The European natural food additives market is growing. This is mainly driven by a growing number of health-conscious consumers, and a stronger preference for clean label food. Furthermore, there is a notable surge in the demand for organic food, especially within the vegan and vegetarian market segments. Additionally, substantial investments in Research & Development (R&D) for the development of innovative products has led to the growth of the natural additives market in recent years.

Europe is the second-largest market for cosmetics in the world. Increasing demand for natural ingredients makes Europe an interesting market for companies seeking to enter it, as well as for new and innovative natural ingredients. Western European countries, with large consumer markets and important trading hubs, offer the most opportunities for exporters of natural ingredients.

Europe is a strong apparel market and is home to some of the world’s biggest apparel companies. The EU’s apparel import market was valued at €191.4 billion in 2022 (up from €138 billion in 2017). Suppliers from developing countries contributed 49.5% of all clothing imported into the EU in terms of value, up from 48.8% in 2017.

Europe is a large and stable market for most fresh fruit and vegetables. The demand for year-round availability and a wide choice of produce maintains Europe's dependence on suppliers from outside Europe. The consumption of healthy, mostly conventional products like sweet potatoes and avocados will continue to increase. European blueberries will also remain interesting, especially giving chances for organic-certified produce.

European imports of spices and herbs have been subject to various dynamics in the past few years. There is an increased interest in sustainably sourced certified spices, and related certification is becoming more important. Among the products in highest demand are ginger, dried chillies and pepper. Curcuma, cinnamon and vanilla are also products with good opportunities on the European market.

The European fish and seafood market faced serious challenges due to COVID-19. The global pandemic caused shifts both in European demand for imported fish and seafood and in the supply of seafood in producing countries. At the same time there are a number of notable trends unrelated to COVID-19 that continue to present opportunities and threats to the market. Learning to adapt your business to the new reality is an essential ingredient for success.

Europe’s Muslim community is young, growing and has buying power. They are increasingly using social media to find role models and to express their style as well as their religious identity. Fashion more generally is also becoming more inclusive of minorities.