Europe is the largest market for canned fruits and vegetables, representing more than 44% of total world imports in terms of value. Import volumes are on the increase for many types of canned fruits and vegetables. Large importing countries, particularly Germany, France, the United Kingdom, the Netherlands, Belgium and Spain, offer the best opportunities for exporters from developing countries. Competition mainly comes from other European countries, but developing countries like China and Turkey are also making their presence felt. 

The demand for dried mushrooms in Europe is growing. The popularity of ‘medical’ dried mushrooms has particularly increased after the COVID-19 pandemic. Several types of mushrooms are now advertised as being beneficial for immune support. Dried mushrooms are used as a healthy replacement for animal proteins and as a unique ingredient for flavour in many dishes. Opportunities for suppliers from developing countries can be found in large markets such as Italy, Germany and France.

Demand for coconut water in Europe is driven by the increasing demand for functional and low-calorie drinks. Coconut is perceived to be a natural low-energy sports drink that helps rehydration. Also, coconut water is increasingly used as an ingredient in the beverage industry. Opportunities for new suppliers can be found in the United Kingdom, the largest European coconut water market. Growing markets include Germany, France, Spain, Italy and the Netherlands.

The demand for dates in Europe is increasing. Dates are particularly popular for their sweetness, as a natural source of energy, a sugar substitute, an ingredient in fruit bars and as a cooking ingredient. Opportunities for developing country suppliers can be found in large markets such as France, Germany, the United Kingdom, Italy, Spain and the Netherlands.

Demand for dried mango in Europe is currently affected by conflicting trends. Healthy snacking is helping to drive sales, while slow economic growth is negatively affecting consumer mood with respect to pricier products. Opportunities for new developing country suppliers can be found in large importing, processing and consuming countries such as Germany and the United Kingdom. A competitive advantage for emerging suppliers can be gained by offering lower-priced, quality products that also stand out in terms of sustainability profile or other traits.

Demand for moringa is increasing in the European market. It has a range of health benefits that makes it appealing to European consumers who are looking for natural health products to improve their health and well-being. There are opportunities for moringa on the European market as the demand for (immune-boosting) food supplements grows and consumers become interested in leading healthier lives and consuming less meat. However, demand is hindered by relatively low consumer awareness of moringa products in Europe.

There is a growing demand in Europe for natural supplements, such as Aloe vera-based health products. The main driver is growing consumer demand for high-quality natural supplements. However, demand is limited by consumer concerns about the safety of Aloe vera as well as potential legislation restricting its applications in supplements and food products.

Although it is still small, the European market for baobab oil is growing. The increasing use of natural ingredients in cosmetic and personal care products is generating demand for baobab oil. There use of baobab oil is expected to be higher in the coming years. However, growth is being limited by low awareness of baobab oil amongst cosmetic formulators and product developers. Baobab oil is used primarily in the cosmetics sector and can be segmented into conventional and certified baobab oil.

Exotic plant-derived butters, such as mango butter, are popular ingredients in cosmetics and personal care products. Cosmetics companies use mango butter because of its superior moisturising, softening and skin-conditioning properties. It is found in skin-care and hair-care products, colour cosmetics and so on.