From the Field: In-Market Representative Reports – July 2023

July 2023 monthly update from our global network of In-Market Representatives about what's going on in markets around the world.

Food Export – Midwest and Food Export – Northeast have developed a network of 19 uniquely experienced In-Market Representatives around the globe. These local marketing experts in the food industry provide Food Export with on-the-ground assistance to implement our various programs and services.    

In addition, through regular trade servicing, these local representatives report on local issues, trends, and opportunities for international buyers to connect with suppliers of U.S. agricultural and food products. Every month we share with you some of the top market insight from the trade servicing reports we receive, in order to improve your international export efforts.  

Brazil: A Dairy Consumption Revolution

 The Brazilian dairy market is experiencing a significant transformation as milk imports have surged, according to the Brazilian Milk Producers Association (Abraleite). In 2023, milk imports have tripled compared to the previous year, and imports of dairy derivatives, like powdered milk and cream, have also reached record levels. This surge, which amounted to $350.5 million in the first five months of the year, is driving an increased consumption of these products.

Canada: Language Preservation and Trademark Impact

In Canada, specifically Quebec, the provincial government’s Bill 96 Legislation aims to preserve the French language. In response to declining French language usage, the bill enforces restrictions on English communications, affecting access to services for English speakers. This bill will also have an effect on food products, as it will impact how trademarks may be used on product packaging and labeling. Prior to Bill 96, a recognized trademark other than French could be used in Quebec without being translated. As of June 1, 2025, only registered trademarks before this date will be accepted. However, if the trademark is partially composed of a “generic or descriptive” term, it could require that the term appears in French on the product package or label in at least the same size or larger prominence. After June 1, 2025, all trademarks will have to be in French. Legal challenges surround the bill, and its enforcement, especially in regard to trademarks governed by federal jurisdiction, remains uncertain. 

Central America: Niche Snacks Capture the Attention of Gen Z and Millennials 

In Guatemala, niche snacks are becoming a popular trend among urban millennials and Gen Z consumers with medium to high income. These snacks cater to specific preferences such as no added sugar, organic ingredients, gluten-free options, high protein content, and antioxidants. This demand is leading to a rise in products like high-cocoa chocolate tablets, sugar-free ice creams, and gluten-free bakery items, particularly in major supermarket chains. This trend is expected to gain momentum in the coming years, shaping the country’s snack landscape. 

Germany: Rising Interest in Plant-Based and Alternative Proteins 

The German market showcases a growing interest in plant-based products and protein alternatives. Although the number of actual vegetarians and vegans remains relatively low, an increasing number of consumers identify as flexitarians—those reducing their meat consumption. A recent study by Civey indicates that 32% of respondents follow this approach. Meat alternatives based on pulses, soy, and wheat are gaining traction, while lab-produced artificial meats and insects as protein sources are met with more resistance. For American producers venturing into this space, patience is advised, as acceptance is a gradual process. However, plant-based goods overall present promising trade show opportunities in EU countries. 

These snapshots from Brazil, Canada, Germany, and Guatemala provide insight into the dynamic nature of consumer behavior and market shifts. As societies, economies, and preferences evolve, industries must adapt to meet the changing demands of consumers across the globe. Whether it’s dairy consumption revolutions or niche snack preferences, these trends underscore the need for businesses to stay attuned to the evolving landscape to effectively cater to diverse consumer needs.