What is the demand for processed fruit and vegetables on the European market?

The European processed fruit, vegetables and nuts market has been temporarily stagnating due to price inflation. However, it is expected that the market will continue to grow long-term. European production is not self-sufficient, thus providing opportunities for suppliers from developing countries. Germany, the Netherlands, France, the United Kingdom and Italy import the most, and therefore offer the best opportunities. In 2024, the products with the most potential are frozen fruit, canned tropical fruit, dates, cashew nuts, coconut products and olive products.

1. What makes Europe an interesting market for processed fruit and vegetables?

Europe is by far the largest world market for processed fruit and vegetables, absorbing almost half of the global supplies. Europe is an attractive market not only for its size but also because the prices of developing country suppliers have good prospects on this market.

Europe is the largest and most expensive market for processed fruit and vegetables

Europe is the largest market for processed fruit and vegetables in the world, absorbing more global supplies than any other continent. In 2023, European imports of processed fruit and vegetables represented 42% of global imports in value, followed by Asia (30%), North America (19%), Latin America and Caribbean (4%), Africa (3%) and Oceania (2%).

Source: ITC TradeMap

Note: When the study refers to “Europe”, it includes the 27 member states of the European Union, plus the United Kingdom, Switzerland, Norway, Iceland and Liechtenstein. Developing countries are defined as the countries that are listed as official development assistance recipients.

Europe’s imports are expected to grow slower than those in other regions, such as Africa and Asia, where economic growth projections are higher than in Europe and markets are expanding more rapidly. Nevertheless, Europe is a very attractive market for value-added and sustainable products. For example, the average import prices of processed fruit and vegetables in Europe are between 15% to 30% higher compared to import prices in Africa or Asia.

Due to its continental climate, Europe is limited to the production and processing of continental types of fruit, vegetables and nuts. Therefore, consumption of processed tropical and subtropical fruit, vegetables and nuts fully depends on imports. Moreover, the prices of most imported tropical products in Europe are higher than those of local products. For example, the import price of dried mangoes is nearly double that of dried apricots. The import price of macadamia nuts is almost three times higher than that of walnuts.

Imports from developing countries are increasing

Between 2018 and 2022, European imports of processed fruit and vegetables grew annually by 4% in value but imported volumes remained relatively stable. The higher growth in value was a result of price inflation caused by the war in Ukraine. In 2022, the import of processed fruit, vegetables and nuts reached a volume of 24 million tonnes at a value of €43 billion. Approximately 75% of all processed fruit and vegetables imported from outside Europe come from developing countries. European imports of processed fruit and vegetables from developing countries in 2022 reached a value of €14.4 billion.

Source: Eurostat COMEXT and TradeMap

Around one third of the European trade in processed fruit and vegetables comes from developing countries. This share is increasing at a stable rate. In addition, most intra-European trade is made of re-exports of processed fruit and vegetables originally coming from developing countries. In the next five years, European imports of processed fruit and vegetables from developing countries are expected to increase at an annual growth rate of 4% to 6%, depending on product categories.

Price increase and demand for long shelf-life food continues

For the past 4 years, European imports of processed fruit and vegetables have been heavily influenced by global events. These events have been leading to price increases since 2020. The first price rise happened during 2021 and 2022 (Covid-19). The prices of some of the major product groups increased due to lower production, frequent lockdowns and higher freight rates, especially for Asian exports. Another effect of Covid-19 was an increased demand for “immunity boosting” types of food such as those rich in vitamins C and D.

During 2022 and 2023, price inflation continued due to the energy crisis caused by the war in Ukraine. Import prices in 2023 were significantly higher compared to prices in 2022. This increase in prices affected the demand for each type of processed fruit and vegetable differently. For some products, the demand increased and they were imported in higher volumes despite the price increase. On the other hand, demand for more “luxury” products declined.

Both events, Covid-19 and the war in Ukraine, have increased demand for long shelf-life food such as canned fruit and vegetables. For example, imports of canned tomatoes in 2022 increased by 160 thousand tonnes while imports of canned beans increased by 19 thousand tonnes in the same period. This increase was caused by the war in Ukraine as some consumers stocked up canned food due to fear that the crisis could disrupt food supply. In addition, some humanitarian organisations bought canned products to send to Ukraine.

European consumers have decreased purchases of more expensive food in 2023 compared to 2022. For example, in 2022 and 2023, imports of edible nuts decreased compared to 2021. However, this decrease in imports mostly affected more expensive nuts such as almonds, cashew nuts, macadamia nuts and pine nuts. On the other hand, imports of peanuts, which are considered a cheaper product, increased during the same period. Despite the temporary flat demand for most nuts, it is expected that in the medium and long-term demand will increase.

Europe is well equipped for importing processed fruit and vegetables

The most important ports for processed fruit and vegetables in Europe are Rotterdam (the Netherlands), Hamburg (Germany), Antwerp (Belgium), Felixstowe (the United Kingdom), Algeciras (Spain) and Marseille (France). After products arrive at ports, they are unloaded and transported by trucks to other parts of Europe. The Port of Rotterdam is the largest port in Europe, equipped with logistical opportunities for overseas exporters. Many companies specialised in handling and storing of processed fruit and vegetables have their own specialised terminals in Rotterdam. Another two ports of significant importance for this sector are Hamburg and Antwerp.

Some terminals at Rotterdam and Antwerp ports are specially constructed for juice handling. They are equipped with pumps and pipes to transfer juice from ships to storage containers. These terminals also offer other services such as aseptic storage tanks, temperature control, equipment for crushing frozen products, loading equipment, filling and mixing devices, and laboratories. In the frozen fruit and vegetables sub-sector, several companies have their own terminals in Hamburg and Antwerp, specialised in the storage and handling of frozen products.

Products imported from North Africa can also be quickly transported to other parts of Europe through the Spanish port of Algeciras. The port of Algeciras was selected as the most efficient port in Europe by the Container Port Performance Index (CPPI) ranking.

Demand for sustainable products is increasing

There are several niche market segments that provide opportunities for products related to sustainable production. They include production following certain agricultural methods or production in an environmentally friendly way. Sustainable products also include those produced while ensuring fair payment to farmers and respecting human rights and labour conditions. An increasing amount of products explicitly claim to meet special dietary needs, such as free from gluten, sugar or artificial colours.

