SELLING
ACROSS
CONTINENTS
VADEMECUM ON FOOD AND BEVERAGE
MARKETS 2016 (EXTRACT)
SELLING
ACROSS
CONTINENTS
VADEMECUM ON FOOD AND BEVERAGE
MARKETS 2016 (EXTRACT)
With the collaboration
and support of:
CONTENTS
Forewords
7
1. Presentation and Introduction
17
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
21
22
25
26
3. Country Profiles
Countries Analyzed
Structure
Data and Sources
31
31
32
33
4. Country Profiles Analysis
China
Spain
39
40
42
Appendices
Appendix I: Food and Beverage Attractiveness
Index 2016: Detailed and Comparative Data
45
Appendix III: Vademecum Data Sources
46
48
FOREWORDS
7
IESE Business School - Vademecum on Food and Beverage Markets
At this year’s 20th Food and Beverage Industry Meeting, held at IESE and organized in collaboration with Deloitte,
Jaume Llopis
Academic Director
Senior Lecturer of
Strategic Management,
IESE Business School
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.
9
IESE Business School - Vademecum on Food and Beverage Markets
The IESE Industry Meetings are meant to reflect on the strategic issues, trends and agendas of the main industries
Maria Puig
Director of
Industry Meetings
IESE Business School
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.
11
IESE Business School - Vademecum on Food and Beverage Markets
The latest economic forecasts from the IMF maintain the expectations of growth for Europe. Regarding this
Fernando Pasamón
Partner at Deloitte in
charge of the retail and
distribution industry
in Spain and Strategy
Partner at Monitor
Deloitte
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.
13
IESE Business School - Vademecum on Food and Beverage Markets
The good state of health shown by the Spanish food and agriculture industry is due undoubtedly to its export
Carles Gramunt
CaixaBank Corporate
Director
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.
15
IESE Business School - Vademecum on Food and Beverage Markets
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.
17
IESE Business School - Vademecum on Food and Beverage Markets
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 preestablished 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 Markets
18
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
19
IESE Business School - Vademecum on Food and Beverage Markets
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.
21
IESE Business School - Vademecum on Food and Beverage Markets
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:
ECONOMIC AND LEGAL
GDP per Capita
Legal Framework
POPULATION STRUCTURE
Population
Middle Class
Households
FOOD AND BEVERAGE
Consumer
Expenditure
Imports
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 $100,000 (PPP). This indicator, along with the analysis of how much they
spend (consumer expenditure) and how much they import, was developed based on figures from Euromonitor
International.
Information on the legal framework and legal security is from the index developed by the World Bank and the
International Finance Center2 measuring several factors including opening and starting a company in a country,
the procedures, the securing of loans and investor protection and the taxes involved. This is unquestionably an
important indicator, since a lack of confidence or insufficient knowledge about the security and legal framework
in a country may determine the success or failure of internationalization processes in foreign markets.
The result of each indicator provides a ranking of the countries that have the highest per capita GDP, the highest
population, the highest number of middle-class households, the highest consumer expenditure, the highest
volume of food and beverage imports and the best legal conditions.
2
Ease of Doing Business, World Bank and International Finance Corporation.
IESE Business School - Vademecum on Food and Beverage Markets
22
ECONOMIC AND LEGAL
2015 GDP
Countries
2015 LEGAL FRAMEWORK
2015 GDP
2014 GDP
per Capita US$* per Capita US$*
Var. 2014-2015
1 Luxembourg
103,187
116,752
▼
-12%
2 Switzerland
82,178
84,344
▼
-3%
3 Qatar
78,829
94,744
▼
4 Norway
76,266
99,295
5 United States
55,904
6 Singapore
Countries
2015 LF
Ranking
2014 LF
Ranking
Var. 2014-2015
Singapore
1
1
►
0
New Zealand
2
2
►
0
-17%
Denmark
3
4
▲
1
▼
-23%
South Korea
4
5
▲
1
54,678
▲
2%
Hong Kong
5
3
▼
-2
53,224
56,113
▼
-5%
United Kingdom
6
9
▲
3
7 Australia
51,642
62,822
▼
-18%
United States
7
7
►
0
8 Denmark
51,424
61,885
▼
-17%
Sweden
8
12
▲
4
9 Iceland
51,068
50,006
▲
2%
Norway
9
6
▼
-3
10 Sweden
48,966
57,557
▼
-15%
Finland
10
8
▼
-2
*Current prices.
Source: World Economic Outlook Database, International Monetary Fund.
Source: Ease of Doing Business, The World Bank and The International Finance Corporation.
POPULATION STRUCTURE
2015 TOTAL POPULATION
2015 MIDDLE CLASS
2015 POP
(millions)
2014 POP
(millions)
1 China
1,374.31
1,367.52
▲
0.5%
2 India
1,276.27
1,259.70
▲
3 United States
322.20
318.52
4 Indonesia
255.08
5 Brazil
Countries
Var. 2014-2015
Countries
2015 MC
2014 MC
Number of Households Number of Households
(thousands)*
(thousands)**
Var. 2014-2015
1 China
257,189
232,358
▲
11%
1%
2 India
172,267
148,566
▲
16%
▲
1%
3 United States
65,645
66,073
▼
-1%
251.49
▲
1%
4 Russia
42,766
42,583
▲
0.4%
202.96
202.77
▲
0.1%
5 Japan
42,651
42,500
▲
0.4%
6 Pakistan
190.01
186.29
▲
2%
6 Indonesia
40,374
36,228
▲
11%
7 Nigeria
178.72
173.94
▲
3%
7 Brazil
39,029
37,670
▲
4%
8 Bangladesh
159.12
158.22
▲
1%
8 Germany
34,142
33,998
▲
0.4%
9 Russia
140.47
143.70
▼
-2%
9 Italy
23,788
22,194
▲
7%
10 Japan
126.73
127.06
▼
-0.3%
23,744
21,664
▲
10%
Source: World Economic Outlook Database, International Monetary Fund.
23
10 Mexico
Households with an annual disposable income of over US$15,000 (PPP) and up to US$100,000 (PPP).
