Europe is the world’s largest importer of macadamia kernels. Growth is steady, driven by health trends and the decreasing price of macadamia nuts. Germany and the Netherlands have the highest demand. Macadamia imports are growing again after a period of high inflation. Growth is expected to reach 3–5% per year. Although the snack segment makes up most of the demand, macadamias are increasingly being used as an ingredient. Opportunities are strongest for suppliers from developing countries that can deliver consistent quality, safe products and reliable volumes.
Groundnuts are popular in Europe as a savoury snack. Their popularity is also helped by the healthy snacking trend and increasing demand for plant proteins. The biggest opportunities for new developing-country suppliers are in importing, processing and consuming countries like the Netherlands, Germany and the United Kingdom. Groundnut suppliers from developing countries should offer high quality, safe and sustainable products with stable prices.
Demand for cashew nuts in Europe is driven by the popularity of healthy snacking, unique taste and growing demand for vegan food. Increasing urbanisation and the more frequent adoption of a healthy lifestyle is helping to drive demand for nuts as a convenient and healthy source of plant protein. New suppliers can find opportunities in large markets such as Germany, the United Kingdom, France and Italy. Emerging suppliers can gain a competitive advantage by investing in processing facilities and offering sustainable and high-quality products.
The European market for contact centre services is promising. European companies are increasingly valuing the customer experience. And the shortage of skilled workers is fuelling the demand for outsourcing service providers. There are good opportunities to offer constant, high-quality products/services, compliance, and reliability. You should follow developments in new technologies and models. Build capabilities in these areas to avoid being replaced by providers with newer technologies.
The European market for software development services is promising, but changing fast. As a supplier, you have to be able to work with artificial intelligence tools. Demand is mainly driven by a growing skills shortage and a need for digital transformation. The best way to enter the market is by working for strategic partners. As competition is strong, you should differentiate on quality rather than purely on costs. Specialising is also a good way to avoid competition.
The European market for Internet of Things solutions is growing fast. Major trends that drive demand include digital transformation, improved network and hardware technology and the increasingly recognised benefits of IoT solutions. Opportunities can be found in a variety of horizontal and vertical markets. As competition remains strong, you should differentiate on quality rather than purely on costs. Specialising is also a good way to reduce competition.
There is an increasing demand for essential oils on the European health products market. The demand is driven by increasing consumer awareness and growing popularity of aromatherapy. Niche and high-value essential oils from developing countries are also becoming more popular on the European market, due to their unique properties. As an exporter, have to comply with mandatory European Union (EU) regulations and additional requirements that European buyers may have. In the health products sector, essential oils are mainly in aromatherapy, as well as supplements.
Europe is an attractive market for suppliers of edible seaweeds from developing countries. Seaweed is gaining popularity in the European market for natural health products. Reasons for this include growing consumer awareness about the nutritional benefits of seaweeds. In addition, companies are finding new applications for seaweed. In case of micro algae such as spirulina and chlorella, the demand is driven by an increasing demand for supplements on the European market, as well as a rising demand for sustainable sources of plant-based protein.
Baobab has the potential to respond well to the growing demand for immune-boosting food supplements. The fruit powder is a rich source of antioxidants, vitamins and minerals and is widely found across sub-Saharan Africa. Consumer awareness of the fruit is limited but is being driven by industry initiatives. Good promotion and research on the health benefits of baobab (scientific evidence) are key to further build the market.
Growing consumer awareness of turmeric and rising demand for immunity-supporting food supplements offer opportunities for exporters of turmeric in developing countries. Turmeric is an especially popular botanical for food supplements and is also authorised for use in herbal medicinal products. Turmeric powder and its extracts are marketed for their anti-inflammatory and antioxidant properties. India controls the global supply of turmeric, although other global suppliers are gaining a position in the European market.