The European market potential for dried thyme

European companies buy 10.5 thousand tonnes of dried thyme annually, with almost 40% imported from developing countries. Local crops in Poland, Spain and France do not meet demand, so year-round gaps remain open for suppliers from outside Europe. Thyme keeps its aroma when dried and is a staple in Mediterranean, French and Middle Eastern dishes, ready meals and spice mixes. Modest GDP growth and easing inflation should increase consumption slowly through 2025-2027.

1. Product description: dried thyme

Thyme is a small, aromatic herb in the mint family, closely related to rosemary, oregano and basil. Native to parts of Eurasia and North Africa, its most familiar species —common garden thyme (Thymus vulgaris)— originates from the Mediterranean region of southern Europe. Thyme includes over 300 species, offering various scents and flavours.

Dried thyme leaves are small (typically 5–10 mm long), appear grey-green and develop a rough, flaky texture when fully dried. The herb is highly aromatic, releasing a strong, warm fragrance often described as earthy, herbaceous and slightly minty, with hints of pine and a slight medicinal note. These scent qualities are due to thyme’s rich essential oil content.

In terms of flavour, dried thyme is sharp and slightly bitter, with savoury, peppery notes and a woody undertone. Certain cultivars, like lemon thyme, may also carry subtle citrus or floral nuances. Notably, thyme retains its flavour exceptionally well when dried, better than many other herbs, making it a potent type of seasoning whose essential oils remain largely intact through drying.

Figure 1: Dried thyme leaves

Source: Globally Cool, June 2025

Thyme is a staple in Mediterranean cuisines, used for its ability to enhance a wide range of dishes. In dried form, it is used to season meats (such as lamb, poultry and pork), fish, roasted vegetables, soups, stews and sauces. Thyme’s warm and peppery character pairs especially well with olive oil, garlic and lemon, making it a common ingredient in marinades and rubs.

In French cooking, thyme is a fundamental component of Herbes de Provence, a famous dried herb blend​. Across the Mediterranean, dried thyme features in traditional recipes. It is used in Italian and Spanish bean dishes, and in Greece, it is used to flavour grilled meats. It contributes to the distinctive taste of thyme honey (from bees feeding on wild thyme). In the Middle East, thyme is the key herb in za’atar, a popular spice mixture of thyme and other herbs.

Dried thyme’s versatility and intense aroma have also made it popular in spice rubs and seasoning blends worldwide (such as Herbes de Provence). Because it retains flavour during long cooking, it is often added early on in slow-cooked recipes (like braises and casseroles) to allow its oils to infuse the dish.

Several types of thyme are used in cultivation, each with distinct aromas and uses. The common culinary thyme is Thymus vulgaris, sometimes differentiated by variety (such as French, English, German and Polish, all forms of Thymus vulgaris adapted to different climates). These have the classic flavour profile described above. However, there are many other types of thyme. In commerce, the choice of thyme variety can be important. Some are preferred for culinary purposes, others with a high essential oil content are used in pharmaceuticals and personal care items.

This study focuses on exports of dried thyme in any form to the European market. For fresh herbs, including thyme, see our study on exporting fresh culinary herbs to Europe. This study focuses on the application of dried thyme as a herb in the spices and herbs industry. However, dried thyme is also used for other applications, such as in tea, herbal cough syrups and pastilles, mouthwash, natural food preservatives, skin- and hair care products, and aromatherapy blends. For most of these applications, the ingredient is the essential oil or standardised extract made from dried thyme.

Dried thyme is classified under code 091099, which refers to a range of spices and herbs. Within the subdivision of this code, there are three combined nomenclature codes that apply to dried thyme: 091099-31, 091099-33 and 091099-39.

Table 1: Combined Nomenclature (CN) codes for dried thyme

Source: European Commission Regulation 2024/2522 

2. What makes Europe an interesting market for dried thyme?

Europe is a large market for dried thyme and an important destination for thyme exported from countries in the Middle East and North Africa. Europe imports more than 10,000 tonnes of dried thyme each year. In 2024, the developing country share reached 39%, showing an upward trend. 

