The mulberry market size in Europe was valued at USD 8.61 billion in 2023 and is anticipated to reach USD 10.94 billion by 2029 from USD 8.96 billion in 2024, growing at a CAGR of 4.07% from 2024 to 2029.
Mulberries have robust demand in the European region due to the growing consumer interest in healthy and exotic fruits and the increasing popularity of mulberries among health-conscious consumers seeking natural alternatives to processed snacks. Mulberries are increasingly recognized for their nutritional benefits and are rich in vitamins, minerals and antioxidants. In Europe, mulberries are commonly used in various culinary applications, including jams, jellies, desserts, and baked goods. Moreover, the rising trend of incorporating superfoods into everyday diets has further augmented the demand for mulberries. The versatility of mulberries makes them suitable for inclusion in smoothies, yogurt, cereals and salads that cater to a diverse range of consumer preferences. Furthermore, the increasing availability of mulberry-based products in retail outlets and online platforms has expanded their accessibility in Europe.
The rising awareness among consumers in Europe regarding the health benefits of mulberries, such as their high antioxidant content and potential to improve immune function is primarily driving the growth of the European mulberries market. Mulberries are recognized for their rich nutritional profile, containing high levels of Vitamin C, iron and dietary fiber. Top of Form
People in Europe have been increasingly consuming foods that contribute to the overall health of their bodies. For instance, it is revealed in a survey conducted by NutraIngredients in 2023 that 75% of European consumers indicated they actively seek out foods with known health benefits, which is driving the demand for superfoods such as mulberries. The growing interest in consuming immune-boosting foods among the European population is favoring the European mulberries market growth. There has been a surge in consumer interest in immune-boosting foods during the COVID-19 pandemic. Since then, people have been showing interest in consuming foods that promote immune functionality. Mulberries are rich in antioxidant properties and Vitamin C content and can significantly support immunity levels and realizing that people in Europe have consumed mulberries at an increased rate during the COVID-19 pandemic. For instance, as per the European Consumer Trends report in 2022 by Mintel, 68% of European consumers have shown an increased interest in foods perceived to enhance immune function.
The rise in the adoption of superfoods across Europe is further fueling the growth rate of the European mulberry market. There has been a notable shift in consumer perception towards superfoods across the European region. The emphasis on incorporating nutrient-dense foods into daily diets is on the rise in Europe. Mulberries are rich in vitamins, minerals and antioxidants and align perfectly with the superfoods trend. The demand for functional foods that offer additional health benefits beyond basic nutrition is also continuously growing in Europe, which is estimated to support the expansion of the European mulberry market. Mulberries have gained recognition as an attractive option for health-conscious consumers seeking functional foods due to their potential health benefits, such as boosting immune function and supporting heart health. The growing popularity of plant-based diets in Europe is also contributing to the Europe mulberry market growth. Mulberries are naturally vegan-friendly and are increasingly used by individuals who follow plant-based diets as a nutrient-rich alternative to animal-derived products. Concerns about animal welfare, environmental sustainability and health have been accelerating the interest in people to go vegan. For instance, according to studies, the number of Europeans identifying as vegan increased by approximately 600% from 2014 to 2019.
On the other hand, factors such as lack of extensive consumer knowledge about mulberries and their benefits, seasonal availability of mulberries and higher prices of fresh and premium mulberry products are hampering the growth of the European mulberries market. Competition from other trendy superfoods and perishability of fresh mulberries and logistical issues during transportation and storage are further hindering the growth of the European market.
This research report on the European mulberry market has been segmented and sub-segmented into the following categories.
Europe Mulberry Market - By Product Type:
Based on product type, the black mulberry segment had the leading share of the European market in 2023 and is expected to register a healthy CAGR during the forecast period. Factors such as the growing awareness of the nutritional profile of black mulberries such as antioxidant properties and potential anti-inflammatory effects, increasing usage of black mulberries in various culinary applications, such as jams, desserts, and beverages and long-standing tradition of black mulberries in European cuisine and culture are propelling the expansion of the black mulberries segment in the global market.
The white mulberries segment is estimated to witness the fastest CAGR during the forecast period. White mulberries have gained recognition as a superfood due to their high levels of vitamin C, fiber, and antioxidants, which majorly boost the growth of the white mulberry segment.
Europe Mulberry Market - By Nature:
Europe Mulberry Market - By Form:
Europe Mulberry Market - By End-Use:
Based on end-use, the food service segment held 10.14% of the European mulberry market in 2023 and is projected to grow at a prominent CAGR during the forecast period. The domination of the food service segment is majorly attributed to the increasing usage of mulberries by the food service operators in Europe. Restaurants, cafes, and other food service establishments in Europe have been paying more attention to offering healthier menu options to address the needs of health-conscious consumers and considering mulberries as one of the key ingredients in the menus. The growing popularity of superfoods, the versatility of mulberries in culinary applications and the expansion of health-focused food chains and cafes across Europe are further boosting the growth of the food service segment in the European market.
Europe Mulberry Market – By Country:
Germany held the leading share of the European market in 2023 and is predicted to register notable growth during the forecast period. Mulberries are gaining popularity among health-conscious Germans due to their rich nutritional profile, including vitamins, minerals, and antioxidants. Mulberries commonly are used in Germany to make jams, jellies, desserts, and smoothies, adding a sweet and tangy flavor to dishes. The growing availability of mulberry-based products in supermarkets, health food stores and online platforms is promoting the German market growth. German consumers are also exploring innovative uses of mulberries in skincare products and dietary supplements, which is further favoring the growth of the German mulberries market.
The UK accounted for a substantial share of the European market in 2023 and is projected to grow at a notable CAGR during the forecast period. The demand for mulberries in the UK is evident across various segments, with consumers incorporating them into their diets in multiple ways.
KEY MARKET PARTICIPANTS:
Companies that play a promising role in the Europe mulberry market include BioSpectrum, Natural Factors, Specialty Natural Products Co., Pure Ingredients Ltd, Geneham Pharmaceutical and Zhejiang Wecan Bio.
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