Europe Plant Protein Market to 2027 - Regional Analysis and Forecasts by Source (Soy, Wheat, Pea, and Others); Type (Isolates, Concentrates, and Protein Flour); Application (Protein Beverages, Dairy Alternatives, Meat Alternatives and Meat Extenders, Protein Bars, Bakery, and Others), and Countries

TIPRE00008912 | Pages: 149 | Food and Beverages | Feb 2020 | Type: Regional | Status: Published

The Europe plant protein market accounted for US$ 5,808.5 Mn in 2018 and is predicted to grow at a CAGR of 5.9% during the forecast period 2019 – 2027, to account for US$ 9,452.5 Mn by 2027.


Plant protein is a natural protein derived from plant sources such as soy, wheat, pea, and others. Plant protein provides building blocks for healthy muscles and tissues in the human body and is also beneficial for weight loss. Plant-based proteins tend to be lower in calories and fat as compared to animal proteins but higher in fiber and essential nutrients.


In 2018, rest of Europe dominated the Europe plant protein market, followed by Germany. The Rest of Europe include Spain, Austria, Poland, Portugal, and Turkey. These regions have registered a slow yet remarkable growth in the production and consumption of plant protein. The demand for plant protein in the Rest of Europe is forecasted to rise due to growing investment in research and development by manufacturers along with the growing number of applications such as food and beverages, cosmetic and personal care, and others. Also, robust growth in product offerings is impacting the market growth in the Rest of Europe.
                               

While, in Germany, the high-protein trend is gaining a strong foothold. The most important driver of the plant protein market in Germany is changing trends in the wellness lifestyle of consumers. The consumption of nutritional supplements and its related products has shown significant growth over the past few years. Other drivers that lead the plant protein market are increasing preference for vegan and vegetarian food products over meat products.   


Europe Plant Protein Market

Europe Plant Protein Market

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Market Insights   

Rising consumer awareness about protein-rich food

Proteins are building blocks to maintain the structure and functions of the human body. Proteins are made up of amino acids that are attached by peptide bonds in long chains. There are 20 different kinds of amino acids linked together that determines the role of protein in the human body. Proteins play a key role in transporting molecules throughout the body by helping in cell repair and protecting the body from viruses and bacteria. It also promotes proper growth and development in children, teenagers, and pregnant women. People consuming more protein tend to maintain bone mass better and have a much lower risk of osteoporosis and fractures. High protein intake has resulted in boosting metabolism that results in the burning of a high amount of calories. This further helps in proper weight management and weight loss. These benefits of protein are attracting consumers towards protein-rich food and beverages available in the market. This further creates a huge demand for plant proteins across Europe.                                                                                       


Source Insights

Based on source, the Europe plant protein market is bifurcated as soy, wheat, pea, and others. The soy segment led the Europe plant protein market by source. Soy protein isolate is a highly refined form of soy protein, with a protein content of minimum 90%. It is made from defatted soy flour from which most of the non-protein components, including fats and carbohydrates, are removed. Soy protein powder is made from defatted soybean flakes washed in either alcohol or water to remove the sugars and dietary fibers. They are then dehydrated and ground into powder. Soy protein powder is used to make infant soy formulae, as well as a variety of meat and dairy alternatives. Soy protein concentrates typically contain 70% soy protein and is basically defatted soy flour without the water-soluble carbohydrates. This form of protein is made by removing part of the carbohydrates from dehulled and defatted soybeans. Soy flour is made by grinding soybeans into a fine powder.
                                                                     

Type Insights

The Europe plat protein market is bifurcated based on type into isolates, concentrates, and protein flour. The concentrates segment held a significantly large share of the Europe plant protein market in 2018. Plant protein concentrates are produced by extracting protein from various sources such as soy, wheat, pea, quinoa, oats, beans, and nuts. Using heat and acid or enzymes. These typically supply 60–80% protein, with the remaining 20–40% composed of fat and carbs. The concentrated plant protein is the least processed type of protein powder. Plant protein in the concentrated form helps the muscles to recover quickly from heavy exercise as it is absorbed quickly by the body. Therefore, easy availability of plant protein concentrates coupled with lower prices compared to plant protein isolates are the key factors boosting the market.


