The exports of coffee roasted in the country where the coffee is grown is a niche market. Roasting is mostly done close to consumption to preserve freshness and allow for customised roast profiles based on local tastes. The market for roasted coffee is a risky market to enter. For successful companies, it can be a means to add value to the product in the country where the coffee is grown.

Switzerland has a diverse and thriving coffee sector, home to many large and small-scale companies. It is Europe’s sixth-largest green coffee importer and Europe’s third-largest roasted coffee exporter. Switzerland imports green coffee from many different producing countries. All large importing and roasting multinationals have trading offices in the country. The Swiss market itself is characterised by a high interest in sustainable coffees and increasingly also in higher-quality coffees.

Poland is the largest green coffee importer in Eastern Europe and the ninth-largest in Europe. Although the share of direct green coffee imports by Poland is increasing, Germany is still its biggest supplier. Poland has a sizeable coffee roasting industry, which is dominated by multinational roasters and coffee brands. Certification still plays a relatively small role on the Polish coffee market, although demand is growing.

Europe is the world's largest cocoa market and the largest market for organic cocoa. Organic chocolate products are available across all price ranges in Europe, from low-end supermarket brands to premium and high-quality products. Demand for organic cocoa is expected to continue to grow, driven mainly by sustainability concerns and growing consumer interest in health and wellness. Remember that all actors in the supply chain must be certified and must comply with EU organic regulation for your organic cocoa to be sold as such on the European market.

The United Kingdom is 1 of the main chocolate markets in Europe. The British chocolate market is increasingly focused on ethical consumption, and more and more consumers are demanding chocolates produced from fairly traded and/or organic cocoa. Cocoa imports remained relatively stable until 2021, when there was a significant reduction due to Brexit and the impact of the global COVID-19 pandemic. Supplies of cocoa beans to the UK are heavily dominated by 2 countries: Ivory Coast and Ghana.

Europeans are the world’s main consumers of chocolate, and increasingly demand high-quality chocolates, as well as products that hold aspects proving sustainable and ethical trade. This provides opportunities for exporters of tree-to-bar chocolates. However, tree-to-bar is a small niche market, without an established trade structure. To position your product adequately in Europe, you will need to comply with European legislation applicable to chocolate products, and you will need excellent marketing skills, good knowledge of the market and connections in the sector.