Exporting hibiscus to Europe
Hibiscus health products are becoming increasingly popular in the European market. Rising consumer awareness and the ageing European population are two major drivers that are generating demand for nutritional supplements. The COVID-19 pandemic has accelerated this trend, and it is likely to continue. There is a growing demand in Europe for natural health products, such as hibiscus-based supplements. Hibiscus is used in food and beverages, cosmetics, as well as health products. The major competing products to hibiscus include moringa, baobab and matcha.