Sales of snack vegetables continue to rise

Healthy snacking is steadily gaining ground. In 2024, sales of snack-sized vegetables, tomatoes, cucumbers and bell peppers, rose by 16 percent in the Netherlands, according to figures from GroentenFruit Huis based on Circana supermarket data. By far the most popular is the cherry tomato, accounting for nearly 80 percent of all snack vegetable sales.

More in the basket, more often on the menu

Snack vegetables are finding their way into an increasing number of shopping baskets. In 2024, 63 percent of Dutch households bought cherry tomatoes – a new record, according to the YouGov household panel. A third of all tomatoes sold in Dutch supermarkets are now cherry tomatoes, representing nearly 40 percent of the category’s total value. Not only did more people buy them, they also bought more per trip. The average weight per purchase rose by 18 percent. Prices played a role: in 2024, cherry tomatoes were priced 9 percent lower than in 2023.

Children make a difference

Snack cucumbers and sweet mini peppers are also showing solid growth. In 2024, sales of snack cucumbers rose by more than a quarter, while sweet mini peppers saw a 12 percent increase. Families with children play an important role here: they account for more than half of all snack cucumber purchases, and 43 percent of cherry tomato sales.

German market follows suit

Demand is growing across the border as well. In 2024, 71 percent of German households bought cherry tomatoes – up 28 percent in volume compared to the previous year. German consumers spent €2 billion on fresh tomatoes, of which over half a billion was spent on cherry tomatoes. Snack cucumbers also performed well, with 38 million kilos sold, worth nearly €160 million. Sweet mini peppers are lagging behind, reaching 20 percent of households.

Groentenfruithuis.nl