Source: Compiled from Euromonitor International Data.
IESE Business School - Vademecum on Food and Beverage Markets
FOOD AND BEVERAGE
2015 CONSUMER EXPENDITURE
2015 FOOD AND BEVERAGE IMPORTS
2015 FBCE
R per Capita*
2014 FBCE
R per Capita*
2015 FBI
US$ (millions)
2014 FBI
US$ (millions)*
Var. 2014-2015
1 Switzerland
4,093
3,670
▲
12%
1 USA
125,345
120,556
▼ -3.82%
2 Hong Kong
4,033
3,206
▲
26%
2 China
106,013
91,985
▼ -13.23%
3 Norway
3,701
4,146
▼
-11%
3 Germany
89,315
77,211
▼ -13.55%
4 New Zealand
3,357
3,307
▲
2%
4 United Kingdom
65,723
60,300
▼ -8.25%
5 Finland
3,181
3,164
▲
1%
5 Japan
66,263
52,460
▼ -20.83%
6 Australia
3,073
3,020
▲
2%
6 Netherlands
62,141
51,751
▼ -16.72%
7 Sweden
2,889
2,928
▼
-1%
7 France
60,522
51,256
▼ -15.31%
8 United Arab Emirates
2,855
2,531
▲
13%
8 Italy
48,038
41,731
▼ -13.13%
9 Denmark
2,831
2,792
▲
1%
9 Canada
36,807
33,601
▼ -8.71%
2,805
2,749
▲
2%
10 Belgium
39,747
33,388
▼ -16.00%
Countries
10 France
Var. 2014-2015
*Current prices at fixed exchange rate.
Source: Compiled from Euromonitor International data.
Countries
* 2014 data revisited in march 2015 according to national statistics.
Source: Compiled from Euromonitor International data.
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.
IESE Business School - Vademecum on Food and Beverage Markets
24
Standardization and Weighting
of Data
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.
FBA INDEX 2016
INDICATORS, WEIGHTS AND AGGREGATION
15%
35%
Economic and Legal
50%
Population Structure
Food and Beverage
5%
10%
25%
10%
10%
40%
GDP per Capita
Legal Framework
Total Population
Middle Class
Consumer
Expenditure
Total Imports
Score/100
Total
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.
25
IESE Business School - Vademecum on Food and Beverage Markets
Results and Scores
for the 2016 FBA Index
Below is the 2016 ranking with its scores and the comparison with the 2015 ranking, as well as the most
important conclusions and considerations.
Ranking
2016
Ranking
2015
Var.
Ranking
2015-2016
Ranking
2015
Var.
Ranking
2015-2016
Total
Ranking
2016
Country
Total
China
73.20
22
21
▼ -1
United Arab Emirates
23.03
▼ -1
United States
66.94
23
24
▲
New Zealand
21.35
3
►
0
Germany
45.15
24
23
▼ -1
Finland
21.08
4
5
▲
1
United Kingdom
39.78
25
25
►
0
Austria
20.91
5
6
▲
1
India
39.36
26
26
►
0
Ireland
20.38
6
4
▼ -2
Japan
37.78
27
27
►
0
Singapore
19.37
7
7
►
0
France
36.34
28
28
►
0
Portugal
18.89
8
8
►
0
Netherlands
34.05
29
30
▲
1
Poland
18.78
9
9
►
0
Italy
31.10
30
29
▼ -1
Saudi Arabia
18.40
10
10
►
0
Canada
29.42
31
32
▲
Malaysia
17.41
11
14
▲
3
Hong Kong
29.41
32
31
▼ -1
Israel
17.27
12
12
►
0
Belgium
27.55
33
33
►
0
Lithuania
16.54
13
13
►
0
Spain
26.71
34
40
▲
6
Indonesia
16.28
14
16
▲
2
Switzerland
25.50
35
38
▲
3
Turkey
16.23
15
15
►
0
Norway
24.85
36
35
▼ -1
Estonia
15.91
16
17
▲
1
Sweden
24.28
37
36
▼ -1
Czech Republic
15.74
17
20
▲
3
South Korea
24.27
38
45
▲
7
Croatia
14.98
18
18
►
0
Australia
24.01
39
34
▼ -5
Greece
14.97
19
22
▲
3
Mexico
23.64
40
44
▲
4
Taiwan
14.94
20
11
▼ -9
Russia
23.54
41
41
►
0
Latvia
14.89
21
19
▼ -2
Denmark
23.48
42
42
►
0
Thailand
14.79
1
2
▲
2
1
3
1
Country
1
1
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26
Var.
Ranking
2015-2016
Total
Ranking
2016
Ranking
2015
Var.
Ranking
2015-2016
14.64
64
63
▼ -1
Uruguay
10.92
Slovenia
14.59
65
67
▲
2
Azerbaijan
10.44
▼ -6
Qatar
14.57
66
72
▲
6
Argentina
10.20
43
▼ -3
Slovakia
14.55
67
75
▲
8
Serbia
10.15
47
46
▼ -1
Romania
14.47
68
66
▼ -2
Guatemala
10.14
48
37
▼ -11
Brazil
14.44
69
65
▼ -4
Morocco
10.07
49
49
►
0
Chile
13.54
70
73
▲
3
Jordan
9.79
50
47
▼ -3
Peru
13.37
71
71
►
0
Ukraine
9.32
51
62
▲ 11
Vietnam
13.02
72
61
▼ -11
Nigeria
9.28
52
53
▲
1
Hungary
12.97
73
68
▼ -5
Dominican Republic
9.18
53
58
▲
5
Macedonia
12.45
74
78
▲
Bosnia-Herzegovina
9.02
54
55
▲
1
Belarus
12.18
75
70
▼ -5
Tunisia
8.72
55
50
▼ -5
Colombia
11.88
76
77
▲
1
Algeria
7.35
56
56
►
0
Egypt
11.84
77
80
▲
3
Kenya
7.03
57
64
▲
7
Philippines
11.83
78
79
▲
1
Ecuador
6.99
58
54
▼ -4
Bahrain
11.78
79
74
▼ -5
Iran
5.84
59
69
▲ 10
Costa Rica
11.57
80
82
▲
Bolivia
3.70
60
60
►
0
Bulgaria
11.45
81
76
▼ -5
Venezuela
3.53
61
57
▼ -4
Georgia
11.35
82
81
▼ -1
Cameroon
2.86
62
52
▼ -10
South Africa
11.22
63
59
▼ -4
Kuwait
11.13
Ranking
2016
Ranking
2015
43
51
▲
8
Kazakhstan
44
48
▲
4
45
39
46
27
Country
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4
2
Country
Total
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.
