The European market potential for macadamia nuts

Source: Autentika Global, ITC, 2025 

European imports of macadamia kernels fluctuated between 2020 and 2024. The average annual import growth in volume reached 6.9%, but there was a decrease of 8.7% in value over the same period. This difference indicates a decrease in average import prices. In 2024, total European imports reached 13,089 tonnes, valued at €106 million. European imports from developing countries increased by almost 3,500 tonnes over five years; growing from 5,335 tonnes in 2020 to 8,817 tonnes in 2024.

This increase in imports from developing countries is a promising development for suppliers from such countries. Overall imports from developing countries grew at an average annual rate of 13.4% between 2020 and 2024. Imports from the rest of the world fell by 16.7% in the same period. 

Internal European trade accounts for an additional 3,499 tonnes. Internal European trade consists of simple re‑exporting of imported raw macadamia nut kernels. It also includes added-value processes, such as roasting. 

3. Which European countries offer the most opportunities for macadamia nuts?

Macadamia nuts are not produced in Europe and re-exports to outside Europe are insignificant. As such, total European consumption is almost the same as imports. Over the last five years, consumption has increased at an annual growth rate of around 6%. Germany, the Netherlands, Spain, France, the United Kingdom and Switzerland are the largest markets. According to the International Nuts and Dried Fruit Council (INC), estimated per capita consumption in Germany is the highest in Europe, at 203 g/year in 2021.

European consumers are becoming increasingly aware of the health benefits of nuts. Macadamia nuts are promoted as being especially rich in fibre, magnesium, copper, manganese and thiamine. Another driving force of the increased consumption of macadamia nuts is their taste. Many European consumers find the taste of macadamia nuts appealing and different from other nuts. This is mostly because of the buttery flavour.

Germany and the Netherlands are large re-exporters of macadamias. Part of the quantities they import are re-exported to other European countries. The most attractive markets for macadamia suppliers in Europe are Germany, the Netherlands, Spain, France, the United Kingdom and Switzerland. 

Source: Autentika Global, ITC, Eurostat, 2025 

Luxembourg imports significant amounts of macadamia nuts. This may seem surprising since Luxembourg is one of the smallest European countries and its consumption is very limited. This is because the processing and packing facilities for many food products are located in Luxembourg. It is mainly a transit country. 

Germany: by far the largest European macadamia consumer

Germany is Europe’s largest importer of macadamia nuts. In 2024, Germany imported 4,433 tonnes, at a value of €39.5 million. Germany consumed around 3,600 tonnes of macadamia nuts in 2024. This is more than 40% of total European consumption. Around 19% of its imports are re-exported to other European countries. Most are sold to the Netherlands, Slovakia and Switzerland. Specialised traders and agents perform re-export activities. Many are located in Hamburg (Germany’s main port).

In 2024, Germany imported 32% of its macadamia kernels from South Africa, followed by the Netherlands (31%), Kenya (15%), Malawi (5%) and Australia (1%). Germany showed stable and strong import growth until 2021, peaking at 4,437 tonnes. However, due to inflation, macadamia nuts became too expensive for many consumers. This led to a temporary decrease in imports from all main origins in 2022 and 2023. Exports recovered in 2024. 

The value of Germany’s imports of macadamia nuts fell by 13.5% between 2020 and 2024, despite the rise in volume imports. 

Most macadamia nuts are sold through German discounters, such as ALDI Süd, ALDI Nord and LIDL. These discounters are also present in several other European countries, but most of them have centralised purchasing departments in Germany. For example, Lidl currently operates around 12,600 stores in more than 30 countries. This means that some of the macadamia nuts purchased by Lidl are re-exported to other countries.

Figure 6: A private label (Rossmann) of roasted and salted macadamia nuts in Germany

Source: Autentika Global

Germany is a particularly attractive market for organic macadamias, as it is the largest European market for organic food. A large share of organic macadamia nuts is sold under retail chains’ private labels. This includes specialised organic retailers like BioMarkt, Alnatura, Rossmann and DM. There are also independent organic brands, such as Rapunzel, Morgenland and KoRo (online retailer). New suppliers must be aware of the competition in the organic segment in Germany, such as from Limbua, which produces nuts in Kenya.

