Europe is a large and stable market for cinnamon exporters. The use of cinnamon in traditional European food and beverages, as well as in product innovation and development, fuels demand. Indonesia, Vietnam and Sri Lanka are the main suppliers of cinnamon to Europe and will be key competitors for new entrants. Unique origins, storytelling and sustainability remain important, but having high levels of product safety, high-quality and diverse ranges will also give you a competitive edge in Europe.

Vanilla is one of the most widely used flavouring agents in the food industry. There is a big opportunity on the European market for suppliers from all countries of origin who can deliver high-quality vanilla at a reasonable price. A special opportunity exists for suppliers who apply sustainable practices. There is no vanilla production in Europe, meaning that it is completely dependent on imports, mainly from Madagascar and Indonesia.

In recent years, Europeans have shown an increased interest in unique cuisines and healthier foods. Where some years ago Chinese or Indian restaurants were as exotic as most consumers would go, there is now greater interest in a diversity of cuisines. This in turn boosts interest in the specific spices that are used in these cuisines. Spice mixes have become much more available and are used more often than 20 years ago. This has led to a higher demand for spices and spice mixes on the European market.

Europe is a good market for exporters of sesame seed oil from developing countries. It is the world’s biggest market for cosmetics and there is a constant demand for natural ingredients. Sesame seed oil can be used in a wide range of cosmetic products and is known for its antioxidant and anti-inflammatory properties.

The European market for lentils is split between use in traditional European and ethnic cuisines, and an expanding convenience and health food market. Versatility, healthfulness and affordability are important factors in the growing demand. Its comparatively small lentil production means that European buyers depend on imports. While the market in Europe is dominated by a few large producers, opportunities for new suppliers exist in countries like Spain, Italy, Germany, United Kingdom, France and the Netherlands.

Mung beans are a beloved product in Asian cuisine. In Europe they have long been sold as an ethnic product, and their popularity in the mainstream market has been growing over the past years. Mung beans in Europe are sold mostly as sprouts. However, many consumer goods companies have begun to sell mung bean-based pasta and chips to cater to consumers following a low-carb, high-protein diet. This is a growing market segment with many opportunities, especially in the United Kingdom, Belgium, the Netherlands, Germany, Italy and France.

Pigeon peas are widely consumed in many regions of the world. Europe is only a small market that is dominated by ethnic consumption. The traditional use of pigeon peas in South Asian, African and Latin American cuisines creates a niche in countries with large ethnic communities from these regions, particularly the United Kingdom. As it is a crop from tropical and subtropical regions, European buyers of pigeon peas rely on imports.