MARKET STUDY

BERLIN -GERMANY
As a group we selected Germany for the export of guava Candy since it is an excellent country for business, Germany is in 24th place out
of the 190 that make up the Doing Business ranking, which classifies countries according to the ease they offer to do business , and
obtained a score of 73.50 / 100, ranking No. 24 out of 180 countries in the economic freedom index.One of the highest scores obtained in
2019 is a publication by The Heritage Foundation and Wall Street Journal where they evaluate the status and trajectory of the economic
freedoms of 180 countries in the world.
INTERNATIONAL COMPETITIVENESS SCALE
Índex Germany Colombia Total number of
countries
Global Competitiveness Index - 2019 7 57 141 countries
Doing Business - 2020 22 67 190 countries
Travel and Tourism Competitiveness Index - 2019 3 55 140 countries
Trade Facilitation Index - FEM - 2016 9 85 136 countries
World Competitiveness - IMD- 2019 17 52 63 countries
Source: World Economic Forum, World Bank and IMD World Competitiveness Center

It is also one of the world's largest economies by volume of GDP. Its public debt in 2018 was 2,069,007 million euros, with a debt of
61.9% of GDP. Its debt per capita is € 24,922 euros per inhabitant.
As a city we chose Berlin since it is its Capital with 3,404,000 inhabitants, being the most populous city in Germany. 48.9% are men and
51.1% are women.

TRADE AGREEMENTS OF COLOMBIA WITH GERMANY

Agreemen Treaty status Agreement Date Effective Scope
t since

UE-Colombia and Perú Valid June 26, 2012 Aug 1, 2013 Free trade agreement and economic integration agreement

UE - Colombia-Perú-Ecuador Valid November 11, January 1, 20

2016 17 Free trade agreement and economic integration agreement

Source: World Trade Organization, MICT

 BILATERAL TRADE OF COLOMBIA WITH GERMANY
Exports, imports and trade balance

Share in total imports from Colombia

Share in total exports of Colombia 4,83%
1,73%

1,07%

4,79%

2008 2018 2008 2018

3.000 0

-200

Balanza comercial (millones US $ FOB)

2.500
2.106 -400

-600
Millones US $ FOB

2.000
-800

1.500 -1.000

-1.200
1.000
-1.400

449 -1.600
500
-1.657 -1.800

0 -2.000
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Exports Imports Balance

Source: DANE-DIAN. Prepared OEE

MCIT

EXPORTS TO GERMANY
EXPORtS HACIA ALEMANIA by product groups
Índice IHH*
Source: DANE-DIAN. OEE Mincit calculations.
Indicx IHH of Colombia (2018): 1.449

3.029

2.480
2.084 2.067
Índice IHH

1.945 1.843
1.900 1.853
2.261 2.423

1.877
 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

BILATERAL TRADE OF COLOMBIA WITH GERMANY

Main export products to Germany
Thousands of USD FOB P
ar
Descriptive * Var
t.
%
%
2019/
20
2018
19
2016 2017 2018 January-
September
2018 2019
218.861 182.95 181.710 141.623, 136.19 -3,8 38
Coffee, whether or not roasted or ,2 7,0 ,4 2 2,4 ,3
decaffeinated; coffee shell and husk.
Bananas, including fresh or dried bananas. 62.049, 57.782, 74.292, 59.511,7 68.887, 15,8 19
1 7 1 0 ,4

Palm oil and its fractions, whether or not 15.872, 20.783, 33.614, 33.522,1 23.732, -29,2 6,
refined, but not chemically modified. 2 9 9 0 7

Petroleum or bituminous mineral oils, 12.345, 11.885, 16.397, 10.860,8 22.764, 109,6 6,
except crude oils; preparations not 7 2 6 3 4
expressed or buy

