Fruits & Vegetables Market Trends

The European Fresh Fruit and Vegetables sector offers opportunities for exporters. Here you'll find information that can help you get your fresh fruit and vegetables on the market in Europe.

The increased popularity of healthy, natural as well as organic products is a trend that offers opportunities for fresh fruit and vegetables in Europe. Consumers looking for good taste and convenient purchases have also become more aware of social and environmental issues. More integrated social responsibility and certification programmes are being introduced, providing increased information sharing along the total supply chain. Meanwhile, the increasing concentration in buyer power will result in more demanding product requirements and delivery terms. These developments require you to specialise and integrate with other actors.

The Netherlands is a main entrance point for fresh fruit and vegetables into Europe. Its experience in trading fresh produce and efficient infrastructure make it an interesting country to explore. The Dutch market itself is much smaller and characterised by competitive pricing and a well-developed offer of convenient products. Sales are dominated mainly by supermarkets, making it a difficult country in terms of standards and compliance.

Fresh fruit and vegetables is an important industry for Spain and their growing professionalisation in trade gives Spain the potential to take on a larger role as trade hub. Imports from non-European countries have been increasing, offering opportunities for products such as avocados, berries, fresh beans, lemons, mangoes and watermelons.

Germany imported 10.9 billion euros’ worth of fresh produce in 2017. Most of it is sold through a consolidated number of supermarkets and discounters that maintain high quality standards. At the same time, Germany also offers ample opportunities for exporters to reach specialized, ethnic or independent stores and food services via wholesalers. As an exporter from a developing country, you have the choice to supply the German market directly or use international traders in the Netherlands or Belgium.

The supply of avocados is increasing fast, but the European market still has room for growth and can absorb the higher volumes. The healthy nature and multiple uses of avocados result in a strong consumer demand for avocados. Fruit businesses can free-ride on the promotion of avocados, but to join the success in trade your supply must be consistent and of high quality.

Melons, including watermelons, are one of the main fruit categories in Europe. Convenience and taste are important drivers for consumption. The market is supplied by European melon producers and complemented by exporters, mainly from developing countries. It is a competitive market and as a supplier you must keep quality and differentiation in mind.

Papaya consumption in Europe is not yet as common as it is in most tropical countries, but it is gradually increasing. Developments in better logistics, convenience such as ready-to-eat and increased product promotion contribute to its growth and make papaya an interesting supplement to more well-known tropical fruit. As an exporter, you will have to deal with strong competition from Brazil and excel in quality and product handling to export to Europe successfully.

The consumption of mangoes in Europe is rising despite difficulties in sourcing and the preference for local seasonal fruit. The market prefers Kent and Keitt varieties and there is an increasing demand for ripened and freshly cut mangoes. The availability of high-quality mangoes can greatly influence the consumption in Europe.

Imports of fresh pineapples into the European market have stabilised at around 900 thousand tonnes in recent years. In 2017, there was a good supply of pineapples and volumes to Europe reached 942 million tonnes. The pineapple trade is dominated by the MD2 type variety and a few multinational companies: Dole Food Company, Del Monte Foods, Fyffes and Chiquita. Smaller exporters from developing countries must seek to distinguish themselves with quality, price, and sustainability. There are also opportunities in new varieties that have advantages with regard to logistics, convenience and the increasing attention given to flavour.

The European market for fresh rambutan is dominated by ethnic Asian consumers and specialty fruits and vegetables stores. Demand for specialty fruits is rising in many European countries, providing opportunities for exporters from developing countries.

Sweet potatoes are part of a trending demand for exotic and ethnic food in Europe. The consumption of sweet potatoes has more than doubled over the past 5 years and supermarkets are catering to this trend. As an exporter you can benefit but only if you are compliant with market requirements. The United Kingdom and the Netherlands are responsible for most of the European import of sweet potatoes. More than 80% of the supply to Europe is in the hands of exporters from the United States.