The decision to export depends on numerous factors: economic, geographic and cultural,
country of origin, product type, the company, its capacity and corporate culture, the legal
framework, and the export destination, among many others. An analysis of the export markets
is perhaps one of the most complex aspects when it comes to defining an internationalization
strategy because there is not always enough information available to determine which country
may or may not be attractive. A priori and in general, certain parameters are necessary to arrive
at the conclusion that a country has sufficient capacity and potential as an export destination.
A preliminary market analysis may include a wide variety of variables, all of them related to
the business environment, which enable a country’s prospects for growth and opportunities to
be determined.
The purpose of the attractiveness index is to serve as a useful instrument in this initial task of
prioritizing which countries should be considered in the preliminary stages in order to undertake
a later in-depth analysis of their possible strengths and weaknesses.
In creating the index, we used the following methodology: selection of the indicators, comparison
and standardization of data, weighting and end result.
IESE Business School - Vademecum on Food and Beverage Markets 22
Selection of the Indicators
The attractiveness index is based on six indicators or variables, selected in keeping with the criteria established
by the members of the Vademecum Advisory Committee, who focused on analyzing which factors tend to
determine a country’s assessment as potentially attractive from a food and beverage standpoint.
Of the multiple variables that can be used to measure the attractiveness of a market, we have prioritized those
that are structural and that indicate, first and in general, the size of a market (GDP per capita, population
and middle class) and the legal framework and degree of legal security for that market. Second and from an
industry perspective, we are interested in knowing how much the country imports and how much its population
spends on food and beverage consumption (consumer expenditure).
The selected indicators are systematized as follows:
All of the indicators gather data from 2015, derived from a variety of sources. GDP per capita and population
come from the IMF. The middle class is defined according to the annual disposable household income in the
bracket between $15,000 (PPP) and $100,000 (PPP). This indicator, along with the analysis of how much they
spend (consumer expenditure) and how much they import, was developed based on figures from Euromonitor
International.
Information on the legal framework and legal security is from the index developed by the World Bank and the
International Finance Center2 measuring several factors including opening and starting a company in a country,
the procedures, the securing of loans and investor protection and the taxes involved. This is unquestionably an
important indicator, since a lack of confidence or insufficient knowledge about the security and legal framework
in a country may determine the success or failure of internationalization processes in foreign markets.
The result of each indicator provides a ranking of the countries that have the highest per capita GDP, the highest
population, the highest number of middle-class households, the highest consumer expenditure, the highest
volume of food and beverage imports and the best legal conditions.
Consumer ExpenditureGDP per Capita Legal Framework Population
Middle Class Households Imports
ECONOMIC AND LEGAL POPULATION STRUCTURE FOOD AND BEVERAGE
2 Ease of Doing Business, World Bank and International Finance Corporation.
IESE Business School - Vademecum on Food and Beverage Markets23
ECONOMIC AND LEGAL
POPULATION STRUCTURE
Countries Var. 2014-20152014 GDP
per Capita US$* 2015 GDP
per Capita US$*
2015 GDP
Luxembourg
Switzerland
Qatar
Norway
United States
Singapore
Australia
Denmark
Iceland
Sweden
-12%
-3%
-17%
-23%
2%
-5%
-18%
-17%
2%
-15%
116,752
84,344
94,744
99,295
54,678
56,113
62,822
61,885
50,006
57,557
103,187
82,178
78,829
76,266
55,904
53,224
51,642
51,424
51,068
48,966
1
2
3
4
5
6
7
8
9
10
▼
▼
▼
▼
▲
▼
▼
▼
▲
▼
*Current prices.Source: World Economic Outlook Database, International Monetary Fund.
Countries Var. 2014-20152014 LF Ranking
2015 LF Ranking
Singapore
New Zealand
Denmark
South Korea
Hong Kong
United Kingdom
United States
Sweden
Norway
Finland
1
2
4
5
3
9
7
12
6
8
1
2
3
4
5
6
7
8
9
10
0
0
1
1
-2
3
0
4
-3
-2
►
►
▲
▲
▼
▲
►
▲
▼
▼
2015 LEGAL FRAMEWORK
Source: Ease of Doing Business, The World Bank and The International Finance Corporation.
Countries Var. 2014-20152014 POP
(millions)2015 POP
(millions)
China
India
United States
Indonesia
Brazil
Pakistan
Nigeria
Bangladesh
Russia
Japan
0.5%
1%
1%
1%
0.1%
2%
3%
1%
-2%
-0.3%
1,367.52
1,259.70
318.52
251.49
202.77
186.29
173.94
158.22
143.70
127.06
1,374.31
1,276.27
322.20
255.08
202.96
190.01
178.72
159.12
140.47
126.73
1
2
3
4
5
6
7
8
9
10
▲
▲
▲
▲
▲
▲
▲
▲
▼
▼
2015 TOTAL POPULATION
Source: World Economic Outlook Database, International Monetary Fund.
Countries Var. 2014-2015
China
India
United States
Russia
Japan
Indonesia
Brazil
Germany
Italy
Mexico
11%
16%
-1%
0.4%
0.4%
11%
4%
0.4%
7%
10%
232,358
148,566
66,073
42,583
42,500
36,228
37,670
33,998
22,194
21,664
257,189
172,267
65,645
42,766
42,651
40,374
39,029
34,142
23,788
23,744
1
2
3
4
5
6
7
8
9
10
▲
▲
▼
▲
▲
▲
▲
▲
▲
▲
2015 MIDDLE CLASS2015 MC
Number of Households (thousands)*
2014 MCNumber of Households
(thousands)**
Households with an annual disposable income of over US$15,000 (PPP) and up to US$100,000 (PPP).Source: Compiled from Euromonitor International Data.
IESE Business School - Vademecum on Food and Beverage Markets 24
FOOD AND BEVERAGE
For each of these countries, the sample of data varies – i.e., the availability of figures for each indicator is different.
The variables on per capita GDP, the legal framework, population and imports are available for more than 100
countries, whereas the data on the middle class and consumer expenditure is available for only 86 countries
given the greater difficulty in obtaining these figures.
The index is based on a sample of 82 countries – those for which almost all the data are available for each
indicator. Some countries are not analyzed in the index because the lack of data makes it impossible to assess
them objectively. However, the fact that we cannot measure these countries’ attractiveness does not rule out
their potential appeal. To that end, the appendices to the Vademecum contain all of the data available for each
indicator, allowing companies or readers to make their own interpretations.
Countries Var. 2014-2015
Switzerland
Hong Kong
Norway
New Zealand
Finland
Australia
Sweden
United Arab Emirates
Denmark
France
12%
26%
-11%
2%
1%
2%
-1%
13%
1%
2%
3,670
3,206
4,146
3,307
3,164
3,020
2,928
2,531
2,792
2,749
4,093
4,033
3,701
3,357
3,181
3,073
2,889
2,855
2,831
2,805
1
2
3
4
5
6
7
8
9
10
▲
▲
▼
▲
▲
▲
▼
▲
▲
▲
2015 FBCER per Capita*
2014 FBCER per Capita*
2015 CONSUMER EXPENDITURE
*Current prices at fixed exchange rate.Source: Compiled from Euromonitor International data.
Countries Var. 2014-2015
USA
China
Germany
United Kingdom
Japan
Netherlands
France
Italy
Canada
Belgium
-3.82%
-13.23%
-13.55%
-8.25%
-20.83%
-16.72%
-15.31%
-13.13%
-8.71%
-16.00%
120,556
91,985
77,211
60,300
52,460
51,751
51,256
41,731
33,601
33,388
125,345
106,013
89,315
65,723
66,263
62,141
60,522
48,038
36,807
39,747
1
2
3
4
5
6
7
8
9
10
▼
▼
▼
▼
▼
▼
▼
▼
▼
▼
2015 FBIUS$ (millions)
2014 FBIUS$ (millions)*
2015 FOOD AND BEVERAGE IMPORTS
* 2014 data revisited in march 2015 according to national statistics. Source: Compiled from Euromonitor International data.
IESE Business School - Vademecum on Food and Beverage Markets25
The data for each indicator come in different units and scales and, as mentioned above, are organized according
to the highest value, which reflects the most favorable environment (for example, the highest imports).
