Which trends offer opportunities or pose threats on the European processed fruit and vegetables market?

In the European processed fruit, vegetables and edible nuts market sustainability has been a major driver for change. Leading trends are related to environmental issues such as waste reduction, changing consumer habits towards more personalised and healthier diets, new processing technologies, transparency, new sourcing origins and convenience. Exporters from developing countries can increase their opportunities by investing in more sustainable production and partnerships with European buyers to develop and promote healthy and sustainable products.

1. Sustainability: compliance‑led and measurable

In the processed fruit, vegetables and edible nuts sector, sustainability includes:

• Climate-resilient production (reducing use of water, agrochemicals and land);
• Reduced environmental and social risks (deforestation, waste, labour conditions, living income);
• Transparent, responsible sourcing

European buyers more and more expect suppliers to address these issues through climate-adaptation measures, due diligence and clear corporate social responsibility policies and reporting.

In the next 5 years, many industry practices are expected to become more sustainable in the following ways:

• Agricultural practices will be changed to reduce carbon emissions. This will include the smart use of fertilisers and water, and the use of integrated pest management.
• Renewable energy will be used more in processing facilities. This includes solar, wind and biopower.
• Circular practices, such as the use of by-products in processing facilities, will be common. Examples include the use of pits, husks and shells for boiler heating in drying processes. Surplus produce such as fruit peels will increasingly be used to produce value-added ingredients, such as essential oils, cosmetic ingredients and health ingredients.

Continuous legal changes and challenges for improved sustainability

Sustainability has become one of the most important topics in the world, driven by the urgent need to protect the environment, maintain our quality of life, and preserve natural resources for further generations.

To overcome the challenges of climate change, the EU has set official policies to become the world’s first climate-neutral continent by 2050, called the European Green Deal. For the processed fruit, vegetables and edible nuts sector, the most relevant policies when exporting to the EU are the Farm to Fork strategy, the biodiversity strategy and the Circular Economy Act.

Figure 1: Farm to Fork strategy aspects

Source: European Commission

As the food supply chain includes the importing of food, the proposed measures will also influence farmers, processors and exporters from developing countries. If you are exporting processed fruit, vegetables or edible nuts to Europe, be prepared for the following long-term market changes:

• Consumption of organic food will increase in Europe. According to the EU Organic Action Plan, at least 25% of the EU’s agricultural land will be under organic farming by 2030.
• Pesticide use will decrease, but initial plans will be changed. Although the initial EU proposal to limit pesticide use was withdrawn in February 2024, there is still a clear trend showing a significant drop in pesticide use across the EU.
• The supply chain will be more transparent and players will have to improve labour conditions and respect human rights. The European Directive on corporate sustainability due diligence was adopted in July 2024. This directive requires large companies in and outside Europe to provide proof of their suppliers’ sustainable practices. Companies will have to comply with the new measures by July 2029. 
• Food packaging materials will change. The Packaging and Packaging Waste Directive was adopted in 2025 and will enter into force in August 2026.

Source: European Commission, July 2025

The processed fruit, vegetables and edible nuts sector is supporting sector-specific sustainability practices

Several trade associations in Europe have created guidelines and codes of conduct for specific sectors to speed up the European Geen Deal implementation. Some important initiatives per sub-sector are the following:

• Frozen, canned and preserves industry: The European Association of Fruit and Vegetable Processors (PROFEL) created a Climate Change Brochure for the frozen and canned industry. 
• Juice industry: The Sustainable Juice Covenant aims to reach 100% sustainable sourcing of juice by 2030.
• Dried fruit and nuts:  A major new development is the launch of the International Nuts and Dried Fruit (INC) sustainability certification scheme. The scope of this standard includes growers, processors and traders. The European Federation of the Trade in Dried Fruit and Nuts (FRUCOM) has published several presentations and position papers on sustainability, as well as product-specific information. FRUCOM is also working on the industry-specific code of conduct in cooperation with the German sector-specific trade association.

One company employing environmentally friendly practices is Kenyan Afrimac. During macadamia processing, the shells are removed and re-used to heat the boilers. This is a common practice in the Kenyan macadamia industry.

Afrimac also introduced the use of solar energy in their processing plants to make them even more sustainable. In fact, 70% of the energy used to run machines comes from the sun. In this way, the company saves 3.3 tonnes of CO2 emissions annually. 

