Consumption Monitor

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Consumption data

In May 2017, Freshfel Europe released the latest edition of its Freshfel Consumption Monitor, analysing trends in the production, trade and supply of fresh fruits and vegetables across the EU-28, as well as consumption information in Norway, Switzerland and the USA. The Consumption Monitor was developed by the Freshfel Working Group on Promotion, Communication and Image, under the auspices of the Freshfel Supply Chain and Retail Division. This study is part of the actions undertaken by Freshfel in the framework of the EU Platform for Action on Diet, Physical Activity and Health. Freshfel a the member of the platform where it represents the fruit and vegetables sector at European level.

The latest Consumption Monitor covers the period from 2009 to 2014. The Consumption Monitor identifies EU-wide trends relating to production, import and export and includes specific information on fresh fruit and vegetable net supply and consumption trends for the EU-28 and the different Member States. The analysis of the latest available data (up to 2014) shows that consumption in the EU-28 stands at 353 gram of fresh fruit and vegetables per capita per day. It represents an increase of 1.6% compared to 2013 and a slight 0.3% increase compared to the last five years (2009-2013). This is the second year that the consumption is increasing slightly, which is a hopeful sign of recovery of consumption for the fresh fruit and vegetables sector.

EU citizens consumed in 2014 on average 192 grams of fruit and 161 grams of vegetables each day. Fruit consumption is more on the rise than vegetable consumption. The fruit consumption has increased by 1.2% compared with 2013, which is also an increase of 1.2% compared with the average of the previous five years (2009-2013). The vegetable consumption increased by 2% compared with 2013 but shows a small decrease of 0.7% compared with the average of the previous five years (2009-2013).

While aggregate consumption still remains below the minimum recommendations of 400 grams by the WHO, overall it is a positive sign that consumption has increased again slightly, which hopefully will continue in the future. To build on this positive development, authorities, as well as the sector, should continue to further build on the factors that are leading to improve the consumption trends in the society.

Philippe Binard, General Delegate of Freshfel, commented: “The findings of the Freshfel Monitor confirm our general perception that the fresh fruit and vegetables consumption is recovering slightly from the negative trends experienced since the turn of the century. Fruit and vegetables are becoming again more popular to European consumers. The sector is managing to better position fresh produce within the changing lifestyle environment of consumers while building the growth on its multiples assets of fresh produce. Besides the quality and diversity of fresh produce, the sector can also rely new drivers such as the greater focus of consumers on healthy diet, the search for freshness as well as increased attention for veggie-inspired lifestyles. These are some of the factors driving this trend that seems to be further consolidating in 2015 and 2016.

How to order the Consumption Monitor

Copies of the ‘Freshfel Consumption Monitor (147 pages) are available from the Freshfel Secretariat. Freshfel Members receive the report free of charge; non-members are asked to pay a price of €500. The document includes the following sections:

  1. total gross supply of fruit and vegetables in the EU-28 including trends in production, exports and imports of fruit and vegetables;
  2. a comparative review of consumption trends across the EU-28;
  3. a review of the total gross supply, trends in production, exports and imports of fruit and vegetables in the countries of the EU-28; and
  4. consumption trends in Norway, Switzerland and the USA.

You can order the “Freshfel Consumption Monitor 2017” by filling the below electronic form. (All fields are mandatory)

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