Organic is becoming more expensive

Organic certification schemes are increasingly popular in Europe. Although organic production was until recently reserved for niche markets, organic products are now becoming mainstream. Many European countries have several retail chains that are specialised in sales of organic products only. Increasing the production and consumption of organic food is part of the official EU strategy. To achieve Sustainable Food Production, the strategy aims to reach 25% of the EU’s agricultural land use by 2030.

Although organic certification is regulated on the European Union level, some countries have stricter requirements. An example is the German Naturland certification with additional requests related to social responsibility and fair trade. Another example is ‘ “biodynamic” certification (such as Demeter or BDA), which requires specific rules on farming.

Exact data on imports of organically certified processed fruit and vegetables is not available. However, according to an estimated certified number of producers, traders and importers, the organic market in Europe is increasing. According to Eurostat data, the number of importers of organic products has increased from 4.7 thousand in 2017 to more than 6.7 thousand in 2021. The largest number of certified organic food importers is in Germany (nearly 2000). Netherlands and Germany accounted for 53% of the total European imports of organic products in 2022.

Source: Eurostat

Although the European food market grew every year until 2021, there was a decline in 2022 and 2023. This decrease was caused by price inflation due to the war in Ukraine. The largest share of imported organic food accounts for fresh and dried tropical fruit, nuts and spices (PDF). Import of those products was 872 thousand tonnes in 2022, which was 3.4% lower compared to 2021.

The leading suppliers of organic products to Europe are Ecuador, the Dominican Republic, Peru, Colombia and Ivory Coast. However, these suppliers mostly export fresh products (such as bananas and avocados to Europe). Notable exporters of organic processed fruit, vegetables and nuts to Europe are Burkina Faso (organic dried mango), Kenya (organic macadamia nuts), Tunisia (organic olive oil), Serbia (frozen berries), Türkiye (organic apple and pomegranate juice) and Brazil (organic orange juice).

Sustainability certification is on the rise

Sustainability is a broad term with many aspects and there is still no recognised sustainability certification covering all aspects. Currently there are more than 230 eco-labels used in Europe. One increasingly used approach is to publish CO2 emission rates on products, although it is difficult to have reliable measurements for those claims. In order to harmonise voluntary green claims, the European Commission published a proposal for a Directive on Green Claims (PDF) in March 2023. The official adoption of the directive is expected in 2024.

The importance of sustainability created a new type of shopper – Eco-Actives. Eco-Actives are shoppers who are highly concerned about the environment and are making efforts to reduce their waste. According to Kantar research in 2023, the sustainability-conscious shopper segment represents 22% of all shoppers. The share of “eco-active” consumers is expected to increase to a 27% share in 2028.

According to Fairtrade International, global sales of Fairtrade-certified products are increasing. Official data specifically related to the processed fruit and vegetable sector are not publicly available, but nearly 5,800 thousand companies licensed a wide range of Fairtrade products in 2023. The highest sale per capita was registered in Switzerland, Ireland and Sweden. Most fair-trade labels focus on products such as bananas, cocoa, coffee and cotton.

• Fairtrade (one word) – trademarked term that refers to Fairtrade International system certification.
• Fair Trade (two words) – a fair system of trade that helps and promote responsible producers.

For processed fruit and vegetables, the number of Fairtrade-certified companies is more limited, and often more an additional added value than a requirement. The largest number of Fairtrade-certified products could be found in the sectors such as coconut processing, edible nuts and olive oil.

Table 1: Number of Fairtrade-certified companies in the processed fruit and vegetables sector in 2023

Product category	Number of certified companies/organisations in 2021	Number of certified companies/organisations in 2023	Top products and number of certified companies in 2023
Dried fruit	134	127	Dried mango – 71 Dried banana – 37 Dried pineapple – 37 Raisins – 29 Dates – 26
Dried vegetables	2	3	Dried tomato – 1
Fruit juices and purees	122	116	Mango pulp – 63 Orange juice – 62 Mango juice – 54 Pineapple juice – 40 Passion fruit juice – 38
Edible nuts	264	284	Cashew nuts – 182 Almonds – 67 Brazil nuts – 56 Peanuts – 52
Oilseeds and Oleaginous fruit	328	354	Coconut for processing – 55 Olive oil – 26 Shea butter – 29

Source: FLOCERT (November 2023)

Europe is not self-sufficient in processed fruit and vegetables

European countries do not have the weather conditions to cultivate tropical fruit and vegetables, so they depend heavily on imports from tropical and semi-tropical countries. Only a few types of processed fruit and vegetables see any significant production in Europe. The strongest import dependency is in dried fruit and edible nuts, where the share of the domestic production in the total consumption is lower than 10%.

Table 2: Trade balance of the most produced processed fruit and vegetables and edible nuts in Europe, 2022

Product	Leading European producers	Import volume 2022 in thousand tonnes	Leading non-EU suppliers	Export volume 2022 in thousand tonnes	Trade balance
Concentrated apple juice	Poland	628	Moldova, Türkiye, China, Ukraine, Serbia	557	-71
Canned pears	Italy, Spain	76	China, South Africa, Argentina	46	-30
Tomato puree	Italy, Spain, Portugal	1517	China, United States, Ukraine, Türkiye	1629	112
Tomatoes preserved as whole or in pieces	Italy	1265	Türkiye, USA	1837	572
Canned peaches and nectarines	Greece	227	China, South Africa	329	102
Canned apricots	Greece, Spain	74	Morocco, South Africa, China	52	-22
Canned beans and pulses	Italy	682	Lebanon, Türkiye	853	171
Dried Figs	Spain, Greece, Italy	42	Türkiye, Iran, Albania	14	-28
Table olives	Spain, Greece, Italy	552	Morocco, Türkiye, Egypt, Albania	803	251
Frozen vegetables	Belgium	3314	China, Egypt, Türkiye, Ecuador, Chile	3437	123
Frozen berries	Poland	765	Serbia, Ukraine, Morocco, Egypt Bosnia and Herzegovina	397	-368
Frozen sour cherries	Hungary, Poland	85	Serbia, North Macedonia, Turkey	79	-6
Prunes	France	74	Chile, USA, Argentina, Serbia	34	-40
Hazelnuts	Italy	224	Türkiye, Chile, Georgia, Azerbaijan	49	-175
Walnuts	France	230	USA, Chile, Ukraine, Moldova	70	-160

Source: Eurostat, ITC Trade Map and industry sources

As shown in Table 1, most products are not produced in sufficient volumes to meet European demand. Europe’s domestic fruit and vegetables processing also fails to show a clear tendency towards increasing volumes. Therefore, the offer from non-European suppliers is important to satisfy European market needs. This provides opportunities for producers of products such as hazelnuts, frozen berries, walnuts, apple juice, prunes, figs and canned pears.  

