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Dulces En Filipinas: Confitería, Galletas Y Helados

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Dulces En Filipinas: Confitería, Galletas Y Helados DULCES EN FILIPINAS: CONFITERÍA, GALLETAS Y HELADOS Por: Alejandra Morán Muñoz Mayo de 2002 Ofecomes Manila Estudio de Mercado: Dulces en Filipinas: confitería, galletas y helados INDEX: 1. INTRODUCCIÓN 2. RESUMEN Y CONCLUSIONES 3. EL MERCADO DEL DULCE EN LA CUENCA DE ASIA PACÍFICO 4. LA CONFITERÍA: CHOCOLATES Y CARAMELOS 5. LA CONFITERÍA DE CHOCOLATE 5.1. OFERTA (LOCAL E IMPORTACIONES) 5.2. DEMANDA 5.3. PRECIOS 6. LA CONFITERÍA DE AZÚCAR 6.1. OFERTA 6.2. DEMANDA 6.3. PRECIOS 6.4. POSIBILIDADES PARA LAS EMPRESAS ESPAÑOLAS 7. GALLETAS 7.1. INTRODUCCION 7.2. TAMAÑO Y ESTRUCTURA DEL MERCADO 7.3. OFERTA (LOCAL E IMPORTACIONES) 7.4. CONSUMO 7.5.PRECIOS 7.6. OPORTUNIDADES PARA LOS PRODUCTOS ESPAÑOLES 8. HELADOS 8.1 HELADOS Y DONUTS SERVIDOS EN CADENAS DE FAST FOOD 9. ACCESO AL MERCADO: BARRERAS ARANCELARIAS 10. DISTRIBUCIÓN 10.1. DISTRIBUCIÓN EN EL SEGMENTO DE LA CONFITERÍA 10.2. DISTRIBUCIÓN MINORISTA 10.3. ESTRUCTURA FUNCIONAL 10.4. DISTRIBUCIÓN DE GALLETAS 11. PROMOCIÓN Y PUBLICIDAD 12. EL PERFIL DEL CONSUMIDOR 13. FACTORES SOCIODEMOGRAFICOS ENTREVISTAS ANEXOS: LISTA DE IMPORTADORES Y DISTRIBUIDORES LISTADO DE LOS PRINCIPALES SUPERMERCADOS DEL PAÍS DIRECCIONES DE INTERES INFORMACIÓN PRÁCTICA Oficina Económica y Comercial de Manila 2 Estudio de Mercado: Dulces en Filipinas: confitería, galletas y helados 1. INTRODUCCIÓN Este estudio analiza la situación de la industria del dulce en Filipinas. El objetivo principal del estudio es dar a conocer las características y tendencias en la industria, analizar la estructura de la demanda y oferta del mercado filipino y estudiar las formas para penetrar en este mercado . El estudio se compone de 14 partes. En primer lugar, se exponen las conclusiones y un resumen del estudio realizado, y a continuación le siguen el capítulo dedicado a los chocolates, el capítulo dedicado a la confitería de azúcar, el de las galletas, el de los helados, para terminar con los capítulos de distribución, consumo aparente, acceso al mercado, promoción, que aun teniendo puntos en común, hemos basado nuestro estudio en el de confitería. Finalmente, los dos últimos capítulos se dedican a las entrevistas y los anexos. Este capítulo ofrece las opiniones de los participantes de esta industria sobre las tendencias presentes y futuras del mercado del dulce en Filipinas. En el Anexo podemos encontrar los listados de los mayores importadores y distribuidores para este tipo de productos. Las principales fuentes de información para la realización de este estudio han sido: • Oficina Comercial de la Embajada de España en Filipinas. • Department of Trade and Industry. (www.dti.gov.ph) • Central Bank of the Philippines. • American Chamber of Commerce. (www.amchamphilippines.com/bi/doingbiz.html) • National Statistic Office. (www.census.gov.ph) • National Economics and Development Authority Official (www.neda.gov.ph) • University of Asia and the Pacific (UAP) Oficina Económica y Comercial de Manila 3 Estudio de Mercado: Dulces en Filipinas: confitería, galletas y helados 1. RESUMEN Y CONCLUSIONES El segmento de los chocolates y caramelos está dominado a nivel mundial por 9 multinacionales, con una presencia significativa en los mercados más representativos del planeta. Éstas son: Cadbury Schweppes, Ferrero, Hershey, Kraft Jacobs Suchard, Leaf, Mars, Nestlé, Warner-Lambert, Wrigley. En Filipinas el mercado se encuentra extremadamente diversificado y es posible encontrarse con un gran número de marcas, de fabricantes y de distribuidores. Todos los grandes fabricantes de confitería están presentes en el mercado. Algunos fabricantes extranjeros optan por adaptar sus productos al gusto del consumidor local fabricando productos que comercializan exclusivamente en Filipinas, entre los que cabe citar, galletas con sabor a mango, barquillos de cacahuete. La empresa “Cadbury Schweppes”, presenta una gama más dulce de sus productos para los mercados asiáticos, que son producidos en Nueva Zelanda. Posibilidades se ofrecen a los exportadores españoles que están dispuestos a lanzarse con determinación en un planteamiento de comercialización con el fin de desarrollar un mercado para su marca. Los principales retos que tienen que destacar son: componer con las preferencias consumidores locales, de enfrentar las fuerzas de la industria nacional y de algunos grandes exportadores que están presentes en Filipinas así como la necesidad de encontrar un importador que se determina a proseguir esfuerzos de desarrollo del mercado para una marca española. En efecto, será muy difícil estar presente a largo plazo un mercado suficientemente grande a menos que la marca esté distribuida bien, que se destine a una clientela bien específica y que se beneficia de un buen apoyo en el mercado. La demanda total de productos de chocolate se estima en 10.500 toneladas en 2001, de los que el 65% son de producción local, siendo los más competitivos en cuestión de precios. Los Filipinos son aficionados al