A growing interest in healthy living has led to an increase in the popularity of the Ayurvedic system of medicine in Europe. The growing demand for health products is creating market opportunities for Ayurvedic ingredients with unique properties. Providing evidence of high-quality and safe production and processing methods is crucial, as the European market for botanicals is closely monitored. As an exporter of Ayurvedic ingredients for food supplements, you can expect competition from a range of other plants with similar benefits.

Mandarins are well liked for their sweet and refreshing flavour, their useful size and the fact that they are easy to peel. These characteristics make mandarins a popular healthy snack, particularly during the winter months when they are in season. During the European season, competition with Spanish mandarins usually centres on price. Countries with a counter-season in the Southern Hemisphere have good opportunities in the European market, since mandarin consumption is high year-round. 

The tomato is the most-grown vegetable in the world. Europe is the world’s third largest tomato producer, after China and India and ahead of Turkey. Europe mostly consumes locally produced tomatoes. The European Union also imposes tariff barriers to protect domestic production. This means suppliers not from the EU usually compete with low prices or by offering tomatoes during winter in Europe. Still, there are opportunities in growing sustainable tomatoes (e.g. organic), attractive cultivars and subcontracting with established suppliers.

Yams are available year-round on the European market. They belong to the Dioscoreacea family, which contains several species. The most available species on the European market is Dioscorea rotundata. Ghana exports the most of this species. It makes up more than 86% of the yam’s market share in Europe. This species is known under several names depending on the community: ‘White Yam’, ‘African Yam’ or ‘Pona Yam’. Because yams grow underground, the yams you export must be clean and free from soil or dirt. Yams are bulky and heavy products exported by sea.

Germany is the largest European consumer of fresh fruit and vegetables. It offers lots of growing opportunities for suppliers from developing countries. Sales in the organic market decreased slightly in 2022, but fresh fruit and vegetables are still the main organic products that consumers purchase. Despite the market being very sensitive to high prices, sustainability is a very important issue in the German market. Social and environmental certification is expected to become even more important in the coming years.

Luxury tourism is likely to be a major driver of tourism recovery after the pandemic. Demand for travel remains high around the world. Wealthy travellers have big budgets and are able to travel easily and frequently. The luxury market is changing. It is not just about five-star hotels, but also about adventure and experiences. High-quality service, personalisation and flexibility are important characteristics of the luxury tourism market.

Self-drive tourists are generally very adventurous and enjoy spending time outdoors. This is why they take trips in countries that have amazing landscapes and exciting activities. They are motivated to take self-drive tours by a desire for flexibility and freedom, so they prefer flexible itineraries. Most of these visitors want to take part in specific activities when they travel – things like nature and wildlife tourism, adventure activities, and food and wine trails.

European imports of wooden tableware and kitchenware are growing. This includes imports coming directly from developing countries. This makes Europe an interesting market for you. Mass-producing countries dominate the lower ends of the market, so the mid-end to high-end segments of the trays market offer you the most opportunities. To target these segments, your trays should have decorative as well as functional value. Focus on design, craftsmanship, materials, functionality, sustainability and storytelling.