New suppliers from developing countries must be aware of the strong competition from the traditional countries of origin. For example, apple juice is currently imported in large quantities from China, frozen fruit from Serbia and Egypt, prunes from the United States, Chile and Argentina and walnuts from the United States and Chile. If you produce some of these listed products, you should make your offer unique and different from other origins in order to add value to your offer.

Tips:

• Keep up-to-date with market developments by regularly checking the European Juice Market Reports, INC Statistical Yearbook (available upon subscription) and PROFEL statistics.
• Compare your products and company with competitors from other supplying countries. Use the ITC Trade Map to find exporters per country and compare market segments, prices, and the quality and target countries.
• Read the CBI trends study for more information about the main trend that may offer opportunities to you. These include an increasing need for organic, sustainable and “free-from” products. Also read more about the demand for products offering health benefits and about new processing technologies and digitalisation.
• Explore opportunities for individual products by reading CBI product-specific studies.
• Check some of the examples on how to be authentic in the CBI study on doing business with European buyers of processed fruit and vegetables.

European competition is limited

Europe’s production of processed fruit and vegetables is limited, although some countries produce substantial volumes of certain products. The largest European processors of fruit and vegetables are Spain, Italy, France, Greece and Poland.

Spain is the leading European supplier of table olives and olive oil. It also produces and exports other products, such as canned fruit, canned vegetables, frozen vegetables, processed tomatoes, almonds, citrus juices, jams and purees. Spain is the leading producer of citrus fruit in Europe. Most of the citrus fruit is sold fresh but around 20% is processed into juices.

Italy is the largest European producer and exporter of processed tomato products such as canned tomatoes, tomatoes purees, pastes and juice. Italy is also a large producer of hazelnuts, canned beans, table olives, dried figs and Mediterranean pine nuts. Italy is also the second-largest olive oil exporter in the world. However, the Italian domestic production is insufficient for that export volume, so the country imports almost twice as much as it exports. Italy is also the largest exporter of not-from-concentrate grape juice in the world.

France is the leading producer of canned vegetables in Europe, mostly because it is home to Bonduelle, the French-owned leading supplier of canned products in Europe. France is also a significant producer and exporter of walnuts, prunes, jams, fruit juices and other products. For example, France is the largest European processor of imported pineapple juice. It also has a very developed frozen food offer. For example, the company Picard Surgelés, a producer and retail distributor of frozen products, has more than 900 stores in France.

Greece is the leading supplier of canned peaches and apricots in the world. Greece is also the second-largest European producer of table olives and dried figs and a leading supplier of dried grapes (currants).

Poland is the leading European supplier of frozen strawberries, frozen raspberries and frozen sour cherries. The country is also strong in the production of apples and processed apple juice. Polish apple juice commonly reaches higher prices compared to the apple juice imported from China due to a more favourable balance of sugar and acidity.

Other important suppliers include Belgium (frozen vegetables), Hungary (frozen sweetcorn), Portugal (tomato puree) and Bulgaria (cherries preserved in alcohol).

Tips:

• Visit European trade fairs to find trading partners. Start with the leading trade fairs in Europe: Anuga in Germany, SIAL in Paris and BIOFACH for the organic market segment, also in Germany. Another fair that might also yield potential trading partners is Fi Europe, which is dedicated to food ingredients.
• Find opportunities in contacting large European food processors to check if they import ingredients directly or they are supplied through importers.
• Participate in the online initiatives that trade event organisers put forward during the Covid-19 pandemic, such as the Fi Connect matchmaking platform of the food ingredients event or PLMA online and online events such as Anuga FoodTec@home. Specialised product focus events also started to use online matchmaking tools, such as the International Nuts and Dried Fruit Conference.
• Explore opportunities in Europe’s medium-sized and smaller markets, especially growing markets such as those of countries in Central and Eastern Europe.

2. Which European markets offer most opportunities for processed fruit and vegetables?

Germany and the Netherlands are Europe’s main importers of processed fruit and vegetables, making them interesting focus markets. Both markets have large shares of imports from developing countries. The main difference between the two is that the Netherlands re-exports most imported products. Germany is also a significant re-exporter but also the largest consumer and processor of imported products. France, the United Kingdom, Italy and Spain are other promising markets with a large share of imports from developing countries.

Source: Eurostat COMEXT and TradeMap

Germany is the largest market in Europe for processed fruit and vegetables and edible nuts

Germany is by far Europe’s largest importer of processed fruit and vegetables with a value of €8.8 billion in 2022, which amounts to 20% of all European imports in this category. More than half of Germany’s imports come from other European countries, while direct imports from developing countries account for 35%. In import value, edible nuts are the largest product group amongst German imports. In import volume, canned and preserved fruit and vegetables are the leading imported product category.

Source: ITC TradeMap

Germany is the leading European market for edible nuts. As the country is not a significant producer of edible nuts, it provides a good opportunity for suppliers from developing countries. Within the edible nuts category, cashew nut kernels in particular offer good opportunities for suppliers from developing countries, as Germany is the largest European importer and market for this product. Also, the country is one of the leading chocolate processing markets, which provides good opportunities for suppliers of hazelnuts.

Germany imports of canned and prepared fruit and vegetables mainly come from other European countries. In this group, tropical fruit purees (mango and avocado in particular), prepared soybeans, pickled cucumber, canned asparagus, capsicums (chilli and sweet), table olives and canned pineapples offer the best opportunities for suppliers from developing countries.

