The European market potential for aloe vera

The European market presents significant opportunities for aloe vera, as demand for natural, functional health ingredients continues to rise. Known for its digestive and immune-supporting properties, aloe vera is widely used in supplements, drinks and functional foods. The Netherlands, Germany and Spain are key markets, while Italy, France and the UK also show potential. Trends such as functional nutrition, ethical sourcing and clean-label demand create opportunities for exporters who can deliver high-quality, certified and traceable aloe vera.

Product description: aloe vera

Aloe vera (Aloe barbadensis Mill.) is the most commercially important species in the Aloe genus, which contains over 500 species. The most common names for aloe vera include Aloe barbadensis, Aloe chinensis and Aloe indica. Aloe barbadensis is widely cultivated in China and India. Costa Rica, South Africa, Vietnam and Kenya are also starting to grow aloe.

Aloe vera is famous for its applications in skincare, and is widely used in products because of its healing and restorative properties. Aloe vera is rich in vitamins, minerals, enzymes and antioxidants. It contains bioactive compounds such as polysaccharides (for example, acemannan), anthraquinones (for example, aloin) and amino acids. 

This study focuses on the use of aloe vera in natural health products in the European market.

Figure 1: Aloe vera plant and extract

Source: Health, 2025

Applications of aloe vera in health products

When it comes to natural ingredients for health products, the main applications of aloe vera are in food supplements, functional beverages and natural remedies. The gel found inside aloe vera leaves is rich in vitamins (A, C, E), minerals, enzymes, amino acids and polyphenols. This means that aloe has strong antioxidant, anti-inflammatory and digestive-supporting properties. These bioactive compounds are the main reason aloe vera is used in the health and wellness industry in a range of food and beverage products.

Aloe vera must be processed to preserve its beneficial properties, and to remove unwanted substances. There are two main methods of processing aloe vera for use in the food and beverage industry:

1. Leaf processing: the whole leaf is ground and then purified using activated carbon filtration to remove bitter latex compounds such as aloin. This process is known as decolourisation.
2. Inner leaf processing: the outer rind and latex are removed before processing only the inner gel. This method is often preferred for food and supplement applications.

You can find the final aloe vera ingredients used in the health sector in Table 1. 

Table 1: Common aloe vera ingredient formats and their applications in health products

Source: ProFound, 2025

Besides aloe vera, another related species used in natural health products is aloe ferox. It primarily grows in South Africa and contains many of the same nutrients and bioactive compounds as aloe vera, but in higher concentrations. One important group of compounds in aloe ferox is anthraquinones, which are natural plant chemicals that act as strong laxatives and can irritate the digestive system if consumed in large quantities. Due to its high anthraquinone levels, aloe ferox has a significantly stronger effect on the body and is therefore more restricted in Europe. For this reason, European buyers prefer aloe vera, which is gentler, safer, and suitable for a wider range of food and health products.

The European food and beverage sector is an emerging application area for aloe vera. Aloe gel and extracts are added to drinks, yoghurts and sauces, and have also been explored as natural preservatives. Studies have shown that aloe gel can prolong the shelf life of fruits, such as table grapes, and reduce microbial spoilage.

Aloe vera is especially interesting because of its associated multi-functional health benefits. Health claims made by companies offering aloe vera-based products include: 

• Digestive support: aloe is traditionally used to help with constipation, mainly because of the presence of aloin in the latex. But the use of latex is heavily restricted in Europe. Any use must comply with essential safety and health requirements, especially when it comes to allergenic properties and chemical components.
• Irritable bowel syndrome (IBS): some studies suggest aloe vera supplementation may help reduce inflammation in the colon and improve symptoms of IBS and ulcerative colitis.
• Antioxidant protection: aloe vera contains polyphenols and antioxidant vitamins that help protect cells from oxidative stress and support immune health.
• Weight management: aloe vera juice has been linked to weight loss because of its phytochemical content. Early studies suggest it may increase metabolic activity, but more research is needed.