chocolate, pero limitan sus compras de este producto porque su precio unitario es más elevado que el de la confitería de azúcar. Tipo de producto (según el empaquetado) ubicación Consumo total ( en %) Tabletas y barritas en las estanterías 35% Barritas al lado de la caja 20% En bolsitas Cualquiera 20% Otros Cualquiera 25% Filipinas importa chocolates de más de 15 países, y constituyen el 35% del volumen total de ventas. Los países occidentales proporcionan cerca del 75 % de las importaciones, y comprenden: Los Estados Unidos (55% de las importaciones). Hershey son el primer proveedor Suiza (7%.), El Reino Unido (4 %). Se consumen entre 600 y 900 toneladas de chocolate fino cada año, siendo la gran parte proveniente de Europa, en particular, de Suiza, Bélgica, Alemania y Reino Unido, correspondiéndose este volumen con aproximádamente el 15% del volumen de los chocolates importados CARAMELOS.- La empresa local es el gran abastecedor de este basto mercado. Multinacionales como Warner-Lambert, Van Melle, Joyco y Wriley están presentes a través de subsidiarias de producción local. Oficina Económica y Comercial de Manila 4 Estudio de Mercado: Dulces en Filipinas: confitería, galletas y helados El azúcar refinado local resulta más costoso en comparación con el adquirible en otros países, lo cual sitúa al productor local en una posición de desventaja. Cerca del 70%de toda la confitería de azúcar importada en Filipinas procede de otros países de Asia. El líder del mercado es Indonesia con cerca del 40% ( en gran parte debido a Nestlé- Indonesia, que se ha convertido en “capital” del procesado de caramelos a nivel Asean). Taiwán con el 12%. Turrón.- tiene un peso muy pequeño en las importaciones, su partida es “Nueces mezcladas con azúcar/miel como confitería”. El producto español es el que tiene un mayor valor obtenido, se comercializa como un producto de gran calidad, pero en la misma partida entrarían las tortas de nueces o cacahuetes azucarados o con miel de las provincias con un precio que ronda los 10 pesos por tableta. Chicle.- Filipinas es el menor consumidor de chicle de la zona, además de que su consumo es muy inferior comparativamente con respecto al de los caramelos y chocolates. El chicle con mayor aceptación en el mercado es el de la marca Wriley. Galletas.- En este segmento se distinguen 3 productos, las crackers, galletas y wafers, constituyendo un mercado de 210 millones de US$, y cuyo consumo total es de 35.000 toneladas anuales. De éstas, 6.000 son importados. El mercado consta de cerca de un 51% de galletas azucaradas y del 49% de crakers. Entre las galletas, los barquillos ocuparían entre 10% y un 15% del mercado. Cabe en el mercado la entrada de magdalenas y sobaos, polvorones y pastas especiales, pues se conocen en el mercado, y de hecho se pueden adquirir en las bollerías locales, sobretodo en las provincias, pero apenas a nivel supermercados. Helados.- éste es todavía hoy un subsector pequeño, debido principalmente a la percepción del helado como mero postre, así los filipinos consumen menos de un litro de helado por persona y año. Si bien, existen en el mercado cadenas de lujo como Haagen Dats, y de importación como Dairy Queen, Dreyers Ice Cream, Dippin Dots y Baskin and Robbins. En general, nos encontramos ante un régimen liberalizado de importaciones, salvo pocas excepciones debidas, principalmente, a motivos de salud pública, compromisos internacionales y protección a la empresa incipiente. Cómo decidir operar en Filipinas tiene implicaciones a todos los niveles, especialmente en lo que concierne al proceso de comercialización, en la medida en que la distribución no se canaliza a lo largo y ancho de todo el país, sino en los mercados de interés, en función de las particularidades de cada mercado y de la estrategia trazada por la empresa en cada uno de ellos. Si tras el estudio del mercado se ha concluído que el producto debe dirigirse a las masas debe entenderse que los filipinos son muy conscientes de la marca cuando se trata de productos de confitería. Así los proveedores que tienen más éxito son los que explotan esta característica y utilizan campañas de publicidad y promoción dinámicas para poner su marca en evidencia. El 55% de los productos de confitería se venden en la actualidad en las grandes áreas comerciales y supermercados, y el restante 45% en los pequeños establecimientos, de los que el 90% se vende en los sari-sari stores. Ahora bien, la clase A, B y C+ realiza más del 50% de sus compras de los artículos de confitería en los supermercados, y el 65% de la clase C, D y E realizan sus compras en los sari-sari stores. Oficina Económica y Comercial de Manila 5 Estudio de Mercado: Dulces en Filipinas: confitería, galletas y helados En cuanto a la distribución de las galletas, mientras que las galletas locales gozan de una buena distribución en los principales centros urbanos de Filipinas, las galletas importadas se distribuyen sobre todo en Metro Manila, donde se consumen más de un 70% de galletas que se importan a Filipinas, incluidos casi todos los productos de más alta gama que entran en el mercado.
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