The European market potential for chia seeds

Nutritional and health properties of chia seeds have made them popular in Europe. They have excellent marketing value in Germany, the United Kingdom and the Netherlands. These markets have had continuous growth in recent years (2021–2025). A large share of this chia had organic certification. Product innovation and supply stability can make chia even more successful.

1. Product description: chia seeds

The plant known as chia (Salvia hispanica) is native to Guatemala and southern Mexico. Its blackish-brown, white and speckled seeds are crunchy and have a subtle, nutty flavour. The seeds are usually black-brown. Although the seeds are usually black-brown, it is also possible to grow only white seeds with careful selection.

Chia seeds are mostly grown in Latin America. Several African nations, such as Uganda, Tanzania and Rwanda, have also started growing chia seeds as a non-traditional crop. Some small-scale production has even started in Europe with new genotypes. Chia seeds are essentially the same around the world except for Nicaragua. Chia seeds grown here are smaller and blacker than those from elsewhere.

Chia seeds are oilseeds that are high in fibre, protein and omega-3 fatty acids (see Table 1). They can be processed to make oil, defatted flour, crushed seeds or protein extract. Chia is seen as a ‘Novel Food’ in Europe. This means that there are some limits to how it can be used. In the current European market, chia is used as a topping, in seed mixes, breakfast cereals, drinks, desserts, breads and pastries. The CBI study on entering the European market for chia seeds gives more details.

There is not a lot of market data available on chia seeds. Chia seeds do not have a specific Harmonised System (HS) product code. The statistics of this study use the HS 12079996 code for the import of ‘other oilseeds’ related to the main chia-producing countries. These are:

• Paraguay
• Bolivia
• Argentina
• Peru
• Chile
• Mexico
• Australia
• Uganda
• Kenya
• Tanzania
• Rwanda
• Guatemala
• Nicaragua

Table 1: Nutritional value of chia seeds per 100 g

Source: USDA (retrieved 2025)

Figure 1: Chia seeds in close-up

Source: ivabalk via Pixabay (2018)

2. What makes Europe an interesting market for chia seeds? 

In recent years, chia has become more popular. There is room for new alternative sources and for suppliers of organic chia. But suppliers need to be careful. Chia is still a speciality product with lots of difficulties and speculation. 

There is a growing market for chia, but it is volatile

The global chia seed market is growing, driven by growing demand for functional and plant-based foods. International reporting agencies agree on chia’s potential. For example, Mordor Intelligence forecasts a CAGR growth of over 14% between 2025 and 2030. But as a supplier to Europe, you must be cautious and stay in touch with market realities. 

Until 2021, Europe’s chia seed imports were below 20,000 tonnes. Chia imports showed more positive growth in more recent years (2022–2024), reaching approximately 25,100 tonnes in 2024. Expected demand for 2025 was around 30,000 tonnes. Trade prices, on the other hand, go up and down. Sometimes they go up to 100% from below €1,800 to peaks of €3,500 per tonne. Buyers in Europe expect demand to keep growing. But they are not sure about the double-digit growth which large research firms expect.

The European market offers enough potential. But anyone in the chia business must understand that the market is unpredictable. As a supplier, it is important not to overestimate the market or to overproduce. Chia can be very profitable, but it is still a niche product with serious risks. The best way to deal with this is to build a strong network and offer variety in your product range.

Figure 2: European market development 2020–2024, including a 2025 forecast

Source: Calculations by ICI Business, based on ITC Trademap and Eurostat (2025)

Europe still depends on a few large suppliers

Chia seeds are a relatively new product. So balancing supply and demand is a challenge. It is still difficult to predict production volumes. The weather has played a big role in the available supply of chia seeds and in the realisation of production expectations. 

Another reason for the unpredictability is the dominance of a few supplying countries. In 2024, 70% of Europe’s supply came from Paraguay. This dependence has grown over the years. Paraguay is the world’s largest producer and the most price-competitive. It is also sensitive to drought and frost. Bolivia and Argentina, two other large producers and exporters, are in the same region and have similar challenges. These challenges led to a supply shortage, which contributed to the price peaks in 2022 and 2025.

The unpredictability of South America’s supply creates opportunities for other producing regions, like East Africa. This must be stated with care, changes in prices also lead to speculation and reserve stocks. 

A large part of the chia demand is organic

European consumers associate chia seeds with healthy diets. That is why it does very well in the organic market channels, where health foods are dominant. Between 40% and 50% of European Union’s (EU) demand is fulfilled with organic certified chia. There is no specific data for the United Kingdom and EFTA countries. 

Much of South America’s production is large-scale and mechanised, while organic chia comes from small producers. According to trade data, Paraguay is the largest supplier of organic chia seeds to Europe, followed by Bolivia and Uganda. For the organic share of exports, Uganda is the leading country: 86% of the EU’s chia imports from Uganda are organic. 