Extracts, essences and concentrates of 24.451, 25.098, 23.251, 16.065,0 21.730, 35,3 6,
coffee, tea or maté and preparations based 0 8 2 4 1
on these products.
Ferroaleaciones. - 6.028,1 27.537, 21.292,7 19.747, -7,3 5,
3 3 6
Articles for transport or packaging, of 10.298, 6.753,8 9.694,3 7.425,3 10.521, 41,7 3,
plastic; caps, caps, capsules. 6 1 0
Cane or beet sugar and chemically pure 9.866,8 10.526, 10.408, 4.576,8 8.963,8 95,9 2,
sucrose, in solid form. 6 5 5

Coconut (copra), palm kernel or babassu 658,6 1.719,7 7.464,3 7.464,3 6.926,5 -7,2 1,
oils, and their fractions, whether or not 9
refined.

Other plates, sheets and strip, of plastics. 7.328,1 8.097,8 9.312,8 7.627,5 4.979,6 -34,7 1,
4

Vegetable or mineral carving materials, 4.678,0 4.486,7 4.227,4 3.710,4 3.275,6 -11,7 0,
worked, and articles of these materials; 9
molded manufactures.

Butter, fat and cocoa oil. 5.706,6 825,7 5.835,0 3.295,2 2.423,1 -26,5 0,
7

Flowers and buds, cut for bouquets or 3.017,5 2.709,8 2.998,7 2.245,0 2.222,0 -1,0 0,
decorations, fresh, dried, bleached, stained, 6
impregnated or prepared.

- - 1.200,3 615,7 1.945,8 216,0 0,

Hair preparations. 5
 Other fruit and nuts, fresh. 5.160,7 5.386,7 4.955,3 4.453,6 1.297,7 -70,9 0,
4

Subtotal 380.294 345.04 412.900 324.289, 335.60 3,5 94

,0 2,3 ,0 2 8,4 ,4
Participatión % 79,9% 72,9% 91,9% 91,8% 94,4%
Total exported to Germany 475.869 473.22 449.453 353.080, 355.35 0,6 10
,0 5,6 ,3 6 9,7 0,
0
* Descriptive modified by OEE, Mincit Source: DANE-DIAN.
 BILATERAL DIRECT INVESTMENT WITH
GERMANY
January June

DIRECT INVESTMENT OG GERMANY IN COLOMBIA DIRECT INVESTMENT OF COLOMBIA IN GEMANY

Millions of USD Millions USD

168,6
millones US$

millones US$
81,2
66,0

0,33
0,1

3,02

2017 2018 2019 2017 2018 2019

Fuente: Banco de la República. Fuente: Banco de la República.

CONSUMER PROFILE

As a profile we have chosen the entire population in general (Children, adolescents and adults) since sweet is a food rich in vitamins,
potassium and folic acid, its consumption is recommended for all, the natural properties of guava make it optimal for athletes, children,
the elderly and pregnant women.

PURCHASING POWER

GDP per capita PPP is estimated at 38,635 euros. The median salary is 21,920 euros per year. According to GfK, purchasing power
will rise in 2019, by around 3.3%. The average disposable income in Germany is around 20,766 euros a year. Private spending is up at
the end of 2018, at around 1.5% per month. The Gini index is 0.31, and fits into European averages. Wage inequalities between men
and women have been decreasing since 2014. The median annual salary of a man in Germany is 22,472 euros, while that of women is
21,316 euros. In addition, the risk of poverty rate is higher for women, over 65s and non-Germans. In fact, nationals earn 1.27 times
more than foreign residents.

CONSUMER BEHAVIOUR

Germany is a mass consumer society. Before making a purchase, beyond the price, German consumers like to learn as much as
possible about other similar products, features, provenance etc. According to some studies, German consumers are among the most
demanding in the world. Some consumers are willing to pay more for a better quality product. Consumer confidence is high (above the
average for OECD countries) but has decreased in 2018. Online shopping has become the norm in Germany and the country is
Europe's largest online market . Consumers are relatively open to the products of international companies. However, local, national
and European products may sometimes be preferred.Germans are relatively loyal to brands if its a quality product. About 60% of the
population is willing to buy the same brand several times in this case. Social networks are a useful way to learn about products, but
also in the discovery process. Comments left by other users can determine a purchase decision. However, due to concerns about data
collection by companies, Germans can be passive users of social networks.

