Crack Spain at Alimentaria

November’s Iberia Roadshow attracted buyers from across Spain and Portugal, keen to meet the 30 British producers who took advantage of the networking opportunities it provided. Buyers gave particular attention to the meat and dairy exhibitors. If you missed the Roadshow but would like to do business in Britain’s third-largest export market, consider Alimentaria.

Alimentaria, which this year takes place on 10-14 March in Barcelona, is the top trade show for business in Spain. Over 150,000 visitors attended Alimentaria in 2006, with an even better quality expected this year when the show moves to new premises in Barcelona’s new Gran Via exhibition centre.

Two markets in one

Spain is the archetypal example of ‘two markets in one’. One market, an estimated 900,000 British ex-pats, seek out big, comforting British brands. Smaller British producers are not excluded, however: more affluent ex-pats have a taste for premium quality, typically ‘British’ products, which don’t have to appeal to brand loyalty. The other market, the Spaniards, is harder to crack. Spanish tastes are conservative, and non-Spanish foods have typically taken some time to take off in Spain. Even now, most Spaniards remain unfamiliar with ethnic foods in a country where only Madrid and Barcelona have any substantial number of ethnic eateries.

Private label

The market is changing, however. British producers have significant opportunities in private label products, where the category is growing and British producers have the edge on Spanish competitors in terms of product development. Price is an issue for British producers, but aiming at higher-level retailers enables British producers to offer a point of difference in an environment not solely focussed on price.

If you want to discuss whether you should consider the Spanish market, and whether Alimentaria is the opportunity to do so, contact your client development manager, or contact FFB Spain directly by contacting Guillermo Alvarez de Lorenzana on glorenzana@foodfrombritain.es.

07 December 2007