Local crops in Poland, Spain and France cover only part of European demand, and leave gaps that need to be supplied through imports from elsewhere. The steady, year-round need, plus tight EU pesticide rules that favour well-managed agricultural production, create clear openings for reliable, competitive suppliers from developing countries.

* Developing countries following the OECD-DAC list of ODA recipients, ‘Rest of the world’ refers to all other countries.

Source: Eurostat Comext and ITC Trade Map (June 2025)

Outlook for the European dried thyme market

The European market for dried thyme is projected to see modest yet positive growth through 2025 and into 2026. This outlook aligns with expected GDP growth in the EU, forecast at 0.9% in 2025 and 1.1% in 2026. Inflation has also begun to ease, with rates expected to decline from 2.6% in 2024 to 2.2% in 2025, and 2.0% by 2026. Nevertheless, tight monetary policy and continued consumer caution may temper overall demand for dried herbs.

Despite these concerns, dried thyme remains positioned for small to moderate growth, supported by its consistent role in food processing, growing popularity in health-conscious cooking, and increased use in convenient, ready-to-eat meals.

3. Which European countries offer the most opportunities for dried thyme?

The United Kingdom and Germany are the largest importers of dried thyme in Europe. They are followed by the Netherlands, France, Belgium and Spain. Several of these countries are important re-exporters or processors within the European dried herb value chain.

Source: Eurostat Comext and ITC Trade Map (June 2025)

Source: Eurostat Comext and ITC Trade Map (June 2025)

The United Kingdom: Leading destination for dried thyme from developing countries

The United Kingdom is one of the key European markets for dried thyme in terms of consumption and import volumes. Driven by a well-established food culture incorporating dried herbs in traditional British cuisine and international dishes, the United Kingdom has long relied on steady imports of dried thyme to meet domestic demand. The country’s food industry also emphasises convenience and ready-to-use ingredients and meals, contributing to consistent demand for crushed, ground and blended dried thyme products. 

Total dried thyme imports decreased from 1,950 tonnes in 2020 to 1,850 tonnes in 2024. This decline of 1.3% CAGR also impacted supplies from developing countries, causing a drop in developing country imports to just 720 tonnes in 2023. Lower imports in 2022 and 2023 were partly compensated for in 2024, when developing country supply jumped to 1,040 tonnes. Imports from the leading supplier, Morocco, showed strong growth. Still, some new countries started to supply dried thyme to the United Kingdom, the most prominent being Nigeria, which supplied over 60 tonnes.

Spain leads the supply of dried thyme with roughly 360 tonnes, followed by Morocco (320 tonnes) and Egypt (280 tonnes). While Egypt’s volume increased by 19% per year, Turkish exports dropped by 9% per year to 140 tonnes. Syria, Jordan and Lebanon each supply between 30 and 60 tonnes. About half of the United Kingdom’s yearly thyme imports are crushed thyme.

Brexit disrupted sourcing routes and raised border costs. Net imports went down from 1,670 tonnes in 2020 to 1,490 tonnes in 2022. They then climbed to 1,825 tonnes in 2024, surpassing pre-Brexit levels for the first time. For a population of nearly 67 million people, this translates to around 27 grams per capita. Short-term growth now depends on steady economic recovery.

Looking ahead, the IMF projects the United Kingdom’s GDP to grow around 1.2% in 2025 and 1.4% in 2026, a modest but steady recovery. If growth feeds through to household spending and food service, thyme imports are likely to move back toward the 2020 level within two to three years, provided customs frictions do not tighten again.

Dried thyme is widely available in supermarkets, often sold under both private labels and independent brands. Discount retailers like Lidl and ALDI offer private-label dried thyme through brands like Batts and Ready, Set... Cook!. Meanwhile, major supermarket chains such as Tesco, Sainsbury’s and Waitrose offer their own store-branded thyme (Tesco, Sainsbury’s and Cooks’ Ingredients respectively), alongside well-known independent labels like Schwartz and Bart. 