Figure 3: Sorting of macadamia nuts with the use of solar lighting at Afrimac

Source: Autentika Global

Importers are increasingly asking for sustainability audits and certifications

More and more European companies are requesting sustainability certification and audit schemes from their suppliers. They do this to ensure that food imported into the European Union is produced in a sustainable way. Importers, traders and retailers independently use and promote different certifications. For suppliers from developing countries, this could mean increasing certification requirements and a more complicated sourcing process. 

Examples of different sustainability schemes relevant for the sector focus on:

• Social and ethical impacts (Monitoring and auditing): SA 8000 (standard), Fairtrade (standard) SMETA (audit), Ethical Trading Initiative (code of business practice), amfori BSCI (audit), BCorp and Fair for Life (standard), World Fair Trade Organisation (standard).
• Organic and pesticide free food: EU organic, KRAV, Naturland, Demeter, AB France, Soil Association, SCS Pesticide Free or Zerya.
• General environmental aspects: Cradle to Cradle, Planet Proof, ISO 14000. These include private schemes of European retailers such as ProPlanet (REWE) or Edeka Panda (EDEKA).
• Forest resource preservation: Rainforest Alliance, FSC, PEFC. These certification schemes are important for packaging materials. 
• Biobased and recyclable packaging: OK biobased, DIN-Geprüft biobased, OK compost, RSB, Recycled Content Certification. 
• CO2 emission reduction: Verified Carbon Standard, myclimate. The certification schemes usually follow standards for measuring greenhouse gas emissions such as ISO 14067.

2. Consumers are becoming sustainability-sensitive

Sustainability is going to stay high on the consumer agenda. In the EU, 85% of citizens say climate change is a serious problem, 81% support climate neutrality by 2050, and 38% feel personally exposed to environmental risks.

Younger consumers are especially concerned about climate change. Deloitte’s 2025 global survey found that 65% of Gen Z and 63% of Millennials reported feeling worried or anxious about the environment in the past month. Roughly the same shares said they were willing to pay more for environmentally sustainable products or services. 

Packaging choices are becoming more pragmatic. A 2025 pan-European study showed that shoppers prefer single-use recyclable packs (66%) over reusable plastic/refill systems (34%); 50% say they recycled more in the past year and 84% feel confident about what can be recycled. 

There is an ongoing shift in the types of claims being made about organic and pesticide-free agriculture. ‘Regenerative agriculture’ is gaining traction: Global per-capita consumption of products carrying regenerative claims rose 13% between 2020 and 2024. However, awareness remains lower than for ‘organic/sustainably sourced’. Only 12% of consumers report buying such products in the past month. 

Ethical labels remain influential. Fairtrade continues to be widely trusted and market data show ongoing growth – Germany, for example, recorded a 6% rise in Fairtrade-labelled sales in the first quarter of 2025. 

Packaging is becoming circular

In February 2025, the EU’s Packaging & Packaging Waste Regulation was adopted; it will enter into force in August 2026. Under the new regulation, all packaging on the EU market must be recyclable or reusable by 2030. Plastic waste fees have also increased. An EU-wide levy on non-recycled plastic (€0.80/kg) makes unrecyclable packaging more costly for importers. 

Meanwhile, national Extended Producer Responsibility (ERP) schemes continue across Europe. Under these schemes, companies pay fees per tonne of packaging put on the market. These fees increased or were differentiated by material recyclability in 2025. 

For example, aluminium packaging fees range from ~€48/tonne in Belgium to ~€1,090/tonne in Sweden, reflecting different recycling costs. Overall, packaging that is not circular (easily recycled or part of a reuse system) is more and more unacceptable in the European market.

Several large European retailers updated their technical standards in 2025. For instance, Colruyt (Belgium) and REWE (Germany) now demand 100% recyclable or reusable packaging for all supplier products. Many retailers have introduced packaging scorecards, which grade suppliers on recyclability, packaging weight reduction and recycled content. 

Labelling rules are emerging as well – since 2025, Italy and France require clearer recycling labels on consumer packaging (with icons and sorting instructions in the local language). Importers will ask overseas suppliers to print these specific logos on packaging destined for these countries. Suppliers should be ready to comply with varying labelling and possibly QR-code based digital passport requirements as these roll out.

Within the processed fruit, vegetables and edible nuts sector, sustainable solutions are being implemented across the following categories:

Beverage cartons

Beverage cartons are already the most popular recyclable material for the retail packing of fruit juices. If a carton is used, it should preferably be produced from responsible sources, such as FSC certified. As beverage cartons are made of different materials laminated together, the industry is searching for new materials that are easier to recycle.

Steel

Steel is recyclable and used for packaging canned fruit and vegetables. It is also used in the bulk packaging of juices (bag-in-drum) and the bulk packaging of vegetable oils (drums). Steel can be recycled multiple times without losing strength or quality. Since steel is not a renewable material, responsible sourcing is stimulated with certifications such as ResponsibleSteel.