Index
Ranking
Europe
Asia
America
Africa and
Middle East
Germany
United Kingdom
France
Netherlands
Italy
China
India
Japan
USA
Canada
Hong Kong
South Korea
Mexico
11-20
Belgium
Spain
Switzerland
Norway
Sweden
Russia
Singapore
21-30
Denmark
Finland
Austria
Ireland
Portugal
Poland
United Arab
Emirates
Saudi Arabia
Malaysia
Indonesia
Taiwan
Israel
31-40
Lithuania
Turkey
Estonia
Czech Republic
Croatia
Greece
Latvia
Slovenia
Slovakia
Romania
Thailand
Kazakhstan
Brazil
Chile
Peru
Qatar
41-50
51-60
Hungary
Macedonia
Belarus
Bulgaria
Vietnam
Philippines
Colombia
Costa Rica
Egypt
Bahrain
Georgia
Serbia
Azerbaijan
Uruguay
Argentina
Guatemala
South Africa
Kuwait
Morocco
Jordan
Ukraine
Bosnia-Herzegovina
Iran
Dominican Republic
Ecuador
Bolivia
Venezuela
Nigeria
Tunisia
Algeria
Kenya
Cameroon
1-10
61-70
71-82
Oceania
Australia
New Zealand
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28
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)
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- 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 Markets
30
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:
Europe
Asia-Pacific
North America
Latin America
Africa and the
Middle East
Germany
Australia
United States
Brazil
Israel
United Kingdom
China (mainland)
Canada
Colombia
Qatar
France
Hong Kong
Mexico
Chile
Morocco
Netherlands
India
Peru
Nigeria
Italy
Japan
Saudi Arabia
Russia
Singapore
South Africa
Belgium
South Korea
United Arab Emirates
Spain
Norway
Switzerland
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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:
Overview Data
Food and Beverage Data
• Food and Beverage Attractiveness Index outlook
• Imports and Exports
• Insight
• Trade partners
• Economy
• Products
• Competitiveness and business environment
• Historic trends CAGR (from 2010)
• Market opportunity
• Demographics
• Potential consumer market
• Number and type of households by annual
disposable income
• Prices
• Shopping basket and final consumer prices
• Market Structure
• Top three retailers, top three brands, channel
mix and private label proportion
IESE Business School - Vademecum on Food and Beverage Markets
32
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:
Overall
Food and Beverage Consumer Expenditure
Ranking/82
Score
Ranking/86
Food and Beverage Imports
C per Capita
Ranking/146
US$ millions
18
Australia
24.01
43
Kuwait
1,386
11
Spain
32,662
19
Mexico
23.64
44
Mexico
1,378
12
Mexico
26,205
20
Russia
23.54
45
Qatar
1,367
13
Russia
25,300
Total Population
Ranking/186
Middle Class
Millions
Ranking/85
GDP per Capita
Number of
Households
Ranking/185
Legal Framework
US$
Ranking/189
(thousands)
10
Japan
126.73
9
Italy
23,788
62
Malaysia
10,073
38
Bulgaria
11
Mexico
120.60
10
Mexico
23,744
63
Mexico
9,592
39
Mexico
12
Philippines
101.42
11
France
22,904
64
Turkey
9,290
40
Croatia
33
IESE Business School - Vademecum on Food and Beverage Markets
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
The 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.
4
As a result, the sum of certain sections that account for 100% may show slight variations.
5
This 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.
3
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34
In order to make the information easier to understand, the definition and composition of the products in each
category are as follows:
Food and Beverage Categories
Bakery and Cereals
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 Products
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 Products
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
Fats and Oils
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
Dairy Products and Eggs
Milk, yogurt, cheese, butter, eggs
Fruit and Vegetables
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, Confitery Products
Sugar and sugar confectionery
More detailed subcategories: cane molasses, fructose, glucose,
molasses, raw sugar, refined sugar
35
IESE Business School - Vademecum on Food and Beverage Markets
Food and Beverage Categories
Hot Drinks and Spices
Products
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
Water, Juices and
Non-Alcoholic Drinks
Non-alcoholic beverages, ice, minerals, potable and aerated waters not
sweetened or flavored, and sweetened or flavored beverage waters
High Alcohol Drinks
Fermented beverages, whiskies, rum, gin and jenever, alcoholic
liqueurs, vermouth
Wine
Grape wines, sparkling wine, fortified wine and vinegar
Beer
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.
IESE Business School - Vademecum on Food and Beverage Markets
36
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.
37
IESE Business School - Vademecum on Food and Beverage Markets
4.
COUNTRY
PROFILE
ANALYSIS
For illustrative purposes, of the 31 countries
analyzed in the unabridged Vademecum,
2 are presented here.
39
IESE Business School - Vademecum on Food and Beverage Markets
CHINA
FBA
Index
1/82
FBA INDEX OUTLOOK 20151
Overall
Food and Beverage Consumer Expenditure
Ranking/82
Score
Ranking/86
Food and Beverage Imports
C per Capita
Ranking/146
US$ millions
1
China
73.20
70
South Africa
743
1
United States
120,556
2
United States
66.94
71
China
702
2
China
91,985
3
Germany
45.15
72
Morocco
668
3
Germany
77,211
Total Population
Ranking/186
Middle Class
Millions
GDP per Capita
Number of
Households
Ranking/85
Legal Framework
Ranking/185
US$
Ranking/189
(thousands)
1
China
1,374.31
1
China
257,186
73
St. Lucia
8,410
83
Ukraine
2
India
1,276.27
2
India
172,267
74
China
8,280
84
China
3
United States
322.20
3
United States
65,645
75
Dominica
7,602
85
Brunei Darussalam
INSIGHT
ECONOMY2
Asia 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.
