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

May 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.  


In April 2023, the processed foodstuffs products exported from the U.S. to Brazil reached $16.7 million, and 5.4 thousand metric tons. According to Brazilian Government official data, of all Brazil imports of processed foodstuffs (HS chapters 16-23), approximately 6.1% in value and 4.1% in volume came from the U.S. According to information from the federal government’s ComexStat platform, Brazil imported almost 70,000 tons of milk, cream and dairy products (except butter or cheese) in the first four months of 2023, more than triple the imports compared to the period between January and April last year, which totaled 21 thousand tons. The increase in imports has been favored by the low availability of raw materials in the Brazilian countryside, and the high prices of raw milk and derivatives, giving space for foreign dairy products to enter the Brazilian market.

Central America

In 2022, purchases of non-alcoholic beverages in Central America increased by 21% and are projected to reach $155M by 2028. The main buyer of non-alcoholic beverages was Guatemala with $109 million, followed by Honduras with $91 million, Panama with $68 million, El Salvador with $59 million, Nicaragua with $51 million and Costa Rica with $35 million. 15% of the imported value in the region is coming from the USA.

Recent health trends, in particular, are boosting the non-alcoholic beverage market across the region, opening up new opportunities for carbonated soft drinks, juices and nectars, bottled waters, dairy-based beverages, dairy-alternative beverages, teas, and more.


According to Euromonitor International, the cheese market in Chile is expected to grow at a compound annual growth rate (CAGR) of 4.3% between 2020 and 2025. This growth is driven by the increasing popularity of cheese as a snack and as a key ingredient in meals, as well as by the growing trend towards healthy and convenient food options. The target market for cheese in Chile can be broadly divided into two segments: retail consumers and foodservice customers – not considering cheese powder and other formats used as ingredients.


France continues to be the largest importer of scallops, well ahead of Spain and even more so than Italy. The three countries have increased their imports of scallops in 2022 and have started what seems to be a solid upward path after the pandemic, which affected above all the French imports. What is evident is that the three markets, as far as imports are concerned, are already at levels above those of the pandemic, especially France.


According to a report by Pet Fair Asia, the pet care industry’s sales in Southeast Asia are $4 billion, of which Vietnam accounts for 13% or $500 million and is forecasted to grow by 11% a year, it confirms the potential of the pet market is huge. In recent years, the number and quality of pet owners in Vietnam have increased rapidly. They began to look for other activities to enrich their lives, including keeping a pet. With the old habit of keeping cats and dogs in the house, nowadays people, especially young Vietnamese people, are turning it into a lifestyle, giving a lot of love and care to pets like a family member. In recent years, the number and quality of pet owners in Vietnam has increased rapidly. Pets today are ‘personified’ and become part of the family. That opens a lot of opportunities for pet products and services to grow. Estimated growth rate of the pet care industry is about 11% per year, so the Vietnam Livestock Association considers this to be an opportunity for animal feed businesses. In Vietnam, the pet food market currently comes in the form of bagged dried granules and canned ground meat, with brands imported from France, the US, and Thailand. The competitive advantage of a pet brand is how it captures convenience and personalization. The key point about the future of the pet industry is that pet owners are looking for better, more convenient products and services for their pets.