Publisher: Nofima AS
Number of pages: 28
International Standard Numbers:
Open Access: green
Angola is the biggest African market for bacalhau. Around 50 percent of the total sale of bacalhau (dried and salted cod) is during Christmas celebration. However, the market is dominated by Portuguese industry, due to the close relations between Angola and Portugal. Angola is a former Portuguese colony, they share the same language and thousands of Portuguese are living and working in Luanda, the capital of Angola. Today the supermarkets mainly buy bacalhau from local wholesalers. However they want to increase direct import. That may open new possibilities for the Norwegian industry. To succeed the Norwegian industry needs to increase the market effort and satisfied the wants and needs of the retailers, which is the biggest distribution channel for bacalhau in Angola. The supermarkets are open for doing product adaption on their own. In the short run that means that new products development is not vital for growth. However, to utilize all market possibilities in all markets channels, such as supermarkets, restaurants, informal markets and the “cabaze” industry, in the long run, new products development will increase sales, if the Norwegian industry could compete on prices.