Successful Trade Fairs Fend Off the Blues in Brazil


  • NürnbergMesse Brasil trade fairs maintain growth track
  • Brazilian subsidiary focusing on growth sectors in a time of economic crisis

NürnbergMesse Brasil can look back on a successful year of events in 2017. Despite the on-going economic crisis, the Brazilian trade fair business continues to grow. This year, NürnbergMesse’s South American subsidiary organised six events in all, each of which serves as a central platform for its sector: FCE Cosmetique, FCE Pharma, BIOFACH AMERICA LATINA, PET South America, Brasil Cycle Fair and Analitica Latin America. Here’s how NürnbergMesse Group CEO Dr Roland Fleck explains the events’ success: “NürnbergMesse Brasil’s exhibitions address topics that are among the growth fields in the Brazilian economy. So they can do extremely well even amid the slackening market environment.” “Our broad-based, forward-looking portfolio of events is the best remedy for the blues in Brazil,” adds NürnbergMesse Group CEO Peter Ottmann.

The crisis in Brazil doesn’t appear to be over yet, though a gradual recovery seems to be in sight. The Euromonitor International market research institute projects gross domestic product growth at 0.5 % for 2017 and 2.1 % for 2018. Retail revenues have also grown thanks to a continuing rise in consumer spending. Moreover, industrial production seems on the right Successful Trade Fairs Fend Off the Blues in Brazil Press release – November 2017 2/4 track, with support from the automotive, electrical equipment and machine construction sectors. Strong demand from abroad has also significantly increased exports in recent months, yielding a record balance of trade. Meantime, lower prices for food, electricity and transportation have pushed consumer prices to their lowest levels in the past ten years. Eike Scholl, Executive Director International Relations at NürnbergMesse Group: “Precisely because of the volatile situation, we’re focusing on dedicated trade events in market segments with sustainable growth and on developing new kinds of events for trending topics.” A look back over the 2017 events year at NürnbergMesse Brasil shows that the strategy is paying off.

FCE Cosmetique/FCE Pharma
The paired FCE Cosmetique and FCE Pharma exhibitions from NürnbergMesse Brasil gather professionals from two complementary fields in a single place. FCE Cosmetique is the Latin American cosmetic industry’s most important platform, and the only trade fair that covers the entire value chain in cosmetics – from raw materials to machinery to packaging. FCE Pharma is an international technology show for the pharmaceutical industry. In its more than 20-year history it has consolidated its standing as the sector’s main gathering place. Both events especially owe their success and record attendance figures to highly qualified exhibitors and visitors, support from government, and the breadth of topics presented. More than 15,400 visitors set a new record at the 22nd edition from 23 to 25 May 2017 – a 9 % increase from the prior year.

From 7 to 10 June, the Biennale Pavilion at Ibirapuera Park in São Paulo was once again entirely occupied with the organic products industry. The 13th edition of BIOFACH AMERICA LATINA – BIO BRAZIL FAIR set an impressive new record for visitors and exhibitors: 25,664 visitors – up 35 % from the prior year – thronged the grounds to learn all about the sector’s latest products and services from 167 all-organic exhibitors (2016: 117). And no wonder – the country’s organics sector is booming. Its revenues in Brazil for 2016 came to about USD 350 million, a 20 % gain from the prior year. That’s the result of a study conducted jointly by the Brazilian IPD institute (Instituto de Promoção do Desenvolvimento) and Euromonitor International. Once again, one of the highlights at BIOFACH AMERICA LATINA – BIO BRAZIL FAIR 2017 was the additional programme of organised business Successful Trade Fairs Fend Off the Blues in Brazil Press release – November 2017 3/4 meetings between exhibitor firms and potential business partners from all over the world.

PET South America
PET South America is Latin America’s leading trade fair for the pet and veterinary sector. On its three days from 15 to 17 August 2017, the event outperformed both expectations and the prior year’s results. It attracted 21,200 visitors – including veterinarians, pet dealers, pet aestheticians, trainers, breeders and researchers in animal behaviour – a gain of about 6 %. Exhibitor figures also rose: this year more than 300 brands in pet food, aquarium keeping, veterinary medicine and pet supplies filled 13,000 m² of space at the São Paulo Expo Center. The accompanying conference provided a platform for national and international experts to discuss the latest trends in the veterinary field.

Brasil Cycle Fair
Brasil Cycle Fair 2017, organised by NürnbergMesse Brasil for the first time, offered not only a trade fair but an area for the consumer public, and concluded its three intense, successful days on 24 September. With 300 brands on display over more than 70,000 m2 of space, the event presented nearly 16,000 participants with a well-balanced mix of a business atmosphere for commercial contacts and shop talk, in the B2B area, and entertainment and experiences in the B2C part. Producers, suppliers, dealers and other industry professionals got their fill, as did athletes and amateur cyclists. The industry’s most important brands made the most of the event’s opportunities for launching their new products. The innovative format, which also included mountain bike and BMX competitions, as well as more than 1,800 test rides and a wide range of activities for the whole family, met with an enthusiastic response from visitors and exhibitors alike.

Analitica Latin America
The year was a difficult one for industry and research in the analytical sector as well, with sharp budget cutbacks at public and private laboratories. Nevertheless, the 14th edition of Analitica Latin America managed to overcome the market’s current challenges and bring the exhibition year to a close with a remarkably positive result. As the sector’s most successful business platform and information exchange, the show gathered Successful Trade Fairs Fend Off the Blues in Brazil Press release – November 2017 4/4 7,500 industry professionals at the São Paulo Expo Center from 26 to 28 September, 10 % more than at the last iteration in 2015. Quite aside from the larger number of participants, the attending public was broad-based, knowledgeable and inquisitive about the main innovations in such fields as analytical chemistry and the cosmetics, pharmaceutical, food and agricultural industries. More than 200 exhibitors filled 14,000 m2 of exhibition space with presentations of their products to the attending industry professionals. The event’s international significance was highlighted by the presence of both German and Chinese pavilions. The accompanying conference offered genuine added value once again, presenting more than 300 attendees with not only the latest trends and innovations, but a chance to network.

About the NürnbergMesse Group
NürnbergMesse is one of the 15 largest exhibition companies in the world. The portfolio covers some 120 national and international exhibitions and congresses and approx. 40 sponsored pavilions at the Nuremberg location and worldwide. Every year, over 30,000 exhibitors (international share: 41 %) and up to 1.4 million visitors (international share of trade visitors: 24 %) participate in the own, partner and guest events of the NürnbergMesse Group, which is present with subsidiaries in China, North America, Brazil, Italy and India. The group also has a network of about 50 representatives operating in over 100 countries.

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