Figure 4: Dried thyme of Waitrose’s private-label brand Cooks' Ingredients

Source: Globally Cool, June 2025

Independent brands tend to position themselves as premium options, often focusing on quality, traceability or cultural authenticity. Organic dried thyme is typically found in organic supermarkets such as Planet Organic, online retailers and health food stores. Brands like Infinity Foods cater to this segment, sometimes offering thyme with other organic herbs in mixed herb blends.

The Seasoning and Spice Association (SSA), which includes 23 of the major players in the United Kingdom’s spice market, represents the UK spice industry. It promotes safety, innovation and sustainability across the value chain. These organisations support knowledge exchange and standard setting, aligning with European initiatives on food safety and traceability.

Germany: hub for Polish thyme and more crushed thyme from developing countries

Germany has consistently been the second-largest importer of dried thyme in Europe. Its leading position reflects both strong domestic demand, with its large population of 84 million people, and its role as a key player in the European herb and spice industry. A clear trend has been the growing import of crushed or ground thyme from developing countries, increasing from a 32% share in 2020 to almost 55% in 2024. 

Germany’s large population and food processing sector, combined with its important role in re-exporting dried thyme, drive steady imports of dried thyme for use in spice blends and meat products. The German market also provides good opportunities for organic-labelled dried thyme.

Total German imports declined from 2,360 tonnes in 2020 to 2,230 tonnes in 2024 (-1.4% CAGR). Developing-country supply rose from 740 tonnes (31%) to 810 tonnes (36%), with an increase of 8% in 2024. European supplies fell from 1,610 tonnes to 1,400 tonnes in 2021, but have been relatively stable since then. Egypt gained 180 tonnes over five years, while Poland, good for 50% of Germany’s dried thyme imports, lost 60 tonnes. Türkiye, Jordan and Syria export smaller volumes to Germany, between 30 and 60 tonnes per year. 

Germany is an important hub for thyme from Poland. Germany’s imports of dried thyme from Poland make up about 90% of its export volume of dried thyme. Destinations are diverse, with the Netherlands, Austria and Sweden accounting for 65% of total exports. 

Net imports fell from 1,630 tonnes in 2020 to 1,240 tonnes in 2024, a drop of about 25%. This equals about 15 grams of dried thyme per person. The apparent demand has gone down each year except 2024, when a small rebound was observed.

In the retail space, dried thyme (called ‘Thymian’ in German) is an important herb on the dried herb shelf and is frequently sold under retailer-exclusive labels, reflecting the dominant role of private labels in Germany. Supermarket chains like Lidl, ALDI (Nord and SÜD) and REWE market their thyme products through labels such as Kania, Le Gusto and REWE Beste Wahl. Some supermarkets even offer organically produced dried thyme under private labels; for example, REWE sells organic dried thyme under REWE Bio. Alongside private labels, independent brands such as Fuchs, Ostmann and BioWagner maintain a steady presence in German supermarkets as well.

Figure 5: Dried thyme, the most prominent herb on the dried herb shelf of ALDI Nord

Source: Globally Cool, June 2025

Germany’s established network of spice processors is integral to the supply of dried thyme. Almost 100 companies are represented within the German Spice Association, engaging in a range of activities from grinding and cleaning to the mixing and packaging of spices and herbs. Companies such as AVO and Kräuter Mix are prominent players, often sourcing thyme directly from producing countries and incorporating it into both single-ingredient packaging and compound-seasoning blends (such as Herbes de Provence and Italian herb mix).

The Netherlands: trade hub for spices and herbs from outside Europe

The Netherlands is an important trade hub for spices and herbs, including thyme. Although the country’s exports fell to 235 tonnes in 2024, Dutch apparent consumption more than doubled, increasing from 390 tonnes to 800 tonnes between 2020 and 2024. With only 18 million residents, apparent use is about 44 grams per person: among the highest in Europe. The sharp increase shows that dried thyme is increasingly used by the food industry to produce blends. 

While total thyme imports rose by 11% CAGR, developing-country volume went from 350 tonnes to 580 tonnes, holding 53% of the market in 2024. EU supply climbed from 370 tonnes to 520 tonnes. Imports were lowest in 2023 due to the economic recession that year, but recovered strongly in 2024, recording a 22% growth. 

