Certification is becoming a ‘license to operate’ (permission to do business) when exporting cocoa to Europe. Consumers are demanding more sustainable products and companies are increasingly demanding more sustainable cocoa. New laws and regulations in Europe are further increasing the demand for certification. Certification is the most widely used tool to put ambitions and commitments about sustainability into action. This makes Europe the most important market for certified cocoa in the world. 

Consumers are increasingly demanding premium chocolate. This makes the speciality cocoa market the fastest growing segment in Europe. Whether cocoa is labelled as speciality cocoa depends on the variety, post-harvest practices, countries of origin, and taste and aroma profiles. Traceability, direct trade and price premiums for quality are all important characteristics of the speciality cocoa trade. This makes it a high-potential market for producers and exporters.

Switzerland has a strong reputation as a producer of high-quality chocolates. Switzerland is among the largest chocolate exporters in the world. Several Swiss chocolate brands are well known internationally, including Lindt and Toblerone. The domestic market is also strong: Swiss consumers record the world’s second-highest per capita chocolate consumption. Opportunities for premium chocolates made from speciality and certified cocoa are growing significantly.

Germany is a massive cocoa and chocolate market with ample opportunities for producing countries, both in bulk and speciality segments. The German cocoa processing industry relies heavily on cocoa supplies from West Africa. However, as the bulk market is reaching saturation point, there are new opportunities for exporters and producers, especially on the speciality market. This is mainly fuelled by the growing demand for darker chocolate, and the large organic and sustainable cocoa market in Germany.

The Netherlands is the largest importer of cocoa beans and home to one of the largest cocoa-grinding industries in the world. The Netherlands imported almost 91% of its cocoa beans from West Africa in 2020, primarily as bulk cocoa. The demand for high-quality cocoa, however, is growing and attracting further interest in cocoa beans from Latin American countries. The focus on the high-quality segment also offers an opportunity for a closer relationship with buyers such as smaller specialised traders and craft chocolate makers.

Germany is Europe’s largest importer of green coffee beans. The German coffee roasting industry is enormous, serving both its domestic coffee market — the largest in Europe — and export markets. Sustainability commitments have become mainstream in the German coffee market, where the demand for specialty coffee is growing. Organic certification can be interesting for coffee exporters targeting the German coffee market, since this market segment is growing steadily.

The LGBTQ+ market is growing, driven by increasing numbers in the Gen-Z group. Tolerance, acceptance and safety are major factors impacting travel decisions of this group. Germany and the UK have the largest LGBTQ+ populations, and travel to long-haul destinations is increasing in popularity across Europe. There are good opportunities for local operators to tap into this unique and diverse niche if they can meet its inclusivity needs.

Multigenerational travel refers to people of various ages spending holidays together. The rise of multigenerational holidays is a growing trend among European travellers. Multigenerational groups can be an interesting target group, if you are able to meet their complex and diverse needs.

Italy is Europe’s second-largest import market for green coffee. Over 96% of the green coffee is sourced directly from producing countries. It is home to a strong coffee culture. Italians favour strong espresso-based coffees, which are usually blends using Arabica and Robusta varieties. Next to a substantial consumer market, Italy represents a huge roasting industry. The Italian market remains traditional in certain aspects.

Diaspora tourists feel a stronger connection to their holiday destinations than other tourists. They are more likely to visit local shops, eat at local restaurants and stay at local accommodations. The money that they spend usually goes straight to the local community. They also help to promote your destination to friends and family back home.