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El Mercado De La Panadería Y Bollería Industrial En Grecia

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El Mercado De La Panadería Y Bollería Industrial En Grecia Oficina Económica y Comercial de la Embajada de España en Atenas El mercado de la Panadería y Bollería Industrial en Grecia Notas Sectoriales El mercado de los Productos de Panadería y Bollería Industrial en Grecia Este estudio ha sido realizado por David Mendaña del Río bajo la supervisión de la Oficina Económica y Comercial de la Embajada de España en Atenas Enero de 2006 Notas Sectoriales EL MERCADO DE LA PANADERÍA Y PASTELERÍA INDUSTRIAL EN GRECIA ÍNDICE I. CONCLUSIONES 4 II. DEFINICION DEL SECTOR 5 1. Delimitación del sector 5 2. Clasificación arancelaria 6 III. OFERTA 7 1. Tamaño del mercado 7 2. Producción local 8 3. Importaciones 16 IV. ANÁLISIS CUALITATIVO DE LA DEMANDA 21 V. PRECIOS Y SU FORMACIÓN 23 VI. PERCEPCIÓN DEL PRODUCTO ESPAÑOL 26 VII. DISTRIBUCIÓN 28 VIII. ANEXOS 32 1. Empresas 32 2. Ferias 62 3. Publicaciones del sector 48 4. Ventas de los principales fabricantes 49 5. Normalización y certificación 50 Oficina Económica y Comercial de la Embajada de España en Atenas 3 EL MERCADO DE LA PANADERÍA Y PASTELERÍA INDUSTRIAL EN GRECIA I. CONCLUSIONES El siguiente estudio trata del mercado de la panadería y la bollería en Grecia. Los productos de este mercado se han clasificado en cuatro grupos: pan, pan tostado, galletas y bollería. Se incluyen tanto productos industriales como artesanales. El mercado griego se caracteriza por: • un consumo elevado de productos de pastelería y panadería, que es fácil de comprobar a simple vista, viendo la extensa red de venta, la enorme variedad de productos y su altísima disponibilidad; • un predominio aún claro del producto artesanal; • el crecimiento en el consumo de los productos industriales es importante, acorde con los cambios en los canales de distribución y en los hábitos de vida de los últimos años. El sector representa el 9% de los gastos alimentarios de los hogares griegos. El mercado de la bollería y pastelería se estima que ascienda a unos 117 millones de euros, seguido del de la panadería con 105 millones. Estos dos sectores constituyen el primer sector de la producción alimentaria griega en valor añadido bruto. En la actualidad, el sector griego de la panadería y pastelería industrial está orientado a la producción local. Los gustos del consumidor griego son tradicionales y se le da una importancia capital a la frescura, dificultando la implantación de productos extranjeros. Sin embargo, durante los últimos años, las cifras de producción local se muestran estancadas o en declive, mientras que la importación aumenta muy rápidamente; actualmente, Grecia importa un porcentaje de su consumo aparente equiparable al de otros países europeos como España o Alemania. La conclusión a extraer es que el mercado griego es cada vez más receptivo a la panadería y bollería de importación. Sin embargo hay que tener en consideración que se están estudiando mercados amplios con gran variedad de productos distintos, y que las conclusiones pueden ser diferentes para cada uno. Oficina Económica y Comercial de la Embajada de España en Atenas 4 EL MERCADO DE LA PANADERÍA Y PASTELERÍA INDUSTRIAL EN GRECIA II. DEFINICION DEL SECTOR 1. DELIMITACIÓN DEL SECTOR La presente nota abarca los productos de panadería y pastelería industrial: Pan Pan tostado Galletas Bollería Se incluyen tanto productos frescos, tales como el pan, croissants, dónuts, etc., como productos no frescos, como galletas, pan tostado, pastas, etc. Aunque el estudio se centra en los productos industriales, que podrían ser objeto de exportación desde España, también se analizan los productos de producción artesanal, al menos como competencia. Oficina Económica y Comercial de la Embajada de España en Atenas 5 EL MERCADO DE LA PANADERÍA Y PASTELERÍA INDUSTRIAL EN GRECIA 2. CLASIFICACIÓN ARANCELARIA Las partidas arancelarias tratadas en la presente nota de mercado son: • Pan: o Partida 1905.10: Pan crujiente llamado ‘Knackebrot’ o Partida 1905.20: Pan de especias o Partida 1905.90.10: Pan ázimo (mazoth). o Partida 1905.90.20: Hostias, sellos vacíos de los tipos utilisados para medicamentos, obleas para sellar, pastas secas de harina, almidón o fécula, en hojas y productos similares. o Partida 1905.90.30: Pan sin miel, huevos, queso o frutos, con unos contenidos de azúcares y materias grasas inferiores o iguales al 5% en peso calculados sobre materia seca. • Pan tostado: o Partida 1905.40: Pan tostado y productos similares tostados. • Galletas: o Partida 1905.31: Galletas dulces. o Partida 1905.90.45: Galletas. • Bollería: o Partida 1905.90.55: Productos extrudidos o expandidos, salados o aromatizados. o Partida 1905.90.60: Los demás (productos de panadería, pastelería, o galletería), con edulcorantes