The global cassava market is worth over $4bn a year and is thriving in Europe. This brief overview will give you a summary of the market and help you decide whether this is a sector for you.
About cassava
Cassava is a root crop known scientifically as Manihot esculenta. The majority of cassava is traded fresh. However, there is a growing market in dried, frozen, chipped and processed forms, such as starch and flour.
Cassava is closely related to other root vegetables and tubers like potatoes and sweet potatoes, but it occupies a relatively narrow section of the market compared to these more widely known comestibles. That provides opportunities for growth but means that in some markets, work needs to be done to establish cassava as a standalone product.
The global cassava market in numbers
According to the Observatory of Economic Complexity (OEC), the total global value of the cassava market in 2022 was $4.54bn. Globally, the largest exporters of cassava are Thailand, Cambodia, Laos and Vietnam. However, the major suppliers to Europe are found in the Americas and Africa.
In Europe, the total value of the cassava market in 2022 was $626m, down slightly from $634m in 2021. Whilst overall market value has fallen slightly, variations from country to country means that there are still significant growth regions in the European market – particularly Belgium (up 30.7%), Germany (up 14.2%), and the Netherlands (up 6.4%).
Principal exporters of cassava to Europe
Americas
The key exporters of cassava to Europe are found in the Americas. The USA provides the Netherlands with 29.2% of its total import volume and the UK with 36%. Costa Rica is also a key producer country for the European cassava market supplying the Netherlands ($18.4m in exports), Spain ($4.82m), France ($4.03m) and the UK ($3.14m).
Africa
Egypt is the second largest provider of cassava to Europe, supplying around $80m worth of cassava to the European market in 2022. The majority of this export goes to the UK and the Netherlands, but there is significant direct trade between Egypt and a number of other European countries.
Asia
Thailand is growing as a European supplier, but this is mostly in cassava by-products like dried cassava chips rather than fresh cassava.
Cassava imports into Europe
The primary importers of cassava in Europe in 2022 were as follows:
| Location | Value of imports
($) |
% of European market | YoY change |
| Europe | 626m | 100% | -1.26% |
| Netherlands | 175m | 27.9% | 6.4% |
| United Kingdom | 106m | 16.9% | -12.1% |
| Germany | 86m | 13.8% | 14.2% |
| France | 60m | 9.64% | -11.5% |
| Belgium | 53m | 8.46% | 30.7% |
| Spain | 27m | 4.26% | -22.3% |
Source: Observatory of Economic Complexity (OEC)
European distribution hubs for cassava
Much of cassava that arrives in Europe is distributed through the Netherlands and, to a lesser extent, Belgium. In 2022, the Netherlands imported cassava to the value of $175m, of which $158m was re-exported – primarily to Germany, France and Belgium. The Netherlands retains around 10% of cassava imports to supply the local market.
For Belgium, Spain is a key destination, receiving some 13.4% of the total volume distributed. Germany and France are also important destinations, receiving 12.1% and 10.5% respectively. Interestingly though, 28% of the cassava that is moved out of Belgium lands in the Netherlands, demonstrating the strong interrelatedness of the European market.
The market for cassava in Europe
Ethnic populations
The majority of cassava consumers in Europe are ethnic diaspora or descendants of migrants originating primarily from Africa, Latin America, and Asia. These are regions where cassava is a food staple, and demand for the product remains high in populations who migrate abroad. Countries like France, UK, and Spain, where these ethnic populations are high, show higher levels of cassava imports.
As these populations continue to grow in Europe, so too the market will expand. And because these populations are very familiar with cassava and its by-products, little work is needed to promote the product, making this an attractive target market.
Local European populations
There is a growing interest in cassava and cassava-related products among local European consumers. This is driven in part by increased demand for healthy food products. Cassava flour, for example, is popular as a gluten-free alternative to standard flour. More cassava-related products are also appearing on the market. Brands like Goya offer products ranging from frozen cassava slices to cassava starch and pre-prepared foods like cassava fritters. This is bringing cassava into the mainstream and offers interesting opportunities for diversifying beyond fresh cassava.
Advice for getting into the cassava sector
Whether you’re looking to work in cultivation, export, import or wholesale/retail, follow these suggestions to give yourself the best chance of success:
Know the markets
Familiarise yourself with countries like France, UK, Germany, and Spain where there are high ethnic populations and cassava trade is already strong. Understand these countries to identify opportunities to enter the market and leverage existing infrastructure.
Adapt to consumer trends.
Consumer trends like health-conscious shopping and increased interest in non-local produce are opportunities for cassava sellers. Follow market news and be ready to promote cassava to new audiences in order to maximise some of these opportunities.
Stay informed
Sign up to newsletters and news sites. The Observatory of Economic Complexity provides detailed statistics on the global cassava market which will help you to understand trends and opportunities. The Food & Agriculture Organization of the United Nations offers news updates as well as useful resources. Or you could use websites like Freshplaza to get the latest news from across the global agriculture sector.
