In this case study, CPL provided information as input for a factsheet entitled “Exporting kitul products from Sri Lanka to Europe.” The Sri Lanka Export Development Board used this factsheet to support companies interested in importing kitul into Europe.
In Sri Lanka, kitul (or kithul, jaggery) syrup production involves boiling Kitul Palm (Caryota urens) sap to produce a sugary liquid. Kitul syrup applications include cooking, baking, sweets and alcoholic beverages. Additionally, Kitul flour comes from the starch-rich pith of the palm. This flour has a unique flavour and is a staple ingredient in many Sri Lankan recipes.
Kitul products, such as syrup and flour, are ‘exotic’ in the European market, and current European consumers originate from Sri Lanka or India. However, other Europeans will need to understand the benefits and applications of these products before buying them.
Therefore, positioning kitul products for the European market will require considerable promotional effort and cooperation with European importers. However, these products unique taste and exclusivity make them suitable for the fine foods consumer market segment.
Kitul Products Factsheet
The contents of the factsheet were as follows:
- Classification of kitul (kithul or jaggery) products
- What makes Europe an attractive market?
- Market Trends
- Sugar replacement trend
- Clean-label trend
- Market Requirements
- Basic market requirements
- Niche market requirements
- Quality requirements
- Packaging requirements
- Addressing the Market
- What competition do you face?
- Through what channels can you get your kitul product on the market?
- What are the end market prices?
A copy of the Table of Contents can be downloaded here. In addition, please look at our PowerPoint Introduction and Brochure describing deliverables, differentiators and case studies. Eight case studies can also be reviewed.