All of the indicators have been standardized according to the following formula:
x = (x − Min(x)) / (Max(x) − Min(x)) * 100,
where Min(x) and Max(x) represent the lowest and highest values, respectively, for each country.
The processing for each indicator results in a scale from 0 to 100, in which the country with the highest score
earns 100 and the one with the lowest score earns 0. The result for each indicator is a standardized score that
allows the countries to be classified and compared with each other.
The overall score for each country in the index is the outcome of the weighting and aggregation of all the indicators,
depending on the weight attributed to each one:
Weighted score = x1 * 5% + x2 * 10% + x3 * 25% + x4 * 10% + x5 * 10% + x6 * 40%
The weighted score has not been determined solely by the authors. It has also been checked and endorsed by
industry leaders and businesspeople who are members of the IESE Advisory Council for the Food and Beverage
Industry Meeting, as well as the Vademecum Advisory Council.
Imports are predominantly weighted, followed by population, the legal framework, number of middle-class households,
consumer spending and per capita GDP of the country. The food and beverage category accounts for 50% of
the overall weight, followed by population (35%) and finally the economic and legal framework (15%).
The end result of the index is the organization and comparison of countries based on objective, measurable
data that reflect not only their preponderance or weight in a specific variable but also the balance among all
the indicators. It thereby sketches a country climate that is attractive or promising for setting up a business or
exporting there. The index results in a ranking of 82 countries.
Standardization and Weighting of Data
INDICATORS, WEIGHTS AND AGGREGATION
15% 35% 50%
5% 10% 10% 40%25% 10%
Economic and Legal Population Structure Food and Beverage
GDP per Capita TotalTotal Population ConsumerExpenditureLegal Framework Middle Class Total Imports
FBA INDEX 2016
Score/100
IESE Business School - Vademecum on Food and Beverage Markets 26
Results and Scoresfor the 2016 FBA IndexBelow is the 2016 ranking with its scores and the comparison with the 2015 ranking, as well as the most
important conclusions and considerations.
China
United States
Germany
United Kingdom
India
Japan
France
Netherlands
Italy
Canada
Hong Kong
Belgium
Spain
Switzerland
Norway
Sweden
South Korea
Australia
Mexico
Russia
Denmark
United Arab Emirates
New Zealand
Finland
Austria
Ireland
Singapore
Portugal
Poland
Saudi Arabia
Malaysia
Israel
Lithuania
Indonesia
Turkey
Estonia
Czech Republic
Croatia
Greece
Taiwan
Latvia
Thailand
73.20
66.94
45.15
39.78
39.36
37.78
36.34
34.05
31.10
29.42
29.41
27.55
26.71
25.50
24.85
24.28
24.27
24.01
23.64
23.54
23.48
23.03
21.35
21.08
20.91
20.38
19.37
18.89
18.78
18.40
17.41
17.27
16.54
16.28
16.23
15.91
15.74
14.98
14.97
14.94
14.89
14.79
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
2
1
3
5
6
4
7
8
9
10
14
12
13
16
15
17
20
18
22
11
19
21
24
23
25
26
27
28
30
29
32
31
33
40
38
35
36
45
34
44
41
42
1
-1
0
1
1
-2
0
0
0
0
3
0
0
2
0
1
3
0
3
-9
-2
▲
▼
►
▲
▲
▼
►
►
►
►
▲
►
►
▲
►
▲
▲
►
▲
▼
▼
-1
1
-1
0
0
0
0
1
-1
1
-1
0
6
3
-1
-1
7
-5
4
0
0
▼
▲
▼
►
►
►
►
▲
▼
▲
▼
►
▲
▲
▼
▼
▲
▼
▲
►
►
Ranking2016
Ranking2015
Var.Ranking
2015-2016 Country TotalRanking
2016Ranking
2015
Var.Ranking
2015-2016 Country Total
IESE Business School - Vademecum on Food and Beverage Markets27
Kazakhstan
Slovenia
Qatar
Slovakia
Romania
Brazil
Chile
Peru
Vietnam
Hungary
Macedonia
Belarus
Colombia
Egypt
Philippines
Bahrain
Costa Rica
Bulgaria
Georgia
South Africa
Kuwait
Uruguay
Azerbaijan
Argentina
Serbia
Guatemala
Morocco
Jordan
Ukraine
Nigeria
Dominican Republic
Bosnia-Herzegovina
Tunisia
Algeria
Kenya
Ecuador
Iran
Bolivia
Venezuela
Cameroon
14.64
14.59
14.57
14.55
14.47
14.44
13.54
13.37
13.02
12.97
12.45
12.18
11.88
11.84
11.83
11.78
11.57
11.45
11.35
11.22
11.13
10.92
10.44
10.20
10.15
10.14
10.07
9.79
9.32
9.28
9.18
9.02
8.72
7.35
7.03
6.99
5.84
3.70
3.53
2.86
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
51
48
39
43
46
37
49
47
62
53
58
55
50
56
64
54
69
60
57
52
59
63
67
72
75
66
65
73
71
61
68
78
70
77
80
79
74
82
76
81
8
4
-6
-3
-1
-11
0
-3
11
1
5
1
-5
0
7
-4
10
0
-4
-10
-4
▲
▲
▼
▼
▼
▼
►
▼
▲
▲
▲
▲
▼
►
▲
▼
▲
►
▼
▼
▼
-1
2
6
8
-2
-4
3
0
-11
-5
4
-5
1
3
1
-5
2
-5
-1
▼
▲
▲
▲
▼
▼
▲
►
▼
▼
▲
▼
▲
▲
▲
▼
▲
▼
▼
Ranking2016
Ranking2015
Var.Ranking
2015-2016 Country TotalRanking
2016Ranking
2015
Var.Ranking
2015-2016 Country Total
IESE Business School - Vademecum on Food and Beverage Markets 28
IndexRanking Europe Asia
1-10
11-20
21-30
31-40
41-50
51-60
America OceaniaAfrica andMiddle East
Australia
New Zealand
61-70
71-82
GermanyUnited KingdomFranceNetherlandsItaly
BelgiumSpainSwitzerlandNorwaySwedenRussia
DenmarkFinlandAustriaIrelandPortugalPoland
LithuaniaTurkeyEstoniaCzech Republic CroatiaGreece
LatviaSloveniaSlovakiaRomania
HungaryMacedoniaBelarusBulgaria
UkraineBosnia-Herzegovina
GeorgiaSerbia
USACanada
Mexico
BrazilChilePeru
ColombiaCosta Rica
UruguayArgentinaGuatemala
Dominican RepublicEcuadorBoliviaVenezuela
United ArabEmiratesSaudi Arabia
Israel
Qatar
EgyptBahrain
South AfricaKuwaitMoroccoJordan
NigeriaTunisiaAlgeriaKenyaCameroon
ChinaIndiaJapan
Hong KongSouth Korea
Singapore
Malaysia IndonesiaTaiwan
Thailand Kazakhstan
VietnamPhilippines
Azerbaijan
Iran
GEOGRAPHIC DISTRIBUTION OF THE COUNTRIES IN THE 2016 FBA INDEX
The table and world map below are graphic illustrations of the ranking and results of the index. On the one hand,
this allows for the data to be read not only by country but also by region, which is interesting from the standpoint of
internationalization strategies, which can be devised with a regional focus.
On the other hand, it organizes the geographical distribution of the countries in the index into brackets of 10,
respecting their original order within the ranking for each region. This shows the weight of each continent and
illustrates the importance of the different geographical areas as well as each country within each specific region
and bracket.
IESE Business School - Vademecum on Food and Beverage Markets29
MOST RELEVANT CONSIDERATIONS AND CONCLUSIONS FROM THE 2016 FBA INDEX
• The top 10 of the index consists of the same countries as last year but with some significant fluctuations in
their numerical position.
- This year, China occupies the top ranking position for the first time: almost all its indicators show a positive
trend and especially an improvement in the middle classes; it also shows greater security and ease of
doing business and its economy continues to grow.
- The United States has ended up occupying the number 2 ranking position (2/82) this year and it remains
the top major global importer of food and beverages (1/146). It is in the top 10 for all the other indicators,
except consumer expenditure (14/86).
