european market for sea vegetablessahota.pdf · market size . uk 23% germany 12% spain 10% others...
TRANSCRIPT
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European Market for Sea Vegetables by
Mr. Amarjit Sahota
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Agenda
I. Introduction
II. Key Findings
III. Recommendations
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Business Services
i. Research Publications
ii. Business Research & Consulting
iii. Seminars & Workshops
iv. Sustainability Summits
(Europe, North & Latin America, Asia-Pacific)
www.organicmonitor.com
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Project Scope Project Objective
To analyse the European market for edible sea vegetables to
assess market potential and identify export openings
Product Segments
Atlantic Wakame (Alaria esculenta)
Kombu (Saccharina latissima)
Nori (Porphyra)
Dulse (Palmaria palmata)
Geographical Scope: Western Europe
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Research Steps
I. Project initialisation
II. Desk research / literature review
III. Questionnaire design & test
IV. Contact list development
V. Primary research
VI. Data analysis & review
VII. Report preparation
VIII. Present key findings
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Market Size
UK23%
Germany12%
Spain10%
Others23% France
32%
Volumes: 472 tonnes
Wholesale revenues: EUR 24 million
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Sea Vegetables Overview
Nori - Dominant product - Country sources: Japan, China & South Korea - Largest market: UK
Dulse - Second largest product - Biggest producer & consumer:
France - Most reliant on regional
production
Atlantic Wakame - Third largest product - Leading European producer &
consumer: Spain
Kombu - Reliant on imports - Biggest European consumer: France
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Market Drivers > High demand from the Catering & Foodservice (CFS) sector > Growing use by food processors. Examples of new applications
include seaweed pasta, mustard, rillettes, and pâtés > Widening availability in retailers
(specialists & mainstream) > Rising awareness of health
& nutritional benefits …yet small market size!
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Market Restraints European consumption per capita, < 0.01 kg c.f. Japan ~ 1.8g Why so low? > Low consumer awareness > Lack of supply of European sea vegetables
> Relatively low demand from food processors > High European product prices
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Level of Imports
56% 57%
99%
10%
44% 43%
1%
90%
0%10%20%
30%40%50%60%70%
80%90%
100%
AtlanticWakame
Kombu Nori Dulse
Seaweed Type
Tota
l Mar
ket (
%)
Imorts of total market (%) European supply (%)
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European Production Levels
Producer Countries Tonnes
Atlantic Wakame Spain, France, Netherlands 28
Kombu France, Spain 22
Nori France 3
Dulse France 63
Total 116
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Distribution Structure
Producers
Wholesaler
CFS sector Retail sector
Harvesters
Processor
Importers
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Main Producers
Setalg France Aqua B France Les Ouessantines France Algae Service France C’ Weed France Algamar Spain Porto Muinos Spain Spenn Kot The Netherlands Wild Irish Sea Vegetables Company Ireland Algaran Ireland
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End-User Analysis
CFS Sector61%
Food Processors21%
Retail Sector18%
Q: Who are leading operators?
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Food Processors
Aqua B France Algues Service France Globe Export France
Yedo Sushi France Taiko Foods UK Ichiban UK UK Natsu Foods Germany Algamar Spain Porto Muinos Spain Kisso Sushi Italy
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Retailers
Almost all mass market retailers have nori (sheets)!
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Specialist Retailers Biocoop Bord a Bord, Celnat, Marinoe La Vie Claire Bord a Bord Whole Foods Market Cornish Seaweed Planet Organic Clearspring Alnatura SuperNaturMarkt Arche Naturkueche Denn’s Bio Markt Arche Naturkueche Terra Verda Terra Verda, Mitoku, Algamar Ecoveritas Porto Muinos, Biocop, Bord a Bord Natura Si La Finestra Sul Cielo, Mitoku Natuurwinkel Terrasana, Manna, Lima, Algoplus Bioshop Terrasana, Clearspring, Lima, Manna Helios Clearspring, Fremtidens Mat
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Agenda
I. Introduction
II. Key Findings
III. Recommendations
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Business Prospects
> Overall – high prospects
> Product segments – Dulse most attractive
> Certification schemes – importance of organic
> Country markets – France, Spain, Germany, UK
Q: What segment / end-users to target?
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End-user Industries
Specialist retailers: high demand from organic food shops and health food retailers
Food processors: growing need for European sea
vegetables for finished products
CFS sector: favour imported sea vegetables
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Barriers to Market Entry
Price Distribution Organic
Certification Quality
Price competition from imported sea vegetables Building distribution in export markets Certification expected High quality requirements, especially from
retailers
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Marketing Recommendations
Organic certification Nutritional values & health
benefits
Applications
Packaging
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Marketing Recommendations
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Profit Margins
Source: NI Business Now
Q: What sectors will you focus on?
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- Formed in 1996
- Harvests, dries and processes sea vegetables
- Finished food products include rice cakes, pasta, quinoa, etc.
- Algamar products mainly in specialist retailers
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- Established in 1994 on Ushant island
- Harvests 6 sea vegetables
- Processes them to make finished food products
- Food products are in Monoprix and specialist retailers
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