Europe is a growing market for cardamom exporters. Increasing demand is fuelled by consumer appetite for exotic flavours and cuisines. Guatemala and India are the main suppliers of both whole and crushed/ground cardamom to Europe, and will be key competitors for new entrants. Suppliers from other countries may profit from interest in unique origins, stories and sustainability. Niche markets for high-quality and certified cardamom can offer especially interesting prospects.
The European market generates the highest demand worldwide for pickled cucumbers and gherkins. Cold climatic conditions in Europe necessitate the preservation of vegetables and fruits by pickling, allowing seasonal vegetables to be eaten throughout the year. Canned and bottled vegetables can also be more convenient than searching for fresh produce in supermarkets.
The European Union is the largest market for pineapple juice, accounting for more than 45% of total global imports. The Netherlands is the leading European and global importer of pineapple juice. In Europe, it is followed by Spain, Italy, Germany and France.
Europe imports more than half of the world's canned beans. A major factor driving demand for canned beans in Europe is rising consumer demand for plant-based alternatives to meat, products with no additives and convenience products. Major importing markets in the region such as Germany, France, the Netherlands, Belgium, Austria and Sweden provide excellent opportunities for suppliers from developing countries.
Europeans have become increasingly interested in wellness trips as a result of the global COVID-19 pandemic, as many them want to recharge and focus on their mental health. The European wellness tourism market is very diverse and offers many opportunities, so it is important to get to know your European visitors well so you can better meet their needs. Promising trends include the holistic understanding of wellness, the increased focus on fitness and nutrition, and the influence social media has on booking a wellness holiday.
Yoga, spa, hot springs tourism, eating healthily and maintaining fitness are all important elements of wellness tourism. Although wellness tourism was severely impacted by the pandemic, the practice of personal wellness is now more important to consumers than ever before. Strict regulations around health, safety, cleanliness and qualifications are key to keep participants safe and generate confidence in local operators’ abilities and professionalism.
The European market for natural food colours is driven by innovation, health, safety and sustainability. Due to an increasing consumer demand for natural colour alternatives to artificial additives, the industry is constantly searching for raw materials and extracts that can meet performance, stability and safety requirements. At the same time, the industry is increasingly demanding compliance with sustainability standards and practices. This is a reaction to the growing consumer attention to the provenance of food and beverages.
A growing demand for immunity health products and a drive for innovation in the food supplements sector offer opportunities for botanicals with immune-boosting properties. Demand for natural health products has been growing for years, although exporters of immune-boosting botanicals are facing strong competition from vitamins and minerals with authorised health claims. Examples of immune-boosting botanicals include baobab, hibiscus, moringa, acerola berries, ginger, cat’s claw and turmeric.
The European market combines several characteristics that make it a promising market for natural food colours. Europe has a large food and beverage industry that demands natural food colours, increasingly substituting artificial additives with natural alternatives. This is because European consumers are paying more attention to the origin of their products.