For African producers, organic chia seeds can be a valuable opportunity and a way to stand out in Europe. Unlike much of South America’s production, agricultural practices in Africa are more traditional. They have smallholder farmers and a lower presence of chemical inputs. This means it is easier to manage organic crops. For importers, this is an important reason to look for chia seeds in countries like Uganda, Rwanda, Kenya and Tanzania. African farmers can also do two harvests per year. But European traders have also mentioned reliable quality as a central challenge in sourcing (organic) chia from Africa.

Until 2024, demand for organic grew alongside total demand for chia. Because of changes in the EU’s organic rules, certified organic production has become more expensive for many farmers. If this leads to fewer certified producers and higher prices, it is unclear what this will mean for demand. 

Source: Eurostat and Traces (2025)

Opportunities as a consumer product and ingredient

Some people in the industry say that demand for chia is growing. This growth is for chia both as an ingredient for food manufacturers and as a packaged consumer product. 

Over the years, food companies have applied for many new uses under the Novel Food regulation. Food developers can now use whole chia seeds, chia oil and defatted flour in a wide range of products. For example, chia seeds can be used in baked products and breakfast cereals, chia oil as a food supplement and defatted chia powder in drinks and sweets. New uses of chia are a good sign that the market is growing. But new innovative uses still need to be authorised before they are allowed into the EU. 

To get the most out of chia seeds, a stable supply is essential. Food manufacturers rely on stability, for both volume and price, to develop and introduce new chia products onto the market.

Figure 4: EU Regulation that includes permitted uses for novel foods, including chia seeds

Source: Commission Implementing Regulation (EU) 2017/2470 (Consolidated version 20-8-2025)

3. Which European countries offer the most opportunities for chia seeds?

Germany is the biggest consumer market for chia seeds. The Netherlands is a good place to find traders because it handles a lot of chia imports. These countries also hold a great share of the organic chia seed market. In total import volumes, the United Kingdom and Spain are the third and fourth-largest markets, while Poland and France have interesting growth prospects. Health-conscious consumers are a common growth driver across Europe, even though products made with chia may vary from nation to nation. 

Source: ITC Trade Map (2025), calculations by ICI Business. 

Germany: Europe’s largest market for chia seeds

Germany is the largest market for chia seeds in Europe. It imported an estimated 6,500 tonnes in 2024 directly from producing countries. This was 21% more than in 2020. Paraguay is Germany’s main supplier, with 75% in 2024. A further 2,000–3,000 tonnes may be supplied through the Netherlands. This means Germany has a total estimated market share of 26–37% of the European chia seed market.

German consumers are known to be traditional and stick with well-known brands. But chia seeds have found a market channel to expand thanks to Germany’s developed market for (oil)seeds and bakery ingredients. Today, you can find chia seeds in most major retail stores and health food stores, as branded and private label products, as well as in bread products. There are even local production initiatives, like those by Obsthof Knab and Sölls Hof.

Health-minded German consumers also like chia. Innova Market Insights says that 60% of German consumers have taken steps to live healthier in the past year. Natural ingredients and fresh, unprocessed foods are gaining more interest. According to the BfR Consumer Monitor on Special Superfoods (PDF), 70% of German consumers in 2020 saw chia seeds as superfoods.

The focus on clean and healthy food can also be seen in the strong interest in organic chia. Around 65% (4,200 tonnes) of the chia seeds imported in 2024 were organic. The share of organic chia seeds has grown over the past years from 44% in 2020. This is in slight contrast to the general organic sales, which have gone down because of higher food prices. 

The biggest challenges in supplying the German market are quality and food safety requirements. At least 50% of consumers are worried about residues of plant protection products in food. Still, the trust in German food companies is strong. This is why German importers are especially strict about Maximum Residue Limits (MRLs).

Figure 6: Organic chia seeds sold as private label in Rewe supermarket

Source: ICI Business (2022)

The Netherlands: a good place to find traders

The Netherlands is one of the main entry points for chia seeds into the European market. It is a great place to find trading companies and set up your distribution network. 

As one of the main distribution hubs, chia is widely available in Dutch retail stores. Most supermarkets offer chia seeds, often under private label. But you can also find chia in many health food web shops. Product selection is most varied in the organic food segment. 

Since the country is a trade hub for chia seeds, you can find experienced importers like Royal Ingredients and Rhumveld. So, you should expect strong price negotiations. Like Germany, Paraguay is the most dominant supplier. The estimated annual import went up and down between 5,000 and 7,000 tonnes between 2020 and 2024. Around 50% of imported chia is certified organic. This makes the Netherlands one of the most important markets for organic chia. 