Still, health claims related to aloe vera remain a regulatory grey area in the European Union, and they cannot be used directly on consumer packaging unless approved under EU nutrition and health claims legislation. Despite this, aloe vera is more and more often seen as a functional food ingredient. It is valued for its health benefits but also for its mild flavour and natural appeal.

Figure 2: Various applications and formats of aloe vera on the EU market

Source: ProFound, 2025

Trade data and product classification 

Aloe vera is usually traded under HS code 130219, which covers ‘Vegetable saps and extracts (excluding liquorice, hops, opium and ephedra)’. This code is used for a broad range of botanical extracts and does not specifically identify aloe vera. This means it is difficult to isolate the trade volumes for this ingredient.

Products included under HS code 130219 are usually plant-based extracts used in food, cosmetics and health products. Examples are extracts from ginseng root, chamomile flowers, eucalyptus leaves, green tea leaves, rosemary herb and peppermint leaves.

Although the HS code does not provide aloe-specific data, it is still useful for tracking general import trends and identifying key supplier countries.

1. What makes Europe an interesting market for aloe vera? 

Europe offers strong opportunities for aloe vera because of several factors. First, there is a rising demand for natural health products. Second, aloe vera is a well-known functional ingredient. Third, the European food sector is dynamic and innovation-driven. Fourth, there is a growing consumer focus on prevention, product transparency, traceability and natural wellness. Together, these factors give aloe vera a good chance of success in various categories, including supplements, drinks and functional foods.

Demand for natural health products is increasing

The health and wellness market in Europe is doing very well, because consumers are focusing more on personal health, fitness and preventative care. One area that can benefit from this is the supplements market, which was valued at €22.6 billion in 2024. It is expected to grow at a compound annual growth rate (CAGR) of 8.45%, reaching a value of €43.1 billion by 2032. This growth is driven by strong consumer interest in natural, plant-based ingredients such as aloe vera, which is widely recognised for its digestive and immune-supporting properties.

Personal health and preventative care are more often tied in with mental and emotional wellness. Supplements for sleep, relaxation and energy have been very popular. 82% of European consumers say they want ‘more transparent and easy-to-understand labels’. Aloe vera, often positioned as a clean-label, multifunctional ingredient, is well-suited to meet these expectations for integrity, clarity and holistic health benefits.

Self-care is another big driver, because many consumers prefer to take health into their own hands. This means that consumers will look for their own solutions to improve health, choosing over-the-counter (OTC) medicines, a market that is projected to be worth €69 billion by 2029. Convenience, easy access and cost savings are pushing Europeans towards OTC supplements and herbal remedies. This is especially relevant for aloe vera, because its use in digestive and immune health supplements makes it a natural fit for self-managed wellness. 

Figure 3: Uptake of self-care across Europe

Source: AESGP, Self-Care in Europe Report, 2025

In fact, 1.2 billion minor ailments are self-managed across Europe every year. This highlights both the scale of the opportunity and the need for trusted, safe and effective ingredients. The Nordic region and countries like Germany and Poland lead in self-care practices (Figure 3). Cost comparisons show that supplements and natural remedies are not only more affordable, but also preferred by health-conscious consumers (Figure 4).

Figure 4: Price comparison of treating a minor ailment by seeing a doctor vs. self-care across Europe

Source: AESGP, Self-Care in Europe Report, 2025

This broader shift towards prevention, affordability and transparent wellness creates a clear opportunity for aloe vera. Aloe vera has a proven reputation for digestive health, hydration and immune balance. This means aloe vera stands out as a multifunctional plant-based ingredient that aligns directly with Europe’s demand for natural, convenient and credible wellness solutions.

Aloe vera remains a popular natural ingredient among European consumers 

Aloe vera is already well-known to European consumers, especially in the food, drink and supplement sectors. The global aloe vera extract market was valued at approximately €1.9 billion in 2023. It is expected to reach €3.5 billion by 2030, growing at a 9.2% CAGR. In Europe, the aloe vera drink sector alone was worth around €27.1 billion in 2024. It is expected to reach €69 billion by 2033, and functional beverages are especially popular.

