M. Shahbandeh
Research expert covering agriculture & FMCG
Fresh food market in Europe - statistics & facts
Consumption of fresh fruit and vegetables in Europe has been decreasing in the last few years. In 2023, the average daily per capita consumption of fresh produce in Europe was about 340 grams which is 60 grams below the minimum amount recommended by the WHO. That year, about four portions of fruit and vegetables were consumed per person daily in the UK, while Germans consumed below three portions on average daily.
Fresh food market overview
Europe has one of the largest and most mature markets for fresh produce with over 300 billion U.S. dollars revenue in 2023. The market is projected to grow even further for both fresh fruit and fresh vegetables. With an all-year demand of vegetables and fruits, international supply plays a significant role in the fresh market in Europe. Approximately half of the imported volume of fruit in Europe is coming from outside of this region, mostly developing countries. The online sales channel plays a crucial role in European fresh food market. While fresh foods online shopping frequency in many European countries is still not comparable to countries like China and India, the market penetration is increasing. As of 2024, one in four Europeans purchased fresh food and beverages online at least once a week. In the UK especially around 37 percent of Brit e-shoppers were engaging in fresh food e-commerce at least once a week. Unsurprisingly, grocery online sales is growing rapidly in the UK and are forecast to top the European market in terms of revenue.Inflation has caused fresh consumers to switch from organic products
Fresh food prices have been growing across Europe. The consumer price index for fruit in Germany rose by 14.4 percent in 2023 compared to 2020. This was the highest figure recorded in the past thirty years. Fresh food cost has become an important factor among many consumers. In the UK, price was as crucial as freshness for consumers when shopping for fruit and vegetables. As consumers in Europe are becoming more price conscious, they are reverting away from high-priced organic and premium products. In 2023, most consumers in selected European countries were planning to purchase less organic and bio products. Consumers are switching back to less expensive fruits and vegetables and are less likely to pay more for organic-certified produce.
