During last year’s World Cup in Qatar, football fans from around the globe could witness the Argentinian team enjoying yerba mate, a popular herbal tea in South America. While yerba mate consumption is primarily limited to South America and a few European countries, it has found a significant market in the Middle East, particularly in Syria and, to a lesser extent, Lebanon, Palestine, and Jordan.
In 2022, Argentina exported 40,000 tons of yerba mate, with Syria alone purchasing 30,000 tons valued at $91 million. In some parts of the Syrian coast, drinking yerba mate is as common as it is in South America.
The origins of this trend can be traced back to the late 19th and early 20th centuries, when hundreds of thousands of people from Syria and Lebanon immigrated to Argentina and Brazil. Some of these individuals returned to their homelands, bringing their yerba mate with them.
Anas Mahmoud, a 34-year-old lawyer from Tartus, Syria, shared his experience: “I started drinking mate at an early age, given that I grew up in a family and society in which it’s a very popular habit.” Even Syrians with no direct contact with South America have adopted the mate-drinking tradition.
Mate consumption, known for its stimulating properties due to its caffeine content, was popularized during colonial times in South America. Guarani indigenous peoples were the first to consume it, and it was spread by Jesuit priests during the 17th century.
As yerba mate gains popularity in the Middle East, Syrian entrepreneurs have become involved in the Argentinian yerba mate industry. Omar Kassab, who moved to Misiones, Argentina, almost two decades ago and owns a mate company, mentioned, “We consider that consumption will keep growing over time in the Middle East.”
With strong government support, Argentinian yerba mate exporters have been actively promoting their products in Arab nations. They have even participated in major international food exhibitions, like Gulfood in Dubai.
The popularity of Argentinian footballers, including Lionel Messi, has also played a role in expanding the international market for yerba mate. Countries like Bangladesh, where people passionately supported Argentina during the World Cup, have shown interest in the product.
Sotirios Ghinis, an economist at the Arab-Brazilian Chamber of Commerce, emphasized the potential for yerba mate in various segments, from bottled beverages to cosmetics. He noted that health-conscious consumers in Arab nations are seeking natural, healthy products, and yerba mate fits the bill with its antioxidant and diuretic effects.
To succeed in Arab markets, Ghinis advised companies to establish direct contacts with potential clients and engage in face-to-face discussions. Regina Koppe, responsible for exports at Lago Verde, a mate producer in Brazil, highlighted the importance of Brazilian mate companies collaborating and investing in international marketing.
In conclusion, yerba mate from Argentina and Brazil is gaining popularity in the Middle East, particularly in Syria. This trend is driven by historical immigration patterns, a growing interest in natural and healthy products, and the active promotion of yerba mate by South American exporters in Arab nations. Brazil and Argentina have a long history of producing and exporting yerba mate, and their efforts to promote this traditional beverage in the Middle East are paying off. The unique flavor and health benefits of yerba mate have captivated the taste buds of Syrians, leading to an increase in demand for this South American drink. As the popularity of yerba mate continues to grow, it is important for Brazilian and Argentine mate companies to work together and invest in international marketing strategies to further expand their presence in the Middle Eastern market.
The Middle East market presents a significant opportunity for Brazilian mate companies to expand their reach and increase their exports. By capitalizing on the increasing demand for natural and healthy products in the region and leveraging the historical ties between Arab nations and South America, Brazilian mate producers can establish a strong presence in the Middle East market. Additionally, investing in international marketing efforts will be crucial in raising awareness about Brazilian mate and differentiating it from its Argentinean counterpart.
Urubay’s key points:
Urubay’s expertise in cross-cutural marketing can give companies the needed impulse. Also in other markets, such as Europe, where yerba mate is gaining popularity. With its unique flavor profile and numerous health benefits, more and more Europeans are incorporating yerba mate into their daily routines. This growing demand presents a great opportunity for Brazilian and Argentine mate companies to tap into this market and establish a strong presence. By collaborating with Urubay, a company specializing in cross-cultural marketing, they can effectively navigate the intricacies of the European market and successfully promote yerba mate to a wider audience.
The active promotion of yerba mate by South American exporters in other markets
With Urubay’s expertise, Brazilian and Argentine mate companies can customize their marketing strategies to cater to European and Arab nations preferences and cultural nuances. This partnership will not only ensure that the unique flavor profile of yerba mate is effectively communicated but also highlight its numerous health benefits, appealing to health-conscious European consumers. By capitalizing on this growing trend and establishing a strong presence in the European market, Brazilian and Argentine mate companies can significantly expand their customer base and boost their sales. Please contact us for more information about our marketing services.