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.

Europe’s dried mango market is recovering after a temporary slowdown. Dried mangoes are seen as a healthy and tasty replacement for sugary snacks. European imports reached around 9,000 tonnes in 2024. Dried mango used to be a niche product. Today, it can be found in mainstream supermarkets across the United Kingdom, Germany, France, the Netherlands, Spain and Italy. Demand for organic, sulphite-free slices and fairtrade origins from Africa is high. Emerging suppliers can gain an advantage by offering food safety-certified products at competitive prices.

Demand for moringa is increasing in the European market. It has a range of health benefits that makes it appealing to European consumers who are looking for natural health products to improve their health and well-being. There are opportunities for moringa on the European market as the demand for (immune-boosting) food supplements grows and consumers become interested in leading healthier lives and consuming less meat. However, demand is hindered by relatively low consumer awareness of moringa products in Europe.