In recent times is becoming evident the growth of a consumer more aware of recovering healthy lifestyle habits and closer to traditional knowledge. This has resulted in an increased interest worldwide about aromatic and medicinal plants (AMP) as natural medicinal remedies, which is reflected by a growing demand for AMP products in the European markets.

The current outlook requires now innovative R&D in AMP to increase the productivity, quality and possibilities of valorisation, but as a previous step it's essential to listen and study consumers and their expectactions about AMP, and therefore develop marketing strategies focused on issues such as productive processes (traceability, development of niche products); evolution of offered products; sector internationalization; substitution of essential oils; and distributors increased power, among others.