Vegetables and fruits consumption declines in 2023

The costs of food saw an average increase of 12 percent in 2023, with vegetables and fruits experiencing the least noticeable price hike at just 7 percent. Despite this relatively modest increase, the consumption of fresh vegetables and fruits in the Netherlands declined by 3 percent compared to the previous year. This decline is evident both in households and the hospitality sector, accompanied by a decrease in online purchases.

Despite the price hike, pre-made meal kits remain a popular choice. The number of buyers increased by 6 percent, and the total sales of these kits rose by 13 percent. While consumers are willing to pay 10 percent more per kilogram for this convenience, the figures indicate a growing demand for meal solutions with basic ingredients. Recipe websites and supermarket magazines also cater to the desire for convenience.

Consumer opts for convenience

While consumption both at home and outside decreased (3 percent and 4 percent respectively), convenience food remains popular. The sale of pre-cut fresh vegetables decreased less rapidly (-2 percent) than unprocessed vegetables (-4 percent), with 35 percent of total expenditures in the fresh vegetables category going towards pre-cut variants. However, corporate restaurants show a more positive trend with a 3 percent increase in the offering of vegetables and fruits, where caterers actively work on making their offerings more sustainable.

Stable online orders

Online orders of vegetables and fruits decreased by 5 percent, primarily attributed to sporadic online shoppers. However, the share of online orders in total expenditures remained stable at 7 percent. Despite these developments, the average consumption of vegetables and fruits in the Netherlands remains below the daily recommended amounts. With an average consumption of 153 grams of vegetables and 135 grams of fruit, there is hope that the new government will implement measures to encourage the consumption of vegetables and fruits and contribute to a healthier food environment.

Groentenfruithuis.nl