This end-market study assesses the nature of the main target markets for produce exported out of Tanzania. Based on secondary data and key informant interviews, the report discusses key market trends and drivers of change, market conditions, trade structures and relationships, category management, tariff and technical barriers to trade, cost structures, trade flows, and logistics. While the emphasis is on the EU market, some alternative markets are discussed as well. The report presents the strengths and weaknesses of the Tanzanian horticulture sub-sector as perceived by the leading importers in key markets and provides strategic options for increased market penetration. Specific, prioritized key success factors are identified. Though the report focuses on Tanzania, its findings and recommendations are sufficiently general as to be of value to other produce exporting countries aiming at the same end-markets.
The study has multiple objectives. First, the study aims to understand 1) where Tanzanian products are currently being exported to in terms of end-user markets, 2) how and in what volumes products flow through the supply chain after leaving Tanzania, and 3) what have been the observable changes over time. Secondly, the study aims to understand what the strategic end markets of interest to Tanzania will be, how target markets are structured, how Tanzania is viewed from the buyers’ perspective, and what Tanzania can learn, in particular from the Kenyan example.