Europe’s IoT market is growing quickly. Leading markets are Germany, the United Kingdom (UK) and France. Markets in the Netherlands, the Nordic countries, and Central and Eastern Europe (CEE) are growing fast. Convenience, improved lifestyle and rising digital literacy are driving consumer IoT growth. This includes smart homes, wearable technology, connected cars, and personal health and wellness solutions.

The European market presents significant opportunities for aloe vera, as demand for natural, functional health ingredients continues to rise. Known for its digestive and immune-supporting properties, aloe vera is widely used in supplements, drinks and functional foods. The Netherlands, Germany and Spain are key markets, while Italy, France and the UK also show potential.

In 2021, around 150 million millennials were living in Europe. Of all other generations, millennials (also known as Gen-Y) travelled the most. With an average of 35 annual vacation days each and, together, they account for almost 40% of all travel expenditures. The ability to go on holiday is not merely important to millennials; it is even one of their top priorities.

Frozen berries have a lot of appeal among European consumers thanks to their versatility, nutritional benefits and healthy profile. The use of berries in desserts, breakfast meals and cooking shows a growing appetite for culinary exploration. European consumers like to consume berry-flavoured smoothies and frozen berries. Industry users also create innovative products using frozen berries as an ingredient.

Suppliers of Pacific white shrimp (Penaeus vannamei) have taken over the European shrimp market. Supermarkets and wholesalers throughout Europe sell a variety of frozen and chilled refreshed Pacific white shrimp products. The global rise in production of Pacific white shrimp has brought prices down. To reach your market and be able to gain a market share, you need to be competitive. This can be on price, but it can be easier if you can stand out on quality or certification.

Dairy products and innovative beverages are the 2 product categories that drive the growth of the mango puree market in Europe. The European market for mango puree is expected to continue growing at a moderate pace thanks to the versatility of mango puree in the processed food industry and growing consumer familiarity with tropical fruits. Growth is also driven by health-conscious consumers in Europe opting for plant-based products with health benefits.

In the long term, the European market for dried grapes is expected to grow 1%–2%. This growth is driven by the rising interest for healthy snacking and innovative bakery and confectionary products using dried grapes as an ingredient for sugar replacement. The United Kingdom is the world’s largest importer of dried grapes, offering opportunities for developing country suppliers. Other attractive markets are Germany, the Netherlands, France, Italy and Poland.

In the long term, the European market for canned fruits and vegetables is expected to grow around 1–2% per year. Products face significant competition from similar ones in the fresh and frozen market, as well as from dried fruit and vegetables. As consumers move away from sweetened products, one important trend is consumer preference for canned fruits soaked in their own natural fruit juices or in light syrup instead of standard sugar syrup.