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THE EU TUNA INDUSTRY AND MARKET Session III: Tuna trade and market at the regional and global level
Juan M. Vieites Baptista de Sousa General Secretary
ANFACO - CECOPESCA
1
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
INDEX
2
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
3
INDEX
The EU tuna industry and market Bangkok, 29 May 2018
+ 21,000 EMPLOYEES
DIRECTS, especially WOMEN
THE EU INDUSTRY OF CANNED TUNA
MARKETING ACTIVITY
IN + 169 COUNTRIES
Spain, Italy, Portugal and France
MAIN PRODUCER COUNTRIES IMPORTANT ACTIVITY
SOCIO-ECONOMIC
+ 360,000 TONNES
CANNED TUNA PRODUCTION
+ 100 ESTABLISHMENTS
2nd PRODUCER WORLDWIDE 46% of the EU market
Sector with a sustainable growth
4
The EU canned tuna industry and market
The EU tuna industry and market Bangkok, 29 May 2018
REGULATED and CONTROLLED activity
CORPORATE SOCIAL RESPONSABILITY
COMMITMENT with the SUSTAINABILITY of the TUNA
RESOURCES
High efficiency in the
productive process Internatonalised Commitment for R&D&i
Environmentally friendly
QUALITY GUARANTEE, FOOD SAFETY AND TRACEABILITY
5
The EU canned tuna industry and market
THE EU INDUSTRY OF CANNED TUNA
The EU tuna industry and market Bangkok, 29 May 2018
The European Union produces more than 350,000 tones of canned tuna, on average.
It is estimated 360,000 tons of canned tuna in 2017
EU CANNED TUNAPRODUCTION
Source: Estimates based on data from the business associations representing the sector and Prodcom.
EU COUNTRIES 2017 %
2017s/total
Spain 241,407 67
Italy 75,800 21
France 20,000 6
Portugal 20,000 6
Other UE countries 4,000 1
Total 361,207 100%
+ 2,5% vs 2016
6
The EU canned tuna industry and market
The EU tuna industry and market Bangkok, 29 May 2018
CANNED TUNA TRADE
EU CANNED TUNA EXPORTS 2017: 250,541 tonnes, valued at €1,255.6 million
Intra comunity: 224,078 Tm / 1,107.3 mill. €
Extra comunity: 26,462 Tm / 148,3 mill. €
EU CANNED TUNA EXPORTS
Volume tons Value Thousands €
2015 2016 2017 2015 2016 2017
Intracomunitary 188,446 191,649 224,078 828,266 899,537 1,107,272
Extracomunitary 26,102 27,900 26,462 128,431 141,304 148,282
TOTAL 214,548 219,549 250,541 956,698 1,040,841 1,255,554
Source: EUROSTAT
7
The EU canned tuna industry and market
The EU tuna industry and market Bangkok, 29 May 2018
Destination of the EU canned tuna exports
Fuente: EUROSTAT
AMERICA 2.03%
ASIA 1.49%
AFRICA 2.35%
EU 89.44%
REST OF EUROPE 4.51%
MIDDLE EAST 1.3%
OCEANIA 0.12%
8
The EU canned tuna industry and market
CANNED TUNA TRADE
The EU tuna industry and market Bangkok, 29 May 2018
Main destination countries of the UE
canned tuna countries
Source: EUROSTAT
13,451
1,367
1,413
1,539
1,579
1,656
1,973
2,156
2,267
2,328
2,654
2,806
2,909
3,078
3,213
3,260
3,262
3,515
3,970
4,039
4,152
4,647
4,881
7,692
10,528
10,590
11,449
18,492
29,007
41,731
44,937
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000
Demás países
Canadá
Malta
Libia
Arabia Saudita
Chile
Argelia
Suecia
Suiza
Dinamarca
Eslovaquia
Irlanda
Hungría
Ceuta
Croacia
Eslovenia
Melilla
España
Rumanía
Finlandia
Grecia
Polonia
R. Checa
Austria
Bélgica
Portugal
P.Bajos
R. Unido
Alemania
Francia
Italia
9
The EU tuna industry and market Bangkok, 29 May 2018
EU canned tuna imports 2017: 634.926 toneladas, valued at 2.755,2 million €
Intra comunity : 230,927 Tm / 1,108.2 mill. € Extra comunity: 403,999 Tm / 1,647 mill. €
EU CANNED TUNA IMPORTS
Volume tons Value Thousands €
2015 2016 2017 2015 2016 2017
Intracomunitary 199,310 199,314 230,927 935,949 952,583 1,108,223
Extracomunitary 394,291 386,065 403,999 1,500,779 1,398,691 1,647,028
TOTAL 593,601 585,379 634,926 2,436,728 2,351,274 2,755,251
Source: EUROSTAT
10