Figure 7: Unsalted organic macadamia in Germany (by Alnatura)

Source: Autentika Global

Macadamia nuts are mainly sold on the German market as luxury roasted and salty snacks. A new trend in the snacking segment is the growing retail sales of non-salted nuts. They can be used as ingredients in home cooking. Macadamia nuts are also increasingly being used as an ingredient, especially for ice cream toppings, bakery products and premium chocolate. Another interesting new development is organic nut spreads (for example, Vitaquell, Nutfields, BioGourmet and Rapunzel). 

Figure 8: Roasted unsalted macadamia nuts in Germany (by Seeberger)

Source: Autentika Global

Some examples of German macadamia nut importers include Seeberger, Horst Walberg Trockenfrucht Import, Kluth and PALM Nuts & More Nuß und Trockenfrucht. Retail brands include Max (by Max Kiene), Seeberger and Farmer’s Snack. Apart from independent brands, many macadamia nuts are sold under retailers’ brands (private labels). Leading private labels include Alesto (Lidl), Trader Joe’s (Aldi Nord), Farmer (Aldi Süd), K-Classic (Kaufland), ja! and REWE Beste Wahl (REWE), and Gut & Günstig and EDEKA Bio (EDEKA).

The Netherlands: a trade hub

The Netherlands is an important importer of macadamia nuts in Europe, accounting for 27% of total European imports. Its imports peaked in 2022, with almost 4,200 tonnes but decreased to 3,492 tonnes in 2024. The Netherlands plays an important role as a trade hub in Europe. In 2024, 61% of all imported macadamia kernels were re-exported to other European countries. Germany is the leading destination of Dutch re-exports of macadamia nuts, accounting for 40% of the total re-export.

The Netherlands imports 88% of its macadamia nuts from developing countries. The leading supplier to the Netherlands in 2024 was Kenya with a 40% share, followed by South Africa (30%), Malawi (10%), Australia (9%) and Guatemala (7%). Fluctuation in imports to the Netherlands reflects demand in Europe as a whole. However, the Netherlands is also a significant consumer of macadamia nuts.

Like other European countries, consumption of macadamia nuts in the Netherlands is increasing. This increase is driven by the healthy snacking trend and the use of nuts as a substitute for animal proteins. They are mainly used as snacks and frequently sold in a mixture with other tree nuts in 150–200 g packaging containers. Most of the quantities are sold as private labels packed by specialised companies (for example, Foodtrend). Apart from snacking, macadamia nuts are increasingly being used as an ingredient, especially in cookies.

Dutch consumers and traders of nuts are increasingly demanding sustainable and ethical sourcing. Sustainable sourcing in the Netherlands is supported by several initiatives like the Sustainable Nut Initiative, Woord en Daad and Fair Match Support. 

Examples of Dutch macadamia nut importers include Catz International, Delinuts, Rhumveld and Nutland. The Netherlands is a highly demanding market. Most macadamia nuts are sold to consumers as private label brands (brands of retailers), such as by Albert Heijn, Jumbo and Lidl. The consumption of unbranded, freshly-roasted nuts is also significant. An important shift is also seen in the usage of sea salt over table salt and roasting over frying in oil.

Spain: supply dominated by Africa

Spain is the third-biggest consumer and importer of macadamia nuts in Europe. The lowest import volume was 592 tonnes in 2020. Spanish imports of macadamia kernels peaked in 2024, with 1,229 tonnes. The main reason for the market recovery was a price decrease. Average import prices in 2023 in Spain were 25–30% lower compared to 2022. This drop in macadamia import prices helped sales. 

The Spanish supply is very concentrated with developing countries representing 83% of the market share. In 2024, Spain imported 64% of its macadamia nuts from South Africa, followed by Kenya (14% share), the Netherlands (11%, a transit country), Germany (4%) and Guatemala (3%). Spanish imports from Kenya increased from 90 tonnes in 2020 to 166 tonnes in 2024. 

Most macadamia nuts in Spain are consumed as snacks. Retail sales are dominated by private labels (retail chain own brands) such as Mercadona (Hacendado label), Carrefour (Classic label), Lidl (Alesto label), Alcampo (Auchan label), Eroski, Dia and Aldi. Private labels are often packed by companies that also have their own brands, such as Frutos Secos or Frit Ravich. One important importer is the company Importaco, which developed its own B2B brand Itac Professional and acquired a 51% stake in Italian trader Besana in 2020.