Most of the Netherlands’ dried thyme imports are provided by Germany (290 tonnes in 2024), followed by Kenya (180 tonnes and growing by 20% per year), Türkiye (120 tonnes), Lebanon (70 tonnes), Egypt (70 tonnes) and Syria (60 tonnes). Dutch importers increasingly imported crushed or ground thyme from developing countries, leading to a growth in market share from 28% to 48%. 

Dutch supermarkets often offer a choice between dried thyme from a private label or an independent brand. Private-label dried thyme is offered in discount stores such as ALDI and Lidl (De Kruiden Company and Kania respectively), and are considerably cheaper than the private labels of higher-end supermarkets such as Jumbo. Higher-end supermarkets (such as Albert Heijn and Poiesz) and online supermarkets (such as Picnic) often offer dried thyme from independent brands such as Verstegen and Euroma.

Figure 6: Freeze-dried thyme from a Dutch independent brand

Source: Globally Cool, June 2025

Organic thyme is almost never sold in conventional stores. Instead, specialised stores such as Ekoplaza and Natural Spices offer organic dried thyme to consumers from independent brands like Duqqa! and Cook. Natural Spices also offers organic dried thyme under its private label.

The Koninklijke Nederlandse Specerijenvereniging (KNSV) is a trade organisation representing the interests of companies involved in the import, processing, and trade of spices and herbs in the Netherlands. The association plays a key role in promoting product quality, sustainability, food safety and fair-trade practices within the sector. It also serves as a platform for collaboration and knowledge exchange among its members and with international partners, partly because every KNSV member is indirectly a member of the European Spice Association (ESA).

France: imports supplement high-quality, home-grown thyme

Whereas total French dried thyme imports were quite stable, developing-country supply jumped from 140 tonnes in 2020 to 280 tonnes in 2021-2023, then further to 400 tonnes in 2024. This resulted in the developing-country share of total imports increasing from 17% to 51%. The share of crushed or ground thyme is one of the lowest in Europe, and is relatively stable at 13%.

European supplies fell from 650 tonnes to 380 tonnes, mainly because Polish supplies decreased by 250 tonnes. While Poland lost a huge market share, Egypt made strong gains. Egypt’s exports rose from 50 to 290 tonnes, a share of almost 40%. Other developing countries play minor roles, with Türkiye (40 tonnes) and Tunisia (15 tonnes) being the largest.

France’s position as a large European importer of dried thyme is powered by its population of 68 million, a vibrant food service scene and the country’s affection for Provençal flavours. French buyers combine these imports with domestic output from Southern France. They use most of the thyme for the local market, as French exports are relatively small. France is a significant producer of essential oils, using about 10% of the local thyme harvest for essential oil production.

Most French exports go to neighbouring trade hub Belgium, although this flow almost halved in 2020-2024. Based on net imports, apparent consumption comes down to only 2 g per capita. True consumption is higher, because French domestic output is not included in these figures. Adding the local crop, estimated at roughly 1,000-1,200 tonnes per year, increases actual use to around 18–20 grams per person.

Thyme is not just a cooking herb in France. Specific types are seen as products of their local soil and climate, and people value the place it comes from as much as the flavour it adds. Since 2018, ‘Thym de Provence’ has enjoyed EU‑wide Protected Geographical Indication (PGI) status, protecting thyme cultivated and dried in Provence. The volumes of this PGI thyme are relatively low, but of high value.

Dried thyme with PGI status is mostly sold by specialist brands such as Provence Tradition and Espig, but some large brands also offer the same product (e.g. Ducros). Carrefour offers PGI dried thyme under its private label Reflets de France. Conventional (non-organic) dried thyme is sold in supermarkets under private labels and independent brands.

Although France’s organic market has been severely hit and even shrank slightly due to high inflation in recent years, 54% of French people still buy organic products at least once a month, and 30% buy them weekly. This large consumer market for organic products is reflected by the market size of organic products in France, which was valued at €12 billion in 2023. Most organic-certified thyme is from the south of France, as approximately 20% of the local crop is organic-certified.

