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12-10-2024
Big Picture Report: December 2024
Bernadette Wiltz-Lang, SUSTA
First of all, season’s greetings to all. We here at SUSTA wish you and yours the very best, and a healthy and prosperous new year.
As this newsletter goes out, we are convening our annual winter meeting in Clearwater, Florida. This is an important gathering each year as our in-country consultants offer updates on market conditions and how U.S. agricultural and food products generally – and Southern U.S. products specifically - are faring.
Indeed, a cornerstone of any successful marketing strategy is choosing the right products for the market and keeping up to date on the key trends and opportunities. I’m happy to pass along some insights from our 2023 program year, but you can also learn more directly by participating in SUSTA’s virtual consultations with our in-country consultants. Each market has its own unique circumstances, so virtual consultations with SUSTA’s in-country team are a great way to prepare your market entry strategy.
First, Europe. The European market reemerged in 2023 after the interruptions of COVID, and that rebound was due to the strong performance of key anchor shows, including Fruit Logistica and especially ANUGA in Germany. In 2025, SUSTA will be participating in SIAL Paris, which alternates every other year with ANUGA.
Products with the best fit in the European market include traditional American-style items like barbeque sauces and seasonings, condiments and dressings, appetizers, snacks, and beverages - both non-alcohol and alcoholic beverages like craft beer and spirits. Sweets and bakery products are also a good fit. Another fast-growing niche category is “free-from” products. Certain additives, flavorings, or GM ingredients are not a good fit in Europe. Our in-country consultants can tell you more.
Of course, Europe is home to some of the world’s top trade exhibitions, such as Fruit Logistica for produce, IPM Essen for horticulture, and the Seafood Expo Global. These shows bring buyers not just from Europe, but from around the world, resulting in sales in Asia, the Middle East, India, Latin America and multiple countries in Europe.
Next, Canada, where more than 80 percent of the country’s consumers live withing 100 miles of the U.S. border. Opportunities can be found within the key trends in the Canadian marketplace, such as healthful products, convenience, and other high-quality products. Fresh produce – especially uniquely Southern U.S. products - beer, wine and spirits, and premium grocery products can all find demand in Canada. However, exporters must be able to comply with Canada’s packing and labeling requirements. Learn more about these requirements through a virtual consultation.
Over the past few years, the growth in export sales to Latin America and the Caribbean has been tremendous. Much of the success is due to the unique combination of proximity, existing free trade agreements with Central American countries, economic growth, and the region’s strong tourism industry. There is opportunity across the board, from value added consumer oriented packaged goods, to food service, to ingredients for the food processing sector.
For a number of years, SUSTA has conducted a successful South Africa initiative, but under the 50% CostShare program there has been noticeable success in countries across the continent. From 2019 through 2023, 50% CostShare company sales have averaged more than $5 million annually, and we believe there is more growth to be achieved.
While China and Hong Kong are still recovering from extended COVID restrictions, there are opportunities to be had. Fruit products, sauces, pet food, and spirits have growth potential. Moreover, post-pandemic, natural and health related products are in demand, and U.S. products fit the profile of food safety and quality that are increasingly important.
India is the most populous country in the world with 1.4 billion people, including a large and growing young working population with increasing spending power. The middle class is the fastest growing segment of the consumer base in India in both absolute and percentage terms. Sweet and savory snacks, vegetable-based protein products, confectionery, and drink mixes, like cocktail mixes, energy drinks and convenience products are all growing categories.
In addition to the countries listed above, SUSTA has activities scheduled in 2025 for Korea, Mexico, the United Kingdom, the Middle East, Japan, Southeast Asia and more - and several in-bound missions of foreign buyers into the U.S. Go to the SUSTA webpage and update your MySUSTA account for 2025. Moreover, take advantage of the virtual consultation opportunities with our in-country experts to fine tune your marketing strategies to maximum success in 2025.
