Beware of the “Saudade” Market

The number of Brazilians living abroad has never been greater. According to the 2010-2020 Itamaraty, the number of Brazilians abroad grew around 35%, in the United States this number is greater than 1.4 million people, according to Exame Magazine.

There is naturally a niche market known as the “Saudade" Market.

But what is "Saudade" Market?

According to specialists from Oneworld International Partners, the market of saudade is a way used in economics to designate the job market specialized in marketing typical products of a nation to the communities of that country that live abroad.

What are the main Brazilian products in the Saudade Market?

Most Brazilian enterprises abroad are somehow linked to the nostalgia market, which ranges from the sale of açaí, tapioca and beans, to beauty salons, capoeira and jiu-jitsu academies. In the ranking of the most exported Brazilian food products, coconut water stands out in front, followed by cheese bread and açaí.

According to Itamaraty, the United States concentrates almost half of Brazilian enterprises linked to the saudade market, followed by Japan and France.

Why is it necessary to be careful with the Saudade Market?

Wanting to transform homesickness into a business does not guarantee success. But, without a doubt, it can be much more assertive if the entrepreneur sticks to some fundamental steps guided by global professionals who deal with this market.

Oneworld International Partners experts, however, strongly defend the concept that focusing only on the nostalgia market can greatly limit the possibility of growth in North American soil.

According to Oneworld International Partners Executive Director, Karla Bledsoe, who has lived in the United States for almost 20 years and is specialized in internationalization of companies, “the Brazilian entrepreneur is determined, if his product is good, if he has passion for it and be honest, the American will respect and possibly also consume your product, if your company's internationalization process is planned in the right way”, he concludes.

Of course, working with Brazilian communities in the United States can bring some results, but when thinking about greater growth and following this rationale, Oneworld International Partners defends that a "business plan" for the internationalization of any business must be done with market intelligence, experience legal and technology so that the product of its customers can cover the entire North American territory and be validated not only by the saudade market, a preponderant factor for greater sales success, after all, we are talking about a saudade market of just over 1.4 millions to a total market of more than 330 million people across the United States.

If you already work in the saudade market and want to expand your business or if you are not yet selling in the United States and want more guidance on how to get started right, CLICK HERE