The EU canned tuna industry and market
CANNED TUNA TRADE
The EU tuna industry and market Bangkok, 29 May 2018
Origin of the EU canned tuna imports
Fuente: EUROSTAT
AMERICA 18.3%
ASIA 15%
AFRICA 26%
EU 36.4%
REST OF EUROPE 0.01%
OCEANIA 4.3%
11
The EU canned tuna industry and market
CANNED TUNA TRADE
The EU tuna industry and market Bangkok, 29 May 2018
Origin of the EU canned tuna imports
Source: EUROSTAT
31,204
7,087
7,313
8,340
9,667
9,671
10,167
11,008
20,111
20,477
26,798
27,266
27,782
28,509
29,105
44,143
47,241
51,761
94,875
122,403
Demas paises
El Salvador
Madagascar
Indonesia
Reino Unido
Portugal
Colombia
Vietnam
Alemanai
Italia
Tailandia
Costa de Marfil
PNG
Paises Bajos
Ghana
Filipinas
Mauricio
Seychelles
Ecuador
España
12
The EU tuna industry and market Bangkok, 29 May 2018
EU CANNED TUNA CONSUMPTION
Source: Own elaboration based on production and foreign trade data
EU canned tuna apparent consumption in 2017:
745,592 tonnes (+3% vs 2016)
13
The EU canned tuna industry and market
The EU tuna industry and market Bangkok, 29 May 2018
Source: Own elaboration based on data on production, foreign trade and population (EUROSTAT )
Germany 0,87
Austria 0,94
Belgium 1,44
Bulgaria 0,09
Cyprus 1,99
Denmark 1,53
Slovakia 0,63
Slovenia 0,84
Spain 3,54
Estonia 0,37
Finland 1,52
France 1,72
Greece 0,58
Hungary 0,34
Ireland 1,84
Italy 2,58
Letonia 0,25
Lituania 0,35
Luxemburgo 1,60
Malta 5,21
Netherlands 0,37
Poland 0,20
Portugal 2,10
UK 1,63
Czech Rep. 0,66
Rumania 0,36
Sweeden 0,58
Croatia 0,76
EU per capita apparent
consumption of canned
tuna:
1.46 (kg/hab/year)
14
The EU canned tuna industry and market
The EU tuna industry and market Bangkok, 29 May 2018
EU CANNED TUNA MARKET
One of the most interesting market worldwide
Big market: apparent consumption of 740,000 tonnes
Growing market New consumptions habit: health
Growing concern for the environment
Canned tuna is the most consumed product in the EU
15
The EU canned tuna industry and market
The EU tuna industry and market Bangkok, 29 May 2018
EU TRENDS OF CONSUMPTION
Health and wellness Specialty food
Instant and everywhere
Sustainable/Ethic Packaging
Market niches
PRODUCT INNOVATION: The key to reach this challenge
Health is one of the main reason why people consume fish, also canned fish, with its flavour, pleasure and convenience.
16
The EU canned tuna industry and market
The EU tuna industry and market Bangkok, 29 May 2018
CANNED TUNA: NATURAL AND NUTRITIOUS
MINERALS High content or source of
PHOSPHORUS and SELENIum HIGH CONTENT OF
OMEGA 3 (EPA+DHA)
VITAMINS High content or source of : niacin,
vitamin B6, vitamin B12, vitamin D,
vitamin E (canned tuna in oil)
HIGH content of
PROTEINS
LOW content of
SATURATED FATS
17
The EU canned tuna industry and market
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
18
INDEX
The EU tuna industry and market Bangkok, 29 May 2018
KEY ASPECTS
• R&D&I • Sustainability • Food safety and traceability • Internationalization • Communication and promotion • Level playing field
CHALLENGE industry
To lead the internatinoal market from the EU
OBJETIVE
Enhance the competitiveness of the company Product improvement
CHALLENGE product
Leave the image of commodity
19
Strategic lines of the EU canned tuna industry
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
20
INDEX
The EU tuna industry and market Bangkok, 29 May 2018
Achieve positioning of the canned category as a modern category.
R&D&i is key tool for:
Maximize competitiveness and productive efficiency.
Guarantee food safety, traceability and sustainability throughout the supply
chain, production and retail.
Promote business growth
Improve the range of products to align with new consumption habits
and food trends.