• If we look at the index by region:
- Europe as a whole is the most attractive region since, as the ranking’s geographical sample illustrates, five
of the top 10 countries are European, as are 11 of the top 20.
· From 1 to 10: Germany (3/82), the United Kingdom (4/82), France (7/82), the Netherlands (8/82)
and Italy (9/82)
· From 11 to 20: Belgium (12/82), Spain (13/82), Switzerland (14/82), Norway (15/82), Sweden
(16/82) and Russia (20/82)
IESE Business School - Vademecum on Food and Beverage Markets 30
- For North America, the markets of the United States (2/82) and Canada (10/82) continue to occupy high
and important positions for almost all the indicators. Mexico (19/82) has improved by three positions in the
ranking this year, mainly because of its increase in imports, its improvement in legal certainty and ease of
doing business and the increase in its middle classes.
- However, in the area of Latin America, Brazil has maintained the same downward trend already seen last
year. It has dropped 11 positions, with a GDP of −3.0% and a decrease in its imports. Chile (49/82), Peru
(40/82) and Colombia (55/82) follow in the Latin American ranking.
- Asia is, after Europe and alongside North America, the next most attractive region. This year China occupies
the top position (1/82), followed by India (5/82), up one position, and Japan (6/82), with a slight decline.
Hong Kong (11/82) and South Korea (17/20) close a regional market with enormous potential not only
from the demographic point of view but also that of economic growth and a surging middle class.
- In the case of Africa and the Middle East, the United Arab Emirates (22/82) and Saudi Arabia (30/82) are
the top countries in the regional ranking. Despite the decline in the price of oil, the Middle East economies
continue to show great potential for the food and beverage industry because of their import capacity and
their high disposable incomes.
If we analyze only sub-Saharan Africa, the most attractive countries end up being South Africa (62/82) and
Nigeria (72/82). The middle classes continue to grow in the latter, which shows enormous demographic
potential even though its imports declined last year.
• As in previous editions, the interpretation of the FBA index should be completed with the observation of other
data and disaggregated available information for each country, since markets that, in their weighted analysis,
might not appear in prominent positions in the index can be interesting from the perspective of an isolated
variable. Hence, Appendix I presents the available rankings for each of the indicators.
- So, for example, Singapore again stands out in the number 1 position in the Ease of Doing Business
ranking and, even though it is a small country from the demographic point of view (about seven million
people), it has a middle class and interesting disposable incomes, notwithstanding that in its weighted
analysis it does not appear until position 27/82 in our index. Thus, the top-ranked countries for each
indicator may be potential markets for some companies to consider, depending on their interests and
needs. Likewise, countries that appear high in the ranking after overall analysis and that may seem at first
to offer attractive conditions may actually require certain precautions to be taken from the standpoint of
export insurance, investor protection, intellectual property, etc.
- We should also recall that the index is based on a sample of 82 countries, which are those for which almost
all of the data are available for each indicator. The fact that some countries are not analyzed in the index
is due to a lack of data, which prevents us from evaluating them objectively. However, the impossibility of
measuring their attractiveness does not mean they would not appear as attractive if updated figures were
available. Thus, Appendix I of the Vademecum provides all of the available data for each indicator for
countries that also are not considered in our index. For example, if the import data are observed, out of a
ranking of 146 countries, some that stand out are markets such as Vietnam (21/146), Indonesia (23/146)
and Ghana (63/146), among many others.
IESE Business School - Vademecum on Food and Beverage Markets31
3.
COUNTRY PROFILE
Countries Analyzed
Unlike in previous editions, the selection of the countries analyzed in more detail in this edition does not correspond
only to their good position in the ranking. An attempt has also been made to achieve greater geographical
representation and diversity, considering their economic importance and regional significance.
The countries for which there are summaries are:
Germany
United Kingdom
France
Netherlands
Italy
Russia
Belgium
Spain
Norway
Switzerland
Europe
Brazil
Colombia
Chile
Peru
Latin America
Australia
China (mainland)
Hong Kong
India
Japan
Singapore
South Korea
Asia-Pacific
Israel
Qatar
Morocco
Nigeria
Saudi Arabia
South Africa
United Arab Emirates
Africa and the Middle East
United States
Canada
Mexico
North America
IESE Business School - Vademecum on Food and Beverage Markets 32
Structure
The market information that has been analyzed provides a view of the macroeconomic and social climate in each
country, as well as an up-close picture of the food and beverage sector and the current opportunities for growth.
The figures on the 31 countries analyzed are organized as follows:
COUNTRY PROFILES - DATA:
• Food and Beverage Attractiveness Index outlook
• Insight
• Economy
• Competitiveness and business environment
• Market opportunity
• Demographics
• Potential consumer market
• Number and type of households by annualdisposable income
• Imports and Exports
• Trade partners
• Products
• Historic trends CAGR (from 2010)
• Prices
• Shopping basket and final consumer prices
• Market Structure
• Top three retailers, top three brands, channelmix and private label proportion
Overview Data Food and Beverage Data
IESE Business School - Vademecum on Food and Beverage Markets33
Data and Sources
The selection of sources used to conduct this research reflects the criteria of ensuring the figures are as up-to-date as
possible and maintaining as much uniformity among the countries as possible. The list of bibliographic references for
all of the information published in the country profiles can be found in Appendix III. Nevertheless, we should provide
a few clarifications to help readers understand the scope of the information provided for each country.
Each country profile begins with an index outlook, which reflects the country’s overall score in the index as well
as its position for each indicator, compared with the countries that rank above and below it. This information
regarding the Food and Beverage Attractiveness Index is followed by a country insight section that covers
macroeconomic, political and regional perspectives as well as details on trends and opportunities.
For example, the analysis of Mexico’s overall score and its ranking for each indicator is as follows:
Ranking/86 Ranking/146C per Capita US$ millions
Overall Food and Beverage Consumer Expenditure Food and Beverage Imports
43
44
45
11
12
13
Australia
Mexico
Russia
Kuwait
Mexico
Qatar
Spain
Mexico
Russia
24.01
23.64
23.54
1,386
1,378
1,367
32,662
26,205
25,300
Ranking/82 Score
18
19
20
Ranking/85 Ranking/185Number of Households
(thousands)US$ Ranking/189Ranking/186 Millions
Total Population Middle Class GDP per Capita Legal Framework
9
10
11
62
63
64
38
39
40
Japan
Mexico
Philippines
Italy
Mexico
France
Malaysia
Mexico
Turkey
Bulgaria
Mexico
Croatia
126.73
120.60
101.42
23,788
23,744
22,904
10,073
9,592
9,290
10
11
12
IESE Business School - Vademecum on Food and Beverage Markets 34
The economy data then provide a comprehensive outlook of the economic conditions in the country (GDP
per capita, labor force, unemployment rate and inflation rate) and the data on competitiveness and business
environment refer to global indexes developed by different international organizations. The rankings in the
aforementioned Ease of Doing Business Index, the Enabling Trade Index and the Logistics Performance Index
illustrate factors that are extremely important in the context of food and beverage exports, since they reflect a
country’s position with respect to import procedures and tariffs, the state of infrastructure, regulations and the
relative ease of importing, opening subsidiaries or franchises or selling new products in that country.
The market opportunity data selection provides a demographic picture of the country (population, age structure,
urban population, major cities, migration and the potential consumer market according to population pyramids).
One important feature is the illustration of the demographic pyramids forecast for 10 years from now, which helps
to identify potential markets and growth trends. The data and schematics on lower, middle and upper-class
households are maintained.
This section provides a great deal of information that can be interpreted in many ways depending on the reader’s
particular interest. For example, we can see a country’s potential by looking at the different age brackets (babies,
children, young adults, seniors, etc.) or the importance of the immigrant population and their home countries
(market niches), or the proportion of the urban population and the major cities and urban agglomerations
(where trade partners can be sought out), or the number of upper-class households (market niche for gourmet
products), among other possible interpretations.
The sources consulted for this section are varied, but notable specific examples include the IMF, the World Bank
and the United Nations Population Division. The figures are from 2014 or from 2015 if they have been updated.
The trade partner data illustrate the main origins of imports and destinations for exports according to the
geographical distribution of the trade balances for the countries that are analyzed. The category “Other countries”
groups together microstates, small islands and associated or overseas states.