Figure 9: A private label of the retail chain Mercadona in Spain

Source: Autentika Global

France: increase in imports despite price inflation

French imports of macadamia nuts decreased on average by 13% in quantity and 33% in value annually between 2020 and 2024. French macadamia nuts imports reached 276 tonnes and €2.9 million in 2024. Despite inflation, French imports in 2022 were higher than in 2021. French imports increased to 423 tonnes in 2023, before falling below 300 tonnes in 2024. 

In 2024, the leading supplier of macadamia nuts to France was the Netherlands. The Netherlands had a 53% share, followed by Germany (26%) and Kenya (10%). France can be an attractive market for developing-country suppliers if they can compete with the established European re-exporters. Most French imports are consumed within the country.

Large quantities of macadamia nuts in France are sold under retail chains’ private labels, such as Carrefour (Classic label), Leclerc (Tokapi label), Super U (U label) and Auchan (Auchan label). Independent brands include Sainte Lucie, Vico, Vahine, La Patelière, Daco Bello (by Daco France) and Seeberger (German brand). France offers good opportunities for sales of organic macadamia nuts as the second largest market for organic food in Europe. 

Macadamia nuts in France are mostly consumed as salty roasted snacks. They are increasingly being used as an ingredient, especially in ice creams. A very popular ice cream brand that uses macadamia nuts is Häagen Dazs. Häagen Dazs is an international brand (headquartered in the United States). It is produced for the European market in General Mills’ French factory in Tilloy-lès-Mofflaines.

The United Kingdom: a preference for South African supply 

The United Kingdom (UK) is the fourth largest consumer and the fourth largest importer of macadamia nuts in Europe. In 2024, imports reached 885 tonnes. Consumption is almost the same as imports. Re-exports are insignificant (36 tonnes). Unlike Germany, the United Kingdom did not decrease its imports in 2022 and 2023 compared to the preceding years. In 2021, per capita consumption of macadamia nuts in the United Kingdom was estimated to be 25 g/year. 

The British market is not easy to enter as few countries supply the entire market. Developing countries supply 96% of the UK’s macadamias. South Africa has a market share of 49%. Other suppliers are Kenya with a 40% share, Guatemala (4%), Malawi (2%) and the Netherlands (as a re-exporter) with a 1% share.

The market for macadamia nuts in the United Kingdom is still developing, with only a few direct importers. Macadamia nuts are mainly sold as snacks. But a few companies also use macadamia kernels and pieces as ingredients. Some examples include: the ice cream producer Nuii; the chocolate bar producer Cliff; the producer of low carbohydrate bars Fatt; and the producer of nut spreads Nut Blend. 

Some examples of importers are C.G. Hacking & Sons and Freeworld Trading. Green Farms Nut Company, a South African exporter of macadamia nuts, has a sales office in London.

Switzerland: dominated by private labels

Swiss imports of macadamia nuts increased by an average of 3% in quantity and decreased by 9% in value annually between 2020 and 2024. In 2024, Swiss macadamia nuts imports reached 275 tonnes with a value of €2.8 million. Developing countries are the largest suppliers of macadamia nuts to Switzerland. In 2024, South Africa and Kenya were the largest suppliers to Switzerland. Each had a 38.9% volume share. They were followed by Germany (14%) and Australia (6%). 

Macadamia nuts in Switzerland are mostly consumed as a roasted snack. Retail sales are dominated by private labels like Coop (Coop and Naturaplan labels) and Migros (Sun Qui, Migros Selection and Migros Bio labels). One of the leading independent brands is the German Ültje. Macadamia nuts are also sold on the Swiss market as an ingredient in ice creams (e.g. by Nuii, Mövenpick, Häagen Dazs and Alnatura). 

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

Increasing consumer demand for healthy snacking is an important trend in the European market. However, this is also linked to stable and sustainable sourcing. With an increase in interest in vegan diets, the consumption of nuts (‘healthy snacking’) and nut spreads (e.g. macadamia nut butter) is on the rise. This is because consumers have to satisfy their protein needs if they are reducing intake of animal proteins. Some consumers with lactose intolerances are also seeking other sources of protein.