Environmental awareness is common among German consumers. This is reflected in consumption, with the development of organic
products, vegan, using little energy etc. In addition, local product consumption attracts some consumers who are willing to pay more
for it. The second-hand market is very widespread in Germany, especially in the big cities, for economic, ecological and social reasons.
This translates with the purchase in fripperies, second-hand stores but also with online exchanges. The collaborative economy is
widely developed, both with VTC platforms, apartment rentals and carpooling.
 

Household Consumption Expenditure

Sector Percentage

Housing, water, electricity, gas and other fuels 23.6%

Transport 14.7%

Various goods and other services 12.7%

Food and non-alcoholic drinks 10.7%

Culture and leisure 9.2%

Furnishings, household equipment, everyday  maintenance 6.8%

of the house

Hotels and restaurants 5.5%

Health 5.2%

Clothing and shoes 4.8%

Sector Percentage

Alcoholic beverages, tobacco and narcotics 3.2%

Communication 2.9%

Education 0.9%

Source: OECD Stats, 2017.

CONSUMER RECOURSE TO CREDIT

Germany is a country where cash payment is widespread. Debit cards are used and widely accepted, although there are places where
only cash is accepted. Credit cards are less common and may be refused in some establishments such as small shops, restaurants and
hotels. Household debt to GDP is down in Germany (52.5% of GDP in the second quarter of 2018). Debt is composed of long-term
debt (real estate), which is rising, and short-term debts (consumer loans) which are declining. The Germans have about 760 euros of
debt per person in 2018. The level of household debt is relatively low compared to other European countries with real estate debt being
lower and therefore consumers need for less loans. The majority of loans are provided by banks and traditional banking providers.
Loans are used to finance housing, white goods (refrigerators, washing machines, electronic products). The trend should continue in
2019, with an increase in mortgage loans but a slowdown in consumer credit. In the second quarter of 2018, German households
contracted 11.8 billion euros of new loans.
GROWING SECTORS

Leisure and culture, education services, vehicles, catering services, accommodation services, telephony, dishes and household utensils,
garden equipment, audio-visual equipment, food and footwear.

Consumers Associations

VZBV , Federation of German Consumer Associations

TEST , Product Testing Foundation
Verbraucher , Consumer Initiative

Population in Figures

Total Population:

82,927,922

Urban Population:

77.3%

Rural Population:

22.7%

Density of Population:

237 Inhab./km²

Men (in %)
48.9%

Women (in %)

50.7%

Natural increase:

0.33%

Medium Age:

42.0

ETHNIC ORIGINS:

According to German authorities, over 91% of the population is of German origin. The largest ethnic group of non-German origin are
the Turkish, comprising over 3% of the population. About 6% of the population is made up of individuals of Greek, Italian, Polish,
Russian, Serbo-Croatian and Spanish origin. (Federal Statistical Office). In 2015, Germany absorbed over one million migrants (more
than 1% of its population), primarily from Syria, Iraq and Afghanistan.

POPULATION OF MAIN METROPOLITAN AREAS

Name Population

Berlin 4,386,551

Hamburg 2,996,750
 Name Population

Munich 2,904,480

Frankfurt 2,525,458

Stuttgart 1,960,286

Cologne 1,914,512

Düsseldorf 1,427,941

Mannheim 1,235,571

Hanover 1,220,106

Nuremberg 1,168,145

Source: OECD, 2012 - Latest available data.

 
AGE OF THE POPULATION

Life Expectancy in Years

Men: 78.6

Women: 83.5

Source: United Nations, Population division, World Population Prospects: The 2009 revised population database., 2009 - Latest
available data.

