Fresh produce consumption under pressure

The outlook for consumption of fresh fruit and vegetables remains under pressure in the European union. A conclusion from the latest Freshfel Europe Consumption Monitor. Despite a very positive momentum for consumption growth, many barriers are severely impacting the move towards a healthier and more sustainable diet for European consumers. 

 The Monitor reveals that the average consumption for fresh produce stands at an average of 364g per capita per day for 2021, a figure that could decline by ca 10% in 2022. This is particularly worrying at it stays well below the minimum 400 gr. recommendation of WHO. These figures are driven by the low level of consumption by millennials and the youngest generations. Low consumption among the low-income population is also of particular concern.

In times of crisis, consumers tend to move towards a less healthy diet, which is perceived to be the cheaper option. Freshfel Europe General Delegate Philippe Binard underlined, “Consumers have a basic misperception about fruit and vegetable prices. Fruit and vegetables are the most affordable products and have also undisputed health and environmental assets.”. He added, “Compared to other food categories, rises in fruit and vegetable prices have been lower than the average inflation." 

Efficient promotion policy towards generation Y (millennials) and Z as well as education programmes in schools for generation alpha are crucial. The sector also has an important role to play in accompanying consumers to convert their awareness of the health benefits of fresh produce into concrete eating behaviours.

Freshfel.org