Germany is also Europe’s leading fruit juice market, with a very strong and increasing offer of organic juices. Apple juice is more popular than citrus and tropical flavours and is sourced mostly from Poland and China. Tropical juices offer good opportunities for developing country suppliers as they show the strongest import growth. Other top performers are not-from-concentrate and organic juices. Drinks ingredients such as purees and frozen fruit, ginger and curcuma also provide solid opportunities for suppliers from developing countries.

The leading developing countries supplying processed fruit and vegetables to Germany are Türkiye, China, Vietnam and Brazil. Türkiye is a very strong supplier of several products due to its large production but also due to the large population and its trade network with Germany. Hazelnuts, dried grapes, pickled vegetables and dried apricots are Türkiye’s main exports to Germany in this sector. Türkiye is also strong in providing Germany with processed paprika such as jarred peppers in vinegar solutions and pepper-based condiments and spreads.

Dried vegetables (including mushrooms), dried goji berries, frozen vegetables and canned fruit (such as lychee) are the main Chinese products in the German market within the sector. Cashew kernels are a leading Vietnam product while orange juice is Brazil’s leading product in this sector.

As described in the CBI trends study, German suppliers are searching for new sourcing origins to ensure more sustainable supplies and be less influenced by climate change. Examples of top developing countries suppliers with the highest export growth rate to Germany in the period 2018-2022 are:

• Türkiye (pickled vegetables)
• Vietnam (frozen tropical fruit)
• Serbia (pickled cucumbers, concentrated blackberry juice)
• Egypt (pickled paprika)
• Ukraine (walnuts, frozen berries, dried dog rose)
• Indonesia (canned pineapples, canned tropical fruit mixtures)
• Morocco (frozen raspberries)
• Peru (frozen mango)
• The Philippines (canned pineapple)
• Ivory Coast (cashew nut kernels)

Sustainability niche market segments in Germany

Sustainability is also trending strongly in Germany. According to the ITC’s sustainability trend report, Germany is the second-biggest market for Fairtrade products (after the UK), and the biggest market for organic products in Europe (PDF). Opportunities for Fairtrade products still exist in Germany, however. In 2023 there were nearly 500 Fairtrade-certified companies in Germany compared to less than 300 in the United Kingdom. For example, in 2023 there were 26 certified traders of edible nuts in Germany compared to 11 in the UK.

German residents also recycle the most packaging waste in Europe: at 160 kg per capita annually. The Green Dot (Der Grüne Punkt) labelling system in Germany is one of the most successful recycling initiatives globally. There is a rule that producers and retailers have to pay a higher fee for a “Green Dot” label if there is more packaging used.

As the largest market in Europe for organic products, Germany provides opportunities for suppliers of organic processed fruit and vegetables. Germany imports almost half a million tonnes of organic food. According to the Agricultural Market Information Company, the German organic market in 2022 decreased by 3.5% due to price inflation, reaching €15.31 billion. The only organic food category that shows an increase in consumption despite price inflation are plant-based meat alternatives. This indicates the popularity of veganism in Germany.

Netherlands: the European trade hub

The Netherlands is the second-largest European importer of processed fruit and vegetables from developing countries. Most imported products from this category are not consumed within the country but re-exported to other European markets. It may seem attractive to sell directly to end-recipients instead of going through Dutch importers. However, many of the final recipients import smaller quantities and do not import from outside Europe. This makes the Netherlands a very attractive export destination.

Source: ITC Trademap

Fruit juices are the largest category in processed fruit and vegetables imported by the Netherlands. Within the fruit juice category, the top imported product is concentrated orange juice from Brazil. Other popular juices are grapefruit, lemon juice and tropical (pineapple, passion fruit and mango). The market for juices is quite concentrated and the main bottlers (such as Refresco) are directly supplied by large Brazilian and other companies. Nevertheless, some opportunities can be found in the supply of superfruit ingredients, such as frozen fruit and purees.

The Netherlands is the largest European importer of shelled groundnuts (peanuts), and the second largest market for cashew nuts, which opens opportunities for developing country suppliers. Take into account that the Netherlands is mainly a transit country for imported nuts that have other European countries as their final destination. Pecan nuts also offer some opportunities for export, since the Netherlands is the largest European market for pecan nuts, although the market is very much dominated by supplies from the United States.

In several nut product categories, the Netherlands has the highest per capita consumption in Europe. Examples are pecan nuts (0.3 kg/year in 2021), pine nuts (0.3 kg/year), walnuts (0.3 kg/year), peanuts (0.3 kg/year) and dried grapes (2.6 kg/year). This data also includes industrial consumption.

Examples of emerging developing country suppliers and products (from non-leading origins) gaining a market share in the Netherlands in the period 2018-2022 include:

• Argentina (pear juice)
• Türkiye (apple juice)
• Costa Rica (banana puree)
• India (tropical fruit purees – mango, guava, papaya)
• The Philippines (desiccated coconuts and tropical fruit juice)
• Vietnam (passion fruit juice)
• Egypt (frozen strawberries, canned fruit)
• Mexico (grapefruit juice, orange juice and canned fruit)
• Ecuador (passion fruit juice, banana pulp)
• Peru (frozen tropical fruit)

Sustainability market and initiatives in the Netherlands

The Netherlands is also an important European market for retail sales of Fairtrade products. According to the International Trade Centre, companies in Germany and the Netherlands were the most committed to creating corporate sustainable sourcing commitments amongst the 550 retailers surveyed in Europe. The Netherlands is also the home of different sustainability initiatives, such as the organisation IDH. IDH has developed sustainability programmes for edible nuts and juices (in cooperation with the European Fruit Juice Association).

The United Kingdom: the largest consumer of dried fruit

The United Kingdom is the second largest market for processed fruit and vegetables in Europe and the third largest importer of this sector from developing countries. The United Kingdom is the leading European importer of dried fruit, canned vegetables and frozen vegetables. The leading developing country suppliers to the United Kingdom in this sector are Brazil (orange juice), Türkiye (dried grapes, pickled cucumbers, canned vegetables and dried apricots) and China (frozen vegetables and groundnuts).