Organic dried thyme is commonly available in supermarkets under both retailer brands and independent organic labels. Supermarkets such as Carrefour and Leclerc offer organic thyme under private labels like Carrefour Bio and Bio Village, while independent brands like Provence d’Antan also hold shelf space in supermarkets, organic stores and speciality food stores.

Belgium: hub for French and Indian thyme

Belgian imports declined from 1,490 tonnes to 940 tonnes (-11% CAGR). Exports from EU sources, predominantly France, dropped sharply. They decreased by 500 to 600 tonnes; their share is now 64% of total imports. Despite the large drop in imports, Belgium’s trade balance for dried thyme remained positive, with a net import volume reaching almost 800 tonnes in 2024. With a population of 11.8 million people, this equals roughly 67 g per head. This can only be explained by a relatively high use of thyme by the industry, for example in blends.

Developing-country volume was around 310 tonnes, with this share climbing from 22% to 33%. While total supplies from developing countries remained stable, imports from India increased. They went up by 18% per year, reaching 185 tonnes. Other much smaller origins (between 35 and 15 tonnes) are Syria, Israel, Egypt, Morocco and Türkiye. Belgium is Europe’s biggest destination for crushed or ground thyme from developing countries. Although its share declined by 83% in 2020, crushed or ground thyme still accounted for a 70% share in 2024.

Belgium combines high spending power with one of Europe’s largest deep-sea gateways. The twin-port complex of Antwerp‑Bruges is second only to Rotterdam in total tonnage, making Belgium a natural entry point and redistribution centre for dried thyme headed to the Benelux, northern France and western Germany. However, Belgian exports declined by 18% per year on average, reaching 160 tonnes in 2024. Volumes to the Netherlands were especially affected.

Independent brands such as Ducros, Verstegen and Euroma dominate in Belgium, with more than 60% of grocery turnover coming from independent brands. However, private labels have recently been gaining considerable ground, which could point to a shift in the importance of brands for Belgian consumers.

Although the share of organic thyme in the Belgian market is less than 5%, it has established itself as an interesting niche market. Belgian spending on organic food recovered in 2024 after two sluggish years. Household spending rose by 4 % year-on‑year in Flanders (market share 3.3%) and even faster in Wallonia, where the organic segment reached 5.5%. Mainstream supermarkets are the main channel for organic products, but dedicated organic formulas such as Bio‑Planet (Colruyt Group) are also becoming increasingly popular places to buy organic food.

Spain: the second-largest thyme producer in Europe, functions as a trade hub  

Total Spanish imports have gone down by 1.8% a year on average. European suppliers remained dominant with 62% of total imports, led by Poland at 320 tonnes, and Portugal, showing fast growth, at 90 tonnes. Import volumes originating from developing countries initially rose, but almost halved in 2023, then recovered to 290 tonnes in 2024 (a share of 38%). Spain predominantly imports dried whole thyme from developing countries, with the largest volumes coming from Morocco (190 tonnes and declining by 8.8% per year) and Egypt (90 tonnes, growing by 9.0%).

Spain is Europe’s second-largest thyme producer, producing between 1,000 and 1,400 tonnes per year, behind Poland. Over 90% of Spanish thyme production goes to the essential oils sector. Spain is also Europe’s 2^nd largest exporter. Spanish exports totalled 1,000 tonnes in 2024, with the main destinations being Italy, the United Kingdom and Germany.

Spain’s net imports were about 1,155 tonnes in 2024. With a population of nearly 48 million, apparent demand is about 24 g per capita. If local crop volume and imports balance each other, this would increase the per capita consumption to about 45 g. Apparent household consumption in Spain is high given its location in the Mediterranean region. However, the industry (especially essential oil producers) also consume a significant amount.

In Spain, dried thyme, called ‘tomillo’ in Spanish, is widely available through supermarket chains, such as Hacendado in Mercadona, Consum, Alcampo and El Corte Inglés. These supermarkets source their thyme from Spanish spice suppliers such as Carmencita, Conservas Dani, La Especiera del Norte and Luis Penalva. Ducros (owned by McCormick) offers both conventional and organic dried thyme, making it one of the major players in the market. While the organic spice market is still relatively small, it is expanding steadily in the medium- to long-term due to consumer demand for healthier, pesticide-free products.

