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.

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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