Application Insights

The Europe plant protein market is bifurcated based on application into protein beverages, dairy alternatives, meat alternatives and meat extenders, protein bars, bakery, and others. The meat alternatives and meat extenders segment accounted for a major share in the Europe plant protein market. Beans and legumes are affordable sources of plant protein that serve as a meat substitute. Soy is also among the major source for producing meat alternatives. Pea protein isolates are mainly used by meat-alternative manufacturers such as Daiya, Gardein, Ben & Jerry's, Beyond Meat, Just Mayo, and Ripple Foods, among others. Therefore, surge in demand and production for meat alternatives results in higher demand for plant proteins. The demand for meat alternatives is increasing due to growing health concerns among consumers and growing preference for vegan food. Further, rising obesity levels due to the consumption of meat and meat products have led to an increasing consumer preference for meat substitutes.


Rest of Europe Plant Protein Market by Type

Rest of Europe Plant Protein Market

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Strategic Insights

New product development, market initiatives and merger and acquisition were observed as the most adopted strategies in Europe plant protein market. Few of the recent developments in the Europe plant protein market are listed below:


2020:
Beyond Meat entered into agreement with Roquette, which could lead to the growth of plant protein market.


2019:
DuPont Nutrition & Biosciences expanded its plant protein range under the brand DuPont Danisco which features pea and soy protein options and adds crunchy texture and higher protein content to snacks, cereals, nutritional bars and more.


2019:
Kerry Group is involved in manufacturing new allergen-free, vegan protein ingredient which has been manufactured for low-pH beverages.


EUROPE PLANT PROTEIN MARKET SEGMENTATION

By Source

  • Soy,
  • Wheat
  • Pea
  • Others


By Type   

  • Isolates
  • Concentrates
  • Protein Flour


By Application

  • Protein Beverages
  • Dairy Alternatives
  • Meat Alternatives and Meat Extenders
  • Protein Bars
  • Bakery
  • Others


By Country

  • Germany
  • France
  • United Kingdom
  • Italy
  • Russia
  • Rest of Europe


Company Profiles

  • E. I. Du Pont De Nemours and Company
  • Archer Daniels Midland Company
  • Kerry Group
  • Koninklijke DSM N.V.
  • Axiom Foods, Inc
  • Cargill, Incorporated
  • Roquette Frères
  • Ingredion Incorporated
  • Glanbia plc

 

1.           Introduction

1.1         Scope of the Study

1.2         The Insight Partners Research Report Guidance

1.3         Market Segmentation

1.3.1        Europe Plant Protein Market – By Source

1.3.2        Europe Plant Protein Market – By Type

1.3.3        Europe Plant Protein Market – By Application

1.3.4        Europe Plant Protein Market – By Country

2.           Key Takeaways

3.           Research Methodology

3.1         Coverage

3.2         Secondary Research

3.3         Primary Research

4.           Plant Protein Market Landscape

4.1         Market Overview

4.1.1        Europe PEST Analysis

5.           Plant Protein Market – Key Industry Dynamics

5.1         Market Drivers

5.1.1        Health Benefits Associated with Plant Protein Consumption

5.1.2        Rising Consumer Awareness About Protein-Rich Food

5.2         Key Market Restraints

5.2.1        Volatility in the Prices of Plant Protein Sources

5.3         Key Market Opportunities

5.3.1        Emerging Use of Plant Protein in Sports Nutrition and Cosmetic Application

5.4         Future Trends

5.4.1        Rising Inclination Toward Vegan Diet and Plant-Based Protein

6.           Plant Protein – Europe Market Analysis

6.1         Europe Plant Protein Market Overview

6.2         Europe Plant Protein Market Analysis, in Terms of Volume and Value, Forecast to 2027 (kiloton and US$)

7.           Europe Plant Protein Market Analysis – By Source

7.1         Overview

7.2         Europe Plant Protein Market Breakdown, By Source, 2018 & 2027

7.3         Soy

7.3.1        Overview

7.3.2        Europe Soy Protein Market, in terms of Volume and Value, Forecasts To 2027 (Kiloton and US$ Mn)

7.4         Wheat

7.4.1        Europe Wheat Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

7.5         Pea

7.5.1        Overview

7.5.2        Europe Pea Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

7.6         Other Sources

7.6.1        Overview

7.6.2        Europe Others Source Protein Market, in Terms of Volume, Forecast to 2027 (Kiloton and US$ Mn)

8.           Europe Plant Protein Market Analysis – By Type

8.1         Overview

8.2         Europe Plant Protein Market Breakdown, By Type, 2018 & 2027

8.3         Isolates

8.3.1        Overview

8.3.2        Europe Plant Protein Isolates Market, In Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

8.4         Concentrates

8.4.1        Overview

8.4.2        Europe Plant Protein Concentrates Market, in Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

8.5         Protein Flour

8.5.1        Overview

8.5.2        Europe Protein Flour Type Market, In Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

9.           Europe Plant Protein Market Analysis – By Application

9.1         Overview

9.2         Europe Plant Protein Market Breakdown, By Application, 2018 & 2027

9.3         Protein Beverages

9.3.1        Overview

9.3.2        Europe Plant Protein Market for Protein Beverages, in Terms of Volume and Value,  Forecast To 2027 (kiloton and US$ Mn)