European businesses like aloe vera for 3 reasons:

1. Versatility across product formats: aloe vera can be used in gel capsules, powders, herbal supplements, functional drinks, smoothies, yoghurts and even desserts. This makes it a flexible ingredient for both health and food applications.
2. Affordability and scale: countries like India can supply aloe vera at low cost and in large quantities, making it an interesting raw material for manufacturers.
3. Rising demand for organic and natural ingredients: more and more European consumers prefer products that are plant-based and minimally processed. Aloe vera aligns with this demand, especially when it is positioned for gut health, hydration or detox.

On 13 November 2024, the European Union’s General Court made a decision that set a legal precedent. It cancelled a 2021 Commission Regulation that had banned botanical ingredients containing hydroxyanthracene derivatives (HADs), including aloe-based extracts, from food products. This decision means that the ban has been lifted. The market for aloe vera extracts in food supplements was restored. The ruling has created new opportunities for exporters and manufacturers who paused product development because of uncertainty about the law. 

European companies drive new product development

The food and drink industry is the largest manufacturing sector in Europe. It generates a turnover of €1.2 trillion and employs 4.7 million people. Apart from traditional food production, this sector drives innovation in functional ingredients: natural compounds added to foods, beverages and supplements specifically for their health benefits. In 2022, EU-based companies invested €2.1 billion in research and development (R&D). There was a big focus on formulating products using ingredients like aloe vera.

This R&D investment targets the area of natural health products, where functional ingredients bridge the gap between conventional food manufacturing and supplement development. 

More and more European companies want scientifically validated botanicals that can improve products in multiple categories, from functional beverages and fortified foods to dietary supplements and pharmaceutical preparations. This trend creates big opportunities for aloe vera exporters who can demonstrate consistent bioactive content and compliance with the rules.

European food companies develop new products based on 5 key consumer drivers: 

1. Pleasure: “Does this taste good? Will I enjoy consuming it?”
2. Health: “Will this support my immunity, gut health or overall well-being?”
3. Physical well-being: “Will this help me stay fit, manage my weight or improve my skin?”
4. Convenience: “Can I take this on the go, or easily fit it into my daily routine?”
5. Ethics: “Is this product sustainable, organic or socially responsible?”

Although pleasure is still the top driver of new product launches, health now makes up nearly a quarter of innovation activity. This shows that interest in preventative and functional nutrition is growing.

Figure 5: The 5 axes of consumer-driven innovation in the European food and drink sector

Source: FoodDrinkEurope, Data & Trends, 2025

Aloe vera aligns especially well with the health, convenience, physical and ethical axes. Its use in functional drinks, stick packs, gut health products and organic formulations makes it an attractive ingredient in a wide range of product categories. For pleasure-driven products, aloe vera is used more often in flavoured drinks, yoghurts and functional juices, where taste and sensory experience matter. On the other hand, supplements, capsules and powders often align more closely with the health, convenience and physical well-being axes. This adaptability makes aloe vera a strategic ingredient for suppliers in developing countries who can meet quality, traceability and format-specific demands.

2. Which European countries offer the best opportunities for aloe vera? 

Aloe vera imports vary widely across Europe. The Netherlands, Germany and Spain show strong growth and market potential. This section looks at 6 key European markets, tracking changes in volume, value and demand drivers to help exporters identify where the opportunities are and how to approach buyers in each country.

Table 2 shows import values and volumes of vegetable-based extracts, including aloe, for selected European countries. The Netherlands is by far the largest importer of vegetable-based extracts in both value and volume. Germany is more of a quality-driven importer. 

Table 2: Key information on import value and volume for leading importers of HS code 130219, 2020-2024

Source: ITC Trade Map, 2025

Figure 6 shows a country-by-country yearly comparison of import volumes for vegetable-based extracts. The biggest upward shifts in import volume happened in the Netherlands and Germany. The biggest downward shifts were seen in France, the UK and Italy.

Source: ITC Trade Map, 2025

Figure 7 shows a country-by-country yearly comparison of the import value of vegetable-based extracts. The biggest upward shifts in import value happened in the Netherlands, Italy and Spain. All other countries reported relatively flat import values during the study period.

