Dried garlic is a popular taste enhancer in the European market. Food makers love its long shelf life, clean label and ability to replace salt. European imports from developing origins rose to 78,800 tonnes in 2024 and should keep increasing in 2025-2026. China still supplies the largest volumes, but buyers now also look to Egypt, India, Serbia and Uzbekistan to spread their risk.
Europe is a growing market for cardamom exporters. Increasing demand is fuelled by consumer appetites for exotic flavours and cuisines. Guatemala and India are the main suppliers of whole and crushed/ground cardamom to Europe and will be key competitors for new entrants. Suppliers from other countries may benefit from buyer demand for cardamom from unique origins and sustainably produced cardamom. Niche markets for high-quality and certified cardamom can also offer interesting export opportunities.
Europe is one of the largest global markets for pickles, especially fermented cucumbers. This is primarily because of its long tradition of consuming pickled cucumbers. Consumption is also driven by the awareness of the benefits of minimally processed foods amongst the general population. Pickles also provide a crunchy, tangy bite to sandwiches and burgers. In terms of health benefits, they contain antioxidants, probiotic organisms and minerals that protect against free radicals. Pickles are also a cost-effective choice for various cuisines.
European importers urgently need new pineapple juice sources because droughts and disease have led to reduced volumes from their current suppliers. Companies that can ship safe, certified juice in sustainable packs have stronger bargaining power. Opportunities exist for exporters from Kenya, Ghana, South Africa and Indonesia once they meet strict EU safety rules and show sustainable practices. Organic, high-pulp and not-from-concentrate (NFC) lines win shelf space in health-driven markets.
Canned beans meet many of Europe’s future food needs: affordable protein, quick cooking and a low-carbon crop. Buyers look for protein-rich, plant-based foods and want them in lighter, BPA-free packs. The biggest opportunities are in the United Kingdom and Germany, but the fast-growing markets of Romania and Sweden reward competitive prices and clean labels. Importers still control up to 95% of volumes, so gaining their trust with quality and sustainability certificates is the fastest way in.
Wellness tourism in Europe requires a lot of hard work and knowledge. To help you prepare CBI provides market information with trends which offer opportunities in the European market for wellness tourism. From information about what makes Europe an interesting market for wellness tourism, to European countries which offer the most opportunities for wellness tourism and trends opportunities in the European wellness tourism market.
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.
Aim for quality over quantity. Instead of trying to cater to everything and everyone, do fewer things well. Pick what you ultimately want to be known for and strive to be the best at that. Guests will be more likely to recommend or revisit hotels/destinations that they enjoyed and truly believe in. They also tend to have a good idea of which wellness product they would like and are looking for a unique, authentic, personalised experience.
Alexis Gortler, English Market Manager, Spa Dreams
Wellness tourists who travel further afield are often looking to try wellness remedies, treatments or rituals that are unique and special to a particular destination. Local operators who combine these with other tourist experiences like being out in nature or learning about the local culture can attract these wellness tourists who want to maintain or improve their physical and mental wellbeing while on a trip.
Claudia Wagner, Managing Director, FIT Reisen
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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.
As an exporter of food colouring, it takes time to establish your brand and reputation on the market. If you want to be successful, you need to invest in local stocks and adopt highly effective distribution systems. Think about how to differentiate, for example in terms of packaging size and/or pricing. Be mindful that 50% of the market value is in the hands of small and medium-sized enterprises.
Jasper Schouten, CEO & Co-Founder
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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.