The European Union is the second largest consumer of macadamias, importing almost 6,000 metric tons annually. Germany is a major importer, bringing in over 3,000 kg in some years. While macadamia sales grew rapidly in the early 2000s, the industry now faces challenges in Europe. To ensure long-term growth, the industry must diversify macadamia uses beyond snacks and better promote macadamias' benefits to European food producers and consumers.