Consumers in Europe are increasingly interested in fresh and natural products for flavour in their food. This means there is a growing market for a wide variety of fresh herbs – both in the food service segment as well as home cooking. Cultivating and marketing fresh herbs for the European market is far from easy, which makes it an opportunity for companies that excel in horticultural production and commercial partnerships.

Imported fresh peas in Europe mainly concern sugar snaps and mangetout (snow peas). The import of these peas has reached an annual volume of around 30 thousand tonnes. The United Kingdom and the Netherlands are strong buying markets, partly because of the increasing interest in exotic and new vegetables. The trade opportunities for fresh peas are year-round. However, they are also considered high risk for pesticide residues, so only the best exporters stand a chance of getting the interest of buyers and integrate with importing companies.

The European import value of exotics has increased by 19% in the last five years. The current focus on health and new flavours drives consumption, but the desire to stop airfreight might threaten certain categories. Most exotic fruit is brought to the market by specialised importers and wholesalers. The Netherlands is the main importer, but around 80% of its imports are re-exported. Prices have been relatively stable since 2018, with a speak in demand during the holiday season.

Europe produces large volumes of aubergine that are mostly cultivated and consumed in Southern Europe. But aubergines are tropical plants and import is sometimes the best option for European buyers. At the same time consumers in Northern Europe are getting more and more used to cooking with aubergines, and that further stimulate the import from nearby countries when local supply is low. There is also a growing niche market for varieties such as white aubergines and mini aubergines supplied by more distant countries.

Most European imports of textile furnishings, including cushion covers, come from developing countries. This makes Europe an interesting market for you. The mid- and higher-end segments of the European cushion cover market have the most potential. To target these segments, you need to add value to your products through design, craftsmanship, sustainability and storytelling. Creating cushion covers as part of a wider range of similar products or in combination with bedspreads and throws also offers opportunities.

Most European imports of handwoven rugs originate from developing countries. The middle and high-end market segments offer you the most opportunities. To supply to these segments, you can use traditional techniques and designs to add a story to your products. Working with sustainable materials and co-creation can give you a competitive edge. Banning child labour is an especially relevant issue in the handwoven rug industry.

The European market for garden pots is an interesting market, as European consumers re-connect with nature and the high number of hobby gardeners. The mid- to high-end segments offer you good opportunities. To supply to these segments, you need to focus on decoration and craftsmanship. Sustainability can also add value to your garden pots.