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 Internet of Things (IoT) and Industrial IoT (IIoT) markets are growing quickly. Major trends include digital transformation, Industry 4.0, sustainability, artificial intelligence, technology convergence, and stronger regulatory and security measures. There are opportunities in various segments. In this highly competitive environment, you should differentiate through a smart mix of quality, expertise and delivery skills. Focusing on a niche market and specialising can 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.

The European cosmetics market offers opportunities to liquorice extract exporters from developing countries. The main drivers include increasing consumer awareness as well as the avoidance of synthetic ingredients in cosmetics and toiletries, as well as the increasing segmentation of the European cosmetics market. Cosmetics companies increasingly offer dedicated lines for specific applications such as anti-ageing products and sun-care products.

Nilotica shea butter is a high-quality, soft-textured butter from East Africa. The word ‘nilotica’ refers to its place of origin, as it is native to the Nile River valley and surrounding areas. Valued for its high oleic acid content and rapid skin absorption, nilotica offers a premium alternative to West African shea butter. It is gaining attention in Europe’s expanding market for natural and ethical cosmetics.

The European cosmetics market offers opportunities to suppliers of palm oil alternatives, such as coconut oil and babassu oil, from developing countries. This demand is driven by growing consumer awareness and an increasing demand for more environmentally friendly products. Western European countries are the most attractive for exporters of palm oil alternatives from developing countries.

The demand for essential oils in the European cosmetics market is expected to grow further in 2026 and beyond. Essential oils are increasingly used in personal care formulations both for their fragrance and for their aromatherapeutic and skin-beneficial properties. The health, wellness and natural beauty trends remain key drivers behind this growth, with brands developing new products that cater to consumers seeking sensorial, clean-label and holistic cosmetic experiences.