The outlook for fresh fruit and vegetable consumption remains under pressure in the European Union. Freshfel Europe's Consumption Monitor covering 75 percent of the continent's population, revealed that the average consumption of fresh produce is 364 grams per capita per day for 2021.
This number may decline by 10 percent in 2022 despite a positive momentum for consumption growth.
According to a Eurostat survey, only 12 percent of consumers across the Europeans Union reach their five portions daily, and alarmingly 33 percent eat fruit and vegetables only a few times a week. These figures are driven by the low level of consumption by millennials and the youngest generations.
The economic crisis impacting all Member States following the war in Ukraine and growing protectionism worldwide severely impacts consumer purchasing power and limits food expenditure.
Freshfel Europe General Delegate Philippe Binard shared that consumers need clarification about fruit and vegetable prices. He stated that fruit and vegetables are the most affordable products with undisputed health and environmental assets. In times of crisis, these consumers tend to move towards a less healthy diet, perceived as more energy satisfactory and a cheaper food option.
"Compared to other food categories, rises in fruit and vegetable prices have been lower than the average inflation. A diet with five portions a day or half of the plate with fruit and vegetables can be achieved by one or two Euros per person per day."
Comparatively, Binard explained, the cost of unhealthy diets is twice as high as the total food market value.
However, the decline is underpinned by consumers purchasing power being under pressure due to staggering inflation rates for food and energy.
