Europe Seasoning and Spices Market Trends

Globalization is inspiring European consumers to search for new flavor experiences. Adventurous consumers, especially millennials, are constantly seeking out new foods and flavors worldwide. As a result, manufacturers are adding more spices and herb varieties to the market. Consumers have become more interested in other cultures, resulting in more product launches that advertise and connect the flavor, name of the country, brand, and product (for example, Za'atar Authentic Lebanese Herb Blend). Brands use labels such as discover, explore, uncover, unveil, and unravel to stimulate the demand from curious consumers. Europeans are looking for traditional Asian and Hispanic spices and seasonings, such as jalapeño, poblano, and ginger, to be mixed with more exotic ingredients and flavors, including dragon fruit, ghost pepper, harissa, and bitter orange.

The reason for the increasing popularity of ethnic cuisine is the growing multicultural population in the region due to the rising ex-pat population in countries like the United Kingdom, Germany, France, and Italy, along with the growing travel to exotic destinations. As a result, the demand for spices, herbs, and seasonings used in exotic cuisines is also growing, along with rising import of spices in the region. For instance, the European countries consist of many ethnicities from across the world, including Chinese, Indian, and Pakistani, who make up a major share of the working population. This population group has high demand for ethnic ready-to-eat or ready-to-cook food products. According to the Office for National Statistics (United Kingdom), in 2020-2021, there were approximately 896,000 Indian nationals living in the United Kingdom, followed by 682,000 Polish, 456,000 Pakistani, and 412,000 Irish. Thereby, this factor is driving the application of seasonings and spices in the ethnic ready-to-eat or ready-to-cook food products.