Vegetable and fruit consump­tion drops by 3% in 2024

The consumption of vegetables and fruit in the Netherlands decreased again in 2024. While the average Dutch person already failed to meet the dietary guidelines of the Voedingscentrum, the gap widened further. Vegetable consumption dropped by 2%, while fruit saw an even steeper decline of 4%. Total consumption—both at home and outside—was lower compared to 2023. Dutch people dined out less frequently and did not compensate by choosing healthier options at home.

Lower prices, yet fewer purchases

Remarkably, price trends appear to have played a minor role in this decline. Fresh vegetables became 1.3% more expensive on average in 2024, and fresh fruit prices rose by 2.7%. These increases remained well below the overall inflation rate of 3.3%. However, rising supply chain costs, including energy and labor, are putting pressure on producers. According to the industry association GroentenFruit Huis, these costs are often not fully passed on to consumers. Moreover, retailers frequently use vegetables and fruit as tools for promotions, further squeezing wholesale prices.

A resilient sector facing challenges

Despite declining domestic consumption, the Dutch vegetable and fruit sector continues to perform strongly on the international stage. Nonetheless, persistently low consumption levels in the Netherlands are cause for concern. On average, Dutch people consume only 60% of the recommended daily intake of 250 grams of vegetables and 200 grams of fruit. The sector remains committed to sustainable production and encouraging healthier choices, but stresses that structural changes are necessary to make healthy food more accessible and appealing to consumers.

Groentenfruithuis.nl