Europe is one of the largest regions in the global industrial starches market, producing over 600 products, from native starches to physically or chemically modified starches, through to liquid and solid sweeteners. According to the European Starch Industry Association, in 2018, the total starch production in Europe from EU wheat, maize, and potatoes stood at 10.7 million metric ton in comparison to the 8.7 million metric ton in 2004. The European Starch Industry Association is the trade association and its membership comprises 28 EU starch producing companies, together representing more than 95% of the EU starch industry. Wheat is the primary feedstock for starch production, followed by corn and potato. Specialties, like green pea, rice, or chickpea, are still minimal and only account for less than 0.5% in the European market. More importantly, growing number of starch manufacturers are investing in the starch and sweeteners market in Europe to support the local economy and local community, while positioning the business for long-term growth.

Globally, the demand for convenience foods is growing at a faster pace due to changes in social and economical patterns, as well as increased expenditure of food and beverage, awareness about healthy foods, changes in meal patterns and existing food habits, and the desire to taste new products. The United States is the largest market for convenience foods in the world, and the emerging markets of Asia- Pacific, the Middle East, and Latin America are projected to see future growth for the same. On-the-go snacking is becoming extremely popular, especially among the working-class people, teenage children, people living in hostels, and bachelors due to their hectic lifestyles. Moreover, the on-the-go snacking concept is closely associated with easy consumption and handling of products, which snack bars offer. Thus, the demand for snack bars is increasing due to the linked convenience of consumption, aided by disposable packaging that prevents the bars from coming in contact with hands, keeping them clean to work, simultaneously. Presently, consumers are allocating less time for traditional grocery shopping, due to busier schedules. Due to the same, they are also not able to take out time for proper meals and, therefore, opt for on-the-go snack bars in order to satisfy their hunger.