Aluminium

Aluminium tins used for beverages are now the most recycled packaging in Europe with a 74% recycling rate. Like steel, aluminium is not a renewable material, so producers of tins should preferably follow responsible sourcing programmes such as the Chain of Custody Standard. Aluminium is also used in the inside coating of beverage cartons. Heat resistant carton packaging such as Heat and Go (by SIG) or Tetra Recart (by Tetrapak) are also used instead of tins for vegetables.

Glass

Glass is mostly used for packaging fruit juices, jams and pickled vegetables. Juices packed in glass bottles are mostly sold in restaurants and bars. Meanwhile, in supermarkets they are widely being replaced by carton packaging. Even so, most European consumers consider glass the most environmentally friendly packaging. The main advantage of glass is that it is fully and infinitely recyclable. To promote the recyclability and inertness of glass, the European Container Glass Federation has introduced the Glass Hallmark.

Bioplastic

Bioplastic is used in many different types of packaging. In the beverage industry, Polyethylene Furanoate (PEF) is one of the most promoted sustainable solutions for plastic materials. PEF is made entirely from plants, is fully recyclable, and degrades in nature much faster than normal plastic. PEF plastic is also stronger than PET plastic. 

It is expected that new solutions will be available soon even for bulk packaging. Currently, most bioplastics are made from sugar cane. But the scope of new raw materials is constantly increasing. For example, by-products in oil production, olive pits and sunflower seeds can be used for the production of bioplastics.

Label reliability

Many companies use non-reliable labels on purpose to give a false impression to consumers about their positive environmental impact. To fight this manipulative practice, the EU began developing a dedicated ‘Green Claims Directive’ aimed at regulating environmental claims on products. However, in June 2025 the European Commission announced plans to withdraw this proposal in response to criticism that it overlapped with existing laws and imposed heavy burdens.

Although this has created some uncertainty, it does not mean that companies can now make any green claims they want. Instead, the focus has shifted to enforcing existing consumer protection laws (like the Unfair Commercial Practices Directive) to ban misleading environmental claims. 

Several EU countries’ authorities, and the European Commission, launched investigations in 2025 into vague or false eco-claims on packaging (phrases like ‘100% natural’ and ‘climate neutral’ used without proof). For instance, in April 2025 the Netherlands Authority for Consumers and Markets announced that it would investigate sustainability claims in the food sector and sent letters urging companies to review and correct environmental claims.

In 2024, the Empowering Consumers for the Green Transition Directive was adopted; it will enter into force in 2026. The directive bans vague green claims, meaning that companies will no longer be able to claim that they are ‘green’ or ‘environmentally friendly’ without proof. Meanwhile, in the UK, the Competition and Markets Authority on 6 April 2025 implemented the DMCC Act. With this, they can directly fine companies (up to 10% of global turnover) for misleading environmental claims.

European consumers want simple, credible claims on packaging. One in 3 consumers in Europe report having noticed greenwashing at least once in the last year. Euromonitor’s 2025 data shows 61% of global consumers care about climate change and try to have a positive impact. However, only 51% believe individual choices drive real change. This raises expectations that brands provide straightforward proof (simple labels, QR codes, verified sourcing). 

Figure 4: Possible environmental labelling formats

Source: French Ecological Transition Agency (ADEME)

If you are implementing sustainability practices, you should inform importers how to interpret it for consumers in a language that is easy to understand. You can use the following ideas for inspiration:

• Inform consumers how they contribute to better social conditions when buying a product. For example: "By purchasing this juice, you give €0.50 to the farmer who picked the fruit."
• Show the environmental impact of your product. For example: "Our Brazil Nuts protect forests – they are not grown but collected from Amazonian forests."
• Measure your contribution. For example: "Each of our date trees absorbs 200 kg of CO2 every year, making our planet cleaner."
• Illustrate your sustainability certification. For example: "We don’t use monkeys to harvest our coconuts."

3. Cost pressure and private label competition

European consumers are being challenged by the cost-of-living crisis. This crisis has been a constant presence since the end of the Covid-19 pandemic. There are some ways in which European consumers are adapting to the uncertainty. One of them is embracing strategies and techniques that enable them to live more cost-efficient lives.

The past few years of high inflation (especially 2022 and 2023) greatly changed European consumer behaviour. It drove many towards cheaper store brands (private labels) and budget retailers. In 2025, food inflation slowed down as energy and freight costs decreased. However, consumers remain price-sensitive and retailers are pushing to reclaim low-price positioning.

