Work is underway to expand opportunities for Canadian pulses in the European Union and United Kingdom, particularly for lentils, while addressing regulatory and policy barriers that continue to impede market access.
In February, the European Commission released a new Vision for Agriculture focused on enhancing the competitiveness and resilience of EU agriculture. The vision marks a shift from the 2020 Farm to Fork strategy and its prescriptive targets. However, it maintains barriers to the use of crop protection products and has potential to introduce additional trade-related risks, including the use of reciprocal measures. While these developments add complexity, they also open the door to opportunity. The proposal to develop an EU protein strategy could present opportunities for Canadian pulses to play a greater role in Europe’s food system.
Recent data points to strong consumer interest in lentils across the region. A 2024 study commissioned by Pulse Canada found that 30% of consumers in the UK and Germany eat lentils weekly, and over half view them as healthy and nutritious. Lentils are showing up in an expanding range of products—snacks, baked goods, plant-based burgers, and more. According to Mintel, 65% of global lentil product launches now come from Europe, led by the UK, France, and Germany.
These trends highlight a growing appetite for plant-based, nutritious, and sustainable ingredients—an area where Canadian pulses are well positioned to lead.
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