Demand for dried tropical fruit in Europe is driven by the healthy snacking trend and the popularity of exotic flavours. New developing country suppliers can find opportunities in large importing, processing and consuming countries such as the United Kingdom or Germany. Emerging suppliers can gain a competitive advantage by offering safe, sustainable and high-quality products with stable prices. Most competition for dried mangoes comes from Burkina Faso, from Ghana for dried pineapple, and from Ecuador for dried bananas.

The demand for frozen berries in Europe is driven by the general popularity of berries. Berries are often sold as ‘superfruits’ due to their high levels of antioxidants and other nutrients. Demand is driven by the popularity of smoothies and increased use in the food processing industry. However, the market has faced some challenges in recent years because of high energy costs and inflation. As pricier fruits, the demand for berries is affected by price and consumer incomes. Prospects for growth are likely to return with stronger economic growth.

The demand for frozen vegetables in Europe is driven by convenience and healthy eating trends. European consumers’ busy lifestyles and the need for healthier eating options drive the demand. Opportunities for new suppliers can be found in large markets, particularly Germany, France, Belgium, the United Kingdom, Italy and the Netherlands. New suppliers must be able to compete with leading suppliers from Belgium, Spain and Poland as well as emerging suppliers like China, Turkey, Ecuador and south-east European countries.

Popularity of pistachios as a luxury snack and the healthy snacking trend drives demand for pistachios in Europe. Pistachio kernels are being used more often in novel products as well. There are opportunities for new low- and middle-income country suppliers in Germany, Italy, Spain, Belgium, the Netherlands and France. Emerging pistachio suppliers can gain a competitive advantage by offering safe, sustainable and high-quality products at stable prices. New suppliers must be able to compete with strong competition from the United States and Türkiye.

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.

Europe offers a lot of opportunities for groundnut exporters because it depends heavily on imports. Demand for groundnuts is supported by growth from the snacks, peanut butter, plant protein and food manufacturing industries. Exporters from low- and middle-income countries can find good opportunities on the European market if they offer safe, clean and well-documented products. The Netherlands, Germany, the United Kingdom, France, Spain and Italy are the most promising target markets.

Demand for cashew nuts in Europe is driven by the popularity of healthy snacking, unique taste and a 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 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.