The information on imports and exports is from 2014 and comes from the United Nations International
Merchandise Trade Statistics.3 The data are in U.S. dollars and the figures are rounded.4 The calculations were
developed by the authors based on systematizing, defining and grouping the different and highly varied product
subcategories. In this edition, we have added several subcategories for which new figures are available.5
3The definitive data for 2015 have not been completed or closed as of the date of preparing and completing this research. So there is always a time lag of one year in the import and export data and they correspond to 2014. 4As a result, the sum of certain sections that account for 100% may show slight variations.5This explains why differences may be seen in comparisons with other sources or studies, depending on how the systematization is conducted and which categories and products are involved.
IESE Business School - Vademecum on Food and Beverage Markets35
In order to make the information easier to understand, the definition and composition of the products in each
category are as follows:
Bakery and Cereals
Meat Products
Fish Products
Fats and Oils
Dairy Products and Eggs
Fruit and Vegetables
Sugar, Confitery Products
Cereals, flour, pastry, bread, biscuits
More detailed subcategories: barley, waffles and wafers, buckwheat,
couscous, crispbread, durum wheat, gingerbread, grain sorghum,
maize, malt, millet, oats, pasta, rice, rye, stuffed pasta, tapioca
Meat, edible meat and food preparations
More detailed subcategories: bellies, bovine meat, duck, fowl, goat
meat, horse, lamb, pig, poultry, rabbit, sheep, swine, turkeys
Fish, crustaceans, mollusks, aquatic invertebrates and food preparations
More detailed subcategories: anchovies, aquatic invertebrates,
carp, caviar, coalfish, cod, crab, crustaceans, cuttlefish, dogfish,
eels, flatfish, haddock, hake, halibut, herring, lobster, mackerel,
mollusks, mussels, octopus, oysters, plaice, salmon, sardines,
scallops, shrimps, snails, sole, trout, tuna
Animal and vegetable fats and oils, cleavage products
More detailed subcategories: animal fats, beeswax, coconut,
glycerol, lard, linseed, margarine, oleic acid, olive oil, palm kernel,
palm oil, stearic acid
Milk, yogurt, cheese, butter, eggs
Edible fruit, nuts, peel of citrus fruit, melons, edible vegetables and
certain roots and tubers and food preparation
More detailed subcategories: almonds, apples, apricots, arrowroot,
asparagus, avocados, bananas, beans, beetroot, Brussels sprouts,
cabbage lettuce, carrots and turnips, cashew nuts, cauliflowers
and headed broccoli, celery, cherries, chestnuts, chickpeas,
chicory, citrus fruit, corn, cranberries, cucumbers and pickles,
eggplant, figs, fruit mixtures, garlic, globe artichokes, gooseberries,
grapefruit, guavas, hazelnuts, homogenized jams, leeks, legumes,
lemons and limes, lentils, lettuce, mandarins, marmalade, melons,
mushrooms, nuts, olives, onions, orange palm, papayas, peaches,
peas, peppers, pineapples, pistachios, prunes, raspberries, spinach,
strawberries, tomatoes, truffles, walnuts, witloof/chicory
Sugar and sugar confectionery
More detailed subcategories: cane molasses, fructose, glucose,
molasses, raw sugar, refined sugar
Food and Beverage Categories Products
IESE Business School - Vademecum on Food and Beverage Markets 36
Water, Juices andNon-Alcoholic Drinks
High Alcohol Drinks
Wine
Beer
Non-alcoholic beverages, ice, minerals, potable and aerated waters not sweetened or flavored, and sweetened or flavored beverage waters
Fermented beverages, whiskies, rum, gin and jenever, alcoholic
liqueurs, vermouth
Grape wines, sparkling wine, fortified wine and vinegar
Beer made from malt
The 2014 figures are complemented with historical figures dating back to 2010, which have also been updated,
to help provide perspective and reveal trends. The percentage composition of the different food and beverage
categories is compiled year by year; this enables variations over the past four years to be spotted and the
importance of each category in each country to be observed. The Vademecum appendices contain country
rankings organized according to the most imported and exported food and beverage categories.
Finally, we have kept the figures on final consumer prices for an illustrative shopping basket: fresh chicken, butter,
milk, rice, beer and soft drinks. The prices are from 2016 and were compiled between January and April 2016
in local currency, applying the corresponding euro exchange rate in each case. We should note explicitly that
the compilation of this information is the result of efforts by Deloitte and its networks in different countries aimed
at collecting price information for these six products.
The prices refer to three different brands or qualities. The products have been chosen because they cover a
wide price range, from private-label brands to non-private-label brands that cover medium-price and premium
products. So, price 1 refers to a private-label brand price. Price 2 refers to medium price and price 3 is the most
expensive. This enables an average price per product per country to be calculated. These prices were checked
in hypermarkets, supermarkets and mini-markets. This is extremely valuable and important information in the
Vademecum, both because it is difficult to collect and because it does not exist in other sources – at least not
with the same comparability among countries and with data from as recently as 2016 – and also because of the
qualitative analysis that it provides for the Vademecum’s readers.
Food and Beverage Categories Products
Hot Drinks and Spices Cocoa and cocoa preparations, coffee, tea, mate and spices
More detailed subcategories: capsicum or pimenta, caraway seeds,
cardamoms, chocolate, cinnamon, cloves, cocoa, coffee, cumin
seeds, fennel seeds, ginger, mace, mate, mixtures of spices,
nutmeg, pepper, saffron, spices, tea, turmeric, vanilla beans
IESE Business School - Vademecum on Food and Beverage Markets37
From this same perspective of qualitative analysis, we have kept the information on the market structure for
the leading commercial brands in each country, the main distributors (both brands and retailers), the mix of the
different channels (retailers, food service and grocery stores), the private-label proportion in the composition of
brands in each country and the most important exhibitions and trade associations by country. Deloitte Research
is the main source used to fill this information.
The format and data structure outlined above are reproduced equally for all 31 countries. This is one of the
main strengths of the Vademecum, since the coherence of all the information presented by country enables it
to be evaluated comparatively. It also allows for in-depth analyses of each country with a focus on the multiple
subsectors that may be of interest to a specific company or reader. In this sense, what may be a country strength
for one company or reader could be a shortcoming for another, depending on their interests and needs.
IESE Business School - Vademecum on Food and Beverage Markets39
4.
COUNTRY PROFILE ANALYSISFor illustrative purposes, of the 31 countriesanalyzed in the unabridged Vademecum,2 are presented here.
40
CHINA
HOUSEHOLDS 20154
Number and Type of Households by Annual Disposable Income
40.1%
Lower Class Households with an annual disposable income of over US$500 (PPP) and up to US$15,000 (PPP) /‘000: 180,942
57.0%
Middle Class Households with an annual disposable income of over US$15,000 (PPP) and up to US$100,000 (PPP) /‘000: 257,189
3.0%
Upper Class Households with an annual disposable income of over US$100,000 (PPP) /‘000: 13,321
MARKET OPPORTUNITY
DEMOGRAPHICS5
Total Population: 1,374.31 millionWorld ranking: 1/186
Population Growth Rate 2014-2015: 0.5%World ranking: 130/186
Age Structure:0-14 years: 18.2%15-65 years: 72.4%Over 65 years: 9.5%
Urban Population: 744.1 million % Urban Population: 54.41%Major Cities:
Shanghai: 23.0 million Beijing: 19.5 million Chongqing: 12.9 million Guangzhou, Guangdong: 11.8 million Tianjin: 10.9 million
Migration: 0.8 million Migration % Over Population: 0.1%Countries of Origin:
South Korea: 26%Philippines: 14%Brazil: 14%
FBA INDEX OUTLOOK 20151
Ranking/86 Ranking/146C per Capita US$ millions
Overall Food and Beverage Consumer Expenditure Food and Beverage Imports
70
71
72
1
2
3
China
United States
Germany
South Africa
China
Morocco
United States
China
Germany
73.20
66.94
45.15
743
702
668
120,556
91,985
77,211
Ranking/82 Score
1
2
3
Ranking/85 Ranking/185Number of Households
(thousands)US$ Ranking/189Ranking/186 Millions
Total Population Middle Class GDP per Capita Legal Framework
1
2
3
73
74
75
83
84
85
China
India
United States
China
India
United States
St. Lucia
China
Dominica
Ukraine
China
Brunei Darussalam
1,374.31
1,276.27
322.20
257,186
172,267
65,645
8,410
8,280
7,602
1
2
3
ECONOMY2
GDP: $11.4 trillion / World ranking: 2/187GDP - per Capita: $8,280 / World ranking: 75/186GDP - Real Growth Rate 2014-2015: 6.8% Labor Force: 806,498,521 / World ranking: 1/185Unemployment Rate: 4.1% / World ranking: 17/104Inflation Rate (consumer prices): 1.5%
COMPETITIVENESSAND BUSINESS ENVIRONMENT3
Logistics Performance Index: 28/158Enabling Trade Index: 54/138Global Competitiveness Index: 28/144Ease of Doing Business: 84/189Corruption Perception Index: 83/168
INSIGHTAsia is a diverse region with vast differences among its leading countries. China ranks 1/82 in the FBA Index this year, moving up to the first position. It stands out for having the largest population in the world and the largest middle class. It is also notable for being among the top three importers of food and beverages. Demographic growth indicators, the urbanization process, advances in ICT and the increase in the middle classes are just some of the key trends that help explain the Chinese market.