GDP: $11.4 trillion / World ranking: 2/187
GDP - per Capita: $8,280 / World ranking: 75/186
GDP - Real Growth Rate 2014-2015: 6.8%
Labor Force: 806,498,521 / World ranking: 1/185
Unemployment Rate: 4.1% / World ranking: 17/104
Inflation Rate (consumer prices): 1.5%
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 even
more 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).
COMPETITIVENESS
AND BUSINESS ENVIRONMENT3
Logistics Performance Index: 28/158
Enabling Trade Index: 54/138
Global Competitiveness Index: 28/144
Ease of Doing Business: 84/189
Corruption Perception Index: 83/168
MARKET OPPORTUNITY
HOUSEHOLDS 20154
Number and Type of Households by Annual Disposable Income
Lower Class
Households with an annual
disposable income of over
US$500 (PPP) and up to
US$15,000 (PPP) /
‘000: 180,942
40.1%
Middle Class
Households with an annual
disposable income of over
US$15,000 (PPP) and up
to US$100,000 (PPP) /
‘000: 257,189
57.0%
Upper Class
Households with an annual
disposable income of over
US$100,000 (PPP) /
‘000: 13,321
3.0%
DEMOGRAPHICS5
Total Population: 1,374.31 million
World ranking: 1/186
Population Growth Rate 2014-2015: 0.5%
World ranking: 130/186
Age Structure:
0-14 years: 18.2%
15-65 years: 72.4%
Over 65 years: 9.5%
Urban Population: 744.1 million
Migration: 0.8 million
% Urban Population: 54.41%
Migration % Over Population: 0.1%
Major Cities:
Countries of Origin:
Shanghai: 23.0 million
South Korea: 26%
Beijing: 19.5 million
Philippines: 14%
Chongqing: 12.9 million
Brazil: 14%
Guangzhou, Guangdong: 11.8 million
Tianjin: 10.9 million
POTENTIAL CONSUMER MARKET 2015
Male
POTENTIAL CONSUMER MARKET 2025
Female
Age Group
Male
60M
40M
20M
0M
Female
Age Group
80+
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
80+
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
0M
20M
40M
60M
60M
40M
20M
0M
0M
IESE Business School - Vademecum on Food and Beverage Markets - China
20M
40
40M
60M
CHINA
TRADE PARTNERS6
IMPORTS / Main Partners and Origins 2015
9%
EXPORTS / Main Partners and Destinations 2015
17%
14%
6
%
Documents to import: 5
Europe
18%
32%
6
16
5%
North America
Documents to export: 8
Africa and the Middle East
43%
10%
%
%
Median time (days) to import: 3
Asia Pacific
20%
Median time (days) to export: 2
Latin America
Australasia
Other Countries
IMPORT DATA7
EXPORT DATA8
TOTAL FOOD: 48,665 US$ mn / TOTAL BEVERAGE: 4,440 US$ mn
TOTAL FOOD: 48,377 US$ mn / TOTAL BEVERAGE: 5,374 US$ mn
2014 Top 5 Import categories
2014 Top 5 Export categories
IMPORTS
Top
5
Category
Value trade US$ mn
CAGR 2010-2014
Top
5
2%
2%
EXPORTS
Value trade US$ mn
CAGR 2010-2014
1
Fats and Oils
10,438
3.1%
1
Fish Products
20,868
12.1%
2
Bakery and Cereals
8,993
34.8%
2
Fruit and Vegetables
19,404
7.2%
3
Fruit and Vegetables
8,241
20.2%
3
Meat Products
3,251
7.4%
4
Fish Products
6,870
11.4%
4
Hot Drinks and Spices
2,928
11.9%
5
Dairy Products and Eggs
6,491
34.2%
5
Bakery and Cereals
41,033
16.4%
Total
Category
Total
2,019
4.4%
48,470
9.3%
SHOPPING BASKET 20169
Final Consumer Prices
Price Brand 1
(Private Label)
Price Brand 2
(Medium Brand)
Price Brand 3
(Premium Brand)
Average Price D
Fresh Chicken per kg
C3.30
C3.96
C4.80
C4.02
Butter per 250 g
C2.51
C3.81
C4.61
C3.64
Milk per litre
C1.53
C1.79
C2.76
C2.03
Rice per kg
C1.10
C1.85
C2.25
C1.73
Beer per 33 cl
C1.90
C2.20
C2.80
C2.30
Soft Drinks per 33 cl
C0.23
C0.34
C0.79
C0.45
PRODUCT
MARKET STRUCTURE 2015
Main Retailers10
China Resources
Enterprise
Auchan
Main Brands11
Wal-Mart Master Kong
Yili
Mengniu
Channel Mix12
Retailer
Food Service
Grocery Store
Private Label
Proportion13
60.3%
18.4%
21.3%
1%
INSTITUTIONAL CONTACTS14
Exhibitions and Fairs
SIAL-The Asian Food Marketplace.............................................................................................................................................................................................. www.sialchina.com
Food and Hospitality Sector Fair................................................................................................................................................................................................. www.fhcchina.com
Trade and Industry Associations
Chinese National Association of Industry and Commerce................................................................................................................................................................ www.cnaic.org
Information on Customs, Duties and Taxes
General Administration of customs.......................................................................................................................................................................................... www.customs.gov.cn
41
IESE Business School - Vademecum on Food and Beverage Markets - China
SPAIN
FBA
Index
13/82
FBA INDEX OUTLOOK 20151
Overall
Food and Beverage Consumer Expenditure
Ranking/82
Score
Ranking/86
Food and Beverage Imports
C per Capita
Ranking/146
US$ millions
12
Belgium
27.55
26
Greece
2,023
10
Belgium
33,388
13
Spain
26.71
27
Spain
2,014
11
Spain
32,662
14
Switzerland
25.50
28
Kazakhstan
1,961
12
Canada
26,205
Total Population
Ranking/186
Middle Class
Millions
Ranking/85
GDP per Capita
Number of
Households
Legal Framework
Ranking/185
US$
Ranking/189
(thousands)
27
Colombia
48.28
18
Nigeria
15,590
28
South Korea
27,513
32
Mauritius
28
Spain
45.89
19
Spain
14,718
29
Spain
26,327
33
Spain
29
Kenya
45.85
20
Thailand
13,185
30
Bahamas
24,394
34
Japan
INSIGHT
ECONOMY2
Spain 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.