21
R&D&i
The EU tuna industry and market Bangkok, 29 May 2018
The tuna sector seeks to increase its competitiveness through innovation in two fundamental areas:
PRODUCT INNOVATION
PROCESS INNOVATION
Always guaranteeing maximum food safety and respect for the environment
22
R&D&i
The EU tuna industry and market Bangkok, 29 May 2018
PRODUCT INNOVATION
Betting on the development of products that respond to the demands of the current consumer, who looks for
easy formats to prepare and use, respectful with the
environment and fundamentally healthy.
Drivers: Health and Welleness
Instant and everywhere Sustainable/Ethic
Specialty food Market niches
Packaging
23
R&D&i
The EU tuna industry and market Bangkok, 29 May 2018
HEALTH AND WELLNESS
24
Product innovation in the EU canned tuna market
The EU tuna industry and market Bangkok, 29 May 2018
SUSTAINABLE/ETHIC
25
Product innovation in the EU canned tuna market
The EU tuna industry and market Bangkok, 29 May 2018
INSTAND AND EVERYWHERE
26
Product innovation in the EU canned tuna market
The EU tuna industry and market Bangkok, 29 May 2018
MARKET NICHES
Gluten free
Child range
Athletes
27
Product innovation in the EU canned tuna market
The EU tuna industry and market Bangkok, 29 May 2018
PACKAGING
New design of the recyclabe packaging
Comfortable packaging solutions
Easy opening New format
28
Product innovation in the EU canned tuna market
The EU tuna industry and market Bangkok, 29 May 2018
SPECIALITY FOOD
29
Product innovation in the EU canned tuna market
The EU tuna industry and market Bangkok, 29 May 2018
30
Product innovation in the EU canned tuna market
EXAMPLES
The EU tuna industry and market Bangkok, 29 May 2018
PROCESS INNOVATION
Industry 4.0
Drivers: 9 Digital Enablers: Simulation
Additive manufacturing Horizontal and vertical integration systems
Cybersecurity Augmented reality Cloud Computing
Autonomous robots Industrial Internet of things
Big data and analysis
36
R&D&i
The EU tuna industry and market Bangkok, 29 May 2018
INDUSTRY 4.0 - FUTURE FACTORY: THE FOURTH INDUSTRIAL REVOLUTION
A set of technologies that accelerate communications in the industry and develop new products, processes and business models, as well as improved man-machine interactions.
37
R&D&i
The EU tuna industry and market Bangkok, 29 May 2018
DIGITAL ENABLERS 4.0
The "digital enablers" are the set of technologies that make it possible for the industry to exploit its full digital potential.
These allow the hybridization between the physical and the virtual world to generate an intelligent industry
38
R&D&i
The EU tuna industry and market Bangkok, 29 May 2018
IN SUMMARY, INDUSTRY 4.0:
Change of paradigm in manufacturing processes based on a better way to organize the means of production.
The objective is a factory with greater adaptability to the needs and processes and with a more efficient allocation of resources.
The tuna industry should be
•Automated •Flexible •Intelligent •Social •Sustainable •Connected •Customer oriented
Where people, production teams and information
systems reach maximum efficiency in cooperation,
making the operators more intellectual and creative
processes and the machines perform the most routine
processes in an intelligent way.
39
R&D&i
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
40
INDEX
The EU tuna industry and market Bangkok, 29 May 2018
ECONOMIC
ENVIRONMENTAL
SOCIAL
The sustainability of the tuna sector requires the integration of these three pillars in the food chain:
41
Sustainability
The EU tuna industry and market Bangkok, 29 May 2018
The long-term conservation of the tuna resources is the key of the future of the EU sector, being committed with SUSTAINABILITY
Improve the scientific knowledge
Management
measures
Technical measures
Control
measures
Fully compliant with all measures adopted by the RFMOs
42
Environmental Sustainability
The EU tuna industry and market Bangkok, 29 May 2018
Regulatory compliance in force: activity totally
regulated and committed to the environment
Codes of good practices and policies of sustainability and responsible and sustainable sourcing
Maximum traceability
43
Environmental Sustainability
The EU tuna industry and market Bangkok, 29 May 2018
SUPPLY OF RAW MATERIAL TUNA RESOURCES
but in a way RESPONSIBLE
AND SUSTAINABLE
44
Environmental Sustainability
The EU tuna industry and market Bangkok, 29 May 2018
The EU tuna canning industry is committed to respecting Human and Labor Rights, strictly respecting the established regulatory framework, in the areas where it is established.
CORPORATE SOCIAL RESPONSIBILITY •Policy on sustainable supply.
•Policy on environmental responsibility
• Policy on quality and food safety • Policy on social responsability
•Policy of transparency and promotion of research
45
Social Sustainability
The EU tuna industry and market Bangkok, 29 May 2018
It is essential for countries and companies to comply with the rules and principles and fundamental rights at work recognized
worldwide and respect for human rights.
