December 5, 2022

Healthier lifestyles and less sugar consumption in Europe create opportunities for Philippine fruit-based processed food and therefore dried and frozen fruits and fruit purées have the biggest potential in these markets.
These are the findings of a study entitled “Market Intelligence European Free Trade Agreement (EFTA) for the Philippines” conducted in 2020 by the Swiss Import Promotion Program (Sippo), in partnership with the Department of Trade and Industry-Export Marketing Bureau (DTI-EMB) and the Embassy of Switzerland in the Philippines.  
The three-part study looked into the viability of Philippine textiles, natural ingredients, and processed food to the European market, especially to EFTA countries Iceland, Liechtenstein, Norway, and Switzerland. The Philippines and EFTA signed a free trade agreement that has been in full force since Jan. 1, 2020.  
Mango is one of the top dried fruits, sold on its own or in mixtures with tropical and European fruits. On the salty side, banana chips are preferred, either on their own or mixed with nuts.  
Philippine entrepreneurs who want to enter or expand in this market should prepare a tailor-made marketing program to target potential buyers.  
Europe is the largest market for frozen fruit and vegetables in the world, representing nearly 50 percent of the total world imports. Large importing and consuming markets such as Germany, France, Belgium, and the United Kingdom offer opportunities for exporters from developing countries. Besides using the frozen fruit in their inland processing facilities, these countries also play an important role as trade hubs re-exporting to foreign markets.  
Europe is a large and growing market for tropical fruit purées. The thriving market for beverages consumed at home or out-of-home, the segment of convenience food, the ice cream, and baby food industry, and the jams and marmalades industry are creating a growing demand for fruit purees. Organic certifications will also help boost buyer interest.  
Pili nuts have been found to have good nutritional value for well-balanced diets. This makes them popular for end consumers looking for a healthy lifestyle. Targeting high-end markets, this product has good potential since the lower market segments are populated with other tropical nuts.  
Facebook, Pinterest, and Twitter are the leading social media platforms in European markets. The study recommended that Philippine companies work on their social media presence in the mentioned platforms.  
Tailor-made market research, sharing “the story behind” the products, and highlighting a unique selling proposition for processed foods will increase the sales of the Philippine products in European markets.  
“DTI thanks the Swiss Embassy and Sippo for partnering with us in these market studies. We will use the results to become more strategic in the products we promote in Europe. I hope Filipino entrepreneurs take this opportunity to enter or expand their market presence in the European market,” said DTI USec. Adbulgani Macatoman.  
For export assistance, email the DTI-Export Marketing Bureau at [email protected] DTI-EMB offers product consultation, market intelligence, business matching sessions, among others.  
View the entire study link: https://www.eda.admin.ch/dam/countries/countries-content/philippines/en/SIPPO_MarketStudy_Philippines_ProcessedFood_final.pdf. – Press release