After a temporary decrease in 2021, imports of processed fruit and vegetables and edible nuts by the United Kingdom continued to grow. In 2022, imports reached 3.2 million tonnes at a value of €4.8 billion. The most imported product by value was orange juice (€286 million) followed by canned tomatoes (€213 million), frozen vegetables (€157 million) and groundnuts (€146 million). The United Kingdom is the largest European importer of dried grapes (85 thousand tonnes in 2022).

Berries and tropical fruit processed in different ways — frozen, purees or juices — provide good opportunities for suppliers from developing countries, as the United Kingdom is the largest European market for smoothies. It is also one of the largest European markets for coconut water.

Examples of developing countries exporting to the United Kingdom with the highest growth rate in the period 2018-2022 include:

• Brazil (orange juice, groundnuts)
• Türkiye (dried apricots, canned vegetables, pickled cucumbers)
• Argentina (lemon juice)
• Vietnam (cashew nut kernels, passion fruit juice)
• Costa Rica (pineapple juice, frozen tropical fruit)
• South Africa (canned apples, canned tropical fruit)
• Egypt (frozen strawberries, freeze-dried berries)
• Peru (frozen tropical fruit)
• Indonesia (canned pineapples)
• Ecuador (banana puree)

Sustainability market and initiatives in the United Kingdom

The UK is the largest Fairtrade market in Europe, with over 400 companies licensed to use the Fairtrade logo on products. The latest research (Kantar 2022) reveals that 77% of UK consumers have chosen Fairtrade products over an alternative. Moreover, the UK organic market grew until 2022, when there was a temporary stagnation due to price inflation. The organic market reached over €3 billion in 2022. The fastest growing category of organic food is baby food. This provides opportunities for the suppliers of organic fruit and vegetables purees.

France: the leading consumer of walnuts and dates

The French market for processed fruit, vegetables and edible nuts is nearly the same size as the United Kingdom market. French imports of processed fruit and vegetables grew until 2020 but decreased in 2021 and 2022 due to the influence of Covid-19 and price inflation. In 2022, France imported 3.1 million tonnes of products at a value of €5 billion. The leading suppliers to France are other European countries – Spain (orange juice, frozen vegetables), Belgium (frozen vegetables), Italy (preserved tomatoes) and Germany (apple juice).

The leading developing countries that export to France in this segment are Brazil, Morocco, Turkey and China. Brazil mostly supplies orange juice. Moroccan top export products to France are table olives, frozen strawberries and canned apricots. Türkiye mostly supplies hazelnuts, dried grapes, dried apricots and pickled cucumbers. China supplies frozen vegetables, dried mushrooms, canned exotic fruit and canned bamboo shoots.

The fruit juice sector offers opportunities for suppliers of pineapple juice, and France is the leading European consumer of this product. The apparent consumption (the difference between imports and exports) of pineapple juice reached 47 thousand tonnes in 2022. In the edible nuts category, France is the largest European consumer of walnuts, though a significant share is domestically produced. Within the dried fruits category, specific opportunities can be found in the supply of dates, dried apricots and dried figs, since France is the largest European importer and consumer of these products. France is also the largest European importer of table olives.

Examples of emerging developing countries with the highest export growth rate to France in the period 2018-2022 include:

• Tunisia (dates, preserved tomatoes, canned vegetables)
• Argentina (groundnuts, lemon juice, prunes)
• Peru (frozen asparagus, frozen tropical fruit, canned asparagus)
• Algeria (dates)
• Egypt (frozen strawberries, frozen vegetables)
• Vietnam (frozen tropical fruit, canned tropical fruit)
• Madagascar (canned beans, frozen tropical fruit)
• Indonesia (canned pineapples)
• Ukraine (walnuts, frozen berries)
• Cameroon (canned cassava, canned sweetcorn)

Italy: producer and importer at the same time

Italy is the fifth-largest European importer of processed fruit and vegetables and differs from other top importers as it is also a significant producer and processor of fruit and vegetables. The main imported products from this segment are also produced in Italy. Italy imports these products to maintain stable supply. The main Italian suppliers are Spain, Greece, Türkiye and China.

The key Spanish products exported to Italy are almonds and olive oil. The main products imported from Greece are olive oil, table olives and canned peaches. The key Turkish products exported to Italy are hazelnuts. Most of the Turkish hazelnut supply to Italy is aimed at international confectionery companies such as Ferrero where it is used as an ingredient in sweet spreads. The main product imported from China is tomato puree used to supplement the domestic production of tomato sauces and purees (such as tomato passata).

Italy is the largest European market and processor of hazelnuts, chestnuts, table olives and processed tomatoes. It is also the second largest producer and the first importer of olive oil in Europe. In this sector, specific opportunities can be found in the organic olive oil offer. Consumption of pine nuts for the production of pesto is also very high in Italy, even though pine nuts are frequently substituted with other, relatively cheaper nuts such as almonds and cashews. Organic and vegan products show a very high market growth in Italy.

Examples of emerging developing countries gaining a market share in Italy in the period 2018-2022 include:

• Türkiye (hazelnuts and dried grapes)
• China (prepared tomatoes, frozen vegetables, canned vegetables)
• Egypt (canned artichokes, frozen strawberries)
• Argentina (groundnuts, lemon juice)
• Morocco (table olives and frozen raspberries)
• Georgia (hazelnuts)
• Vietnam (pineapple juice)
• Azerbaijan (hazelnuts)
• Brazil (orange juice)
• Ukraine (frozen wild blueberries)

Spain: strong importer from North Africa

Spain is the sixth-largest European importer of processed fruit and vegetables and an important re-exporter to other European countries. Spain is also a strong producer of several types of products from this segment, such as olive oil, table olives and almonds. In 2022, the Spanish import of processed fruit, vegetables and nuts reached 1.5 million tonnes at a value of €3.4 billion. Imports from developing countries account for more than 36% of this total.

The leading developing country suppliers to Spain are Tunisia, China, Peru and Morocco. The major imported products in this segment from Tunisia are olive oil and dates. China is a strong supplier of frozen asparagus and prepared tomatoes. Peru is the Spanish supplier of canned vegetables (artichoke and paprika). Morocco is the supplier of olive oil and frozen berries.