46
Social Sustainability
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
47
INDEX
The EU tuna industry and market Bangkok, 29 May 2018
The tuna canning industry of the EU scrupulously
complies with the HYGIENIC-SANITARY and FOOD
SECURITY requirements, which emanate from European
regulations, and the implementation of a quality
management system certified under the ISO 9001
standard, as well as systems of food safety certificates
under the BRC or IFS standards.
48
Food safety and traceability
The EU tuna industry and market Bangkok, 29 May 2018
The TRACEABILITY SYSTEM of the EU canned tuna industry provide detailed data of the food chain and all safety guarantees of control for its products
49
Food safety and traceability
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
50
INDEX
The EU tuna industry and market Bangkok, 29 May 2018
Internationalization is a strategic pillar of the canned tuna industry since its
beginning and will continue to be a priority for the future to promote the development
of the sector, both from the point of view of the commercialization of the products
and the assurance of the raw materials.
The process of internationalization of this industry started in earlier times, becomes
more important in the XXI century, not only in terms of export is concerned, but also in
the establishment abroad of the industry.
51
Internationalization
The EU tuna industry and market Bangkok, 29 May 2018
Main routes of internationalization of the canned tuna companies are:
Exports
Investment in third countries
Cooperation and alliance
52
Internationalization
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
53
INDEX
The EU tuna industry and market Bangkok, 29 May 2018
All the agents of the chain must work together to improve the image of tuna and canned tuna. Importance of communication and education: Positive information on consumption:
communicate its benefits and nutritional properties, range of products, product innovation, the concept of convenience, recipes, forms of preparation, the different ways of cooking fish, messages about the conservation methods, ...
Importance not only of the "education of consumers and future consumers", but also of the
role of prescribers at the point of sale and at the place of consumption. Build trust. Link the concept of leisure, health and consumption Optimization of the point of sale: Visibility, closeness, attractiveness. Importance of the promotion to encourage and promote the consumption of canned tuna.
54
Communication and promotion
The EU tuna industry and market Bangkok, 29 May 2018
EXAMPLES
Spain
Italy
55
Communication and promotion
The EU tuna industry and market Bangkok, 29 May 2018
France
Portugal 56
EXAMPLES
Communication and promotion
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
57
INDEX
The EU tuna industry and market Bangkok, 29 May 2018
The great effort that companies in this sector are making every year in their opening to new markets and their internationalization must be complemented by a commercial policy that guarantees their competitiveness.
The EU Trade Policy must respond to the priority of the Commission:
Guarantee the competitiveness of the industry so that it can compete in the world market from the EU, thus promoting employment and the generation
of added value in community territory.
The Commission and its priorities
58
Level playing field
The EU tuna industry and market Bangkok, 29 May 2018
The existence of effective monitoring and control mechanisms is essential to guarantee this level playing field.
To achieve the challenges of the tuna canning industry in the EU, it is vital that the so-called level playing field be guaranteed in the market, in terms of access conditions (social, labor, environmental, health, ...), to ensure fair competition among all operators.
59
Level playing field
The EU tuna industry and market Bangkok, 29 May 2018
OBSERVATORY OF TRACEABILITY
60
Level playing field
The EU tuna industry and market Bangkok, 29 May 2018
1. The EU canned tuna industry and market.
2. Strategic lines of the EU canned tuna industry:
2.1. R&D&i
2.2. Sustainability
2.3. Food safety and traceability
2.4. Internationalization
2.5. Communication and promotion
2.6. Level playing field
3. Conclusions.
61
INDEX
The EU tuna industry and market Bangkok, 29 May 2018
THE EU CANNED TUNA INDUSTRY IS:
An industry committed to the principles of corporate responsibility in the social, economic and environmental fields.
An industry that defends the maintenance of employment and production in Spain (EU).
An industry that is committed to internationalization.
An industry that is committed to innovation, development and research.
An industry that is committed to food quality and safety.
An industry that firmly respects the standards and regulations for the responsible and sustainable marketing of its products.
62
Conclusions
The EU tuna industry and market Bangkok, 29 May 2018
THE EU CANNED TUNA INDUSTRY ASK FOR:
A stable legal framework, coordination between all EU policies and policies aimed at enabling a competitive industrial base in the EU territory, guaranteeing its growth and the promotion of employment in the EU, a priority for the Commission.
Effective monitoring and control mechanisms of EU and international regulations.
A level-playing field (social, labor, environmental, hygienic-sanitary, ...) for all operators in the market.
Guaranteeing the raw material in competitive conditions.
63
Conclusions