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FOOD and drink export companies in the UK should look to utilise the significant number of British expatriates and tourists as a means of establishing themselves in foreign markets, according to a new report from market development consultancy Food from Britain (FFB).
FFB estimates given in the Global Ex-Pat & Tourist Market for UK Food & Drink Exporters report, show Spain and France are Europe’s largest markets for UK expatriates, with around 800,000 in Spain and up to 1 million British people living in France. Outside of Europe, the Gulf States is another key market, hosting more than 180,000 British people – 72 per cent of whom live in the UAE.
This potential target market becomes even more note-worthy when you consider that the number of visits abroad by UK residents increased by more than 50 per cent in the decade between 1996 and 2005, with more than 66 million overseas trips taken last year. Once again, Spain and France emerged from the report as being by far the most popular destinations for British travellers with 13 million and 11 million visits from UK residents each year – totalling more than a third of all British overseas visits between them.
“The significant size of British expatriate populations and the increasing number of people from the UK travelling overseas undoubtedly provides opportunities for British exporting companies,” said Chris Brockman, Head of Research and Consultancy at FFB. “They can provide a loyal customer base, which companies can use as a perfect starting point for establishing themselves in a new country.
“However, not all ex-pat markets are the same. Our research has identified distinct differences in not only the key growth sectors in each country, but also the differing means of getting produce to market. The size of the expatriate population in each country and whether they’re congregated into clusters or dispersed, the willingness of the stores to stock and promote British products, and the number of specialised food and drink distributors working in your chosen market all have to be considered.”
“This report offers British exporting companies an invaluable insight into which overseas markets may be more receptive to their products,” said Chris. “However, it is one thing knowing the opportunities exist and another understanding the best way to capitalise one them.
“For instance, the report also highlights the differing strength of own label markets in each of the countries. In Spain, for example, while well-known British brands are very popular and as such provide a more direct route to market, the demand for own label British style products is growing in ex-pat and tourist centres.
“The stricter marketing and trading regulations in the Gulf States make distributing produce via own label channels a sensible option. It is also clear that own label opportunities are increasingly evident in the majority of overseas markets, with growing demand for a range of British-style products as UK expertise is well recognised in this area.
“The key finding from the report is that the increasing British expat communities and the growing number of UK residents travelling overseas represent potentially strong customer bases for companies looking to break into new markets. But without the correct advice and guidance, companies may find themselves missing out on a lucrative resource,” added Chris.
British exporting companies interested in learning more from the report can contact Food from Britain on 0207 233 5111.
www.fishupdate.com is published by Special Publications. Special Publications also publish FISHupdate magazine, Fish Farmer, the Fish Industry Yearbook, the Scottish Seafood Processors Federation Diary, the Fish Farmer Handbook and a range of wallplanners.
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