La Española, the flagship olive oil brand of Acesur, has marked a significant milestone by achieving an impressive 50% growth in Brazil's olive oil market. This surge is particularly notable in 2024, amid a broader decline of 18% in overall olive oil consumption within the country due to rising prices. The brand’s success reflects not only its strategic positioning but also the effective marketing efforts implemented by Acesur do Brazil.
Since its inception, Acesur has committed to establishing its presence in Brazil through Acesur do Brazil. This subsidiary has been pivotal for La Española, which has seen its market share exceed 5% in some regions. The rise of the brand can be attributed to its strong branding and marketing strategies, particularly its consolidation within major retail chains where the demand for high-quality olive oil has been growing.
Brazil's olive oil market has traditionally been dominated by Portuguese brands, making La Española's advancements all the more remarkable. Acesur's awareness of competitive dynamics led to strategic decisions, including operating under the Portuguese brand Cardeal to cater to local preferences. These decisions have allowed Acesur to maintain relevance and responsiveness to Brazilian consumers' tastes.
To effectively capture market attention, La Española has deployed innovative marketing techniques, including interactive tastings and product showcases directly within retail stores. According to Adriano Markus, the director of Acesur do Brazil, the brand has navigated the challenging conditions of 2024 by reinforcing its presence with targeted advertising campaigns and enhancing visibility at points of sale. “We have managed to grow during a complex 2024, marked by price instability. We have strengthened La Española's presence through advertising campaigns and increased visibility at points of sale. We have also worked closely with distribution, addressing their needs and broadening our product portfolio,” remarked Markus.
Acesur do Brazil operates with both direct and indirect support, employing ten direct professionals and over sixty indirect representatives and distributors. This team operates from two strategic offices located in Itajaí, Santa Catarina, and Jundiaí, São Paulo. These locations not only facilitate operations but also allow for optimal market coverage across Brazil.
La Española's remarkable performance against the backdrop of declining market consumption highlights the potential for Spanish olive oil brands to capture consumer interest through strategic marketing and distribution efforts. With concerted efforts and innovative approaches, Acesur has cemented La Española's role as a competitive player within the Brazilian olive oil market.
Looking forward, Acesur’s strategic investments and brand-building activities offer promising prospects for the future of La Española as it continues to adapt and thrive in Brazil. The company's focus on quality and consumer engagement will likely play significant roles as it seeks to expand and reinforce its market share.