Private labels now account for roughly 39-40% of EU grocery sales on average, and over 50% in some markets like the UK, Germany and the Netherlands. This is a near record high share. Retailers also expanded their own-brand ranges during the inflation period (introducing tiered product lines, such as basic, premium and organic), often sourcing from manufacturers in Eastern Europe or developing countries at lower cost. 

SMEs from developing countries often compete with each other on price to supply European private label or ingredient contracts. Intense cost pressure means that if you cannot cut costs or improve efficiency, you risk losing business to a competitor who can (or to a supplier in a country with a devalued currency). It also means that there is less room for differentiation solely on premium features, unless you target a niche that is willing to pay more. 

4. Europe’s plant-based shift (vegan and flexitarian)

Europe’s move to plant-rich diets is a strong trend, led by flexitarians and supported by retailers’ private-label ranges. EIT Food’s 2025 expert panel ranked ‘plant-based and flexitarian’ as a top European nutrition trend, with 82% of experts saying it is still rising. 

Retail sales data show stable demand in major EU markets in 2024. Germany’s plant-based market reached €1.68 billion (a 1.5% value increase) in 2024, with a volume increase of 7.1% compared to 2023. The fastest growing products were plant-based cheese alternatives, plant-based milk alternatives and plant-based meat alternatives. There is especially high growth in plant-based barista drinks.

National protein-shift initiatives are gaining support. In the Netherlands, supermarket sales data show that the share of plant-based protein in total protein consumption had increased to 41.6% in 2024 (versus 40.2% in 2023). Animal-based protein declined to 58.4%, indicating steady progress towards the national 50:50 target. Flanders, Belgium’s northern region, is pursuing an even more ambitious goal of 60% plant-based and 40% animal-based protein by 2030, embedding this target in its food and environmental policies and dietary guidance. 

While the entire processed fruit, vegetables and edible nuts sector is ‘vegan’, specific opportunities exist for: 

• Plant-based alternatives: the plant-based dairy sector increasingly uses nuts, which are seen as better alternatives than soy or oats. There is increasing availability of drinks based on nuts (such as almonds, hazelnuts and cashew nuts), and there will be more demand for nut pastes, roasted pieces and clean-label stabiliser systems.
• The range of plant-based protein ingredients is increasing. While pea protein is now mainstream, fava bean and lentil proteins are gaining importance because they are allergen-friendly and can be grown in Europe, supporting local sourcing, shorter supply chains, and ‘European origin’ positioning. 
• Culinary formats based on minimally processed, recognisable ingredients are gaining popularity. Mushrooms, legumes and jackfruit continue to be used as major ingredients in foodservice and retail ready-meals, replacing highly processed meat substitutes. 

Figure 5: A vegan alternative for a meat burger (SIAL, 2024)

Source: Autentika Global

The European food industry is continually developing new plant-based proteins. Recent examples of products that were awarded for their innovation at the 2025 Anuga trade fair include the following:

• Kern Tec 100% Apricot Kernel Butter;
• AlgMighty Emulsifier & Binder made of algae;
• Lamaicoco coconut water noodles;
• Hotly fruit beverage made by defrosting frozen fruit mixes;
• Meatless hybrid vegan fish;
• wunderfish GmbH OH-MAMI ingredient made of seaweed;
• Neggst vegan alternative to poached eggs.

5. Clean label

The European market for products directed at food intolerances and allergies has recently experienced significant growth, driven largely by the dramatic rise in food allergies and sensitivities. Many processed fruit and vegetable products are naturally free from additives and allergens, but producers increasingly emphasise the adding of claims on labels and packaging using expressions such as gluten-free, lactose-free, allergen-free, trans-fat free, preservative-free, pesticide-free and others.

In addition to nutritional concerns, many consumers strongly prefer products without artificial additives and with short, simple ingredient lists. This is known as the ‘clean label’ movement, which has evolved from ‘trend’ to ‘default’. In March 2025, Innova reported that 35% of European food and drink launches carried a clean-label claim, with the baby and toddler category showing the highest adoption (82%). Top demands are no additives/preservatives, non-GMO, organic, and clear, simple ingredient lists.

In 2025, worries about ultra processed food remained high. UK and pan-EU trackers show many shoppers trying to reduce their consumption of processed foods and added ingredients. Meanwhile, industry and public bodies are actively debating definitions and health impacts. For example, the UK Scientific Advisory Committee on Nutrition in April 2025 updated its evidence on the health risks associated with high consumption of red and processed meat, including links to cardiovascular disease and cancer risks. Sector trackers report strong consumer concern and a growing intention to cut back on products such as bacon.