Its economy grew 6.81% in 2015, showing some signs of a slowdown compared with the double-digit growth in preceding years. This points to a transition from its growth model based on investment in infrastructure toward a more consumer-oriented economy. China is unquestionably a huge consumer market, not only because it is the most populous country in the world, with 1.37 billion inhabitants, but also because it is the country which will see the largest growth in its now-surging middle classes.
Roughly 54% of the population is urban, and in the coming years this percentage is expected to grow evenmore following the urbanization process already occurring in the country and which is slated to continue in the next few years. The main megacities in China are potential markets in themselves with huge opportunities: Shanghai (23 million), Beijing (19.5 million), Chongqing (12.9 million), Guangzhou (11.8 million) and Tianjin (10.9 million). Despite this potential, around 40% of households still live in poverty, and the inequality in wealth distribution is a major challenge (2015 Gini coefficient = 46.70).
POTENTIAL CONSUMER MARKET 2015
Male Female
80+75-7970-7465-6960-6455-5950-5445-4940-4435-3930-3425-2920-2415-1910-145-90-4
Age Group
60M 60M40M 40M20M 20M0M 0M
Male Female
80+75-7970-7465-6960-6455-5950-5445-4940-4435-3930-3425-2920-2415-1910-145-90-4
Age Group
60M 60M40M 40M20M 20M0M 0M
POTENTIAL CONSUMER MARKET 2025
IESE Business School - Vademecum on Food and Beverage Markets - China
1/82FBAIndex
41
CHINA
www.sialchina.comwww.fhcchina.com
www.cnaic.org
www.customs.gov.cn
INSTITUTIONAL CONTACTS14
Exhibitions and FairsSIAL-The Asian Food Marketplace..............................................................................................................................................................................................Food and Hospitality Sector Fair.................................................................................................................................................................................................
Trade and Industry AssociationsChinese National Association of Industry and Commerce................................................................................................................................................................
Information on Customs, Duties and TaxesGeneral Administration of customs..........................................................................................................................................................................................
IESE Business School - Vademecum on Food and Beverage Markets - China
Europe Asia Pacific North America Africa and the Middle East Latin America Australasia Other Countries
6% 16%
17%32%
14%
5%
9%
6% 2%
20%43%
10%
2%
18%
Documents to import: 5 Median time (days) to import: 3 Documents to export: 8 Median time (days) to export: 2
TRADE PARTNERS6
IMPORTS / Main Partners and Origins 2015 EXPORTS / Main Partners and Destinations 2015
TOTAL FOOD: 48,665 US$ mn / TOTAL BEVERAGE: 4,440 US$ mn
Category Value trade US$ mn CAGR 2010-2014
IMPORTS
Fats and Oils
Bakery and Cereals
Fruit and Vegetables
Fish Products
Dairy Products and Eggs
Total
10,438
8,993
8,241
6,870
6,491
41,033
3.1%
34.8%
20.2%
11.4%
34.2%
16.4%
1
2
3
4
5
Category Value trade US$ mn CAGR 2010-2014
EXPORTS
Fish Products
Fruit and Vegetables
Meat Products
Hot Drinks and Spices
Bakery and Cereals
Total
20,868
19,404
3,251
2,928
2,019
48,470
12.1%
7.2%
7.4%
11.9%
4.4%
9.3%
1
2
3
4
5
TOTAL FOOD: 48,377 US$ mn / TOTAL BEVERAGE: 5,374 US$ mn
2014 Top 5 Import categories
IMPORT DATA7
2014 Top 5 Export categories
EXPORT DATA8
Top5
Top5
Final Consumer Prices
PRODUCT Price Brand 1(Private Label)
Price Brand 2(Medium Brand)
Price Brand 3(Premium Brand) Average Price D
Fresh Chicken per kg
Butter per 250 g
Milk per litre
Rice per kg
Beer per 33 cl
Soft Drinks per 33 cl
SHOPPING BASKET 20169
MARKET STRUCTURE 2015
Main Retailers10
Channel Mix12
Main Brands11
Retailer
China Resources Enterprise Master Kong
60.3%
Food Service Grocery Store
Yili
18.4%
Wal-Mart Mengniu
21.3% 1%
Auchan
Private LabelProportion13
C4.80
C4.61
C2.76
C2.25
C2.80
C0.79
C3.30
C2.51
C1.53
C1.10
C1.90
C0.23
C3.96
C3.81
C1.79
C1.85
C2.20
C0.34
C4.02
C3.64
C2.03
C1.73
C2.30
C0.45
42
SPAIN
HOUSEHOLDS 20154
Number and Type of Households by Annual Disposable Income
11.3%
Lower Class Households with an annual disposable income of over US$500 (PPP) and up to US$15,000 (PPP) /‘000: 2,117
78.4%
Middle Class Households with an annual disposable income of over US$15,000 (PPP) and up to US$100,000 (PPP) /‘000: 14,718
10.3%
Upper Class Households with an annual disposable income of over US$100,000 (PPP) /‘000: 1,940
MARKET OPPORTUNITY
DEMOGRAPHICS5
Total Population: 45.9 millionWorld ranking: 28/186
Population Growth Rate 2014-2015: -0.4%World ranking: 179/186
Age Structure:0-14 years: 15.5%15-65 years: 66.2%Over 65 years: 18.3%
Urban Population: 36.5 million % Urban Population: 79.4%Major Cities:
Madrid: 3.3 million Barcelona: 1.6 million Valencia: 0.8 million Sevilla: 0.7 million Zaragoza: 0.7 million
Migration: 6.5 million Migration % Over Population: 14.1%Countries of Origin:
Romania: 12%Morocco: 12%Ecuador: 7%
FBA INDEX OUTLOOK 20151
Ranking/86 Ranking/146C per Capita US$ millions
Overall Food and Beverage Consumer Expenditure Food and Beverage Imports
26
27
28
10
11
12
Belgium
Spain
Switzerland
Greece
Spain
Kazakhstan
Belgium
Spain
Canada
27.55
26.71
25.50
2,023
2,014
1,961
33,388
32,662
26,205
Ranking/82 Score
12
13
14
Ranking/85 Ranking/185Number of Households
(thousands)US$ Ranking/189Ranking/186 Millions
Total Population Middle Class GDP per Capita Legal Framework
18
19
20
28
29
30
32
33
34
Colombia
Spain
Kenya
Nigeria
Spain
Thailand
South Korea
Spain
Bahamas
Mauritius
Spain
Japan
48.28
45.89
45.85
15,590
14,718
13,185
27,513
26,327
24,394
27
28
29
ECONOMY2
GDP: $1.2 trillion / World ranking: 14/187GDP - per Capita: $26,327 / World ranking: 141/187GDP - Real Growth Rate 2014-2015: 3.1% Labor Force: 23,306,716 / World ranking: 28/185Unemployment Rate: 21.8% / World ranking: 100/104Inflation Rate (consumer prices): -0.3%
COMPETITIVENESSAND BUSINESS ENVIRONMENT3
Logistics Performance Index: 25/158Enabling Trade Index: 27/138Global Competitiveness Index: 35/144Ease of Doing Business: 33/189Corruption Perception Index: 36/168
INSIGHTSpain ranks the same as last year in the FBA Index, 13/82, and it is an attractive market in the overall index(among the top 20), with a stable framework in terms of the indicators and no significant changes compared with the previous year. Other countries in a similar position in the index are Belgium and Switzerland.