Examples of emerging developing countries gaining a market share in the period 2018-2022 in Spain include:

• Tunisia (olive oil, dates)
• China (frozen asparagus, prepared tomatoes)
• Peru (canned and frozen asparagus)
• Morocco (frozen berries)
• Vietnam (cashew nuts)
• Argentina (groundnuts, prunes)
• Brazil (orange juice, groundnuts, canned tropical fruit)
• Indonesia (canned pineapples, pineapple juice, desiccated coconut)
• Costa Rica (pineapple juice)
• The Philippines (pineapple juice, banana pulp)

Tips:

• Study your options in the relatively large import markets in Germany, the Netherlands, France and the United Kingdom. The combination of market size and the strong performance of developing countries make these markets especially interesting. The best way to start your exploration is to read CBI product studies for processed fruit and vegetables and edible nuts.
• Study examples of emerging developing countries that are gaining a market share on the European market provided in this section. If you are producing some of the mentioned products, compare your assortment with the competitors, then try to implement similar strategies to take your product to the European market.
• Invest in more sustainable production processes to increase your opportunities in the European market. Read more about sustainability trends in our trends report.

Other potentially promising markets

Only two European countries can be considered medium-sized importers of fruit and vegetables: Belgium and Poland. Orange juice, frozen vegetables and canned mushrooms are the top Belgian imports in this sector. Poland is a strong importer of preserved tomatoes, groundnuts and frozen fruits. Both countries also most often produce the very products they import, using imports to supplement domestic production. Belgium, for instance, is the largest European producer of frozen vegetables but at the same time a very big re-exporter of these products. Poland is, for example, also a strong producer of frozen fruit.

Austria is another market that offers opportunities for developing country suppliers. Although the Austrian population is relatively small compared to other European markets, Austria has a very well-developed fruit juice processing industry, which provides opportunities for developing countries to supply raw materials such as concentrated juices, purees and frozen fruit. The Austrian group Agrana is the owner of Austria Juice, the world’s leading producer of fruit preparations.

Lastly, it is important to mention that Central and Eastern Europe has been showing the strongest growth. Amongst the countries in this region, Romania, Croatia and Bulgaria showed the strongest increase in imports, at an average annual growth of 10% between 2018 and 2022. The top import products in this segment in Romania and Bulgaria are table olives. The main import products in this segment in Croatia are canned tomatoes, orange juice and canned beans.

3. Which products from the developing countries have the most potential in the European processed fruit and vegetables market?

The products from developing countries with the most potential on the European market are frozen fruit (berries and tropical fruit), canned tropical fruit (especially pineapples), dates and tropical dried fruit (such as mango or pineapple), cashew nuts, coconut products (desiccated coconut, coconut water, coconut milk and coconut oil) and olive products (table olives and olive oil). It must be noted that aside from the 6 selected products with the highest import value to Europe, there are many more products that can provide good opportunities for suppliers from developing countries.

Methodology:

We base our results on high-potential product data from the developing countries where CBI is active. We calculate export volumes to the European market for these products. We define the European market as EU27+UK+European Free Trade Association. It is important to understand that processed fruit, vegetables and edible nuts is a large sector and includes several sub-sectors, as shown in Figure 8. Suggested products are chosen from each of the sub-sectors.

Tip:

• Read more about the European market potential in CBI studies on frozen berries and frozen tropical fruit.

Canned and preserved tropical fruit and vegetables

Accounting for more than 42% of the world’s imports, Europe is the largest world market for canned and preserved fruit and vegetables. This product category is the only one with a significant import and consumption growth despite the negative influence of price inflation. This is because canned products are also often referred to as “crisis food,” due to their long shelf life.

Large importing and consuming countries such as Germany, the United Kingdom, France and the Netherlands offer the most opportunities for exporters from developing countries. Natural, low-sugar and organic products are the main market drivers. Canned fruit and vegetables provide a special opportunity for selling a retail-ready product that is quite rare in this segment due to the specific production process which involves sterilisation. This is not common for this product group, where most of the products are further processed after import.

Table 4: European import of canned and preserved fruit and vegetables, in € million

Imports from the world		Imports from developing countries			Imports from the CBI Country List 2021
Total value 2022	Annual growth rate 2018-2022	Total value 2022	Annual growth rate 2018-2022	Share Developing Countries	Total value 2022	Annual growth rate 2018-2022	Share CBI Countries
542	12%	456	14%	84%	213	19%	39%

Source: Eurostat and ITC TradeMap

Canned pineapples are the largest product category in this group. Between 2018 and 2022, the import of canned pineapples increased by the annual growth rate of 12% in value but remained relatively stable in quantity, which is an indication of the increased import prices. Indonesia is the leading European supplier, followed by Thailand, the Philippines and Kenya.

Table 5: European import of canned pineapples, in € million

Imports from the world		Imports from developing countries			Imports from the CBI Country List 2021
Total value 2022	Annual growth rate 2018-2022	Total value 2022	Annual growth rate 2018-2022	Share Developing Countries	Total value 2022	Annual growth rate 2018-2022	Share CBI Countries
13,363	9%	4,018	11%	30%	563	3%	4.2%

Source: Eurostat and ITC TradeMap

Supplying countries of other tropical products from this category include:

• China – canned lychees, water chestnuts, sweet preserved ginger, bamboos shoots and asparagus
• India – canned mangoes, canned mango puree and canned carry pastes
• Costa Rica – banana pulp, canned bananas, canned palm hearts, canned cassava
• Colombia – canned guavas, tropical fruit pulps
• Ecuador – canned palm hearts,
• Honduras – Sweet potato pulp, canned cassava
• Vietnam – coconut meat (nata de coco), canned bamboo shoots
• Peru – canned artichokes
• Dominican Republic – canned papayas

As canning processing lines require very high investments, small and medium suppliers can find more opportunities in offering these products in bulk packaging, such as barrels, drums or bags in aseptic filling. The European market for canned tropical fruit is retail-oriented and dominated by a relatively small number of suppliers. The range of products is also very limited, with canned pineapples accounting for more than 90% of the whole product category.

