From the Field: In-Market Representative Reports – March 2025

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.

European Union – Fish Consumption 

The Aquaculture Stewardship Council (ASC) reports that in Austria, fish consumption has recovered after three weak years. Meat consumption, on the other hand, is stagnating and in some cases decreasing. According to the ASC, “This underlines the trend that more and more people are considering fish and seafood as an alternative to meat.” 

Guatemala – Rising Demand for Plant-Based Beverages 

The plant-based beverage market in Guatemala is experiencing significant growth, due to consumers’ interest in health and environmental sustainability. Although these products can be considered a niche segment, they are rapidly expanding, particularly among young adults under 40 who consider plant-based beverages a healthier alternative to traditional dairy products. However, plant-based beverages have a higher price compared to dairy products and this is a main barrier for some consumers. The most common products are soy milk and almond milk; however, other alternatives are becoming more popular such as oats and rice.  

However, there are not many brands or options for consumers. Large companies from the region have started to introduce these products in their product portfolio, such as Pepsi with their brands ¨Glad¨ and Colombian brand Ades. This opens an opportunity for U.S companies offering plant-based beverages ranging from alternative milks to barista blends, including sugar-free or flavored products since the options in the current market are limited. 

Japan – Continuing Health Trends 

In Japan, there is an ongoing focus on health, with many consumers opting for foods that support immunity, digestion, and overall wellness. 

Health-conscious dining is a prominent trend, with an emphasis on wholesome, nutrient-rich ingredients, traditional foods, and modern approaches to wellness. Some examples of health-conscious dining that ae popular include fermented foods, superfoods, low-carb and low-sugar options, plant-based and gluten-free options, functional beverages, and low-processed foods. 

Plant-based meats (like soy-based meat alternatives and other plant-derived meat substitutes) are becoming increasingly popular, driving growth in the sector with projections suggesting the market will surpass 200 billion yen by 2025. 

South Africa – Demand for Convenience 

There is a growing demand for convenience among South African consumers. A specific trend is the ownership of air fryers. In 2023, about 41% of South Africa’s middle-income earners were reported to own air fryers drawn by their promise of convenience, healthier cooking and less electricity consumption. The increase in convenience cooking gadgets like air fryers coincides with the increased demand for air fryer-friendly foods. The U.S. manufacturers of processed foods must consider this as they reach the South African market.