Regulators keep tightening their monitoring. The European Commission’s overview page on authorised food additives (last updated on 14 August 2025) shows continuous re-evaluation (and confirms that titanium dioxide E171 remains withdrawn in the EU). Separately, Commission Regulation (EU) 2025/2058 updated the additive lists in October 2025 (including infant/young-child uses and several carriers/thickeners), illustrating ongoing fine-tuning of where additives are allowed.

Tesco’s 2024/25 Sustainability Report states that all its products marketed for children’s school lunches are free from artificial colours, flavours and hydrogenated fats. M&S’s 2025 ESG Report states that its own-brand foods do not permit the use of monosodium glutamate and over 50 other additives such as aspartame, and do not use titanium dioxide. M&S also commits to not using genetically modified ingredients. Policies like these clearly show private-label requirements.

Suppliers from developing countries can profit from these trends. You can start by developing product formulations without preservatives and other additives. You can also promote products produced through simple processing without additions (like frozen fruit or not-from-concentrate juices) as natural and “free from”. You should not wait but voluntarily remove artificial dyes and flavours from your product formulations. Examples include using beetroot red instead of synthetic food dye, natural vanilla instead of vanillin, and citrus juice acid instead of sulphites. 

Natural forms of processing such as sun-drying and fermentation are also gaining ground in the processed food industry. Preservative-free (sulphite-free or sorbate-free) dried fruit is becoming popular. Fruit preparations are also using more natural ingredients. For example, the company Döhler uses apple and citrus fibre powders as ingredients for bakery and confectionary products. These products are minimally processed and can be used instead of ingredients such as pectin, starch, locust bean, xanthan and guar gums.

The EU is also supporting this trend by decreasing the allowed levels of food additives. It can however be difficult for the fruit, vegetable and nuts processing industry to produce products with the same quality if some additives are not used. For example, it is common to replace preservatives by using heat pasteurisation. But this decreases a product’s shelf life by a lot. As retail chains in Europe often require a shelf life over 6 months, this creates many difficulties for suppliers along the supply chain. 

Heat pasteurisation/sterilisation is common in the production of juices and canned fruit and vegetables. However, for the nut and dried fruit processing industry it requires changing the standard manufacturing and trading practices. European importers and retailers do not like to do this as it is can be difficult to use with standard bulk packaging. For example, the pasteurisation of dried fruit is possible in tightly closed packaging (such as retail bags). But it is not possible in common foil in carton export bulk packaging.

One recent development is a possible decrease in permitted level of sulphites as additives because they are allergens. In November 2022, the European Food Safety Authority (EFSA) warned against an excessive consumption of additives containing sulphur (more than 0.7 mg SO2 equivalents/kg bw per day). In view of the EFSA report, it is to be expected that the previous values will be reduced. The European Commission started to work on this topic in spring 2023. Sulphites are used as preservatives and antioxidants in dried apricot, mango and pineapple production. 

Another '"natural label" trend is the use of "sun-dried" on the packaging. This claim attracts consumers, as sun drying looks more natural and environmentally friendly. However, sun drying increases the risk of contamination by insects, birds and vermin. Industry standard air-drying in tunnels is still the preferred method. But there are options to introduce solar heating for boilers.

Figure 6: Sugar-free fig juice (SIAL, 2024)

Source: Autentika Global

Figure 7: Tapioca biscuits with acai berries (SIAL, 2024)

Source: Autentika Global

Figure 8: Yeast alternative to salt (SIAL 2024)

Source: Autentika Global

6. Changing consumer priorities: fibre is becoming as important as protein 

Interest in health benefits in Europe is a long-term trend that is constantly evolving. The Covid-19 pandemic has motivated consumers to purchase food and drinks that would support their immune system. Ingredients such as vitamins C and D, zinc, probiotics and functional foods are increasingly used in product formulations. Now, consumers are increasingly starting to look for ingredients that can reduce stress and improve the general mood.

Protein consumption is becoming very important

Protein remained an important health trend in Europe in 2025. Trade trackers report that ‘high protein’ claims are becoming more and more common as consumers chase functionality (feeling full, strength, weight management). Protein and fibre were the two health cues most widely highlighted last year. Notably, Euromonitor has found that, globally, now more women than men look to consume more protein. This is important for EU retailers’ targeting and packaging claims. 