The best opportunities for new suppliers lie in private label products and ethnic supermarkets. Examples of well-established ethnic Asian supermarket chains selling canned tropical fruit include Tang Frères (France), Wah Nam Hong (the Netherlands), Wing Yip (the United Kingdom), Go Asia (Germany) and Hoo Hing (UK).

Tip:

• Read more about the European market in the CBI canned fruit and vegetables report.

Dates and tropical dried fruit

The European market is attractive for subtropical and tropical dried fruit. As the weather conditions do not allow production in Europe, the demand fully depends on imports. Dates are particularly popular in Europe and demand is increasing. They are particularly popular for their sweetness, as a natural source of energy, a sugar substitute, an ingredient in fruit bars and 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 increased its import global share of dates in value from 25% in 2018 to more than 30% in 2022. Total European date imports reached 184 thousand tonnes in 2022, for a value of €475 million. There is a temporary decline in imports, caused by the energy crisis and inflation due to the war in Ukraine. Despite this short-term decrease, the European dates market is forecasted to continue growing in the long term.

Table 6: European import of table dates, in € million

Imports from the world		Imports from developing countries			Imports from the CBI Country List 2021
Total value 2022	Annual growth rate 2018-2022	Total value 2022	Annual growth rate 2018-2022	Share Developing Countries	Total value 2022	Annual growth rate 2018-2022	Share CBI Countries
475	5%	244	2%	51%	190	3%	40%

Source: Eurostat and ITC TradeMap

European countries do not produce dates, and so most of them are imported from developing countries. Suppliers from emerging origins must be able to compete with Tunisia and Algeria as the leading suppliers to Europe. The most famous date varieties in Europe are Deglet Nour Medjool but other varieties are increasingly imported from Iran, Pakistan and Saudi Arabia.

Imports of natural dried tropical fruit (with no sugar added) are increasing but there is no official data of trade statistics. The most popular product in this category is dried mango, followed by dried pineapple. Import quantities of natural dried mangoes to Europe are estimated at around 7000 tonnes, with Burkina Faso, Ghana and South Africa being the largest suppliers. Import quantities of natural dried pineapples are estimated at around 2000 tonnes, with Ghana being the leading supplier.

Other popular “exotic” dried fruits include coconut chips and dried (fried) banana chips. Recent developments include the offer of dried kaki (persimmon), which is mostly sourced from West and Central Asian countries such as Azerbaijan. Most imported tropical dried fruit is still imported as candied or sugar-infused, with Thailand as the leading supplier.

Cashew nuts

European cashew nut imports are growing, driven mostly by the consumer trend towards healthier foods. Demand for cashew nuts in Europe is driven by the popularity of healthy snacking, its pleasant taste and the use of nuts as substitutes for animal proteins. Germany, the Netherlands, the United Kingdom, France, Italy and Spain are the largest European markets for these nuts. The smaller but growing markets in Central and Eastern Europe also offer opportunities, especially for new suppliers.

Table 7: European imports of cashew nuts, in € million

Imports from the world		Imports from developing countries			Imports from the CBI Country List 2023
Total value 2022	Annual growth rate 2018-2022	Total value 2022	Annual growth rate 2018-2022	Share Developing Countries	Total value 2022	Annual growth rate 2018-2022	Share CBI Countries
1,440	-1%	1,244	-4%	86%	138	29%	10%

Source: Eurostat and ITC TradeMap

European volume imports of cashew nuts increased at an annual average rate of 6.1% in the 2018-2022 time period. Virtually all imports from outside Europe come from developing countries. During 2022, European imports of cashew nuts contracted slightly, after three consecutive strong increases. In the next five years, the European market for cashew nuts is likely to increase at an annual growth rate of 5-6%. Imports from developing countries are dominant, accounting for around 74% of the overall imports by European countries.

The European market traditionally imported most cashew nuts from Vietnam and India. Although African countries are the largest producers of raw in-shell cashew nuts, there are still insufficient processing capacities to supply Europe directly. Instead, they export in-shell cashew nuts to Vietnam and India for further processing. This practice decreases the traceability of the product imported in Europe and European importers increasingly search for cashew nuts sourced directly at the origin.

African countries have started investing in processing facilities and gaining in market share. Despite price inflation and lower sourcing in 2022, imports from Africa have increased. Emerging suppliers of cashew kernels to Europe include Ivory Coast, Burkina Faso, Nigeria, Benin, Mozambique, Togo, Ghana, Guinea-Bissau and Tanzania.

The sustainable production of cashew nuts is gaining in importance in Europe. Several large traders joined the Sustainable Nut Initiative to stimulate traceability and sustainability in the supply chain of cashew nuts. Several international projects and organisations are also supporting the processing and export of cashew nuts from Africa such as African Cashew Alliance (ACA), ComCashew and CBI projects in Benin and Ivory Coast.

Tip:

• Learn more about the European market potential in the CBI cashew nuts study.

Desiccated coconuts and other coconut products

Europe is the world’s largest importer of desiccated coconut. Desiccated coconut is a popular bakery and confectionery ingredient in European countries. European imports of desiccated coconut reached 121,000 tonnes in 2022, worth €325 million. Direct imports from coconut-producing countries (all of which are developing countries) amounted to 92,000 tonnes in 2022. Leading suppliers to Europe are the Philippines and Indonesia, followed by Sri Lanka, Malaysia, Vietnam and Ghana.

Table 8: European import of desiccated coconuts, in € million

Imports from the world		Imports from developing countries			Imports from the CBI Country List 2021
Total value 2022	Annual growth rate 2018-2022	Total value 2022	Annual growth rate 2018-2022	Share Developing Countries	Total value 2022	Annual growth rate 2018-2022	Share CBI Countries
325	6%	267	6%	82%	96	5%	30%

Source: Eurostat and ITC TradeMap

Other coconut products are also becoming increasingly popular in Europe due to the veganism trend and health benefits. Most popular products include dried coconut chips, coconut water, coconut milk and coconut oil. There are no official statistics for coconut milk and coconut water. The coconut water market in Europe is estimated to be over 600 million litres. European imports of coconut oil in 2022 were more than 1000 tonnes. Of this quantity, ¾ is crude coconut oil.