EU regulations on organic produce have become stricter. Even though EU regulations are the same, you need to be aware that there are differences in control and interpretation within the European market. For example, there have been stricter inspections by the Dutch organic authority SKAL. These have led to more companies importing organic products through Germany or Belgium. 

The United Kingdom: good market for new ingredients

The United Kingdom (UK) has a well-developed market for convenience and health foods. It is open to new ingredients and influences from around the world. It is the second-largest consumer market for chia seeds by import volume. Because it is an end-market, direct imports from producing nations went up after Britain left the EU. But there is also more demand for chia seeds. 

The UK’s chia imports from its main sources went up sharply from 1,900 to 3,400 tonnes between 2020 and 2024. The majority of the supply (2,000 tonnes) came from Paraguay, but Bolivia also contributed a lot (660 tonnes). 

British consumers were some of the first in Europe to embrace chia seeds. Chia seeds stay popular due to their constant promotion as a nutritious food. The British media is a powerful tool for promoting superfoods and healthy diets. Google search data shows that the number of people in the UK looking for chia seeds online has increased more in the past five years than in any other European nation. Price and taste are still important considerations when making purchases according to a 2025 Sodexo study, even though 68% of consumers have a positive opinion of sustainable food. British buyers are interested in the origins and environmental effects of products.

There is growing resistance to ultra-processed food, according to Innova Market Insights. This highlights the importance of raw, natural ingredients like chia seeds. Product development with chia as an ingredient in porridge, healthy snacks, bakery products, plant-protein foods and seed mixes can add to consumption. For example, This is Super Superfood Block uses chia as a natural ingredient in a plant-based food product. Biona added chia to their organic, high-fibre rye bread. Other brands that promote chia are ChiaBia, Naturya, Linwoods, Chia Charge and the Australian brand The Chia Co. As a supplier, you can focus on these brands, but you will probably need an importing partner. For the UK, it makes sense to import directly from the origin countries.

Spain: moving towards affordable health food

Although chia seeds have not seen much growth in Spain, the market has been relatively steady. The total import volume in 2024 was around 2,650 tonnes. With a volume of 1,450 tonnes, Peru is Spain’s top supplier, followed by Bolivia and Paraguay. 

Spain is a popular market choice for Latin American companies because it is closer in culture and language than northern Europe. The Cartago Group is an example of a company that has integrated South American supplies with a local distribution office. Trade statistics show that the import price level for chia is 25–50% lower than the European average. The fact that trade prices are lower than those in northwest Europe suggests that price is very important to the Spanish consumer market. Prices for retail sales are often less than €10 per kilogram. 

Spain is not only a price-driven market. It also has opportunities for functional and health foods. But taste and quality must not be sacrificed. Almond Laboratorios is one of the top businesses that promotes chia seeds as a nutritious food. They import and pack chia seeds, seed mixes, and other plant-based and organic goods. Chia is also an ingredient in some other foods, like breakfast cereal (see Figure 7). 

Figure 7: Example of a muesli with chia seeds sold in Spain

Source: ICI Business (2025)

Poland: Cost-efficient food sector with trendy developments

Poland can be a promising market for chia seeds. Poland’s growing middle class and improving living standards will lead to more diverse food consumption. Young people in particular are drawn to organic, functional foods like chia seeds. 

When it comes to new, exotic ingredients, Poland is not a frontrunner. Chia seeds may still be seen as a niche product, but their growth will probably be quicker than in more developed markets. Chia seed imports reached 1,600 tonnes in 2024. This is a 32% increase over the average imports in the last five years and is expected to keep growing. It is important to understand that this volume was sourced directly from production sources. It leaves out re-exports from the Netherlands and Germany. 

As more Polish consumers adopt healthy eating habits, chia seeds are appearing as an ingredient in a variety of goods. These include baking mixes, protein shakes and Skyr. Organic spending per capita is still less than 10% of the EU average, even with distributors that specialise in organic products, like Bio Planet. Price is a very important factor for Polish customers. This means that conventional chia dominates this market. But a Dutch trader confirmed that Poland buys a lot of organic chia through the Netherlands.

France: a late market with growing potential

France has growth potential, thanks to its large population and the underdeveloped chia market. When it comes to creating a market for chia seeds, France is behind. This raises the question of whether French consumers are unaware of how to make chia part of their diets.

Chia became more popular in the recent years 2022–2024, but there is still a large gap compared to top consumer countries like Germany and the UK. The Chia de France foundation’s local cultivation project shows that there is demand. It also shows a preference for locally produced food. But the country is still dependent on imports.