Snack bars are major sources of protein, and typically contain fruit, nuts and seeds. Innova’s 2025 Europe analysis showed that 27% of European shoppers said that ‘high protein’ influenced their cereal/energy bar choices. Nuts (peanuts, almonds, hazelnuts) and dried fruits are among the most popular ingredients, and brands are enriching products with plant proteins more often. For nuts suppliers, this means good opportunities for bar co-manufacturing, nut-and-fruit protein clusters, and premium ‘protein + fibre’ clean-label offerings.

Weight-management formats are pushing protein even further. In European meal replacements, Innova reports that high-protein claims now dominate the category. New high-protein product launches in Spain have jumped 38%. Bands are also combining dairy and plant sources (legumes/cereals) while keeping sugar down. Fruit flavours (berries, pear, green apple) are trending. This creates demand for real fruit pieces, purées and concentrates. This provides an opening for fruit and vegetable processors to supply ‘real fruit’ protein shakes and ready-to-drink blends. 

Retail activation underlines how mainstream ‘protein’ has become. In April 2025, Lidl GB became the first UK grocery retailer to sell on TikTok Shop. Through this new sales channel, the company sells around 150 high-protein items every minute in its UK stores. These include peanut butter and protein bars, showing strong demand for nut- and seed-based protein snacks. 

Fibre consumption is increasing

Mintel research (presented in October 2025) shows that ‘high fibre’ and ‘high protein’ claims were equal in 2025 (10% each), but fibre is predicted to become more important by 2027 (17% fibre claims vs 11% protein claims). Also, a NielsenIQ report from May 2025 revealed that 53% of consumers were planning to buy more high-fibre foods in 2025. FoodNavigator, citing Innova, finds that ‘high fibre’ claims grew at a 5.4% CAGR between May 2020 and May 2025, with an even quicker rise in the last 12 months. All these sources indicate a shift from ‘pure protein’ towards protein + fibre choices. 

2025 European trend work by Innova places fibre among the top ingredients consumers seek for gut health, alongside vitamin D and probiotics. Innova’s dedicated fibre/prebiotics analysis adds that fibre claims are among the most frequently used health claims in functional launches. It also shows that microbiome awareness is leading to a rise of fibre and prebiotic combinations in new product launches. We can therefore expect more ‘supports digestion’ claims in the near future. 

The growing demand for fibre presents an important opportunity for suppliers of processed fruit, vegetables and edible nuts. Dried fruit, nuts, canned products, frozen fruit and purées are fibre-rich products. You should highlight these in your export marketing messages. Position your product as a source of fibre with transparent ingredient lists to attract European processors. Food Navigator data show that the share of fibre claims has risen at an average annual rate of 15% since 2020.

Cognitive enhancers and stress-relief ingredients

Another ongoing trend is the rising interest for “nootropic” and “adaptogen” ingredients. Nootropics are ingredients used to improve mental performance. Adaptogens are substances that are believed by some consumers to help the body adapt to stress. The most popular nootropic product is caffeine. This is naturally found in coffee, cocoa, tea, kola nuts and guarana. Examples of companies following this trend are the UK brand Exalt, which uses nootropics in its Higher Energy smoothie, and Brite’s nootropic drinks. 

In recent years, increasing stress and mental health concerns have led to a growing popularity of products with ingredients that support mood and cognitive function. These are things such as vitamins B and D, zinc and magnesium. There are other popular ingredients that can potentially act as adaptogens and are used in food formulations. They include ashwagandha, Rhodiola Rosea, St John’s wort, Kava and curcumin.

Healthy aging

Gen X consumers are currently in their mid-40s-to-late-50s (born between around 1965 and 1979). According to Mintel’s 2024 Global Food and Drinks Trends study, they are the age-group most interested in food and ingredients that will help them live long and healthy lives. Popular ingredients that can support healthy aging are blueberries, vitamin B12 or maca. Ingredients that can help during the menopause period are also popular among this age group, such as maca or ginseng. 

Consumers become more health conscious and better informed

Europeans are still cutting sugar, salt and fat, and they are reading product labels to do it. The 2025 EFSA Eurobarometer shows very high awareness of additives and ingredients (71% say they are aware of additives in food/drink). Meanwhile, Nielsen (May 2025) reported that 53% of consumers were planning to buy more high-fibre foods in 2025. In the UK, the Food Standards Agency notes that 92% of consumers recognised and 49% actively used the traffic-light front-of-pack (FoP) system in 2024/25. These signals all point to strong demand for simple, clearly presented nutritional information on packaging.