Source: ITC Trade Map, 2025

The Netherlands

The Netherlands is Europe’s key import hub for vegetable-based extracts, such as aloe vera. It offers strategic access to multiple EU markets. In 2024, the Netherlands imported 30,643 tonnes of vegetable saps and extracts, a 209% increase from 2020. The import value also went up by 54%, to €104 million. This makes the Netherlands the fastest-growing European import market for vegetable-based extracts.

The Netherlands plays a central role as a gateway and re-exporter of natural ingredients across Europe. Its strong position is supported by an advanced ingredient-processing industry, efficient port logistics, and a network of importers and distributors that serve multiple EU countries. For exporters, especially those who can supply large volumes of aloe vera, the Netherlands presents a strategic first point of entry into Europe.

When it comes to consumer demand, the Dutch food supplements market grew by €200 million between 2022 and 2023. Although the percentage of food supplement users in the Netherlands has been stable, the market is still growing in value. Between 2022 and 2023, annual per-person spending on supplements went up from €190 to €232, while spending on herbal supplements increased from €151 to €181. This reflects a shift towards premium and plant-based health solutions.

The Netherlands is also recognised for its technological expertise in formulation and extraction. This makes it an ideal partner for aloe vera suppliers looking for value-added processing or private-label opportunities in Europe.

Several Dutch companies are driving the aloe vera trend in both functional ingredients and consumer products: 

• IMCD distributes aloe vera gel from Givaudan, positioning it for gastrointestinal health applications.
• Five Star Trading Holland offers popular aloe vera drinks with juice and pulp, tapping into the growing European market for refreshing wellness beverages.
• Engel Food Group has launched aloe-based drinks in a wide variety of flavours, including peach, mango, and lemon, broadening the appeal of aloe to younger and lifestyle-focused consumers.

Germany

Germany offers one of the most trusted markets for aloe vera. It is driven by strong demand for clean-label, high-quality supplements. In 2024, Germany imported 8,674 tonnes of vegetable saps and extracts, 17.82% more than in 2020. The value of imports also went up, to €279 million, representing a 5.84% increase over the same period. These gains show Germany’s consistent demand for natural and functional health ingredients.

As Europe’s largest consumer market, Germany also leads in organic food sales, with a sector that is now the second-largest globally. The country’s nutritional supplements market was valued at approximately €11.0 billion in 2024. It is expected to grow by 7.4% per year from 2025 to 2030. This growth is largely driven by increased health awareness, a culture of preventative self-care and growing interest in active lifestyles. Aloe vera aligns with these trends, especially in the digestion, immunity and detoxification segments.

German consumers are known for prioritising quality, safety and efficacy. Vitamins and minerals make up more than half of pharmacy supplement sales in Germany, and digestion-related products (8%) and cardiovascular health remedies (10%) also have significant market shares. Aloe vera, when used in powder, gel or concentrated format, fits well within these categories, as long as it meets strict purity and traceability standards.

Key players in the German aloe market include: 

• LR Health & Beauty, which has been leading the domestic sector for two decades and offers liver-support capsules featuring aloe extracts.
• BioImport Europa, which supplies conventional and organic aloe vera powder, with a minimum order quantity of 25 kg. They focus on buyers who are looking for flexible raw material sourcing.
• VMP Chemiekontor, which specialises in aloe and other functional raw materials for use in formulation, flavouring or product enrichment across the health and wellness industry.

Spain

There is strong demand for digestive supplements in Spain. But price pressure and domestic competition make it a complex market for exporters. In 2024, Spain imported 8,588 tonnes of vegetable saps and extracts, up 33.33% from 2020. The value of imports went up by 34.72% over the same period, to a value of €119 million. This growth highlights continued interest in aloe-based health products, especially those linked to gut health and wellness.

Spain’s nutritional supplements market is growing rapidly and expected to be over €14.9 billion by 2033, with a CAGR of 7.45%. The digestive supplements segment, where aloe vera is valued for its natural laxative properties, is the third-largest category in the Spanish supplements market. 

