Health, flavour and convenience are all factors that drive the consumption of fresh fruit and vegetables in Europe. Consumer behaviour has become complex. Local products are attracting more attention, but there are plenty of opportunities for exporters from developing countries who meet the right standards and have the right partnerships. The fresh sector requires you to be an expert in your field and integrate into a well-organised supply chain.

The biggest end markets for pangasius are in Northern Europe, where consumers are most concerned with sustainability, price and convenience. The majority of pangasius enter Europe as frozen fillets, and Vietnamese exporters have the majority of the market. Most pangasius products come in through importers and wholesalers and end up in retail and food service across Europe. Make sure that your products are handled and labelled correctly and follow all mandatory and market requirements, or they may be rejected at the border or fail to sell.

Europe is the largest importer of cocoa beans, paste, butter and powder in the world. Europe is also an important trade hub for many cocoa and chocolate products. Demand for certification and sustainability in cocoa is high. New EU regulations such as the EU Deforestation Regulation will have a major impact on cocoa imports. Rising costs of living and inflation could cause a shift to more price-conscious chocolate demand.

European customers aged 50 and older represent an interesting and somewhat overlooked market opportunity for apparel exporters from developing countries. The average European 50-plus consumer generally has a higher disposable income than younger shoppers and can afford quality products. The number of 50-plus consumers in Europe is relatively high and growing. The most promising markets for apparel for this age group are Germany, Italy, Austria and the Netherlands.