The front-of-pack nutrition labelling is part of the “Farm to Fork” strategy. The goal of this labelling is to improve consumer understanding of the nutritional value of foods and help them make healthier food choices. Different countries and companies already use different schemes that are not harmonised at an EU-level. The most popular schemes are Nutri-Score (France, Benelux, Germany, Spain), NutrInform battery (Italy), Traffic Light Labelling (the UK) and Keyhole (Scandinavia, Norway, Iceland, Lithuania). 

Most of the schemes use a simplified letter and colour system. But this can still be confusing to consumers, so the EU will propose a harmonised labelling system. 

Figure 9: Examples of front-of-pack nutritional labelling used in Europe

Source: Author’s compilation from several sources

Consumers’ need for information goes beyond health-related aspects. An increasing number of them would like to know where and how the product is produced. To inform consumers about the origin of the product, some food companies have started to place quick response tracking codes, such as a QR or barcodes, on their products. For example, Tanzanian cashew nut producer YYTZ Agro-Processing uses blockchain technology to guarantee single origin. Each cashew pack has a QR code that can be scanned to see exactly from which farmer it came.

In 2025, retailers and brands accelerated the shift to GS1 Digital Link/2D barcodes. These let shoppers scan a single on-pack code to access information about ingredients, nutrition, origin and sustainability online. GS1 Europe’s 2025 guidance ties this to the EU Digital Product Passport work and outlines the migration to a single 2D barcode at point-of-sale scanners.

Belgian retailer Colruyt Group offers another interesting application. They have developed a smartphone application Smart With Food, which offers its customers personalised nutritional advice and recipes. The consumer can create a profile in the app according to their personal nutritional needs. When purchasing a product, consumers can scan a product’s barcode. The app will then show the nutritional values, ingredients and its Nutri-Score. 

7. New processing technologies and digitalisation are entering the market

The main technology trends in the processed fruit and vegetable sector are in the areas of energy efficiency, the preservation of nutrients and digitalisation. To achieve sustainable food processing, the EU supports new innovative technologies. In 2025, the EU intensified its focus on digital and low-impact processing across the agri-food chain (AI, robotics, data spaces) to boost efficiency and sustainability.

More sustainable and nutrient-saving technologies

Recent developments in Europe have focused more on gentle processing methods that use less heat and save energy, such as energy-efficient evaporation (MVR) for fruit and vegetable concentrates. The main advantage of new technologies is better nutrient preservation and energy saving. Freezing, canning and drying are still typically done using standard technologies. This is because emerging techniques are often not suitable for large-scale production.

Examples of emerging technologies are:

Rapid testing for contaminants

To increase food safety in processing facilities, speed-testing methods have been developed. Standard laboratory methods to check the levels of microbiological pathogens or mycotoxins often require several days. So new rapid testing kits are used frequently for daily operations. The World Mycotoxin Forum Conference in 2025 focused on faster multi-mycotoxin workflows and screening criteria suitable for nuts, dried fruit and juices. It helps to shorten production processes from days to hours.

UV pasteurisation

UV pasteurisation techniques have an advantage over heat pasteurisation. This is because there is no major impact on the flavour and aroma of the final product. They are also more energy efficient. However, current solutions are not as efficient in the microbial kill rate compared to heat treatment. In the dried fruit, nuts and canning industry, heat treatment is still the preferred method. But there is an advancement in fruit juice processing – such as the Raslysation method. 

Sugar reduction in juices

On the front-of-pack nutritional labelling, most fruit juices have a “C” grade due to the presence of naturally occurring sugars. To decrease the level of natural sugars and make products more attractive to final consumers with a “B” Nutri-Score level, processors are now using sugar/calorie reduction techniques. The three authorised processes are filtration, fermentation and the enzymatic treatment.

Ohmic heating

This technology uses electric current for product sterilisation. It is much faster than classical heating and it is suitable for canned fruit and vegetables, fruit preparations and jams, as it enables a better colour and hardness of fruit pieces.

High Pressure Processing (HPP)

This technology uses high isostatic pressure on retail-packed products. It is suitable for packed fruit juices as it preserves more nutrients than heat pasteurisation. A disadvantage is that the product must be retail-packed, which is not common in the overseas juice trade. Another disadvantage is that the products require cold storage.

Mechanical Vapour Recompression (MVR)

This technology is specifically useful for the production of concentrated juices, as it can save more than 50% energy compared to common evaporation methods.

Pulsed Electric Fields (PEF)

This technology uses short electricity pulses for microbial inactivation. It could be suitable for different types of processed fruits and vegetables, as nutrients are better preserved. 

Pulsed Light

This technology uses high-intensity light pulses of short duration on foods.

