Europeans increasingly rely on software, systems, technologies and processes that are (inter-)connected via the internet. Artificial intelligence (AI) and quickly evolving technologies bring new complexities to the security of people, companies and systems. This makes data and systems vulnerable to cyberattacks and other kinds of cybersecurity threats. And no matter where a cyber threat comes from, it has the potential to be devastating to companies, their employees, and their customers. This is why the European market for cybersecurity is growing fast.

The European retail sector increasingly relies on technology. According to research by McKinsey, about 52% of the work in retail can be automated with current technology. This means that there is great potential for retail tech in general. The COVID-19 pandemic only accelerated this trend, making most European retailers interested in adopting at least one type of retail tech solution.

The European market for finance and accounting services is large, stable and growing. The biggest challenges for you as an outsourcing company are increasing automation and extra requirements in terms of security and corporate sustainability. However, there are good opportunities if you know how to use technological inventions and/or can offer added value through your services.

Table olive demand is strong in Europe. Consumption is rising thanks to the popular Mediterranean diet, healthy eating trend and olives’ versatility in European cuisine. Opportunities for developing country suppliers can be found in the largest European markets: Italy, France, Germany, the United Kingdom, Romania and Belgium. New suppliers have to be aware of the strong competition from Spain and Greece. The other main important rivals are Morocco, Türkiye and Egypt.

Citrus and tropical juices are popular beverages. They are also increasingly being used as ingredients in soft drinks, flavoured waters and smoothies. Large citrus juice manufacturers are looking at sustainable production as a way to make their operations more environmentally friendly. Europe’s largest consumer markets offer opportunities for developing-country suppliers. The leading competitors are Brazil (orange), Argentina (lemon), Israel (grapefruit), Mexico (lime), Costa Rica and Thailand (pineapple), India (mango purée) and Peru (passion fruit).

Coconut is a popular flavour in sweet treats like chocolate bars, pastries and biscuits. This is why there is demand for desiccated coconut in Europe. Two aspects that have led to unstable supplies are older coconut trees and low farmer incomes. This has caused many supply chain stakeholders to focus on sustainability and take part in sector support projects. There are opportunities in large markets, such as the Netherlands, Germany and the United Kingdom. Established suppliers from the Philippines, Indonesia and Sri Lanka dominate the market.