The Spanish Spice Association (AEC) represents the Spanish spice sector and currently includes 20 member companies. Some key names active in the trade of spices and herbs in Spain include El Clarin Spices, Jesús Cano NCR, JJ Albarracín, Pimursa, Omega Spice and Sabater.

4. Which trends offer opportunities or pose threats in the European dried thyme market?

Demand for dried thyme in Europe is influenced by several trends. First, European consumers increasingly focus on health. Additionally, social and environmental sustainability are important for buyers from Europe, making it important for dried thyme suppliers to adopt sustainability practices. Finally, ready-to-eat meals are becoming increasingly popular across Europe. As dried thyme is a perfect herb to use in these meals, this might offer opportunities to exporters.

Healthy products in demand

Health is now a top priority for European shoppers, and dried thyme is well-positioned to meet this demand. In addition to its aromatic flavour, thyme also contains thymol and rosmarinic acid, which offer:

• Antioxidant benefits;
• Antimicrobial properties;
• Mild anti-inflammatory effects.

The benefits make thyme ideal for processors reformulating products to reduce salt, sugar or fat. If thyme is organic-certified, the appeal is stronger: no synthetic pesticides and a clean‑label image that health-focused consumers trust. According to the WHO, nearly 60% of Europeans are overweight, and 57 % say they are actively trying to eat healthier. Healthy ingredients appeal to shoppers, especially younger consumers, who already spend more on organic groceries than older generations.

While policymakers are stepping in, retailers are adding more organic products to their shelves to meet this rising demand. France’s Plan Stratégique National targets 18% organic farmland by 2027, and the EU’s Farm to Fork strategy aims for 25% by 2030 under the European Green Deal. These goals show significant EU investment in organic production.

Sustainably produced dried thyme

Sustainability has become a core purchasing criterion for European spice buyers, and thyme is no exception. Major processors and brand owners now require proof of social and environmental responsibility throughout the supply chain. The Sustainable Spices Initiative (SSI), whose membership includes leading European companies, updated its roadmap in 2024 with stricter climate‑action targets (including science-based emission reduction goals by 2025 and water stewardship plans). Several developing country thyme exporters are already SSI participants, such as Royal Herbs (Egypt), Agromisr (Egypt) and Santis (Morocco).

The European Spice Association (ESA) made its Code of Conduct for Responsible Sourcing compulsory for all members in 2022. The code is anchored in the UN Guiding Principles, OECD Guidelines and ILO Core Conventions, and covers human rights due diligence, pesticide stewardship, biodiversity protection and transparent grievance mechanisms. ESA members now typically demand that suppliers present third-party audit reports, such as those of SMETA or Rainforest Alliance.

Key SSI commitments that directly affect thyme suppliers include:

• Striving for fully sustainable spice production and trade;
• ≥ 25 % of thyme (and other categories) is sustainably sourced by 2025; ≥ 50 % by 2030;
• Company-wide due diligence systems (risk assessment, remediation, transparency) are in place by 2025;
• Measurement and continuous environmental footprint reduction (GHG emissions, water use, biodiversity).

Growth of ready-to-eat and easy-to-prepare meals

Europe’s ready‑to‑eat (RTE) market keeps growing: a survey on the state of grocery retail in Europe by McKinsey shows 54 % of consumers now pick up a pre‑packaged or frozen meal at least once a month. In comparison, weekly usage has become routine for the ‘no‑cooking’ generations: 42% of Gen Z and 37% of Millennials eat a ready-to-eat meal every week. The share of people who buy ready-to-eat meals less than monthly fell from 41% to 36% in just one year, signalling structural growth in the ready-to-eat segment.

For ready-to-eat manufacturers, dried thyme is a great ingredient: it delivers an instant Mediterranean flavour, meets clean‑label rules and, when certified organic, reinforces the health‑plus‑safety story that today’s shoppers increasingly demand.

Globally Cool carried out this study on behalf of CBI.

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