Although Spain produces high-quality fresh aloe vera, its domestic industry is facing pressure from the rising use of cheaper freeze-dried aloe powder. This type of aloe is often imported from Mexico and Asia and rehydrated before processing. Some local producers have stopped farming their plantations, as processors prioritise cost over freshness. As one producer explained in an interview, “Hydrated aloe powder and gel from fresh leaves are treated the same under industry standards. But the quality is not the same.” This shift is changing Spain’s aloe supply chain and making things uncertain for small growers.

Exporters must be prepared to compete with high-quality domestic producers. Many of these specialise in organic aloe farming for export. 

Key players in the domestic Spanish aloe sector include: 

• Aloe Vera Farm Mallorca: offers EU-compliant aloe supplements.
• Finca Canarias: produces pure aloe juices from Canary Island-grown plants.
• Aloe Plus Lanzarote S.L.: combines aloe vera with pineapple juice in functional supplements.

Italy

In 2024, Italy imported 6,191 tonnes of vegetable saps and extracts. This was 32.18% less than in 2020. At the same time, the value of imports increased by 46.92%, reaching €140 million. This shows a shift towards higher-value, possibly organic or functional-grade aloe extracts.

Italy has one of the largest consumer markets in Europe and leads in food supplement sales. It makes up 29% of the European market in 2020. This market is currently estimated at €6.62 billion, with projected growth to €9.9 billion by 2030. Around 83% of supplements are sold in pharmacies. This shows a strong link between health professionals and consumer buying. The popularity of aloe vera is supported by growing demand for natural, organic and functional ingredients, especially in drinks and digestive supplements.

China is the leading supplier of aloe vera to Italy. They export around 10% (1,000 tonnes) of all aloe vera bound for Europe. This shows Italy’s continued reliance on imported raw materials, even as local processing and domestic cultivation are growing.

Domestic aloe farms such as Azienda Agricola Posenato Marco and Il Pucino show the country’s growing interest in locally sourced natural health ingredients.

Key players in the Italian aloe sector include: 

• Optima Naturals, which offers certified-organic aloe juice and pulp, as well as chamomile-infused nasal sprays.
• Vividus S.r.l., known for its ICEA-certified organic pulp and digestive health positioning.
• Ghigo Miranda, a vertically integrated producer offering aloe-infused honey.

France

France is shifting from bulk aloe vera imports to more refined, higher-value extracts. But it is still a promising long-term market. The country recorded the sharpest drop in import volumes among key EU markets, falling by 71% from 17,857 tonnes in 2020 to 5,216 tonnes in 2024. But the value of imports went down only slightly, by 8%, to €132 million.

This suggests that French buyers may be shifting away from bulk aloe vera and towards more concentrated, high-value extracts. The change may also reflect increased sourcing from within the EU, growing domestic processing capacity or a rebalancing after previous stockpiling. Interestingly, Morocco dominates France’s aloe vera supply: France makes up over 90% of Morocco’s aloe exports, or around 10,800 tonnes. This shows France’s preference for getting aloe from nearby North African producers.

France offers good opportunities because of its strong supplements sector, valued at €2.7 billion in 2023. Sales are driven by pharmacies, e-commerce and specialist retailers, with digestion-focused products ranking among the most popular. Awareness of aloe vera is high, and demand is rising for organic and ethically sourced products.

Notable players in the French market include: 

• Ciel d’Azur Labs, which promotes ethical and environmentally responsible sourcing.
• Forever Living, known for on-the-go aloe supplement sticks.
• Laboratoires Santé Verte, offering vitamin C-enriched aloe vera gels.

United Kingdom

The UK market shows growing demand for natural digestive solutions like aloe vera, although consumer scepticism around supplements is still high. In 2024, the UK imported 2,689 tonnes of vegetable saps and extracts, a 38.50% drop from 2020. Despite the lower volume, the market for food supplements is still growing.

UK supplement revenue reached approximately €717 million in 2024 and is expected to grow by 6.53% annually through 2029. This growth is driven by public focus on wellness, active lifestyles and ageing-related health concerns.

