Under the We-Fi programme in Mauritania, the study strengthened the market access and investment readiness of SMEs producing desert date oil. Most of these SMEs sold only on domestic markets, with few links to the growing European and North American demand for natural cosmetic ingredients.
The study set out entry points, competitor positioning and market entry strategies to attract investment into local processing and connect producers with international buyers.
Anteja combined a review of market data and visits to four leading trade fairs, inclduing Biofach & Vivaness, IECSC New York, Cosmoprof and In-Cosmetics. It profiled customer segments, marketing and distribution channels, competitors and packaging trends. It also reviewed the regulatory frameworks. Anteja then identified buyers and brands interested in desert date oil and developed go-to-market options for each market.
Project duration: July 2022 – June 2023
Region: Mauritania, Europe and North America