More and more European consumers are interested in non-Western health solutions. Those of an Ayurvedic tradition are often used in conjunction with wider lifestyle choices, encompassing nutrition, exercise and meditation, but products such as shilajit are also used in food supplements outside of this tradition. Cosmetics with shilajit are also marketed in Germany. The German market is less developed than the UK and especially Eastern European markets but does offer opportunities. German market entry can also take place through manufacturers in these other markets.

Increasing competition for essential oils from emerging markets stimulates German importers to search for new sources. They consider Nepal as a potential new source. However, the relatively small scale of Nepalese essential oils production and high prices for some products make it more difficult for Nepalese exporters to enter the European market. Niche markets offer the best opportunities for most Nepalese suppliers.

The European market currently provides excellent opportunities for trading in cinnamon, due to continued rises in import levels and favourable prices. Europe is mainly a cassia market but opportunities for Ceylon cinnamon may also be found in specific niches. The United Kingdom, Italy and Belgium import a much larger share of Ceylon cinnamon than the European average. There are also good prospects for sustainable suppliers and those supplying processed cinnamon.

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The growing popularity of spicy food has resulted in an increasing demand for dried chillies in Europe. Spain is the most important trader and processor of dried chillies in Europe. The country mainly imports whole chillies and supplies processed chilli products to other European markets. Other interesting markets are Germany, the United Kingdom and the Netherlands.

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Europe is an interesting market for exporters of dried ginger. The demand is expected to grow in the coming years and prices are rising. China is the main supplier of both whole and ground ginger to Europe, and it is your main competitor on the European market.

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Sustainability is becoming more important on the European spices and herbs market. If you can demonstrate that you produce sustainably, you can make your product offering more attractive to new buyers. Product certification can be interesting for spices that are in short supply globally, such as pepper, vanilla and cinnamon.

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The European market for value-added spices and herbs, such as crushed or mixed, is growing, but remains highly competitive. Especially for consumer-packaged spices and herbs, competition from European companies is very strong. As an exporter already supplying whole spices and herbs, the first step in adding value to your product would be to try and sell crushed or ground spices and herbs. You can then choose to also sell mixtures or even a consumer-packaged variety. An important first step to value addition is investing in the quality and food safety of your product.

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