Europe is a growing market for cardamom exporters. Increasing demand is fuelled by consumer appetite for exotic flavours and cuisines. Guatemala and India are the main suppliers of both whole and crushed/ground cardamom to Europe, and will be key competitors for new entrants. Suppliers from other countries may profit from interest in unique origins, stories and sustainability. Niche markets for high-quality and certified cardamom can offer especially interesting prospects.

The European market generates the highest demand worldwide for pickled cucumbers and gherkins. Cold climatic conditions in Europe necessitate the preservation of vegetables and fruits by pickling, allowing seasonal vegetables to be eaten throughout the year. Canned and bottled vegetables can also be more convenient than searching for fresh produce in supermarkets. The food service industry in Europe largely uses pickled cucumbers as a hamburger and sandwich condiment (usually sliced, or chopped on sausages and hot dogs), in pickle relishes and in a variety of salads.

The European Union is the largest market for pineapple juice, accounting for more than 45% of total global imports. The Netherlands is the leading European and global importer of pineapple juice. In Europe, it is followed by Spain, Italy, Germany and France. The leading developing country suppliers of pineapple juice are Costa Rica and Thailand.

Europe imports more than half of the world's canned beans. A major factor driving demand for canned beans in Europe is rising consumer demand for plant-based alternatives to meat, products with no additives and convenience products. Major importing markets in the region such as Germany, France, the Netherlands, Belgium, Austria and Sweden provide excellent opportunities for suppliers from developing countries.

Wellness tourism is a growing niche market, with Europe as its main source market. The category of Wellness Activities and Fitness includes the range of activities undertaken in the pursuit of wellness whilst on a leisure trip. Travellers interested in wellness value sustainability, authenticity and a personal approach. Germany has the largest market, but the requirements for supplying the German market are high.  

A growing demand for immunity health products and a drive for innovation in the food supplements sector offer opportunities for botanicals with immune-boosting properties. Demand for natural health products has been growing for years, although exporters of immune-boosting botanicals are facing strong competition from vitamins and minerals with authorised health claims. Examples of immune-boosting botanicals include baobab, hibiscus, moringa, acerola berries, ginger, cat’s claw and turmeric.

The European market combines several characteristics that make it a promising market for natural food colours. Europe has a large food and beverage industry that demands natural food colours, increasingly substituting artificial additives with natural alternatives. This is because European consumers are paying more attention to the origin of their products.