9.4         Dairy Alternatives

9.4.1        Overview

9.4.2        Europe Plant Protein Market for Dairy Alternatives, In Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

9.5         Meat Alternatives and Meat Extenders

9.5.1        Overview

9.5.2        Europe Plant Protein Market for Meat Alternatives and Meat Extenders, in Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

9.6         Protein Bars

9.6.1        Overview

9.6.2        Europe Plant Protein Market for Protein Bars, in Terms of Volume and Value,  Forecast To 2027 (kiloton and US$ Mn)

9.7         Bakery

9.7.1        Overview

9.7.2        Europe Bakery Application Market, Volume and Revenue Forecasts To 2027 (kiloton and US$ Mn)

9.8         Other Applications

9.8.1        Overview

9.8.2        Europe Plant Protein Market for Other Applications, in Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

10.        Plant Protein Market – Country Analysis

10.1      Overview

10.1.1     Europe Plant Protein Market Breakdown, by Country

10.1.1.1       Germany Plant Protein Market, in Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

10.1.1.1.1       Germany Plant Protein Market Breakdown, by Source

10.1.1.1.2       Germany Plant Protein Market Breakdown, by Type

10.1.1.1.3       Germany Plant Protein Market Breakdown, by Application

10.1.1.2       France Plant Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

10.1.1.2.1       France Plant Protein Market Breakdown, by Source

10.1.1.2.2       France Plant Protein Market Breakdown, by Type

10.1.1.2.3       France Plant Protein Market Breakdown, by Application

10.1.1.3       Italy Plant Protein Market, in Terms of Volume and Value, Revenue and Forecast to 2027 (Kiloton and US$ Mn)

