Agri-food exports are experiencing a phase of strong growth, with significant opportunities in emerging markets. These markets, characterized by rapid urbanization, a growing middle class and a growing interest in high-quality products, represent a new frontier for agri-food producers. We explore the main trends and opportunities to seize.
1. Growth of Global Agri-food Exports
The agri-food sector is one of the main driving forces of international trade. According to FAO data:
- In 2023, global trade in agri-food products exceeded $2 trillion , with annual growth of 6%.
- Emerging markets, including Asia-Pacific, Africa and the Middle East, accounted for 40% of the industry's growth.
Italy, a global leader in high-quality agri-food products, exported over 60 billion euros in 2023 , with growing demand for wines, oils, cheeses and pasta in non-traditional markets.
2. Emerging Markets: Where to Invest
A. Asia-Pacific
- China: Demand for premium and organic products is growing strongly, with agri-food imports increasing 12% annually.
- India: The growing middle class is driving demand for high-quality and processed products, with a particular focus on milk and dairy products, snacks and beverages.
B. Middle East
- United Arab Emirates and Saudi Arabia: The urban population and international tourism have led to a boom in demand for Italian products such as olive oil, chocolate and gluten-free products.
C. Sub-Saharan Africa
- Nigeria and South Africa: Changing eating habits, with an increase in demand for packaged and ready-to-eat products, represent an opportunity for pasta and sauce producers.
D. Latin America
- Brazil and Mexico: Although they are food producers, the growth of imports of niche products, such as Italian wine, offers opportunities for expansion.
3. Key Trends in Emerging Markets
A. Growing Demand for Organic and Sustainable Products
Consumers in emerging markets are increasingly interested in organic, traceable and sustainable products. According to IFOAM, the global organic market is expected to reach $120 billion in 2023, with significant growth in Asia and the Middle East.
B. Interest in Superfoods and Food Supplements
Products such as quinoa, berries, olive oil and honey are gaining popularity due to the growing focus on health and wellness.
C. Digitalization of Food Trade
E-commerce is revolutionizing the way we buy groceries. Markets like India and China are seeing online food sales grow 25% annually. Platforms like Alibaba and Flipkart are providing direct access to consumers.
4. Challenges and How to Overcome Them
A. Customs Barriers and Regulations
Many emerging markets have complex regulations for food imports. It is essential:
- Work with local partners to understand regulations.
- Ensure that products meet food safety and labeling standards.
B. Adaptation to Local Tastes
Although Italian products are synonymous with quality, it is important to adapt them to local preferences, for example by offering less spicy variants or smaller packages.
C. Logistics
Infrastructure in some emerging markets can be a barrier. Investing in reliable logistics partners and optimized transportation strategies is key.
5. Funding and Support Opportunities
Many governments and organizations offer support for the internationalization of agri-food businesses:
- European calls for agri-food exports: The Horizon Europe program finances projects related to sustainability and digitalization.
- Simest and SACE: They offer subsidized financing for Italian companies that want to expand abroad.
6. Case Study: The Success of Italian Wine in China
Italian wine recorded a 20% growth in exports to China in 2023. This success was achieved thanks to:
- Targeted Marketing: Promotion campaigns during events such as the China International Import Expo.
- Local Partnerships: Collaborations with Chinese distributors to improve market penetration.
- Product adaptation: Introduction of smaller bottle size, popular among Chinese consumers.
Emerging markets offer huge opportunities for agri-food exports, but they require a well-planned strategy adapted to local specificities. With in-depth market research, the adoption of sustainable practices and a strong digital presence, Italian producers can take advantage of the growing global appetite for quality products. The time to invest is now.