By Gabriela Morgante
In a constantly shifting global landscape, looking toward new markets is a strategic necessity for companies that aim to grow sustainably. One such market with enormous potential — and often overlooked — is Eastern Europe.
Comprising countries such as Poland, Romania, the Czech Republic, Hungary, Bulgaria, and Slovakia, the bloc brings together a population of around 90 million people and a combined GDP exceeding USD 1.9 trillion. In addition, it shows consistent economic growth, strong integration with the European Union, and significant investments in infrastructure and technology.
Brazil and Eastern Europe: A Growing Relationship
Trade between Brazil and Eastern Europe reached USD 5.6 billion in 2023, with Poland standing out and accounting for two-thirds of this total. Brazilian exports grew on average 14.9% per year between 2019 and 2023 — a clear sign that there is room, and appetite, for Brazilian products in the region.
Today, our trade balance is still heavily based on commodities such as soybean meal, minerals, meat, and sugar. However, there is a strategic opportunity for diversification, with more than 1,600 products identified as promising in ApexBrasil’s Opportunity Map.
What Does Eastern Europe Want to Buy?
The region is a major importer of food, beverages, chemicals, auto parts, machinery, and industrial goods. There is a growing demand for:
- Value-added products;
- Natural and sustainable ingredients;
- Purpose-driven technology and innovation;
- Products with quality and origin certifications.
This consumer profile opens doors for Brazilian companies that see differentiation as a competitive advantage.
Opportunities for Brazilian SMEs
Often, when we talk about exports, we think only of large corporations. But Eastern Europe is actually fertile ground for small and medium-sized enterprises. Why?
- Access to the region is facilitated by the European Union’s trade agreements.
- The business environment is less saturated than in traditional markets.
- The language barrier is increasingly smaller, with digitally connected consumers accustomed to international products.
- The Mercosur–EU agreement, once ratified, should open even more opportunities through tariff reductions and regulatory harmonization.
How to Get Started?
My suggestion for those who want to explore Eastern Europe is to begin with three main steps:
- Market research based on reliable data, such as that from ApexBrasil and European trade intelligence agencies;
- Participation in trade fairs and business matchmaking events, either in person or online, to test market interest;
- Regulatory and packaging adjustments, focusing on bilingual labels, traceability, and sustainability — increasingly required in European retail.
Expanding borders is not just an option—it is a strategic decision. And Eastern Europe is ready to welcome us.