GDP: $1.2 trillion / World ranking: 14/187
GDP - per Capita: $26,327 / World ranking: 141/187
GDP - Real Growth Rate 2014-2015: 3.1%
Labor Force: 23,306,716 / World ranking: 28/185
Unemployment Rate: 21.8% / World ranking: 100/104
Inflation Rate (consumer prices): -0.3%
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.
COMPETITIVENESS
AND BUSINESS ENVIRONMENT3
Logistics Performance Index: 25/158
Enabling Trade Index: 27/138
Global Competitiveness Index: 35/144
Ease of Doing Business: 33/189
Corruption Perception Index: 36/168
MARKET OPPORTUNITY
HOUSEHOLDS 20154
Number and Type of Households by Annual Disposable Income
Lower Class
Households with an annual
disposable income of over
US$500 (PPP) and up to
US$15,000 (PPP) /
‘000: 2,117
11.3%
Middle Class
Households with an annual
disposable income of over
US$15,000 (PPP) and up
to US$100,000 (PPP) /
‘000: 14,718
Upper Class
Households with an annual
disposable income of over
US$100,000 (PPP) /
‘000: 1,940
78.4%
10.3%
DEMOGRAPHICS5
Total Population: 45.9 million
World ranking: 28/186
Population Growth Rate 2014-2015: -0.4%
World ranking: 179/186
Age Structure:
0-14 years: 15.5%
15-65 years: 66.2%
Over 65 years: 18.3%
Urban Population: 36.5 million
% Urban Population: 79.4%
Major Cities:
Madrid: 3.3 million
Barcelona: 1.6 million
Valencia: 0.8 million
Sevilla: 0.7 million
Zaragoza: 0.7 million
POTENTIAL CONSUMER MARKET 2015
Male
Migration: 6.5 million
Migration % Over Population: 14.1%
Countries of Origin:
Romania: 12%
Morocco: 12%
Ecuador: 7%
POTENTIAL CONSUMER MARKET 2025
Female
Age Group
Male
2000K 1500K 1000K
500K
0K
Female
Age Group
80+
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
80+
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
0K
500K
1000K 1500K 2000K
2000K 1500K 1000K
500K
0K
0K
IESE Business School - Vademecum on Food and Beverage Markets - Spain
500K
42
1000K 1500K 2000K
SPAIN
TRADE PARTNERS6
IMPORTS / Main Partners and Origins 2015
3%
EXPORTS / Main Partners and Destinations 2015
64%
14%
6
%
Documents to import: 4
Europe
4%
12%
0.2%
6
0.3
North America
Documents to export: 4
Africa and the Middle East
IMPORT DATA7
6%
10%
%
%
Median time (days) to import: 2
Asia Pacific
70%
Median time (days) to export: 3
Latin America
Australasia
Other Countries
EXPORT DATA8
TOTAL FOOD: 24,410 US$ mn / TOTAL BEVERAGE: 5,114 US$ mn
TOTAL FOOD: 37,814 US$ mn / TOTAL BEVERAGE: 7,033 US$ mn
2014 Top 5 Import categories
2014 Top 5 Export categories
IMPORTS
Top
5
4%
0.6%
Category
Value trade US$ mn
CAGR 2010-2014
Top
5
EXPORTS
Value trade US$ mn
CAGR 2010-2014
1
Fish Products
6,822
1.5%
1
Fruit and Vegetables
18,203
6.0%
2
Fruit and Vegetables
4,886
5.7%
2
Meat Products
6,211
9.8%
3
Bakery and Cereals
4,548
5.1%
3
Fats and Oils
4,964
10.8%
4
Fats and Oils
2,605
8.7%
4
Fish Products
3,894
4.7%
5
Hot Drinks and Spices
2,516
5.9%
5
Wine
3,437
8.0%
21,377
4.5%
36,708
7.3%
Total
Category
Total
SHOPPING BASKET 20169
Final Consumer Prices
Price Brand 1
(Private Label)
Price Brand 2
(Medium Brand)
Price Brand 3
(Premium Brand)
Average Price D
Fresh Chicken per kg
C1.76
C2.66
C4.30
C2.91
Butter per 250 g
C1.15
C1.90
C3.11
C2.05
Milk per litre
C0.55
C0.74
C0.92
C0.74
Rice per kg
C0.68
C0.99
C1.52
C1.06
Beer per 33 cl
C0.22
C0.50
C0.74
C0.49
Soft Drinks per 33 cl
C0.24
C0.43
C0.57
C0.41
PRODUCT
MARKET STRUCTURE 2015
Main Retailers10
Mercadona Carrefour Main Brands11
Dia
Coca-Cola
El Pozo
Channel Mix11
Retailer
Food Service
67.4%
30.8%
Campofrio
Private Label
Grocery Proportion13
Store
1.8%
41%
INSTITUTIONAL CONTACTS13
Exhibitions and Fairs
Alimentaria: International Foods and Drinks Exhibition........................................................................................................................................... www.alimentaria-bcn.com/en/
Trade and Industry Associations
Federación Española de la Alimentación y Bebidas......................................................................................................................................................................... www.fiab.es/es
Information on Customs, Duties and Taxes
Customs and Excise Taxes Department..................................................................................................................................................................... www.agenciatributaria.gob.es
43
IESE Business School - Vademecum on Food and Beverage Markets - Spain
APPENDICES
45
IESE Business School - Vademecum on Food and Beverage Markets
APPENDIX I:
Food and Beverage Attractiveness Index 2016:
Detailed and Comparative Data
This 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.
