Active product from Amazon can help win market maker

The use of Amazon's assets by industry goes far beyond the Acai and the exploration of new fruit can render to manufacturers gains in underexploited market niches.
According to marketing manager of DirectBiz consulting Consultants, Ana Paula Ramos Inoue, food and beverage sectors have great potential to explore. "It's the time for manufacturers to explore it and the Regionals have opportunity to win market share," says Ana Paula.
Amazon Flavors, manufacturer of beverage raw materials, recorded growth in demand for inputs in the region. The commercial Coordinator, Marco Aurélio Adhikari, says that, although offers various assets, the Acai-fruit typical-still has the highest demand. "The market began to look for the acai berry after demand in other countries grew," he says.
He notes, however, that assets of cupuaçu and Guarana are more demanded by regional companies.
An eye on the growth of this market, Coca-Cola created a line of Acai-based juices. "Coca-Cola Brazil wanted to expand the range of beverage options ready for consumption," says the company's sustainability Director, Pedro Massa. According to him, one of the goals of the company was joining in the segment of products that offer high concentrations of nutrients and acquire raw materials from local producers.
Cosmetics
The movement of Coca-Cola, evaluates Ana Paula, of DirectBiz, is similar to the action Natura in early 2000 when he created the Ekos line.
"Natura pioneered the use of Amazon's assets in partnership with local producers, but following the competition progressed and today this market [cosmetics] is saturated", says she.
To maintain its participation in the segment, keeps aggressive investments and Natura, last year earmarked R $ 216 million, equivalent to 3% of net revenue to innovation. Investments, however, prevented the advancement of competition and the company lost 0.5 percentage point of market share to 30.5% in the category of cosmetics and fragrances, in accumulated from January to October last year, according to data available
The regional Prönatus manufacturer, with production in Manaus (AM) is one of the many competitors in the segment. "We have very strong performance in the Northeast and now the idea is to enter the markets of the South and Southeast," reports the Chief Executive Officer of the company, Evandro de Araujo Silva. In his assessment, the proximity to the source of raw material is one of the main competitive advantages of Prönatus. "With this, we can deliver quality products and very cheap," says. The forecast of the company is to expand production by 60% this year, leveraged by increased distribution area.
Bureaucracy
To the President of the Brazilian Association of the industry of personal hygiene perfumery and cosmetics (Abihpec), João Carlos Basílio, the only obstacle for the assets of Amazon win more space in the cosmetic market today, is the bureaucracy that involves the research and development of these products.
"We need to approve the law of biodiversity to give security to companies that work with these assets, because the way it is today is almost impossible for small and medium-sized enterprises, to the large, invest it."
Approved last week by the Senate, the biodiversity Law base text search cut red tape for research and exploration of Brazilian biodiversity. "The law is a breakthrough, but not the solution, because it has not clearly defined points," notes the Pinheiro Neto Advogados Office partner and specialist in environmental law and sustainability, Werner Degree.
The specialist assesses that, in the current model, the investment in research of new products is discouraged and the market is restricted, because only companies with capital and time they invest, which usually is not the profile of small and medium-sized manufacturers.