Dutch consumers eat slightly more fruit and vegetables again

After years of stagnation, consumption of fruit and vegetables is showing movement again. In 2025, Dutch consumers ate on average 2% more than a year earlier. That is according to new figures from GroentenFruit Huis. The organization presented the results during the meeting ‘What and where does the Dutch consumer buy and eat fruit and vegetables?’.

The increase is cautious, and there is still work to be done. The recommended amounts of fruit and vegetables are still not being reached.

Vegetable consumption rises slightly

Average vegetable consumption increased by 1% in 2025. Not a major jump, but a clear increase nonetheless. Cauliflower, chicory, cucumber and spinach in particular were purchased more often. Little has changed among the most consumed vegetables. Tomato, cucumber and onion continue to hold the top spots. These products have formed a steady base in the Dutch kitchen for years.

Fruit consumption grows more strongly

Growth is slightly higher for fruit. In 2025, Dutch consumers ate on average 3% more fruit than in 2024. Banana, apple and orange remain the most popular. They are followed by grapes, pears, strawberries and kiwi, among others. Some varieties are eaten somewhat more often than in 2024, particularly mango, grapes and kiwi. Avocado also remains popular.

Demand for convenience is shifting

A notable change is taking place within the vegetable category. The share of cut and ready-to-cook vegetables is under slight pressure. At the same time, sales of meal kits and ready meals are increasing. Consumers are therefore choosing complete meal solutions more often. That saves time and offers guidance when cooking. Convenience is shifting from separate ingredients to complete concepts.

According to GroentenFruit Huis, there are also signs of a cautious recovery in consumer confidence, although consumers remain price-conscious. Fruit and vegetables are purchased more frequently in supermarkets, but also at ethnic stores and across the border. Themes such as the protein transition and sustainability offer opportunities to further stimulate consumption.

Groentenfruithuis.nl