The importer's perspective on the positioning and perception of Catalan products worldwide
Prodeca has produced an exclusive report analysing how international importers perceive Catalan products , with the aim of strengthening the Catalan agri-food sector's internationalisation strategy. Based on surveys of more than 100 professionals in 19 strategic markets, the analysis provides a detailed picture of how Catalan products are positioned on the global stage.
The results show that Catalan products are recognised for their quality, tradition and traceability, and score equal to or higher than European products in key aspects such as origin, packaging and innovation. The best-known and most purchased products are wine, olive oil, cured meats and sparkling wines. Although price still represents a barrier for many buyers, differentiation and quality emerge as key factors that can make the difference in international markets.
Objectives
The mapping exercise aims to provide useful data to better guide international promotion and sales activities. Specifically, it pursues the following objectives:
To understand the positioning and image of Catalan products in the European context, in order to obtain data on how far they are differentiated from other European products.
To explore how Catalan products are perceived compared with other European ones, in order to identify competitive advantages and areas for improvement in image and added value, and to build a brand narrative.
To identify importers' key criteria when taking on new products, in order to align the Catalan offer with international market requirements.
To identify which sales support activities have the greatest impact in each market, in order to design efficient marketing and promotion programmes tailored to real needs.
To identify specific opportunities for Catalan products in different markets, in order to focus promotional effort on the countries or segments with the greatest potential.
Methodology
The report is based on a quantitative survey carried out in May 2025 among a sample of more than 100 importers of European and Catalan food products in various strategic markets.
