Latin America candle makers face trade, marketing challenges

20 June 2012 18:05  [Source: ICIS news]

QUITO, ECUADOR (ICIS)--Latin American candle manufacturers are challenged by the need to operate across many national boundaries and a need to embrace on-line marketing technologies, an industry leader said on Wednesday.

"Unlike in the US where there is a single common market for candle makers, we are divided into as many markets as there are countries in Latin America," said Louis Beuth, president of the Association of Latin American Candle Manufacturers (ALAFAVE).

Candle industry professionals are gathered in Quito, Ecuador, this week for the association's 15th annual conference and trade show.

"In Latin America we have the inherent difficulty of multiple markets with different laws, different consumers and different markets and sales barriers from one country to another," Beuth said.

While the US market is mostly focused on scented decorative candles, the Latin American markets are dominated by markets for religious candles and emergency candles for basic lighting, said Beuth.

Beuth said Latin American candle makers must embrace on-line marketing activities to keep pace with customers.

"It is increasingly important to have a presence on social networks such as Facebook and Twitter, and the company that does not have an active and permanent social network can be seriously affected in maintaining the attention of its customers," Beuth said.

"If we are to have customers in the future, we must walk at the same pace as the new generation of consumers," said Beuth.

By: Frank Zaworski
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