Distribution of the Population By Age Bracket in %

Under 5: 4.1%

6 to 14: 9.3%

16 to 24: 11.2%

25 to 69: 60.7%

Over 70: 14.8%

 Distribution of the Population By Age Bracket in %

Over 80: 5.1%

Source: United Nations, Department of Economic and Social Affairs, Population Division, Prospects 2010  - Latest available data.

Household Composition

Average Age of the Head of the Household 24.0 Years

Total Number of Households (in million) 40.1

Average Size of the Households 2.2 Persons

Percent of Households of 1 Person 39.2%

Percent of Households of 2 Persons 29.0%

Percent of Households of 3 or 4 Persons 23.6%

Percent of Households of 5 Persons and More 3.7%

Source: Federal Statistics Office, 2007; Trends in Europe and North America, The statistical yearbook of the Economic Commission
for Europe 2008, UNECE., 2008  GFK Geomarketing, 2008  Statistics Offices of the lander and the Federal Statistical Office, 2008 -
Latest available data.

CONSUMPTION EXPENDITURE

2020 2021
Purchasing Power Parity 2017 2018 2019
(e) (e)

Purchasing Power Parity (Local Currency Unit per USD) 0.78 0.77 0.77 0.77 0.77

Source: IMF – World Economic Outlook Database, 2015

Definition: Purchasing Power Parity is the Number of Units of a Country's Currency Required to Buy the Same Amounts of Goods
and Services in the Domestic Market as USD Would Buy in the United States.

Note: (e) Estimated Data

Household Final Consumption Expenditure 2016 2017 2018

Household Final Consumption Expenditure 2,045,275 2,072,674 2,099,072

(Million USD, Constant Price 2000)

Household Final Consumption Expenditure 2.3 1.3 1.3

 Household Final Consumption Expenditure 2016 2017 2018

(Annual Growth, %)

Household Final Consumption Expenditure per Capita 24,837 25,076 25,312

(USD, Constant Price 2000)

Household Final Consumption Expenditure 53.3 53.1 n/a

(% of GDP)

Source: World Bank, 2015

Consumption Expenditure By Product Category as % of Total Expenditure 2017

Housing, water, electricity, gas and other fuels 23.6%

Transport 14.7%

Miscellaneous goods and services 12.7%

Food and non-alcoholic beverages 10.7%

 Consumption Expenditure By Product Category as % of Total Expenditure 2017

Recreation and culture 9.2%

Furnishings, household equipment and routine maintenance of the house 6.8%

Restaurants and hotels 5.5%

Health 5.2%

Clothing and footwear 4.8%

Alcoholic beverages, tobacco and narcotics 3.2%

Communication 2.9%

Education 0.9%

Source: OECD Stats, Latest available data

 
 Information Technology and Communication Equipment, per 100 Inhabitants 2012

Telephone Subscribers 132.3

Main Telephone Lines 61.8

Cellular mobile subscribers 132.3

Internet Users 84.0

PCs 65.6

Source: International Telecommunication Union, Latest available data

MARKETING OPPORTUNITIES

MEDIA IN WHICH TO ADVERTISE

TELEVISION

National or regional impact according to the channel chosen. About 90% of German households is equipped with cable or satellite
television. Germans spend an average of over three and a half hours (223 minutes) watching television. Advertising revenue on
commercial TV channels was 4.4 billion Euros in 2014.

Main Televisions
ARD (Assoc. Of Publ. Broadcasting Of Germany)
ARD/MDR-Mitteldeutscher Rundfunk
DCTP
Sport 1
FFF-Franken Funk Und Fernsehen
Hamburg 1
Kabel Eins
N-TV Nachrichten-fernsehen
Prosieben Media AG
RTL Television
Spiegel TV GMBH
VOX
WDR
ZDF (Zweites Deutsches Fernsehen)

PRESS

National or regional impact according to the newspaper chosen.