añadidos. o Partida 1905.90.90: Los demás (productos de panadería, pastelería o galletería). Oficina Económica y Comercial de la Embajada de España en Atenas 6 EL MERCADO DE LA PANADERÍA Y PASTELERÍA INDUSTRIAL EN GRECIA III. OFERTA 1. TAMAÑO DEL MERCADO En primer lugar, hay que hacer notar que el estudio trata de cuatro mercados distintos: el del pan, el del pan tostado, las galletas y la bollería. Aunque son similares, se pueden observar tendencias distintas en cada uno de ellos. • La exportación aumenta en todos los productos excepto el pan tostado. Este aumento es moderado en las galletas (11%) pero muy elevado en los otros dos productos (188% y 270%). En el pan tostado disminuye, pero es el único producto en el cual la exportación es mayor que la importación. • La importación crece en todos los casos, en cifras muy elevadas que van del 69 al 183%. • La producción, en cambio, parece estancada: el crecimiento en galletas y bollería es inferior al 6%, mientras que el retroceso en los dos tipos de pan es considerable. • El consumo de pan y de pan tostado decrece, mientras que crece en la galletería y la bollería. La variación total en los 4 años oscila entre el 13 y el 20%, una cifra importante, pero en cuenta que en términos absolutos representan unos pocos millones de euros. Por tanto, y como tendencia general (que no se cumple en el caso del pan tostado), podemos señalar que son mercados con claro predominio de la producción local, pero en los que también se observa un importante déficit comercial; y en los que los competidores extranjeros están ganando terreno a una velocidad importante, puesto que las cifras de importación son las que muestran un crecimiento más acusado. La tabla 1 resume las principales magnitudes relativas a los cuatro productos agregados objeto de estudio. Oficina Económica y Comercial de la Embajada de España en Atenas 7 EL MERCADO DE LA PANADERÍA Y PASTELERÍA INDUSTRIAL EN GRECIA Tabla 1: Datos agregados de producción y comercio exterior Flujo 2001 2002 2003 2004 Variación Export 590.450 1.372.380 1.999.650 2.182.480 270% Import 1.366.550 1.552.780 3.021.080 3.861.390 183% Producción 72.914.997 85.716.346 55.879.240 60.972.225 -16% Pan Consumo aparente 73.691.097 85.896.746 56.900.670 62.651.135 -15% Export 24.389.030 25.679.020 35.564.290 20.928.260 -14% Import 3.994.090 8.184.570 8.496.440 8.324.150 108% Producción 72.117.078 68.723.463 52.778.377 55.611.717 -23% Pan tostado Consumo aparente 51.722.138 51.229.013 25.710.527 43.007.607 -17% Export 2.761.120 6.639.960 4.002.110 7.949.330 188% Import 18.058.380 25.779.940 34.062.910 41.706.720 131% Producción 100.074.933 99.720.079 103.121.161 104.674.148 5% Galletas Consumo aparente 115.372.193 118.860.059 133.181.961 138.431.538 20% Export 15.135.840 14.206.840 15.617.080 16.752.660 11% Import 23.930.380 33.752.110 33.584.930 40.326.110 69% Producción 202.520.261 184.900.392 202.057.641 214.404.078 6% Bollería Consumo aparente 211.314.801 204.445.662 220.025.491 237.977.528 13% Fuente: Servicio Estadístico Griego, Comisión Europea El gráfico 2 muestra las cifras de importación de los últimos años, extrapolando la tendencia a partir del 2004 hasta el año 2007. Se puede observar que el crecimiento es notable, lo que aumenta el atractivo de este mercado para el exportador. Oficina Económica y Comercial de la Embajada de España en Atenas 8 EL MERCADO DE LA PANADERÍA Y PASTELERÍA INDUSTRIAL EN GRECIA Gráfico 2: Importaciones hasta el 2004 y proyección hasta el 2007 Fuente: Servicio Estadístico Griego, Comisión Europea Oficina Económica y Comercial de la Embajada de España en Atenas 9 EL MERCADO DE LA PANADERÍA Y PASTELERÍA INDUSTRIAL EN GRECIA 2. PRODUCCIÓN LOCAL Grecia es un país con una prolongada tradición en la fabricación de panadería y pastelería, tradición que sigue fuertemente arraigada en la cultura, aunque la producción local tradicional está viendo una creciente competencia de los productos industriales (tanto nacionales como importados). DESGLOSE POR PRODUCTORES En Grecia se dan dos grandes categorías de panaderías-pastelerías: I. Producción artesanal La panadería tradicional, con unas 11.500 empresas familiares con una cifra de negocios de unos 3.000 millones de euros, domina el mercado del pan. Estos negocios producen, sobre todo, pan, pero también muchos otros preparados como pasteles, bizcochos, empanadillas, etc. La pastelería tradicional con unos 5.000 establecimientos que controlan aproximadamente el 70% del mercado de la pastelería, con excepción de la bollería (croissants), producto dominado por las grandes industrias del sector y las cadenas de restauración rápida. La restauración rápida artesanal, especializada en la producción de empanadillas (pites) abarca unas 10.000 empresas familiares, que se especializan principalmente en la producción de “tirópites” (empanadillas de queso).
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