FBA INDEX 2016
INDICATORS, WEIGHTS AND AGGREGATION
15%
35%
Economic and Legal
Ranking
2016
1
Ranking Var. Ranking
Country
2015 2015-2016
▲ 1 China
2
50%
Population Structure
Food and Beverage
Score/100
5%
10%
25%
10%
10%
40%
GDP per Capita
Legal Framework
Total Population
Middle Class
Consumer
Expenditure
Total Imports
Total
0.39
5.59
25.00
10.00
1.72
30.52
73.20
2
1
▼ -1
United States
2.70
9.68
5.86
2.55
6.15
40.00
66.94
3
3
► 0
Germany
1.99
9.26
1.48
1.33
5.48
25.61
45.15
4
5
▲ 1
United Kingdom
2.13
9.73
1.18
0.88
5.86
20.00
39.78
5
6
▲ 1
India
0.07
3.14
23.22
6.70
0.70
5.55
39.36
6
4
▼ -2
Japan
1.56
8.24
2.31
1.66
6.62
17.40
37.78
7
7
► 0
France
1.82
8.62
1.17
0.89
6.85
17.00
36.34
8
8
► 0
Netherlands
2.14
8.56
0.31
0.25
5.63
17.16
34.05
9
9
► 0
Italy
1.44
7.66
1.12
0.92
6.14
13.83
31.10
10
10
► 0
Canada
2.12
9.31
0.65
0.43
5.78
11.14
29.42
11
14
▲ 3
Hong Kong
2.03
9.79
0.13
0.04
9.85
7.56
29.41
12
12
► 0
Belgium
1.95
7.77
0.20
0.15
6.42
11.06
27.55
13
13
► 0
Spain
1.26
8.30
0.83
0.57
4.92
10.82
26.71
14
16
▲ 2
Switzerland
3.98
8.67
0.15
0.10
10.00
2.60
25.50
15
15
► 0
Norway
3.69
9.57
0.09
0.07
9.04
2.38
24.85
16
17
▲ 1
Sweden
2.36
9.63
0.18
0.13
7.06
4.93
24.28
17
20
▲ 3
South Korea
1.32
9.84
0.92
0.64
3.91
7.64
24.27
18
18
► 0
Australia
2.49
9.36
0.43
0.21
7.51
4.01
24.01
19
22
▲ 3
Mexico
0.45
8.03
2.19
0.92
3.37
8.68
23.64
20
11
▼ -9
Russia
0.40
7.34
2.56
1.66
3.21
8.38
23.54
21
19
▼ -2
Denmark
2.48
9.89
0.10
0.08
6.92
4.00
23.48
22
21
▼ -1
United Arab Emirates
1.70
8.40
0.17
0.01
6.98
5.76
23.03
23
24
▲ 1
New Zealand
1.78
9.95
0.08
0.04
8.20
1.30
21.35
24
23
▼ -1
Finland
2.03
9.52
0.10
0.09
7.77
1.56
21.08
25
25
► 0
Austria
2.10
8.94
0.16
0.11
5.87
3.74
20.91
26
26
► 0
Ireland
2.36
9.15
0.08
0.05
5.44
3.30
20.38
27
27
► 0
Singapore
2.57
10.00
0.10
0.03
3.22
3.44
19.37
28
28
► 0
Portugal
0.91
8.83
0.19
0.13
5.69
3.14
18.89
29
30
▲ 1
Poland
0.60
8.72
0.70
0.45
3.15
5.15
18.78
30
29
▼ -1
Saudi Arabia
0.96
5.69
0.56
0.13
4.22
6.84
18.40
31
32
▲ 1
Malaysia
0.47
9.10
0.56
0.20
2.47
4.61
17.41
32
31
▼ -1
Israel
1.72
7.23
0.15
0.06
6.62
1.49
17.27
33
33
► 0
Lithuania
0.68
8.99
0.05
0.03
5.62
1.16
16.54
34
40
▲ 6
Indonesia
0.15
4.26
4.64
1.57
1.39
4.28
16.28
35
38
▲ 3
Turkey
0.44
7.13
1.42
0.68
3.22
3.35
16.23
36
35
▼ -1
Estonia
0.83
9.20
0.02
0.02
5.38
0.46
15.91
37
36
▼ -1
Czech Republic
0.83
8.14
0.19
0.16
3.68
2.74
15.74
38
45
▲ 7
Croatia
0.55
7.93
0.08
0.04
5.55
0.84
14.98
39
34
▼ -5
Greece
0.84
6.86
0.20
0.13
4.94
1.99
14.97
40
44
▲ 4
Taiwan
1.06
9.47
0.43
0.21
3.78
-
14.94
41
41
► 0
Latvia
0.65
8.88
0.04
0.02
4.67
0.62
14.89
42
42
▲ 0
Thailand
0.25
7.45
1.25
0.51
2.05
3.29
14.79
IESE Business School - Vademecum on Food and Beverage Markets
46
FBA INDEX 2016
INDICATORS, WEIGHTS AND AGGREGATION
15%
35%
Economic and Legal
Ranking
2016
43
Ranking Var. Ranking
Country
2015 2015-2016
▲ 8 Kazakhstan
51
50%
Population Structure
Food and Beverage
Score/100
5%
10%
25%
10%
10%
40%
GDP per Capita
Legal Framework
Total Population
Middle Class
Consumer
Expenditure
Total Imports
Total
0.52
7.87
0.33
0.17
4.79
0.96
14.64
44
48
▲ 4
Slovenia
0.99
8.51
0.04
0.03
4.35
0.68
14.59
45
39
▼ -6
Qatar
3.82
6.44
0.04
0.01
3.34
0.93
14.57
46
43
▼ -3
Slovakia
0.76
8.51
-
0.08
3.77
1.44
14.55
47
46
▼ -1
Romania
0.41
8.09
0.39
0.23
3.63
1.73
14.47
48
37
▼ -11
Brazil
0.41
3.88
3.69
1.52
2.00
2.93
14.44
49
49
► 0
Chile
0.63
7.50
0.32
0.19
3.10
1.80
13.54
50
47
▼ -3
Peru
0.26
7.39
0.58
0.20
3.63
1.31
13.37
51
62
▲ 11
Vietnam
0.09
5.27
1.67
0.32
1.03
4.65
13.02
52
53
▲ 1
Hungary
0.57
7.82
0.18
0.13
2.76
1.50
12.97
53
58
▲ 5
Macedonia
0.22
9.41
-
0.01
2.58
0.22
12.45
54
55
▲ 1
Belarus
0.30
7.71
0.17
0.11
2.77
1.12
12.18
55
50
▼ -5
Colombia
0.26
7.18
0.88
0.30
1.58
1.68
11.88
56
56
► 0
Egypt
-
3.09
1.59
0.78
2.38
4.00
11.84
57
64
▲ 7
Philippines
0.13
4.57
1.84
0.49
1.96
2.84
11.83
58
54
▼ -4
Bahrain
1.15
6.60
0.02
-
3.81
0.20
11.78
59
69
▲ 10
Costa Rica
0.50
6.97
0.09
0.03
3.45
0.53
11.57
60
60
► 0
Bulgaria
0.30
8.03
0.13
0.08
2.10
0.80
11.45
61
57
▼ -4
Georgia
0.17
8.78
0.08
0.02
1.98
0.32
11.35
62
52
▼ -10
South Africa
0.27
6.17
0.96
0.24
1.81
1.76
11.22
63
59
▼ -4
Kuwait
1.44
4.68
0.07
0.01
3.39
1.54
11.13
64
63
▼ -1
Uruguay
0.77
5.16
0.06
0.03
4.57
0.33
10.92
65
67
▲ 2
Azerbaijan
0.31
6.70
0.17
0.07
2.81
0.37
10.44
66
72
▲ 6
Argentina
0.64
3.62
0.77
0.42
4.29
0.47
10.20
67
75
▲ 8
Serbia
0.23
6.91
0.13
0.07
2.41
0.39
10.15
68
66
▼ -2
Guatemala
0.17
5.74
0.30
0.07
3.08
0.78
10.14
69
65
▼ -4
Morocco