10.1.1.3.1       Italy Plant Protein Market Breakdown, by Source

10.1.1.3.2       Italy Plant Protein Market Breakdown, by Type

10.1.1.3.3       Italy Plant Protein Market Breakdown, by Application

10.1.1.4       UK Plant Protein Market, in Terms of Volume, Revenue and Forecast to 2027 (Kiloton, US$ Mn)

10.1.1.4.1       UK Plant Protein Market Breakdown, by Source

10.1.1.4.2       UK Plant Protein Market Breakdown, by Type

10.1.1.4.3       UK Plant Protein Market Breakdown, by Application

10.1.1.5       Russia Plant Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

10.1.1.5.1       Russia Plant Protein Market Breakdown, by Source

10.1.1.5.2       Russia Plant Protein Market Breakdown, by Type

10.1.1.5.3       Russia Plant Protein Market Breakdown, by Application

10.1.1.6       Rest of Europe Plant Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

10.1.1.6.1       Rest of Europe Plant Protein Market Breakdown, by Source

10.1.1.6.2       Rest of Europe Plant Protein Market Breakdown, by Type

10.1.1.6.3       Rest of Europe Plant Protein Market Breakdown, by Application

11.        Industry Landscape

11.1      Overview

11.2      Product news

11.3      Merger And Acquisition

11.4      Strategy and Business Planning

12.        Company Profiles

12.1      E. I. Du Pont De Nemours and Company

12.1.1     Key Facts

12.1.2     Business Description

12.1.3     Products and Services

12.1.4     Financial Overview

12.1.5     SWOT Analysis

12.1.6     Key Developments

12.2      Archer Daniels Midland Company

12.2.1     Key Facts

12.2.2     Business Description

12.2.3     Products and Services

12.2.4     Financial Overview

12.2.5     SWOT Analysis

12.2.6     Key Developments

12.3      Kerry Group

12.3.1     Key Facts

12.3.2     Business Description

12.3.3     Products and Services

12.3.4     Financial Overview

12.3.5     SWOT Analysis

12.3.6     Key Developments

12.4      Koninklijke DSM N.V.

12.4.1     Key Facts

12.4.2     Business Description

12.4.3     Products and Services

12.4.4     Financial Overview

12.4.5     SWOT Analysis

12.4.6     Key Developments

12.5      Axiom Foods, Inc.

12.5.1     Key Facts

12.5.2     Business Description

12.5.3     Products and Services

12.5.4     Financial Overview

12.5.5     SWOT Analysis

12.5.6     Key Developments

12.6      Cargill, Incorporated

12.6.1     Key Facts

12.6.2     Business Description

12.6.3     Products and Services

12.6.4     Financial Overview

12.6.5     SWOT Analysis

12.6.6     Key Developments

12.7      Roquette Frères

12.7.1     Key Facts

12.7.2     Business Description

12.7.3     Products and Services

12.7.4     Financial Overview

12.7.5     SWOT Analysis

12.7.6     Key Developments

12.8      Ingredion Incorporated

12.8.1     Key Facts

12.8.2     Business Description

12.8.3     Products and Services

12.8.4     Financial Overview

12.8.5     SWOT Analysis

12.8.6     Key Developments

12.9      Glanbia plc

12.9.1     Key Facts

12.9.2     Business Description

12.9.3     Products and Services

12.9.4     Financial Overview

12.9.5     SWOT Analysis

12.9.6     Key Developments

13.        Appendix

13.1      About The Insight Partners

13.2      Glossary

LIST OF TABLES

Table 1.             Europe Plant Protein Market Revenue and Forecasts to 2027 (Kiloton)

Table 2.             Europe Plant Protein Market Revenue and Forecasts to 2027 (US$ Mn)

Table 3.             Europe Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Source (Kiloton)

Table 4.             Europe Plant Protein Market, Revenue and Forecast to 2027 – By Source (US$ Mn)

Table 5.             Europe Plant Protein Market Revenue and Forecasts to 2027 – By Type (Kiloton)

Table 6.             Europe Plant Protein Market Revenue and Forecasts to 2027 – By Type (US$ Mn)

Table 7.             Europe Plant Protein Market Revenue and Forecasts to 2027 – By Application (kiloton)

Table 8.             Europe Plant Protein Market Revenue and Forecasts to 2027 – By Application (US$ Mn)

Table 9.             Germany Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Source (Kiloton)

Table 10.          Germany Plant Protein Market, Revenue and Forecast to 2027 – By Source (US$ Mn)

Table 11.          Germany Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Type (Kiloton)

Table 12.          Germany Plant Protein Market, Revenue and Forecast to 2027 – By Type (US$ Mn)

Table 13.          Germany Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Application (Kiloton)

Table 14.          Germany Plant Protein Market, Revenue and Forecast to 2027 – By Application (US$ Mn)

Table 15.          France Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Source (Kiloton)

Table 16.          France Plant Protein Market, Revenue and Forecast to 2027 – By Source (US$ Mn)

Table 17.          France Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Type (Kiloton)

Table 18.          France Plant Protein Market, Revenue and Forecast to 2027 – By Type (US$ Mn)

Table 19.          France Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Application (Kiloton)

Table 20.          France Plant Protein Market, Revenue and Forecast to 2027 – By Application (US$ Mn)

Table 21.          Italy Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Source (Kiloton)

Table 22.          Italy Plant Protein Market, Revenue and Forecast to 2027 – By Source (US$ Mn)

Table 23.          Italy Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Type (Kiloton)

Table 24.          Italy Plant Protein Market, Revenue and Forecast to 2027 – By Type (US$ Mn)

Table 25.          Italy Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Application (Kiloton)

Table 26.          Italy Plant Protein Market, Revenue and Forecast to 2027 – By Application (US$ Mn)

Table 27.          UK Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Source (Kiloton)

Table 28.          UK Plant Protein Market, Revenue and Forecast to 2027 – By Source (US$ Mn)

Table 29.          United Kingdom Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Type (Kiloton)

Table 30.          UK Plant Protein Market, Revenue and Forecast to 2027 – By Type (US$ Mn)

Table 31.          UK Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Application (Kiloton)

Table 32.          UK Plant Protein Market, Revenue and Forecast to 2027 – By Application (US$ Mn)

Table 33.          Russia Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Source (Kiloton)

Table 34.          Russia Plant Protein Market, Revenue and Forecast to 2027 – By Source (US$ Mn)

Table 35.          Russia Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Type (Kiloton)

Table 36.          Russia Plant Protein Market, Revenue and Forecast to 2027 – By Type (US$ Mn)

Table 37.          Russia Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Application (Kiloton)

Table 38.          Russia Plant Protein Market, Revenue and Forecast to 2027 – By Application (US$ Mn)

Table 39.          Rest of Europe Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Source (Kiloton)

Table 40.          Rest of Europe Plant Protein Market, Revenue and Forecast to 2027 – By Source (US$ Mn)

Table 41.          Rest of Europe Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Type (Kiloton)

Table 42.          Rest of Europe Plant Protein Market, Revenue and Forecast to 2027 – By Type (US$ Mn)

