Increasing consumer preference for natural and alternative treatments makes Europe an interesting market for natural ingredients for health products. The strong European manufacturing industry has recently launched new natural health product innovations, boosted by the COVID-19 pandemic. Increased attention to preventive healthcare also drives the demand for medicinal and aromatic plants, extracts, essential oils, seaweeds and algae, turmeric, and ginger.

Europe has a large food and beverage industry that demands natural additives for various applications. There is an increasing demand among consumers for healthier and more sustainable food ingredients instead of artificial ingredients, boosted by stricter European Union (EU) legislation. This evolution is driving up demand for natural additives which makes Europe an interesting market for export companies producing natural sweeteners, emulsifiers, and natural colours, among others.

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. The European blueberries market 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.