Its macroeconomic figures reflect a tendency toward growth and recovery, although its unemployment rate is still among the highest in Europe (21.84%). The demographic outlook shows a negative birth rate and a clear aging of the population. The current mean age is 42 and there are 14 million middle-class households (2.5 people/household).
Like other European countries, distribution chains (67.4%) and private-label brands (41%) play a fundamental role in Spain’s channel mix. Mercadona, Carrefour and Dia are the most important retailers.
POTENTIAL CONSUMER MARKET 2015
Male Female
80+75-7970-7465-6960-6455-5950-5445-4940-4435-3930-3425-2920-2415-1910-145-90-4
Age Group
1000K 1000K1500K 1500K2000K 2000K500K 500K0K 0K
Male Female
80+75-7970-7465-6960-6455-5950-5445-4940-4435-3930-3425-2920-2415-1910-145-90-4
Age Group
1000K 1000K1500K 1500K2000K 2000K500K 500K0K 0K
POTENTIAL CONSUMER MARKET 2025
IESE Business School - Vademecum on Food and Beverage Markets - Spain
13/82FBAIndex
43
SPAIN
IESE Business School - Vademecum on Food and Beverage Markets - Spain
www.alimentaria-bcn.com/en/
www.fiab.es/es
www.agenciatributaria.gob.es
INSTITUTIONAL CONTACTS13
Exhibitions and FairsAlimentaria: International Foods and Drinks Exhibition...........................................................................................................................................
Trade and Industry AssociationsFederación Española de la Alimentación y Bebidas.........................................................................................................................................................................
Information on Customs, Duties and TaxesCustoms and Excise Taxes Department.....................................................................................................................................................................
Europe Asia Pacific North America Africa and the Middle East Latin America Australasia Other Countries
6% 0.3%
64%12%
14%
0.2%
3%
6% 4%
70%6%
10%
0.6%
4%
Documents to import: 4 Median time (days) to import: 2 Documents to export: 4 Median time (days) to export: 3
TRADE PARTNERS6
IMPORTS / Main Partners and Origins 2015 EXPORTS / Main Partners and Destinations 2015
2014 Top 5 Import categories
TOTAL FOOD: 24,410 US$ mn / TOTAL BEVERAGE: 5,114 US$ mn
IMPORT DATA7
Category Value trade US$ mn CAGR 2010-2014
IMPORTS
Fish Products
Fruit and Vegetables
Bakery and Cereals
Fats and Oils
Hot Drinks and Spices
Total
6,822
4,886
4,548
2,605
2,516
21,377
1.5%
5.7%
5.1%
8.7%
5.9%
4.5%
1
2
3
4
5
Category Value trade US$ mn CAGR 2010-2014
EXPORTS
Fruit and Vegetables
Meat Products
Fats and Oils
Fish Products
Wine
Total
18,203
6,211
4,964
3,894
3,437
36,708
6.0%
9.8%
10.8%
4.7%
8.0%
7.3%
1
2
3
4
5
2014 Top 5 Export categories
TOTAL FOOD: 37,814 US$ mn / TOTAL BEVERAGE: 7,033 US$ mn
EXPORT DATA8
Top5
Top5
PRODUCT Price Brand 1(Private Label)
Price Brand 2(Medium Brand)
Price Brand 3(Premium Brand) Average Price D
Fresh Chicken per kg
Butter per 250 g
Milk per litre
Rice per kg
Beer per 33 cl
Soft Drinks per 33 cl
Final Consumer Prices
C4.30
C3.11
C0.92
C1.52
C0.74
C0.57
C1.76
C1.15
C0.55
C0.68
C0.22
C0.24
C2.66
C1.90
C0.74
C0.99
C0.50
C0.43
C2.91
C2.05
C0.74
C1.06
C0.49
C0.41
SHOPPING BASKET 20169
Channel Mix11
Mercadona Coca-Cola El PozoDia Campofrio
41%
Carrefour
Retailer
67.4%
Food Service
30.8%
GroceryStore
1.8%
MARKET STRUCTURE 2015
Main Retailers10 Main Brands11
Private LabelProportion13
IESE Business School - Vademecum on Food and Beverage Markets45
APPENDICES
IESE Business School - Vademecum on Food and Beverage Markets 46
APPENDIX I:Food and Beverage Attractiveness Index 2016: Detailed and Comparative DataThis appendix gathers all of the data used in the elaboration of the Food and Beverage Attractiveness Index
2016 and its comparison with data from previous year.
INDICATORS, WEIGHTS AND AGGREGATION
15% 35% 50%
5% 10% 10% 40%25% 10%
Economic and Legal Population Structure Food and Beverage
2
1
3
5
6
4
7
8
9
10
14
12
13
16
15
17
20
18
22
11
19
21
24
23
25
26
27
28
30
29
32
31
33
40
38
35
36
45
34
44
41
42
Ranking2016
Ranking2015
Var. Ranking2015-2016 Country GDP per Capita TotalTotal Population Consumer
ExpenditureLegal Framework Middle Class Total Imports
China
United States
Germany
United Kingdom
India
Japan
France
Netherlands
Italy
Canada
Hong Kong
Belgium
Spain
Switzerland
Norway
Sweden
South Korea
Australia
Mexico
Russia
Denmark
United Arab Emirates
New Zealand
Finland
Austria
Ireland
Singapore
Portugal
Poland
Saudi Arabia
Malaysia
Israel
Lithuania
Indonesia
Turkey
Estonia
Czech Republic
Croatia
Greece
Taiwan
Latvia
Thailand
0.39
2.70
1.99
2.13
