Report: Still a Way to go in Fresh Produce Consumption

Freshfel Europe’s latest edition of the Consumption Monitor indicates the average fruit and vegetable consumption in the European Union decreased in 2022.

The positive trend that started during the coronavirus pandemic has been curbed by the economic crisis impacting the purchasing power of consumers. Freshfel Europe underlines the essential features of fresh fruits and vegetables based on their strong and undisputed health benefits and their low environmental impacts. Fruits and vegetables are part of the solutions to societal concerns, and consumption should be stimulated well above the minimum daily goal.

The European Fresh Produce Consumption Monitor provides a comparison of consumption trends in the EU-27 as a whole and in each member state based on official statistics from EUROSTAT and FAOSTAT. In the past two decades, the Freshfel Europe Consumption Monitor has become increasingly important in evaluating the trends of fresh fruit and vegetable production, trade, and consumption in Europe.

This year’s edition shows the average fruit and vegetable consumption in the EU decreased to 350 grams (about 12.35 ounces)/day/capita in 2022, a 5% decline from 2021 and almost 3% below the average of the previous five years. This level is still more than 12% below the minimum 400 grams (about 14.11 ounces)/day/capita recommended by the World Health Organization.

The Freshfel Europe Consumption Monitor shows that only six countries in the EU reach the recommended goal of at least 400 grams of fresh fruits and vegetables/day/capita, leaving a great margin for improvement to stimulate consumption.

Fruit and vegetable consumption came back under pressure across the EU in 2022 because of the economic crisis, the rising prices, and the generalized inflation impacting the purchasing power of consumers, limiting volume, and searching for the most price-friendly option.

Fruits and vegetables must be considered as public goods and part of the solution to societal challenges, and classified as essential products.

“In times of economic uncertainties, consumers tend to move toward a less healthy diet, which is perceived to be more energy satisfactory and a cheaper food option than fruit and vegetables. Beyond the findings of 2022 Monitor, the preliminary data for 2023-2024 confirm the ongoing decline trends, which reached in many cases, more than 10%, meaning that the post-pandemic consumption growth has now been totally lost,” says Philippe Binard, general delegate of Freshfel Europe.

From the exchange with its members, Freshfel Europe identified several common drivers guiding the latest consumption trends: the decline of household purchases, lower-income households being more impacted by the decline; organic and premium products being under pressure; increased frequency of purchases, but with more reduced quantities; and lower sales volume partially compensated by higher prices.

As the current legislative term of the EU is beginning, the success of the recommended move toward a more plant diet can be questioned. Multiple policy incoherences and lack of consistency of measures resulting from the European Green Deal, the Farm to Fork Strategy, the Circular Economy Action Plan, as well as Europe’s Beating Cancer Plan, failed in achieving the ambition to shift to a healthier and environmentally friendlier diet.

The opportunity to set a positive discrimination for fresh produce failed. The momentum to significantly strengthen the position of fruits and vegetables in the food assortment was widely missed by policymakers.

Fruits and vegetables must be considered as public goods and part of the solution to societal challenges and classified as essential products.

“National nutritional guidelines, Nordic Council recommendations and EGEA scientists agree that the ambition and the consumption target need to be raised toward 800 grams (about 1.76 pounds)/capita/day. While the awareness is there, too many obstacles still prevent the growth. The benefits of fruits and vegetables should be better recognized in the promotion policy, but also in the upcoming taxonomy debate,” says Binard.

Binard says misperceptions about prices or safety should be addressed so consumers can make informed choices. He says the sector should continue its efforts and innovation toward more convenience, better taste and texture, target promotion actions toward the youngest, and seek support so that fresh produce is affordable.

The fruit and vegetable sector and public authorities should join forces to build a sustainable consumption attitude based on the benefits of fresh fruit and vegetables for the planet, the climate, and the health of the consumers themselves. There can be no compromise on the urgency of actions needed to address the consumption challenge, most specifically among the youngest generation.

Gil Kaufman is responsible for the management and dissemination of Freshfel Europe’s actions in EU-funded projects, including Life is Better with Fruit and Vegetables.