Table 9: European import of coconut oil, in € million

Imports from the world		Imports from developing countries			Imports from the CBI Country List 2021
Total value 2022	Annual growth rate 2018-2022	Total value 2022	Annual growth rate 2018-2022	Share Developing Countries	Total value 2022	Annual growth rate 2018-2022	Share CBI Countries
1,927	15%	1,303	16%	68%	208	2%	11%

Tip:

• Read more about the European market potential in the CBI desiccated coconuts study and the CBI coconut water study.

Olive products (table olives and olive oil)

Despite being the largest producer of olives, Europe also imports an increasing amount of olives and olive oil. The locally produced quantities are insufficient to satisfy local demand. Europe is the largest importing region of table olives in the world, accounting for around half of the total global imports. European imports of table olives have increased at a stable rate in the 2018–2022 period, despite price inflation. Although most of these table olives are produced in Europe, almost all imports from outside of Europe come from developing countries.

Table 10: European import of table olives, in € million

Imports from the world		Imports from developing countries			Imports from the CBI Country List 2021
Total value 2022	Annual growth rate 2018-2022	Total value 2022	Annual growth rate 2018-2022	Share Developing Countries	Total value 2022	Annual growth rate 2018-2022	Share CBI Countries
1,014	6%	212	3%	21%	100	-7%	9.9%

Source: Eurostat and ITC TradeMap

The main competitors for emerging table olive suppliers are in Europe, namely in Spain and Greece. Exports from those two countries supply more than 70% of all European table olive imports. The leading non-European suppliers are Morocco, Türkiye and Egypt. Italy, although ranked as the sixth exporter, imports more quantities than it exports. Aside from leading table olive producers, there are emerging suppliers on the European market such as those from Argentina, Syria, Lebanon, Tunisia, Peru, Chile, Algeria, Jordan and Israel.

Table 11: European import of table olives, in € million

Imports from the world		Imports from developing countries			Imports from the CBI Country List 2021
Total value 2022	Annual growth rate 2018-2022	Total value 2022	Annual growth rate 2018-2022	Share Developing Countries	Total value 2022	Annual growth rate 2018-2022	Share CBI Countries
5,526	6%	607	0%	11%	555	3%	10%

Source: Eurostat and ITC TradeMap

European trade of olive oil accounts for more than half of the global trade. In the short term, the European market for olive oil is likely to experience a temporary decrease. One reason for the expected low consumption is a very low production due to hot and dry weather. Another reason is the on-going price inflation due to the energy crisis caused by the war in Ukraine. European consumption in 2023 is forecast to decrease by 15%. However, in the long term, the European market for olive oil is likely to increase at an annual growth rate of 3–5%.

Tip:

• Read more about the European market potential in the CBI table olives study.

Other products that have also contributed to the growth of Europe’s processed fruit and vegetables imports include walnuts, table dates, dried grapes, pistachios, table olives, dried tropical fruit, desiccated coconut, pickled vegetables, citrus juices, dried vegetables, pine nuts, pecans and other exotic nuts. These products were not amongst the top six most promising products, but they are worth looking into.

Table 12: Other promising products for export to Europe

Product	Import share from developing countries	Annual import growth rate in value (2018-2022)	Main suppliers	Main CBI countries suppliers
Freeze-dried berries	50%	16%	China, USA, Chile, Serbia	Egypt
Pickled cucumbers and gherkins	46%	6%	Türkiye, India, Poland, Hungary	Egypt, Lebanon
Groundnuts	54%	2%	Argentina, USA, China, Brazil	Egypt, Uganda
Preserved (jarred) paprika and chilli	61%	3%	Türkiye, South Africa, India, Mexico	Egypt, Morocco, Lebanon
Canned artichoke hearts	20%	1%	Italy, Spain, Egypt, Peru	Egypt, Tunisia
Pineapple juice	65%	16%	Costa Rica, Thailand, Indonesia, Philippines	Indonesia, Kenya, Ivory Coast
Canned beans	7%	1%	Belgium, France, Spain	Egypt, Kenya, Ghana
Dried papayas	90%	0%	Thailand, Philippines, Vietnam, Pakistan	Sri Lanka, Uganda
Mango puree	70%	10%	India, Mexico, Colombia, Brazil	Mali
Tropical fruit juices	91%	11%	Vietnam, Ecuador, Peru	Sri Lanka, Ghana

Demanded products in Europe but challenging for emerging suppliers

There are several products with increasing imports in Europe but exporting those products to Europe could be difficult for new suppliers due to very strong competition. The following products are more challenging to export to Europe for new exporters due to high market concentration and large shares by leading suppliers:

• almonds, mostly from the USA
• frozen vegetables, mostly produced in Europe and imported from China
• canned vegetables, mostly produced in Europe
• retail packed jams, mostly produced in Europe
• tomato puree, mostly produced in Italy and imported from China
• orange juices, mostly from Brazil
• apple juices, mostly produced in Poland and imported from China
• hazelnuts, dried grapes and dried apricots, mostly from Türkiye
• pistachios, mostly from the USA and Iran
• pine nuts, mostly from China

Frozen vegetables, canned vegetables, fruit juice mixtures and canned tomato products are mostly produced and traded within Europe, limiting opportunities for suppliers outside the EU.

One particularly interesting category is that of products promoted as “superfood”. These include products that are sold as food but also as ingredients for food supplement markets. The products with strong health benefits have an increasing demand on the European market. Some examples are:

• Frozen berries – raspberries, blackberries, blueberries, currants
• Spray-dried and freeze-dried powders – acai berries, acerola, maca, ashwagandha, baobab, soursop
• Juices and purees – berries, pomegranate, aloe vera, noni, acai berry, acerola, ginger, turmeric
• Dried fruit – goji berry, cranberry, aronia
• Dried mushrooms – Ganoderma, cordyceps, reishi, chaga

Tips:

• Read CBI’s trends report to learn more about several trends influencing the demand of processed fruit and vegetables in Europe, including the meta trends involving the growing consumer attention to healthier living habits and sustainable sourcing.
• Learn more about the potential of various products in the CBI’s product factsheets.

Autentika Global carried out this study on behalf of CBI.

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