Mercado Europeo de la quinoa

NatureCrops Europe BV
Martn Loeb Nov 2015

Trade and production numbers

world production quinoa (MT)

Import in EU by origin (2014, total 15k MT)

1%

78,700

82,941

90,795

EU imports approximately
15% of the world market,
mainly from Peru (51%) and
Bolivia (44%)

The import into the EU has

grown from 5.800 ton in 2012
to 15.000 tons in 2014

103,418

44%
51%
2010

2011

2012

2013

World production has significantly

increased in the last years (CAGR: 7,3%)
Historically most part of the supply was
internally consumed in origin countries

Import in US by origin (2014, total 26k ton)

2%

Bolivia

Equador

3%
1%
US (transit)

Peru

Other

Import in EU by country (2014, total 15k MT)

17%

France is the largest importer

for Quinoa in the EU with
27% of the total import which
represents approximately
4.000 MT.

The Netherlands currently

imports approximately 3.300
MT

22%

49%
47%

27%

19%
15%

2%

Bolivia

Equador

Peru

Other

NL

Germany

UK

France

Other

US absorbs 25% of the world market,

mainly from Bolivia (49%) and Peru( 47%).

MERCADO EUROPEO DE LA QUINOA

Nuestro primer error!!!!
Nuestra percepcin de Europa
Regin?
Pas?

Son 27 pases!!
Idiomas
Costumbres
Economias
Dietas

En definitiva => consumidores distintos, mercados atomizados.

Market Geographies
Main Markets
The Netherlands (22% of the EU market)
Germany (19% of the EU market)
Belgium (4% of the EU Market)
France (24% of the EU market)

Main market

Minor Importers

Other Importers (import volumes limited)

Scandinavia (Denmark / Norway / Sweden)
Poland
Austria

USA
EU

USA

FR
GER

Entendiendo la demanda
Por qu se consume quinoa?
Cualidades intrnsecas del producto
La historia tnica. Fair Trade
Producto super maleable

Quin es el consumidor?
Tendencia? Free From? Moda?
Hay una base instalada, pero cada nuevo consumidor es
caro de incorporar

Por qu se importa de Latinoamerica?

AUN es no-GMO
AUN No hay produccin local
AUN No existen barreras arancelarias y para-arancelarias

Entendiendo el consumidor europeo

Tendencias regionales de los consumidores (sin orden de importancia)
- tiempo
+ ingesta sana
+ comodidad (R2E / on-the-go)
+ snacking
+ deporte
+ Free From
+ Sustentable *Green*
+ Orgnico / Natural
+ Buena historia

Claramente varia de pas en pas de la regin, pero los denominadores

comunes son:
Precio del producto
Calidad del producto
Tiene que ser rico!!! Con solos sano, no alcanza.
Fabricado en la EU

Evolucin del consumidor

Sper Nicho
Nicho
Camino al masivo
Depende del abastecimiento y precio
Depende de la Promocin

Con precios, calidad y abastecimiento estable, los industriales

multiplican sus productos de valor agregado, por lo tanto, la
inversin en difusin y los metros ganados de gndola.
Actualmente, la aparicin de productos de valor agregado
tiene bajos contenidos de quinoa para amortiguar la
fluctuacin de precios.

Qu esta haciendo bien la oferta?

Buena presencia de Per y Ecuador en las
ferias internacionales (SIAL, Anuga, Biofach).
Stands bien presentados y representados
Imagen pas clara y concreta.

Bolivia est desorganizada, esfuerzos

dispersos.

Problemas a resolver de la oferta

Problemas de MRLs
Las cadenas productivas no logran mantener la
trazabilidad
Las Certificadoras orgnicas han perdido credibilidad
Los importadores hemos debido poner un QA paralelo.

Fluctuaciones de precios
Industriales le escapan
Problemas en gndola

Productos bsicos disponibles

Organic
White Quinoa
Red Quinoa
Black Quinoa
Conventional
White Quinoa
Red Quinoa
Black Quinoa
Quinoa derived products (Organic and Conventional)
Flakes
Flour
Pop
Precooked
15

Competidores de la Quinoa
La quinoa sigue teniendo un consumo per cpita
bajo respecto a sus competidores
Conocimiento
Precio
Costumbre del consumidor (dieta local - etnia)

Contra que competimos??

Arroz, papa, avena, trigo, soja, porotos

Cuanto menor sea el precio de la quinoa, mayor ser

la penetracin en el mercado y menor sern los
pases oferentes.

Otra vez arroz!!

Hablemos de precios

BURBUJA?

Difcil competir as

Mejorando con la evolucin!!

Market analyses uses for quinoa

We distinguish 3 main types of industries who will have a use for Quinoa. Obviously markets will sometimes
overlap whereby clients could be part of multiple identified groups.

Bakery industry
We consider this to a big market who will use the Quinoa as a raw material for their end products. We assume
this market to be using for the following products:
Flour
Flakes
Bread ingredients
The JV could either sell the raw quinoa or the derived product to its clients.
Retail packing seeds
The retail packages (whole seeds) will be a large market in which we will focus a lot of attention, they will absorb
large quantities and quality and reliability of supply will be very important for retail sellers.

Industry
The Industry is a very broad description of the remaining part of the business where quinoa is used. We have
identified the following products which illustrative for this total segment:
Bars
Soups
Salads
pasta

20

Uses for quinoa - illustrative

Muffins

Pie

Chocolate

Bread

Chips

Bars

Retail
package

Pasta

Chocolate chip cookies

salad

Soup

Drinks

21

Qu no hemos visto an?

Quinoas especiales
Altas en protenas
Libres de saponina (desde la planta)

Usos prcticos de la saponina

Pedidos desde el consumidor (industria
cosmtica)

Quinoa value chain

Grower

Supplier

Food Industry

Trader

Consumer

Large integrated traders

Open markets /
specialty shops

Processors in origin
Retail packages
Importers/ exporters

Growers

Bread / Cake /
pastry

Collectors

Food industry
Bars
/Soup/Pasta
/salad

23

About NatureCrops
We aim to connect the mass-consumer with Quinoa based
Organic & Gluten Free Foods - by properly combining
marketing, innovation, communication and design

We provide the market with a one-stop Quinoa Shopping

Experience:

With quality
Timely deliveries
Quick R&D cycles
Consumer costprice control.

Our Quinoa Sourcing

Sourcing Office
(Argentina)

Sourcing from coops &

exporters

Sourcing from large local

producers

Europe B.V
(Netherlands)

Import of quinoa
Processing of quinoa
Production finished goods
Distribution

Our Products

Organic/Gluten Free Quinoa Pasta

Organic/Gluten Free Quinoa Soup (Q2 2015)

Organic/Gluten Free Quinoa Muesli (Q4 2015)

Our Products

Organic/Gluten Free Quinoa Fruit Smoothies (Q4 2015)

Organic/Gluten Free Quinoa Varieties (current)

Organic/Gluten Free Quinoa Burgers (Q4 2015)

Organic/Gluten Fee Quinoa Bars

(current)

Product Segmentation
BREAKFAST

LUNCH

SNACK

DINNER

Martn Loeb - mloeb@naturecrops.com