Case study
Market Measurement
The potential for soil conditioners
To further diversify its product offering in Brazil, this European chemical company asked Euromonitor Consulting to size the market for soil conditioners – a polymer used in agriculture to retain water in the soil. Beyond the market value, the company wanted to understand its would-be competitors, prospective clients and end-user industries to best position a potential new product.
Multinational chemical company
What we did
An exhaustive review of import data where we analysed trade volumes, source country and product type, was a critical first step in the research process. Next, we spoke to product manufacturers, distributors, importers, re-sellers, farms and co-ops to understand soil conditioner usage and benefits, existing barriers to entry – including costs and existing substitutes – and opportunities for our client. These included suggestions around functionality, portfolio and areas of weakness in the competition.
The results
Our analysis identified the overall market size and forecast growth, a set of market gaps that the client could fill and most favourable end-user industries. Our reporting is being used in annual strategy discussions to determine if this product should be part of the pipeline for Brazil, complementing the client’s existing portfolio.