0.07
1.56
1.82
2.14
1.44
2.12
2.03
1.95
1.26
3.98
3.69
2.36
1.32
2.49
0.45
0.40
2.48
1.70
1.78
2.03
2.10
2.36
2.57
0.91
0.60
0.96
0.47
1.72
0.68
0.15
0.44
0.83
0.83
0.55
0.84
1.06
0.65
0.25
5.59
9.68
9.26
9.73
3.14
8.24
8.62
8.56
7.66
9.31
9.79
7.77
8.30
8.67
9.57
9.63
9.84
9.36
8.03
7.34
9.89
8.40
9.95
9.52
8.94
9.15
10.00
8.83
8.72
5.69
9.10
7.23
8.99
4.26
7.13
9.20
8.14
7.93
6.86
9.47
8.88
7.45
25.00
5.86
1.48
1.18
23.22
2.31
1.17
0.31
1.12
0.65
0.13
0.20
0.83
0.15
0.09
0.18
0.92
0.43
2.19
2.56
0.10
0.17
0.08
0.10
0.16
0.08
0.10
0.19
0.70
0.56
0.56
0.15
0.05
4.64
1.42
0.02
0.19
0.08
0.20
0.43
0.04
1.25
10.00
2.55
1.33
0.88
6.70
1.66
0.89
0.25
0.92
0.43
0.04
0.15
0.57
0.10
0.07
0.13
0.64
0.21
0.92
1.66
0.08
0.01
0.04
0.09
0.11
0.05
0.03
0.13
0.45
0.13
0.20
0.06
0.03
1.57
0.68
0.02
0.16
0.04
0.13
0.21
0.02
0.51
1.72
6.15
5.48
5.86
0.70
6.62
6.85
5.63
6.14
5.78
9.85
6.42
4.92
10.00
9.04
7.06
3.91
7.51
3.37
3.21
6.92
6.98
8.20
7.77
5.87
5.44
3.22
5.69
3.15
4.22
2.47
6.62
5.62
1.39
3.22
5.38
3.68
5.55
4.94
3.78
4.67
2.05
30.52
40.00
25.61
20.00
5.55
17.40
17.00
17.16
13.83
11.14
7.56
11.06
10.82
2.60
2.38
4.93
7.64
4.01
8.68
8.38
4.00
5.76
1.30
1.56
3.74
3.30
3.44
3.14
5.15
6.84
4.61
1.49
1.16
4.28
3.35
0.46
2.74
0.84
1.99
-
0.62
3.29
73.20
66.94
45.15
39.78
39.36
37.78
36.34
34.05
31.10
29.42
29.41
27.55
26.71
25.50
24.85
24.28
24.27
24.01
23.64
23.54
23.48
23.03
21.35
21.08
20.91
20.38
19.37
18.89
18.78
18.40
17.41
17.27
16.54
16.28
16.23
15.91
15.74
14.98
14.97
14.94
14.89
14.79
FBA INDEX 2016
Score/100
1
-1
0
1
1
-2
0
0
0
0
3
0
0
2
0
1
3
0
3
-9
-2
-1
1
-1
0
0
0
0
1
-1
1
-1
0
6
3
-1
-1
7
-5
4
0
0
▲
▼
►
▲
▲
▼
►
►
►
►
▲
►
►
▲
►
▲
▲
►
▲
▼
▼
▼
▲
▼
►
►
►
►
▲
▼
▲
▼
►
▲
▲
▼
▼
▲
▼
▲
►
▲
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
IESE Business School - Vademecum on Food and Beverage Markets47
INDICATORS, WEIGHTS AND AGGREGATION
15% 35% 50%
5% 10% 10% 40%25% 10%
Economic and Legal Population Structure Food and Beverage
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
51
48
39
43
46
37
49
47
62
53
58
55
50
56
64
54
69
60
57
52
59
63
67
72
75
66
65
73
71
61
68
78
70
77
80
79
74
82
76
81
Ranking2016
Ranking2015
Var. Ranking2015-2016 Country GDP per Capita TotalTotal Population Consumer
ExpenditureLegal Framework Middle Class Total Imports
Kazakhstan
Slovenia
Qatar
Slovakia
Romania
Brazil
Chile
Peru
Vietnam
Hungary
Macedonia
Belarus
Colombia
Egypt
Philippines
Bahrain
Costa Rica
Bulgaria
Georgia
South Africa
Kuwait
Uruguay
Azerbaijan
Argentina
Serbia
Guatemala
Morocco
Jordan
Ukraine
Nigeria
Dominican Republic
Bosnia-Herzegovina
Tunisia
Algeria
Kenya
Ecuador
Iran
Bolivia
Venezuela
Cameroon
0.52
0.99
3.82
0.76
0.41
0.41
0.63
0.26
0.09
0.57
0.22
0.30
0.26
-
0.13
1.15
0.50
0.30
0.17
0.27
1.44
0.77
0.31
0.64
0.23
0.17
0.13
0.26
0.09
0.12
0.31
0.18
0.18
0.20
0.05
0.28
0.23
0.13
0.19
0.04
7.87
8.51
6.44
8.51
8.09
3.88
7.50
7.39
5.27
7.82
9.41
7.71
7.18
3.09
4.57
6.60
6.97
8.03
8.78
6.17
4.68
5.16
6.70
3.62
6.91
5.74
6.06
4.04
5.64
1.06
5.11
5.85
6.12
1.38
4.31
3.83
3.78
1.70
0.16
0.90
0.33
0.04
0.04
-
0.39
3.69
0.32
0.58
1.67
0.18
-
0.17
0.88
1.59
1.84
0.02
0.09
0.13
0.08
0.96
0.07
0.06
0.17
0.77
0.13
0.30
0.61
0.12
0.83
3.25
0.20
-
0.20
0.71
0.83
0.28
-
0.21
0.56
0.42
0.17
0.03
0.01
0.08
0.23
1.52
0.19
0.20
0.32
0.13
0.01
0.11
0.30
0.78
0.49
-
0.03
0.08
0.02
0.24
0.01
0.03
0.07
0.42
0.07
0.07
0.17
0.04
0.27
0.60
0.08
0.03
0.08
0.24
0.06
0.09
0.64
0.04
0.23
0.04
4.79
4.35
3.34
3.77
3.63
2.00
3.10
3.63
1.03
2.76
2.58
2.77
1.58
2.38
1.96
3.81
3.45
2.10
1.98
1.81
3.39
4.57
2.81
4.29
2.41
3.08
1.63
4.19
1.30
2.54
2.75
2.50
1.47
1.60
1.24
1.97
1.19
1.40
1.87
0.97
0.96
0.68
0.93
1.44
1.73
2.93
1.80
1.31
4.65
1.50
0.22
1.12
1.68
4.00
2.84
0.20
0.53
0.80
0.32
1.76
1.54
0.33
0.37
0.47
0.39
0.78
1.46
1.13
1.20
1.70
0.74
0.46
0.67
3.22
0.53
0.54
-
0.22
0.50
0.49
14.64
14.59
14.57
14.55
14.47
14.44
13.54
13.37
13.02
12.97
12.45
12.18
11.88
11.84
11.83
11.78
11.57
11.45
11.35
11.22
11.13
10.92
10.44
10.20
10.15
10.14
10.07
9.79
9.32
9.28
9.18
9.02
8.72
7.35
7.03
6.99
5.84
3.70
3.53
2.86
FBA INDEX 2016
Score/100
8
4
-6
-3
-1
-11
0
-3
11
1
5
1
-5
0
7
-4
10
0
-4
-10
-4
-1
2
6
8
-2
-4
3
0
-11
-5
4
-5
1
3
1
-5
2
-5
-1
▲
▲
▼
▼
▼
▼
►
▼
▲
▲
▲
▲
▼
►
▲
▼
▲
►
▼
▼
▼
▼
▲
▲
▲
▼
▼
▲
►
▼
▼
▲
▼
▲
▲
▲
▼
▲
▼
▼
IESE Business School - Vademecum on Food and Beverage Markets 48
APPENDIX III:Vademecum Data SourcesThis appendix gathers the sources and references used in the elaboration and analysis of the 2016 Vademecum
on Food and Beverage Markets. It provides the sources used to prepare the Food and Beverage Attractiveness
Index and the references and sources used in the elaboration of the country profiles.