Main Newspapers
Allgemeine Zeïtung
Bild Zeïtung ( in german)
Frankfurter Allgemeine Zeïtung

MAIL

Advertising in letter boxes comprises mostly of discounters and supermarket sales. It allows to reach a maximum of consumers, but is
often considered junk mail. Be aware that these will most likely be rejected.
In Transportation Venues

It is possible to advertise on 4x3 billboards, on tramways, taxis, huge canvasses on buildings. A large part of mobile consumers is thus
reached.

Market Leaders:
Ströer Out-of-Home Media AG
Wall AG ( in german)
awk Aussenwerbung GmbH
DSM Zeit und Werbung GmbH
blowUP media GmbH

RADIO

National impact. Radio is a mass media that connects with consumers all day long. About 80% of people over 14 years of age regularly
listen to the radio. Radio advertising revenue is on the increase, with about 780 million Euro in 2017.

Main Radios
Antenne Saar
Deutsche Welle
Deutschland Radio
UnserDing

WEB

Is in great expansion. About 88% of German national are connected to Internet. In 2016, they spent an average of over 2 hours a day
surfing the net. Internet advertising revenue is on the increase, and benefits from the decrease in printed advertising.

Market Leaders:
Youtube
Facebook
1&1 Mail & Media GmbH
Main Advertising Agencies

Carat media agency

OMD media agency
Mind Share media agency
Bader Media agency (in german)
Gesamtverband Kommunikationsagenturen GWA e.V

MAIN PRINCIPLES OF ADVERTISING REGULATIONS

Beverages/Alcohol

Find all the necessary information on the Alkohol und Werbung website. Germany applies the European labelling guidelines regarding
health and nutrition claims.

Cigarettes

For years, Germany had a very tolerant approach to the advertising of cigarettes. Since the 29th of December 2006, Germany applies
the European Directive on the prohibition of cigarette advertising in printed media, radio and internet. Sponsoring is also prohibited.
More information on: DZV Deutscher Zigarettenverband.
A revised Tobacco Products Directive has been adopted and must now be transposed into national legislation by the Member States by
2016.

Pharmaceuticals/Drugs

Germany is governed by the "Heilmittelwerbegesetz" (HWG) law, which has been followed European law since 2005. View the list of
"Krankheitsliste" illnesses for which the advertising medicines is authorized. At the EU level, the advertising of medicinal products for
human use is regulated by the Council Directive 2001/83/CE as amended by Directive 2004/27/CE.

Other Rules
The protection of children and the youth applies in particular to foodstuffs and alcoholic beverages. For more information, please visit
the German Advertising Standards Council.

Use of Foreign Languages in Advertisement

German. It is possible to use foreign languages.

Organizations Regulating Advertising

Arbeitsgemeinschaft der Landesmedienanstalten (ALM)

Zentralverband der deutschen Werbewirtschaft e.v. (ZAW)
Der Deutsche Werberat
European Advertising Standards Alliance (EASA)

Taking into account the consumption data of the German population, advertising will be carried out through a website, social
networks, paying ads to facebook, instagram, among others, alliances with large and small supermarkets, independent vendors will
also be sought to distribute the product.
 REFERENCIAS
https://ue.procolombia.co/ver-informacion-por-pais/alemania

https://datosmacro.expansion.com/paises/alemania

http://servicios.procomer.go.cr/aplicacion/civ/documentos/Informacion%20de%20Pais%20Alemania.pdf

http://www.iberglobal.com/files/2019-1/economic_freedom_index_2019.pdf
https://knoema.es/atlas/ranks/%c3%8dndice-de-libertad-econ%c3%b3mica?baseRegion=DE
http://www.mincit.gov.co/getattachment/37b4e8da-9ab3-4222-8e8b-f228929563ae/Alemania.aspx
https://procolombia.co/actualidad-internacional/agroindustria/mermeladas-con-sabores-de-frutas-exoticas-ganan-terreno-en-el-
mercado-aleman
https://santandertrade.com/en/portal/analyse-markets/germany/reaching-the-consumers