Tomatoes on the rise, demand for chopped vegetables drops

In 2024, tomatoes were once again the most purchased vegetable in the Netherlands, widening their lead over onions and cucumbers. Total tomato sales increased by 6% compared to 2023. Snack tomatoes, in particular, saw a surge in popularity, with sales rising by around 20%. A key factor was the lower price, which dropped by an average of 9%. Not only did more households buy snack tomatoes, but they also purchased them in larger quantities. Additionally, sales of plum tomatoes increased slightly compared to the previous year.

Cauliflower recovers slightly, pricier vegetables lose ground

After a sharp decline in 2023 due to limited supply, cauliflower sales grew by 7% in 2024. However, purchases still remained 15% below 2022 levels. The number of buyers also saw a slight drop. In contrast, endive, Brussels sprouts, and asparagus saw lower sales due to reduced production and higher prices. The price of endive rose by 20%, while Brussels sprouts and asparagus became about 10% more expensive. As a result, significantly fewer households bought these vegetables.

More meal kits, fewer chopped vegetables

Consumers became more selective in their convenience choices. Meal kits gained traction, with a 6% increase in sales volume and a slight rise in the number of buyers. In 2024, 47% of Dutch households bought a meal kit at least once. However, total sales of pre-cut vegetables declined, particularly for bagged lettuce and stir-fry mixes. This shift contributed to the overall 2% drop in fresh vegetable purchases compared to 2023.

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