0.13
6.06
0.61
0.17
1.63
1.46
10.07
70
73
▲ 3
Jordan
0.26
4.04
0.12
0.04
4.19
1.13
9.79
71
71
► 0
Ukraine
0.09
5.64
0.83
0.27
1.30
1.20
9.32
72
61
▼ -11
Nigeria
0.12
1.06
3.25
0.60
2.54
1.70
9.28
73
68
▼ -5
Dominican Republic
0.31
5.11
0.20
0.08
2.75
0.74
9.18
74
78
▲ 4
Bosnia-Herzegovina
0.18
5.85
-
0.03
2.50
0.46
9.02
75
70
▼ -5
Tunisia
0.18
6.12
0.20
0.08
1.47
0.67
8.72
76
77
▲ 1
Algeria
0.20
1.38
0.71
0.24
1.60
3.22
7.35
77
80
▲ 3
Kenya
0.05
4.31
0.83
0.06
1.24
0.53
7.03
78
79
▲ 1
Ecuador
0.28
3.83
0.28
0.09
1.97
0.54
6.99
79
74
▼ -5
Iran
0.23
3.78
-
0.64
1.19
-
5.84
80
82
▲ 2
Bolivia
0.13
1.70
0.21
0.04
1.40
0.22
3.70
81
76
▼ -5
Venezuela
0.19
0.16
0.56
0.23
1.87
0.50
3.53
82
81
▼ -1
Cameroon
0.04
0.90
0.42
0.04
0.97
0.49
2.86
47
IESE Business School - Vademecum on Food and Beverage Markets
APPENDIX III:
Vademecum Data Sources
This 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
Pillar
ECONOMIC
AND LEGAL
POPULATION
FOOD
AND BEVERAGE
Indicator
GDP per Capita
Definition
Source
Gross domestic product per Capita, Current
Prices, US$, Units
Year
Link
World Economic Outlook
Database, International
Monetary Fund
2015
www.imf.org
Legal Framework Ease of Doing Business
World Bank and International
Finance Corporation
2015
www.doingbusiness.org
Total Population
Millions
World Economic Outlook
Database, International
Monetary Fund
2015
www.imf.org
Middle-Class
Households
Number of Households with an annual
disposable income of over US$15,000 (PPP)
and up to US$100,000 (PPP) ‘000
Compiled from Euromonitor
data, Euromonitor
International
2015
www.euromonitor.com
Consumer
Expenditure
per Capita
C per Capita / Current Prices
Compiled from Euromonitor
data, Euromonitor
International
2015
www.euromonitor.com
Total Food
and Beverage
Imports
US$ / millions
Compiled from Euromonitor
data, Euromonitor
International
2015
www.euromonitor.com
Source
Year
2. ECONOMY
Category
ECONOMY
Data
Definition
Link
GDP
Gross domestic product based on purchasing- World Economic Outlook
power-parity, current prices, US$, units
Database, International
Monetary Fund
2015
www.imf.org
GDP per Capita
Gross domestic product per Capita, Current
Prices, US$, Units
World Economic Outlook
Database, International
Monetary Fund
2015
www.imf.org
GDP per Capita
Growth Rate
2014-2015
Gross domestic product annual percent
change
Compiled from the World
Economic Outlook Database,
International Monetary Fund
2015
www.imf.org
Labor Force
Labor force participation rate is the proportion World Bank data
of the population that is economically active
2014
www.data.worldbank.org
Unemployment
Rate
Percent of total labor force
World Economic Outlook
Database, International
Monetary Fund
2015
www.imf.org
World Economic Outlook
Database, International
Monetary Fund
2015
www.imf.org
Inflation Rate
Annual percent change
(consumer prices)
IESE Business School - Vademecum on Food and Beverage Markets
48
3. COMPETITIVENESS AND BUSINESS ENVIRONMENT
Category
COMPETITIVENESS
AND BUSINESS
ENVIRONMENT
Data
Definition
Source
Year
Link
Logistics
Performance
Index
Measures the logistics friendliness of 158
World Bank
countries based on the following indicators:
efficiency of the clearance process (i.e., speed,
simplicity and predictability of formalities) by
border control agencies, including customs;
the quality of trade and transport-related
infrastructure (e.g., ports, railroads, roads,
information technology); the ease of arranging
competitively 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
2014
www.lpi.worldbank.org
Enabling Trade
Index
Measures the extent to which individual
World Economic Forum
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
2014
www.weforum.org
Global
Competitiveness
Index
Compares factors underpinning national
World Economic Forum
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
2015
www.weforum.org
Ease of Doing
Business
Takes into account the strength and security of World Bank and
legal institutions and the complexity and cost International Finance
of regulatory processes in conducting business Corporation
in 189 countries
2015
www.doingbusiness.org
Corruption
Perception
Index
The index scores 168 countries and territories Transparency International
on a scale from 0 (highly corrupt) to 100 (very
clean). It score countries on how corrupt their
public sectors are seen to be
2015
www.transparency.org
Pump Price
Fuel prices refer to the pump prices
of the most widely sold grade of gasoline.