Isochoric freezing

Isochoric freezing/supercooling can preserve fruit tissues with lower energy usage and less ice damage.

Vacuum-microwave drying (VMD)

This technology uses a lower temperature than conventional drying methods. It is energy efficient and provides a better quality of the dried product. Hybrid VMD lines (freeze-drying + VMD) are scaling in 2025. Industry case studies report rapid, low-temperature dehydration with strong colour/aroma retention.

More efficient freezing techniques

Some producers develop freezing solutions that save on electricity costs. One such solution is IceGen. 

Everything is going digital

Digitalisation is another trend present across the whole value chain in the processed fruit, vegetables and edible nuts sector. The main digital applications in the supply chain are listed below:

• Agriculture: Precision farming, robotics and smartphone apps are used to make production more efficient and sustainable. 
• Fruit and vegetable processing: Sensors are used to measure raw material quality, to sort products and automate production. On a sector level, big data is collected to establish quality parameters. Big data is also collected in processing facilities, often based on SCADA, and used to make better-informed decisions. 
• Smart logistics: Robots, sensors and blockchain technology are used to make warehousing easier and more efficient. They also reduce the costs of intermediaries and make the supply chain more transparent. 
• Export: Big data is used to gain market insights. For example, specialised companies collect enormous amounts of data from daily retail sales. This data is used to gain insight into trends and to forecast market developments. 
• Retail sales: Online shopping is booming around the world. According to Statista, the grocery delivery market in Europe is expected to experience a steady growth rate of 10.05% annually in the 2024-2029 period.
• Consumer: Barcode-scanning nutrition apps keep becoming more popular in Europe, shaping reformulation and shopper choices.

8. New sourcing origins and vertical integration are happening more frequently 

Fluctuations in raw material supplies are likely to increase due to climate change and global financial and political instability. To ensure more stable supplies, European processors are looking for new sourcing origins and invest directly in agricultural production in developing countries. Recent developments in new sourcing origins in the processed fruit, vegetables and nuts sectors are the following:

Cashew nuts

Investments in better processing technology are ongoing in Côte d’Ivoire. European buyers are buying cashew kernels from the countries of origin more often instead of getting them from processing countries such as Vietnam and India. Other West African countries that are emerging as new sources for cashew nuts include Ghana, Burkina Faso, Nigeria and Benin. 

Frozen fruit

Instability in berry prices concerns the industry. This is because berries are widely used as ingredients in jams, dairy products, smoothies and in the frozen and confectionery industries. European processors rely mostly on the production from Poland and Serbia. But European buyers are buying from new sourcing countries such as Bosnia, Ukraine and Egypt more often.

Tomatoes and walnuts

Ukraine has become a growing sourcing origin of several products. These include walnuts, tomato products, dried fruit and berries. Some experts expect Ukraine will increase its tomato processing capacity further to 1 million tonnes in the next few years. Ukrainian tomato exports have found inroads into Poland, Germany, Belarus and the Czech Republic.

Dried tropical fruit

Until several years ago, natural dried tropical fruit in Europe mostly came from South Africa. However, over the last 5 years, West Africa has become the leading supplier. The new trend is spreading from West to East Africa. For example, HPW, a Swiss dried mango, pineapple and coconut producer, opened a new processing facility in Kenya in 2022.

Olive oil

Due to high prices and bad weather conditions, European processors cannot obtain enough olives for processing and bottling in the major European producing countries – Spain, Italy and Greece. Because of this, European countries started importing large amounts from South America, North Africa and the Middle East in 2023.

Dried apricots and grapes

Some European producers want to depend less on Türkiye for imports of dried apricots and grapes. So they have started to import more of these products from Central Asian countries such as Uzbekistan and Afghanistan. 

Apple juice

Apple juice is traditionally produced within Europe, especially in Poland. However, there is a trend to diversify sourcing. So European traders and processors source apple juice from Türkiye, Ukraine, Serbia and Moldova more often.

Pineapple juice

Pineapple juice is traditionally sourced from Costa Rica and South–East Asia. But now, more is being bought from African origins such as Kenya and Eswatini.

Canned beans

Canned beans are traditionally sourced from within Europe, mostly from Italy. Recently, however, they have been sourced from Türkiye, Kenya, Lebanon and Tanzania more often. 

Dates

Until recently, the main suppliers of dates to Europe were exclusively Tunisia and Algeria. The recent trend is to introduce a wider range of date varieties on the European market. New increasing sourcing origins include the Palestinian Territories, Iran, Morocco, the United Arab Emirates and Egypt.

Autentika Global carried out this study on behalf of CBI.

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