Table 43.          Rest of Europe Plant Protein Market, in Terms of Volume, Forecast to 2027 – By Application (Kiloton)

Table 44.          Rest of Europe Plant Protein Market, Revenue and Forecast to 2027 – By Application (US$ Mn)

Table 45.          Glossary of Terms, Europe Plant Protein Market
 

LIST OF FIGURES

Figure 1.           Europe Plant Protein Market Segmentations

Figure 2.           Europe Plant Protein Market Segmentation – By Country

Figure 3.           Europe Plant Protein Market Overview

Figure 4.           The Soy Segment Held The Largest Share In The Europe Plant Protein Market

Figure 5.           Rest of Europe Dominated The Europe Plant Protein Market In 2018

Figure 6.           Europe Plant Protein Market, Industry Landscape

Figure 7.           Europe - PEST Analysis

Figure 8.           Europe Plant Protein Market Impact Analysis of Driver and Restraints

Figure 9.           Europe Plant Protein Market, in Terms of Volume, Forecast to 2027 (Kiloton)

Figure 10.        Europe Plant Protein Market, Revenue and Forecast to 2027 (US$ Mn)

Figure 11.        Europe Plant Protein Market Breakdown by Source, by Value 2018 and 2027 (%)

Figure 12.        Europe Soy Protein Market, in Terms of Volume and Value, Forecast to 2027 (kiloton and US$ Mn)

Figure 13.        Europe Wheat Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

Figure 14.        Europe Pea Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

Figure 15.        Europe Others Source Protein Market, in Terms of Volume, Forecast to 2027 (Kiloton and US$ Mn)

Figure 16.        Europe Plant Protein Market Breakdown by Type, in Terms of Value, 2018 & 2027 (%)

Figure 17.        Europe Plant Protein Isolates Market, in Terms of Volume and Value, 2027 (kiloton and US$ Mn)

Figure 18.        Europe Plant Protein Concentrates Market, In Terms of Volume and Value,  2027 (kiloton and US$ Mn)

Figure 19.        Europe Protein Flour Type Market, in Terms of Volume and Value, 2027 (Kiloton and US$ Mn)

Figure 20.        Europe Plant Protein Market Breakdown by Application, in Terms of Value 2018 & 2027 (%)

Figure 21.        Europe Plant Protein Market for Protein Beverages, In Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

Figure 22.        Europe Plant Protein Market for Dairy Alternatives, in Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

Figure 23.        Europe Plant Protein Market for Meat Alternatives and Meat Extenders, in Terms of Volume and Value, Forecast To 2027 (kiloton and US$ Mn)

Figure 24.        Europe Plant protein Market for Protein Bars, In Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

Figure 25.        Europe Bakery Application Market, Volume and Revenue Forecasts To 2027 (kiloton and US$ Mn)

Figure 26.        Europe Plant Protein Market for Other Applications, in Terms of Volume and Value, Forecast To 2027 (kiloton and US$ Mn)

Figure 27.        Europe Plant Protein Market Breakdown by Country, by Value 2018 & 2027(%)

Figure 28.        Germany Plant Protein Market, in Terms of Volume and Value, Forecasts To 2027 (kiloton and US$ Mn)

Figure 29.        France Plant Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

Figure 30.        Italy Plant Protein Market, in Terms of Volume and Value, Revenue and Forecast to 2027 (Kiloton and US$ Mn)

Figure 31.        UK Plant Protein Market, in Terms of Volume, Revenue and Forecast to 2027 (Kiloton, US$ Mn)

Figure 32.        Russia Plant Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

Figure 33.        Rest of Europe Plant Protein Market, in Terms of Volume and Value, Forecast to 2027 (Kiloton and US$ Mn)

 

List of Companies - Europe Plant Protein Market

  1. E. I. Du Pont De Nemours and Company
  2. Archer Daniels Midland Company
  3. Kerry Group
  4. Koninklijke DSM N.V.
  5. Axiom Foods, Inc
  6. Cargill, Incorporated
  7. Roquette Frères
  8. Ingredion Incorporated
  9. Glanbia plc
  • Highlights key business priorities in order to assist companies to realign their business strategies.

  • The key findings and recommendations highlight crucial progressive industry trends in the Europe plant protein market, thereby allowing players to develop effective long term strategies.

  • Develop/modify business expansion plans by using substantial growth offering developed and emerging markets.

  • Scrutinize in-depth the market trends and outlook coupled with the factors driving the market, as well as those hindering it.

  • Enhance the decision-making process by understanding the strategies that underpin commercial interest with respect to products, segmentation and industry verticals.
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