Baby Boomers, born between 1946 and 1964, are frequent travellers. Many are retired and have the time and money to travel. More than one-fifth of the European population is made up of Baby Boomers, and most use European tour operators to organise their trips. There are good opportunities for local tour operators to attract this market with products carefully packaged to include active, immersive and meaningful experiences. However, it is important to remember that this is an ageing demographic, and products should meet a variety of needs.

The European tropical frozen fruit market is strong, with Germany and France standing out as leading consumers. Opportunities are arising from increased interest in exotic flavours and the health benefits of tropical fruits. Their frozen form offers convenience and year-round availability. New suppliers must be able to compete with already established offers from major exporters such as Peru, Vietnam and India. From beverages and desserts to culinary delights, tropical fruit infuses an exotic touch into the European diet.

In the long-term, olive oil is expected to gain more and more market share. A healthy image and the increasing popularity of Mediterranean cuisine are the main drivers for this growth. Lower prices in 2025 support a short-term rise in sales, while long-term growth is expected to be slow and stable. Success will depend on quality, correct labelling and reliable, traceable supply. Intra-European trade is large, but imports are necessary.

Dried grapes are a traditional bakery and confectionery ingredient in Europe. They are used as a healthy snack more and more, often in combination with nuts or other dried fruit. Opportunities for new developing country suppliers can be found in large markets. These include the United Kingdom, Germany, the Netherlands, France, Italy and Poland. 

Europe is the largest market for canned fruits and vegetables, representing more than 44% of total world imports in terms of value. Import volumes are on the increase for many types of canned fruits and vegetables. Large importing countries, particularly Germany, France, the United Kingdom, the Netherlands, Belgium and Spain, offer the best opportunities for exporters from developing countries. Competition mainly comes from other European countries, but developing countries like China and Turkey are also making their presence felt. 

The demand for dried mushrooms in Europe is growing. The popularity of ‘medical’ dried mushrooms has particularly increased after the COVID-19 pandemic. Several types of mushrooms are now advertised as being beneficial for immune support. Dried mushrooms are used as a healthy replacement for animal proteins and as a unique ingredient for flavour in many dishes. Opportunities for suppliers from developing countries can be found in large markets such as Italy, Germany and France.

Demand for coconut water in Europe is driven by the increasing demand for functional and low-calorie drinks. Coconut is perceived to be a natural low-energy sports drink that helps rehydration. Also, coconut water is increasingly used as an ingredient in the beverage industry. Opportunities for new suppliers can be found in the United Kingdom, the largest European coconut water market. Growing markets include Germany, France, Spain, Italy and the Netherlands.

The demand for dates in Europe is increasing. Dates are particularly popular for their sweetness, as a natural source of energy, a sugar substitute, an ingredient in fruit bars and as a cooking ingredient. Opportunities for developing country suppliers can be found in large markets such as France, Germany, the United Kingdom, Italy, Spain and the Netherlands.