France imported about 1,300 tonnes of chia from producing countries in 2024. According to European trade statistics, Germany and the Netherlands probably supply at least the same amount. But, since this data may also include other oilseeds, it cannot be checked. Still, in the Carrefour supermarket in France, you can find chia from international brands like the German Alnatura and Seeberger. So, you could target importers in France and in neighbouring countries to reach the French market. As an exporter, it is better to focus on the importer rather than the importing country. 

Figure 8: Example of chia seeds produced in France.

Source: org-carrefour per Open Food Facts (2025)

4. Which trends offer opportunities or pose threats in the European chia market? 

Future market growth will be influenced a lot by the growing focus on natural and healthy ingredients, as well as development of new products that contain chia. Performance in sustainability will also become more important as the market develops. Customers look for foods that are affordable, sustainable, healthy and nutritious.

Focusing on natural and healthy products is good for chia sales

One of the main motivations for consuming chia seeds is their health benefits. Consumers are aware that chia can be part of a nutritious diet. In their search for new, healthy ingredients, the role of communication and media is very important. 

Chia seeds have become one of the main ingredients associated with healthy superfoods. This is thanks to their high content of omega-3 fatty acids, dietary fibre, essential minerals, polyphenols and antioxidants. New recipes and products that use chia seeds are launched regularly, highlighting their functionality and nutritional benefits. People in the industry say that chia is used in both retail packaged products and as an ingredient for the food industry. This is where most of the demand comes from.

The latest facts from 2025 show that consumers focus on nutrients. But they also look specifically for more natural, clean and non-processed food. This is why chia seeds are most popular in the organic segment. Interest in plant-based protein is also mentioned as a driver for ingredients like chia. But people in the industry report that this market has not developed as much as expected. 

Chia seeds are closely linked with consumers’ ideas about healthy foods. As an exporter, it is best to avoid making any health claims. Instead, focus on a clean, residue-free product that follows the market’s high expectations. This is the best way to get involved in trading.

New functionalities expand the potential for chia seeds

Chia is a product with many uses, which means that it can be used in a lot of different products. Over the years, food companies have applied for many new uses within the Novel Food regulation. Thanks to these innovators, the market is opening up for chia derivatives and uses. Today, food developers can use whole chia seeds, chia oil and defatted flour in a wide range of products. New uses of chia are a good sign that the market is developing. 

Chia has excellent properties to control viscosity, stability, texture and consistency in food products. It is also an interesting ingredient for the vegan and gluten-free markets. Chia is used in a variety of products in Europe, including ready-to-drink beverages, plant-based yoghurts, shakes and smoothies, high-fibre foods, nutrition bars and protein snacks.

Some companies, such as Benexia and Glanbia, have started to find out more about the potential of chia seeds. Glanbia focuses on chia protein concentrates, while Benexia developed a high fibre and a high protein chia powder, and a cold-pressed omega-3 oil. They also introduced the ‘first-of-its-kind’ plant-based Chia Milk.

A stable supply is essential to take full advantage of chia seeds’ potential. Food manufacturers rely on stable volumes and prices to develop and introduce new products with chia. Once food manufacturers use chia for their specific function or characteristic, they cannot switch to alternatives easily. This keeps the chia demand going. 

Figure 9: Products with chia seeds that were introduced in Europe in 2025

Sources: Belvita crackers (roto 2023), Brillante meal (ire2006 2025), Activia yoghurt (org-danone-france 2024), 2Keep Natural Bites cereal bar (kiliweb 2023), Harry Vital + Chia bread (hangy 2021), Private label chia smoothie (kiliweb 2025), photos from Open Food Facts

Sustainable sourcing becomes more important

Keeping chia’s natural and organic status is extremely important now that it has become popular as a nutritious food. This also makes things more difficult for chia farmers in Africa and South America.

Chia is drought-resistant and requires little effort to grow. Still, the conditions in which chia is produced can be difficult. Reality shows that chia cultivation is also related to risks of deforestation, chemical residues and poor post-harvest handling. European importers often mention traceability as a way to be sure of product quality and integrity. There is a growing need to know how and where chia is produced.

In Peru, the multinational Olam registered over 2,000 quinoa and chia farmers in AtSource+. They did this to guarantee a traceable product sourced from a responsible supply chain. To compete with these larger enterprises and make yourself future-proof, you will have to think about using social standards yourself. Storytelling can be a good way to show your efforts. For example, the Kenyan supplier Endashata actively promotes its mission to empower small-scale women farmers and to improve nutrition and livelihoods in Africa. The company Cosecha in Nicaragua works with smallholder farmers in a regenerative system. They publish the stories of some of the farmers they work with.

Demand for sustainable chia also motivates local production of chia seeds. There are a number of chia cultivation initiatives in the UK, Germany and France. Chia from these local sources has a lower carbon footprint. Still, the volumes are relatively small, and the European market will remain dependent on imports.

ICI Business carried out this study on behalf of CBI.

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