Aloe vera is becoming more popular in the UK among consumers who want natural and holistic health remedies, especially for digestive and immune support. But the market is shaped by a certain amount of scepticism. A major study published in BMJ Open found no medical difference between supplement users and non-users, but users did report feeling 30% better overall. This shows the influence of the placebo effect. Although supplements are still popular, British consumers are becoming more aware that they are not a substitute for a healthy diet. Some people are still cautious because of cost, overuse and lack of evidence for certain claims.

Key players in the UK aloe market include:

• Infinity Ingredients, which distributes 99% pure aloe vera juice from Native Extracts in Australia.
• Supplement Factory, offering tailored aloe-based formulas for digestion and immunity.
• Kilo Food Ingredients, promoting aloe applications in confectionery, non-alcoholic drinks, dairy and ready meals.

3. Which trends offer opportunities or pose threats in the European aloe vera market? 

Several trends are shaping opportunities and challenges in the European aloe vera market, for example:

• Rising demand for functional foods;
• Growing pressure for ethical and traceable sourcing;
• Increasing aloe production within Europe;
• A consumer shift towards minimally processed ‘real foods’ over ultra-processed formats. 

Growing demand for functional foods 

One of the clearest trends in the EU is the rise of functional foods and beverages. Brands are racing to reformulate everyday products to offer both pleasure and purpose. The idea is that the products support gut health, immunity, energy and sleep while still tasting good. This shift is driven by both consumer demand and regulatory pressure, especially around HFSS (high in fat, sugar or salt) reformulation, which is pushing companies to develop ‘better-for-you’ alternatives. 

The global functional food and beverage market currently has a value of approximately €258 billion and is expected to surpass €460 billion by 2028. Much of this growth was because of the COVID-19 pandemic, which very much increased consumer interest in natural remedies and everyday wellness products. Aloe vera, known for its digestive, prebiotic and hydrating properties, fits naturally into this area.

Functional foods are becoming more targeted, with offerings tailored to benefits based on gender preferences:

• Men often favour products fortified with protein, omega-3s and nootropics;
• Women often look for products that support skin health, hormonal balance and digestion, such as those containing collagen, probiotics and aloe vera.

Aloe’s role in functional foods is already visible on the market. For example, Fushi’s Organic Aloe Vera Juice promotes gut health, is certified organic, and is cold-pressed from the inner leaf to maximise bioavailability. Because this product is unfiltered and raw, it is attractive to health-conscious consumers who want natural, minimally processed options.

Figure 8: Fushi organic aloe vera juice

Source: Fushi, 2025

Another example is body iQ, a UK-based functional beverage brand developed by Drink Intelligent. The brand combines aloe vera with plant-based nutrients to create low-calorie drinks positioned for detox, hydration and cognitive balance. The beverages are designed to appeal to modern, health-conscious consumers who want alternatives to sugary sodas or traditional supplements.

Ethical sourcing is now a legal and market expectation in Europe

Ethical sourcing is no longer just a value-added benefit in the European market; it is becoming a legal requirement. With the introduction of the Corporate Sustainability Due Diligence Directive (CSDDD) and the Corporate Sustainability Reporting Directive (CSRD), European companies must now identify, prevent and address human rights and environmental risks in their supply chains. This means buyers of natural ingredients like aloe vera prefer to work only with suppliers who can prove their sourcing is responsible, traceable, and socially and environmentally acceptable.

The CSDDD also requires EU companies to support their suppliers in social and environmental sustainability. European companies want to invest time and money in this. It is easier for them to simply use suppliers who already document their sourcing practices, labour conditions and environmental footprint.

European buyers will increasingly ask questions like:

• How are aloe farmers treated?
• Are production methods safe and sustainable?
• Can we trace aloe gel, juice or powder to the farm level?
• What is your water usage and carbon footprint?
• How do you support local communities?

