Trade diversification is no longer optional. From Saudi Arabia to Vietnam, new markets are offering opportunities and challenges for Irish producers. Britain, Europe and the US are the main markets for Irish exporters, but many companies are looking further afield to the Middle East, South America and the Asia Pacific region.
Cargo-partner Ireland managing director Fergal Keenan agrees that Ireland’s food export market remains strong, driven by global demand for premium dairy, beef and seafood: “Ireland’s reputation for quality, safety, and traceability continues to open doors worldwide.”
Wider agri-food performance backs this up. Bord Bia’s most recent figures show food and drink exports reached a record €17 billion in 2024, up 5 per cent on the previous year. Dairy remains the largest category at €6.3 billion, followed by meat and livestock at €4.3 billion, while drinks exports surpassed €2 billion for the first time.
Ireland’s reliance on exports also means the sector plays a central role in the wider economy. Food and drink exports alone account for almost 40 per cent of total Irish goods trade, while the broader export base, from pharmaceuticals to software, supports hundreds of thousands of jobs.
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Exporters are increasingly looking beyond traditional markets due to a combination of economic and geopolitical factors. This applies not only to food and drink but also to energy-related exports such as equipment for oil, gas and renewables.
“Tariffs imposed in the United States have complicated trade dynamics, while the European market, including data centres, has become saturated, leading to a noticeable slowdown,” says Martin Winters, managing director of Suretank. “The UK, once a reliable trading partner, now presents inconsistent opportunities, making it a less dependable market.”
Exporters are looking to diversify due to Brexit impacts, trade volatility and the need to reduce reliance on a small number of markets, says Keenan.
“At the same time, demand is growing in emerging economies where Ireland’s quality reputation is well recognised. Irish businesses also see opportunities in trade agreements and consumer trends toward premium imported foods.”
For Irish exporters, one of the strongest opportunities lies in the Middle East and Asia-Pacific, where demand for premium food, pharmaceuticals and technology is growing rapidly, supported by high purchasing power and expanding healthcare and infrastructure markets, says Keenan.
Irish agri-food exports to the Middle East and North Africa topped €500 million in 2024, led by dairy and prepared foods, according to Bord Bia. The UAE and Saudi Arabia are especially important, with trade missions highlighting demand for infant formula, beef and lamb.
In Asia-Pacific, opportunities exist in China, Japan, Vietnam and the Philippines, where rising incomes fuel demand for safe, traceable foods. These markets are also priority targets in Bord Bia’s strategy. Exports to the UK reached €5.9 billion in 2024, while North America grew 14 per cent to €2 billion.
While food and drink remain Ireland’s export mainstay, energy and technology are also reshaping trade priorities. Winters notes that energy-related exports, from offshore equipment to storage technology, are adapting to shifting global demand. “The USA, in particular, is likely to rebound from its current economic challenges and continue to be a key market,” he says.
Winters also points to growth in northern Europe, particularly in energy and data-driven industries, where colder climates support more efficient operations. “Scandinavia is emerging as a highly attractive region, especially for tech-driven industries. Large technology companies are relocating operations there due to the naturally colder climate, which supports energy-efficient data centre operations.”
The primary barriers include a lack of local knowledge, complex regulations and cultural differences, says Winters. “These can hinder market entry and success. To overcome them, Irish companies must invest in local partnerships, hire regionally experienced personnel and ensure full compliance with local regulations. Building cultural competence and establishing a presence on the ground are essential steps toward sustainable expansion.”
Irish firms that are perhaps playing more cautiously before moving into new markets risk being left behind, “especially in Asia-Pacific, where competitors like Australia and New Zealand are already very active,” says Keenan. “Acting now is key to securing shelf space, consumer loyalty and reliable logistics channels.”
Sustainability is already playing a leading role, with customers demanding evidence of low-carbon transport and traceability. Bord Bia highlights it as a core requirement across most international markets, with buyers also seeking proof of animal welfare standards and environmental impact.
Digitalisation and AI will shape the future of exporting, in Keenan’s view: “From customs documentation to real-time supply-chain tracking, Irish firms are adopting technology that improves compliance and provides visibility to customers.
“Diversification of logistics routes has become another priority, following the pandemic and global shipping disruptions. These tools will help exporters manage compliance, inventory and logistics efficiency, while supply chain diversification will be essential to reduce risk.”
These shifts underline that diversification is not just about geography but also about how Irish firms operate, from sustainability practices to technology adoption.
Looking ahead, support from State agencies such as Bord Bia and Enterprise Ireland will be vital in helping firms scale internationally. Competing with strong rivals such as New Zealand and Denmark will not be easy, but Ireland’s reputation for quality, coupled with a willingness to innovate, gives exporters a strong foundation for future growth.
As global competition intensifies, the ability to adapt quickly, and to balance traditional strengths with bold moves into new regions, will define Ireland’s next decade of export success.