US$ per liter
2012
www.data.worldbank.org/indicator/EP.PMP.
DESL.CD?display=default
49
World Bank data
IESE Business School - Vademecum on Food and Beverage Markets
4. DEMOGRAPHICS
Category
MARKET
OPPORTUNITY /
DEMOGRAPHICS
Data
Definition
Source
Year
Link
Total Population
Amount of population in millions
World Economic Outlook
Database, International
Monetary Fund
2015
Population
Growth Rate
Percentage of annual population variation
Compiled from the World
Economic Outlook Database,
International Monetary Fund
2014- www.imf.org
2015
World Bank data
2015
www.databank.worldbank.org
Age Structure
www.imf.org
Urban
Population
Urban population refers to people living in
World Development
urban areas as defined by national statistical Indicators: Urbanization,
offices. It is calculated using World Bank
World Bank data
population estimates and urban ratios from the
United Nations World Urbanization Prospects
2014
www.data.worldbank.org
% Urban
Population
World Development
Indicators: Urbanization,
World Bank data
2015
www.data.worldbank.org
Major Cities
Population living in capital and biggest cities.
Data refers either to cities or to urban
agglomerations
UN Population Division,
Demographic Statistics
Database
2015
www.worldpopulationreview.com
Migration %
Over Population
and Origins of
migration
Migrants % and origins
Compiled from Trends in
International Migration,
United Nations Department
of Economic and Social
Affairs
2013
www.un.org/esa/population
Pyramid age
It illustrates the age and sex structure of a
country’s population
World Bank Data.
Populations estimates and
projections
2015
www.data.worldbank.org
IESE Business School - Vademecum on Food and Beverage Markets
50
5. HOUSEHOLDS
Category
MARKET
OPPORTUNITY /
HOUSEHOLDS
BY ANNUAL
DISPOSABLE
INCOME
Data
Definition
Source
Year
Link
Lower-Class
Households
Households with an annual disposable
income of over US$500 (PPP) and up
to US$15,000 (PPP)
Compiled from Euromonitor
data, Euromonitor
International
2015
www.euromonitor.com
Middle-Class
Households
Households with an annual disposable
income of over US$15,000 (PPP) and up
to US$100,000 (PPP)
Compiled from Euromonitor
data, Euromonitor
International
2015
www.euromonitor.com
Upper-Class
Households
Households with an annual disposable
income of over US$100,000 (PPP)
Compiled from Euromonitor
data, Euromonitor
International
2015
www.euromonitor.com
6. TRADE PARTNERS
Category
TRADE PARTNERS
Source
Year
Trade Partners
Data
% of total imports and exports by origin
and destination
Compiled from Euromonitor
data, Euromonitor
International
2015
www.euromonitor.com
Number of
documents
to import
All documents required per shipment
to import goods are recorded. Data is
from the Ease of Doing Business project
World Bank data
2014
www.data.worldbank.org
Median time
(days) to import
Lead time to import is the median time (the
value for 50% of shipments) from port of
discharge to arrival at the consignee. Data is
from the Logistics Performance Index survey
World Bank data
2014
www.data.worldbank.org
Number of
documents
to export
All documents required per shipment
to export goods are recorded. Data is
from the Ease of Doing Business project
World Bank data
2014
www.data.worldbank.org
Median time
(days) to export
Lead time to export is the median time (the
value for 50% of shipments) from shipment
point to port of loading. Data is from the
Logistics Performance Index survey
World Bank data
2014
www.data.worldbank.org
51
Definition
IESE Business School - Vademecum on Food and Beverage Markets
Link
7. IMPORTS / 8. EXPORTS
Category
IMPORTS
AND EXPORTS
Data
Definition
Source
Year
Link
Total Food
and Beverage
Imports/Exports
Total imports and exports include the following Compiled from
commodities: meat products, fish products,
UNComtrade
dairy products and eggs, bakery and cereals,
fruit and vegetables, sugar, confitery products,
coffee, tea and cocoa, fats and oils, and
beverages (alcoholic and non-alcoholic drinks)
2014
www.data.un.org
Historic Imports
and Exports,
Trends
US$ / millions / total imports and exports for
2010, 2011, 2012, 2013 and 2014.
2014
www.data.un.org
Compiled from International
Merchandise Trade Statistics,
United Nations
Category definitions and commodities include: Compiled from International
Merchandise Trade Statistics,
Bakery and Cereals: cereals, flour, pastries,
United Nations
bread, biscuits
www.data.un.org mtrade.un.org
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: nonalcoholic 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
IESE Business School - Vademecum on Food and Beverage Markets
52
9. SHOPPING BASKET
Deloitte Research
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.
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.
53
IESE Business School - Vademecum on Food and Beverage Markets
www.iese.edu/IndustryMeetings
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Madrid
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