Besides the concerns of buyers, the CSDDD and CSRD matter for aloe vera suppliers for several reasons. Firstly, the production of aloe vera has direct environmental and social impacts. Secondly, aloe vera is often sourced from smallholder producers in Morocco, Kenya, Brazil and Costa Rica, where challenges around traceability, water use and fair labour may exist. Thirdly, climate change also affects aloe supply as droughts can reduce yields and product quality, while water scarcity makes sustainable irrigation practices more important. These factors combine to make the CSDDD and CSRD highly relevant for suppliers, and not only European buyers. 

Exporters who invest in water-efficient growing methods and climate adaptation strategies will be better positioned for long-term success. Exporters who ignore environmental and social standards risk losing access to European buyers. However, those who embrace sustainability can access premium market segments, build stronger buyer relationships, and future-proof their business.

Large buyers such as Givaudan and Firmenich are pushing for full transparency. Many use tools like EcoVadis, CDP and Sustainalytics to evaluate suppliers and manage risks. These platforms assess environmental performance, carbon emissions, water management and social responsibility. Aloe exporters who align with these expectations and present clear documentation can turn compliance into a competitive advantage. Sustainability certifications like organic, Rainforest Alliance, or Fair Trade can also help you stand out and access premium price segments.

Growing aloe vera production in Europe presents a competitive challenge

Aloe vera production is steadily growing in parts of Europe, particularly in Spain, Italy and Greece. According to the IASC, there has been a noticeable rise in enquiries related to commercial aloe cultivation and processing in these regions. This indicates a longer-term shift towards local supply models. 

Several Mediterranean areas, including the Balearic Islands and Canary Islands, offer ideal growing conditions for aloe. In Spain, the sector is supported by dedicated industry bodies such as the Spanish Aloe Producers Association (Asocialoe), which promotes local production, processing and marketing.

Although EU production is still not self-sufficient, locally grown aloe offers key advantages to European buyers, particularly fresh leaves with short delivery times and regional traceability. This is a challenge to exporters in developing countries, who usually supply processed formats like gels, powders or concentrates.

Although many European buyers may consider sourcing closer to home, exporters can stand out by signalling their intent to align closely with European quality requirements and certification marks. For example, joining the IASC Aloe Vera Quality Certification Programme can help build buyer confidence. It also shows them you prioritise safety, transparency and proven bioactive content. 

Besides IASC certification, many European aloe producers also try to get a wide range of quality and sustainability labels to meet market expectations – and you can do the same. 

These include:

1. Organic farming certifications (CAAE, EU Organic);
2. Vegan and clean-label approvals (V-Label, EcoPlus);
3. Regionally recognised seals (BioMadrid, CDTI).

Figure 9: Common certifications among aloe vera producers in Europe

Source: Veracetics, 2025

Consumer scepticism and shift towards real food 

European consumers are more often turning away from ultra-processed foods. There has been a clear shift towards minimally processed, whole foods because of growing awareness of the links between diet, gut health and long-term well-being. This trend is especially visible in countries like the UK, Germany and France, where clean labels and ingredient transparency are driving buying decisions. 

The NOVA food classification system categorises food products based on their level of processing. 

Figure 10: NOVA food classification system

Source: Research Gate, 2021

This system has 4 groups. Group 1 includes whole and minimally processed foods like fruits, vegetables and grains, while Group 4 includes ultra-processed foods like snacks, mass-produced bread and energy bars. Group 4 also includes supplements and functional drinks, even if they contain natural ingredients like aloe vera.

This creates a challenge for aloe-based products. Although aloe vera itself is a natural ingredient, the way it is formulated into flavoured drinks, shots, powders or gummies means that many final products fall into Group 4. This worries health-conscious consumers who want to know what is in a product and how it is made.

To succeed, exporters and brands must focus on:

• Transparent sourcing and clean-label formulations;
• Minimising artificial additives and unnecessary processing;
• Communicating aloe’s natural origin and traditional uses.

Aloe vera is still a powerful, trusted ingredient, but how it is delivered matters. Products that keep aloe close to its natural form, like juices, powders and minimally processed food products, are more likely to appeal to Europe’s shifting demand for ‘real food’.

ProFound – Advisers In Development carried out this study on behalf of CBI.

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