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.
Europe is one of the largest global markets for pickles, especially fermented cucumbers. This is primarily because of its long tradition of consuming pickled cucumbers. Consumption is also driven by the awareness of the benefits of minimally processed foods amongst the general population. Pickles also provide a crunchy, tangy bite to sandwiches and burgers. In terms of health benefits, they contain antioxidants, probiotic organisms and minerals that protect against free radicals. Pickles are also a cost-effective choice for various cuisines.
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.
Yoga, spa, hot springs tourism, eating healthily and maintaining fitness are all important elements of wellness tourism. Although wellness tourism was severely impacted by the pandemic, the practice of personal wellness is now more important to consumers than ever before. Strict regulations around health, safety, cleanliness and qualifications are key to keep participants safe and generate confidence in local operators’ abilities and professionalism.
Aim for quality over quantity. Instead of trying to cater to everything and everyone, do fewer things well. Pick what you ultimately want to be known for and strive to be the best at that. Guests will be more likely to recommend or revisit hotels/destinations that they enjoyed and truly believe in. They also tend to have a good idea of which wellness product they would like and are looking for a unique, authentic, personalised experience.
Alexis Gortler, English Market Manager, Spa Dreams
Wellness tourists who travel further afield are often looking to try wellness remedies, treatments or rituals that are unique and special to a particular destination. Local operators who combine these with other tourist experiences like being out in nature or learning about the local culture can attract these wellness tourists who want to maintain or improve their physical and mental wellbeing while on a trip.
Claudia Wagner, Managing Director, FIT Reisen
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The European market for natural food colours is driven by innovation, health, safety and sustainability. Due to an increasing consumer demand for natural colour alternatives to artificial additives, the industry is constantly searching for raw materials and extracts that can meet performance, stability and safety requirements. At the same time, the industry is increasingly demanding compliance with sustainability standards and practices. This is a reaction to the growing consumer attention to the provenance of food and beverages.
As an exporter of food colouring, it takes time to establish your brand and reputation on the market. If you want to be successful, you need to invest in local stocks and adopt highly effective distribution systems. Think about how to differentiate, for example in terms of packaging size and/or pricing. Be mindful that 50% of the market value is in the hands of small and medium-sized enterprises.
Jasper Schouten, CEO & Co-Founder
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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.
There are opportunities for different types of fresh green beans. There is an off-season market for imported common green beans such as bobby beans and flat beans, but also a growing demand for premium fine beans. As an exporter, you must pay specific attention to quality control, low pesticide residues and the sustainability of your product.