1. FOOD AND BEVERAGE ATTRACTIVENESS INDEX
ECONOMICAND LEGAL
POPULATION
FOODAND BEVERAGE
GDP per Capita
Legal Framework
Total Population
Middle-Class Households
Consumer Expenditureper Capita
Total Foodand Beverage Imports
World Economic Outlook Database, International Monetary Fund
World Bank and International Finance Corporation
World Economic Outlook Database, International Monetary Fund
Compiled from Euromonitor data, Euromonitor International
Compiled from Euromonitor data, Euromonitor International
Compiled from Euromonitor data, Euromonitor International
www.imf.org
www.doingbusiness.org
www.imf.org
www.euromonitor.com
www.euromonitor.com
www.euromonitor.com
2015
2015
2015
2015
2015
2015
Gross domestic product per Capita, Current Prices, US$, Units
Ease of Doing Business
Millions
Number of Households with an annual disposable income of over US$15,000 (PPP) and up to US$100,000 (PPP) ‘000
C per Capita / Current Prices
US$ / millions
Pillar Indicator Definition Source Year Link
2. ECONOMY
ECONOMY GDP
GDP per Capita
GDP per Capita Growth Rate 2014-2015
Labor Force
Unemployment Rate
Inflation Rate (consumer prices)
World Economic Outlook Database, International Monetary Fund
World Economic Outlook Database, International Monetary Fund
Compiled from the WorldEconomic Outlook Database,International Monetary Fund
World Bank data
World Economic Outlook Database, International Monetary Fund
World Economic Outlook Database, International Monetary Fund
www.imf.org
www.imf.org
www.imf.org
www.data.worldbank.org
www.imf.org
www.imf.org
2015
2015
2015
2014
2015
2015
Gross domestic product based on purchasing-power-parity, current prices, US$, units
Gross domestic product per Capita, Current Prices, US$, Units
Gross domestic product annual percent change
Labor force participation rate is the proportion of the population that is economically active
Percent of total labor force
Annual percent change
Category Data Definition Source Year Link
IESE Business School - Vademecum on Food and Beverage Markets49
3. COMPETITIVENESS AND BUSINESS ENVIRONMENT
COMPETITIVENESS AND BUSINESS ENVIRONMENT
Logistics Performance Index
Enabling Trade Index
Global Competitiveness Index
Ease of Doing Business
Corruption PerceptionIndex
Pump Price
World Bank
World Economic Forum
World Economic Forum
World Bank and International Finance Corporation
Transparency International
World Bank data
www.lpi.worldbank.org
www.weforum.org
www.weforum.org
www.doingbusiness.org
www.transparency.org
www.data.worldbank.org/indicator/EP.PMP.DESL.CD?display=default
2014
2014
2015
2015
2015
2012
Measures the logistics friendliness of 158 countries based on the following indicators: efficiency of the clearance process (i.e., speed, simplicity and predictability of formalities) byborder control agencies, including customs; the quality of trade and transport-related infrastructure (e.g., ports, railroads, roads, information technology); the ease of arrangingcompetitively priced shipments; the competence and quality of logistics services (e.g., transport operators, customs brokers); the ability to track and trace consignments and the timeliness of shipments in reaching destinations within the scheduled or expected delivery time
Measures the extent to which individual economies have developed institutions, policies and services facilitating the free flow of goods over borders and to destinations: market access, border administration, transport and communications infrastructure and business environment impacting importers and exporters in the country
Compares factors underpinning national competitiveness such as institutions, infrastructure, macroeconomic environment, health, education, goods and market efficiency, business and innovation, among others. The infrastructure index measures the quality of roads, railroads, ports and air transport. Electricity supplies and the extensiveness of telecommunications networks are also measured
Takes into account the strength and security of legal institutions and the complexity and cost of regulatory processes in conducting business in 189 countries
The index scores 168 countries and territories on a scale from 0 (highly corrupt) to 100 (very clean). It score countries on how corrupt their public sectors are seen to be
Fuel prices refer to the pump pricesof the most widely sold grade of gasoline.US$ per liter
Category Data Definition Source Year Link
IESE Business School - Vademecum on Food and Beverage Markets 50
4. DEMOGRAPHICS
MARKET OPPORTUNITY / DEMOGRAPHICS
Total Population
Population Growth Rate
Age Structure
UrbanPopulation
% Urban Population
Major Cities
Migration %Over Population and Origins of migration
Pyramid age
World Economic Outlook Database, International Monetary Fund
Compiled from the WorldEconomic Outlook Database,International Monetary Fund
World Bank data
World Development Indicators: Urbanization, World Bank data
World Development Indicators: Urbanization, World Bank data
UN Population Division, Demographic Statistics Database
Compiled from Trends in International Migration, United Nations Department of Economic and Social Affairs
World Bank Data. Populations estimates and projections
www.imf.org
www.imf.org
www.databank.worldbank.org
www.data.worldbank.org
www.data.worldbank.org
www.worldpopulationreview.com
www.un.org/esa/population
www.data.worldbank.org
2015
2014-2015
2015
2014
2015
2015
2013
2015
Amount of population in millions
Percentage of annual population variation
Urban population refers to people living in urban areas as defined by national statistical offices. It is calculated using World Bank population estimates and urban ratios from the United Nations World Urbanization Prospects
Population living in capital and biggest cities.Data refers either to cities or to urban agglomerations
Migrants % and origins
It illustrates the age and sex structure of a country’s population
Category Data Definition Source Year Link
IESE Business School - Vademecum on Food and Beverage Markets51
5. HOUSEHOLDS
MARKET OPPORTUNITY / HOUSEHOLDSBY ANNUAL DISPOSABLEINCOME
Lower-Class Households
Middle-Class Households
Upper-Class Households
Compiled from Euromonitor data, Euromonitor International
Compiled from Euromonitor data, Euromonitor International
Compiled from Euromonitor data, Euromonitor International
www.euromonitor.com
www.euromonitor.com
www.euromonitor.com
2015
2015
2015
Households with an annual disposableincome of over US$500 (PPP) and upto US$15,000 (PPP)
Households with an annual disposableincome of over US$15,000 (PPP) and upto US$100,000 (PPP)
Households with an annual disposableincome of over US$100,000 (PPP)
Category Data Definition Source Year Link
6. TRADE PARTNERS
TRADE PARTNERS Trade Partners
Number of documentsto import
Median time (days) to import
Number of documentsto export
Median time (days) to export
Compiled from Euromonitor data, Euromonitor International
World Bank data
World Bank data
World Bank data
World Bank data
www.euromonitor.com
www.data.worldbank.org
www.data.worldbank.org
www.data.worldbank.org
2015
2014
2014
2014
2014
% of total imports and exports by originand destination
All documents required per shipmentto import goods are recorded. Data isfrom the Ease of Doing Business project
Lead time to import is the median time (the value for 50% of shipments) from port of discharge to arrival at the consignee. Data is from the Logistics Performance Index survey
All documents required per shipmentto export goods are recorded. Data isfrom the Ease of Doing Business project
Lead time to export is the median time (the value for 50% of shipments) from shipment point to port of loading. Data is from the Logistics Performance Index survey
Category Data Definition Source Year Link
www.data.worldbank.org
IESE Business School - Vademecum on Food and Beverage Markets 52
7. IMPORTS / 8. EXPORTS
IMPORTSAND EXPORTS
Total Foodand BeverageImports/Exports
Historic Imports and Exports, Trends
Compiled from UNComtrade
Compiled from International Merchandise Trade Statistics, United Nations
Compiled from International Merchandise Trade Statistics, United Nations
www.data.un.org
www.data.un.org
www.data.un.org mtrade.un.org
2014
2014
Total imports and exports include the following commodities: meat products, fish products, dairy products and eggs, bakery and cereals, fruit and vegetables, sugar, confitery products, coffee, tea and cocoa, fats and oils, and beverages (alcoholic and non-alcoholic drinks)
US$ / millions / total imports and exports for 2010, 2011, 2012, 2013 and 2014.
Category definitions and commodities include:
Bakery and Cereals: cereals, flour, pastries, bread, biscuits
Meat Products: meat, edible meat and food preparations
Fish Products: fish, crustaceans, mollusks, aquatic invertebrates and food preparations
Fats and Oils: animal and vegetable fats and oils, cleavage products
Dairy Products and Eggs: milk, yogurt, cheese, butter, eggs, honey
Fruit and Vegetables: edible fruit, nuts, citrus fruit peel, melons, edible vegetables and certain roots and tubers and food preparation
Sugars and Sugar Confectionery: sugars and sugar confectionery
Hot Drinks and Spices: cocoa and cocoa preparations, coffee, tea, mate and spices
Water, Juices and Non-alcoholic Drinks: non-alcoholic beverages, ice, mineral, potable and aerated waters not sweetened or flavored and beverage waters, sweetened or flavored
High-alcohol Drinks: fermented beverages, whiskies, rum, gins, alcoholic liqueurs
Wine: wine and vinegar
Beer: beer made from malt
Category Data Definition Source Year Link
IESE Business School - Vademecum on Food and Beverage Markets53
10. RETAILERS / 11. BRANDS / 12. CHANNEL MIX / 13. PRIVATE LABEL PROPORTION
Deloitte Research. When needed it has been complemented by other sources of information such as Planet Retail, Kantar or Nielsen data.
9. SHOPPING BASKET
Deloitte Research
14. INSTITUTIONAL CONTACTS
All websites were accessed in April 2016. The names used in this section are the official ones, either in their original language or in English when it is also used by the authority in question. When the original names do not allow for identification of the area of activity and English is not used, they have been translated for better comprehension.
IESE thanks the collaboration and support of:
www.iese.edu/IndustryMeetings
IESE Business School
iesebs
IESE Business School
iese
BarcelonaAv. Pearson, 21 08034 Barcelona, Spain (+ 34) 93 253 42 00
MadridCamino del Cerro del Águila, 3 28023 Madrid, Spain(+34) 91 211 30 00
New York165 W. 57th Street New York, NY 10019-2201 USA(+1) 646 346 8850
MunichMaria-Theresia-Straße 1581675 Munich, Germany(+49) 89 24 20 97 90
Sao PauloRua Martiniano de Carvalho, 573 Bela Vista 01321001 Sao Paulo, Brazil(+55) 11 3177 8221