Natra makes inroads in China and US

Valencia-based Natra is strengthening its positions in China and the US with new offices in both countries.

The two new branches join Natra’s existing international network of five European factories, from where it produces 115,000 tons of chocolate products annually, and a trade office on the West coast of the US. From its new office in Shanghai, Natra will supply cocoa and chocolate products aimed at Chinese clients. “The Chinese market represents less than 1% of the total world consumption of chocolate products, according to Euromonitor International, but Western influence and changing habits have triggered annual growth of these products to remain above 10%,” said Natra.
China’s growth forecast is well above the 1 to 2% annual growth in Europe, where Natra currently records 90% of its turnover.
In the US, Natra hopes the opening of a new office in California will help it to capitalise on US demand for private label chocolate products. “Latest data collected by Nielsen in the US market reflects how consumers have changed their buying habits, enabling a growth in the consumption of private label products above 10%, against a 3.2% growth for branded products,” said Natra. “This trend and the competitive pricing policy of the European distribution groups established in the US are determining the strategies of the major US retail chains, which are beginning to manage the loyalty of their customers through their own private labels.”

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