Healthy snacking

Nuts have a good reputation among European consumers. Nut consumption is expected to increase in the snack segment. Consumers are making more planned purchases and fewer impulsive ones. The main obstacle for macadamia nuts is their high price compared to other nuts. According to research published by Euromonitor International in 2023, consumers will continue to purchase snacks despite cost concerns. This means affordability is becoming very important.

Macadamia nuts’ health benefits are still mostly unknown to a large share of the European population. Although they are known to be rich in monosaturated fat and in antioxidants, there is not much validated clinical research related to macadamia nuts consumption. In order to promote consumption, the World Macadamia Organisation (WMO) is financing more scientific studies into the health benefits of macadamia nuts. 

Over the past three years, the WMO has partnered with nutritionists and food scientists. The aim was to review important scientific research and nutritional analysis on the benefits of macadamia nuts. The third research review, which covers more than 120 academic research reports, is available to both WMO members and non-members.

Macadamia nuts provide specific nutritional benefits which are slightly different from most other nuts. Like other nuts, macadamia nuts are considered a healthier alternative to crisps and puffed snacks. However, macadamia nuts have a high oil content compared to other nuts. This makes them a better option for low carbohydrate diets. The British company Fatt uses this feature to produce bars suitable for the popular ketogenic diet. Keto diets are high in fat and low in carbohydrates. 

Developing country suppliers of macadamia nuts should think about their end buyers’ profile. Premium health-conscious buyers seek natural, additive-free and diet-friendly foods. Ethically and sustainability-minded consumers prefer organic, fair trade and eco-positive products, according to Jillian Laing, CEO of the WMO. 

Consumers are increasingly willing to pay a higher price for foods that they see as healthier or more natural. This is driven by a growing awareness of the link between diet and well-being, according to the 2025 Nielsen Report on Global Health and Wellness Trends. 

Another potential benefit of macadamia snacking is a possible improvement of the brain function. There is no specific research into macadamia nuts’ effects on brain function and ageing. But some studies indicate that eating macadamia nuts may improve brain function. According to MINTEL research, some consumers are interested in ingredients that enhance cognitive capacity (so called ‘nootropics’).

Sustainable sourcing

Sustainability certification in the edible nut trade was once used to target niche markets (e.g. Fair Trade). Now, sustainability claims and certification are part of an important trend in the mainstream market. In 2020, the European Union established an official policy called the European Green Deal, which includes the Farm to Fork Strategy and the Biodiversity Strategy. Both policies influence food production and trade. To learn more about European sustainability demands, read the CBI’s study Tips to go green and Tips on how to become more socially responsible.

In the edible nut sector, several large traders have joined the Sustainable Nut Initiative with the objective of stimulating traceability and sustainability. The initiative provides a management information system (3S – Sustainable Supply System), alongside many other tools. The system aims to stimulate productivity and quality. It also promotes traceability and transparency in supply chains.

Transparency of the supply chain is becoming extremely important for European consumers. They want to know more about the origins of their groceries, and they prefer suppliers who respect human rights and treat farmers fairly. 

The sustainability of your macadamia nuts production and supply matters. However, it is important not to greenwash your supply chain. Consumers who care about sustainability care about facts and real world effects. According to the WMO, 72% of European consumers say that sustainability influences their purchases. Around 82% of consumers say that they are willing to make lifestyle changes for sustainability. Importantly, 31% of European consumers say they would pay more for ethical and sustainable products. 

A good example of a sustainable partnership is the German-Kenyan company Limbua. Limbua has become one of the largest suppliers of organic macadamia nuts in Europe. Limbua cooperates with 5,000 small-scale farmers. It operates modern, decentralised production facilities at small-scale farms. This approach helps small-scale farmers to add value to their products. Limbua has also established a foundation. The foundation supports research and education that promote rural development through sustainable small-scale farming and crop processing.

Macadamia nuts as an ingredient

Macadamia nuts are also increasingly being used as an ingredient in healthy and functional food products, such as macadamia fruit and nut bars (Eat Natural), breakfast cereals (Byron Bay), macadamia nut butter (Alnatura), nut bars (Wicked Temper) and chocolate products with macadamia nuts (Ritter Sport). A particularly high increase in usage can be seen in the ice cream industry. Macadamia nuts have a pleasant, buttery flavour and add a specific texture. 

Note that the use of macadamia nut oil in cosmetic products is already established in the European market, with plenty of new products and brands.

Autentika Global carried out this study on behalf of CBI.

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