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.

Europe leads the world in producing, trading and using olive oil. Volumes change with crops and prices, but demand stays steady. A better harvest and easing prices in 2025 can lift sales in the short term. Long term, slow growth is expected, led by EVOO. The best opportunities may be found in bulk supply for packers in Southern Europe and premium or organic oils for Northwestern Europe. While retailers are growing their private labels, single-origin lines are gaining attention.

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 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.