The European market for natural ingredients for stress and anxiety products is growing but very competitive. Demand is driven by rising stress levels and increasing awareness of stress-related health issues. Market entry is only possible if you comply with strict requirements for your target market and segment.

Europe is an attractive market for natural ingredients in digestive health products. It is also a large importer of medicinal and aromatic plants (MAPs), saps and extracts used in health products. The regulatory environment in Europe is becoming stricter across all segments, and compliance is key. India, China, Egypt and Morocco are important competitors. Product competition comes from established species and synthetic alternatives, vitamins and minerals, digestive enzyme supplements, and prebiotic and probiotic alternatives.

The market for cowpeas in Europe is currently small, but there is potential for growth. Cowpeas are traditionally consumed in some southern European countries and by ethnic communities living in Europe. However, more and more governments and consumers want plant-based, high-protein foods. This will lead to innovative applications for cowpeas in the European market, for example in dairy and bakery products and meat substitutes.

Agritourism is a growing niche market worldwide, as farms seek to diversify their main businesses. Agritourists are enthusiastic about visiting rural environments and connecting with agricultural culture and traditions. Authentic and immersive experiences are key, and they must be delivered sustainably. Most agritourists buy experiences directly, so agritourism providers should consider their online presence in their efforts to reach the European market. 

Urban experiences provided by enthusiastic independent tour guides and small local operators are very popular all over the world. Those offering urban experiences can play an important role in delivering sustainable experiences in lesser-visited destinations and mitigating overtourism. Online travel agents (OTAs) are a key marketplace — and the marketplace is very large. To stand out from the crowd, it is important that tour guides and operators deliver unique urban experiences that are different from those offered by competitors.

Diving for leisure is a popular activity practiced by around 6 million Europeans, so Europe is a major market for dive tourism. Sustainable diving activities are a must, as Europeans seek diving experiences that do not harm the environment. Safety and high standards are important requirements. There are good opportunities for local dive businesses in developing destinations to attract European divers, if they can provide exciting diving experiences that are sustainable and safe.

Fishing is one of the most popular outdoor sports in Europe (and the world). There are several types of fishing tourists who enjoy freshwater and saltwater fishing experiences, like game fishing for big fish in exotic destinations. Developing countries are home to some of the best fishing locations in the world. Sustainable fishing is important to recreational anglers, who look for responsible tour operators with strong sustainability actions, including conservation of fish species and improved catch-and-release techniques.

Around 90% of all cocoa exported to Europe is bulk cocoa. It is primarily imported to Europe as cocoa beans, but large volumes of bulk cocoa paste, butter and powder are also imported. The main importing countries are the Netherlands, Belgium, Germany, Spain, France and Italy. The requirements to enter the European market are similar for all cocoa products, although bulk cocoa is often of a lower quality and sold in larger shipments. The main exporting countries are Côte d’Ivoire, Ghana, Cameroon and Nigeria.

As the European market for pumpkins and squash is dominated by local supply, exporters from outside Europe should look for the gaps in the European supply window. This window occurs during the first and second quarter of the year. As pumpkins are considered a relatively healthy and environmentally sustainable vegetable, they are a good match with consumer trends for more healthy and sustainable food options.