Italian Trade Commission: Market Assessment of the Agri-Food Sector in Lebanon and Cyprus

The Italian Trade Commission appointed InfoPro to conduct the study. The main objective of the study was to formulate a general overview of the agri-food (food and beverage) sector including major players and their distribution system. The aim of the study was to also identify opportunities for further growth and highlight the position of Italian food products in the Lebanese and Cypriot markets. Information for the study was obtained through a combination of desk research and in-depth interviews with experts and local companies in both countries. The desk research helped identify the most prominent players in both Lebanon and Cyprus. It also helped identify the import and export levels of food in both markets which eventually helped InfoPro estimate the market size and growth level of the sector. The desk research also helped clarify the legal issues that need to be taken into account when importing foodstuff into Lebanon and Cyprus. InfoPro then conducted a total 50 in-depth interviews with stakeholders in the agri-food sector, importers of foodstuff, and supermarkets in both Lebanon and Cyprus. The interviews helped identify the main Italian products on the market, their strengths and weaknesses, and suggestions to improve their positioning. The interviews with large supermarket chains also captured consumers’ eating habits and trends in the agri-food sector.