European consumers prioritize fresh produce despite economic pressures

Recent data and retail initiatives highlight a strong consumer demand for fresh produce in Europe despite economic pressures. An International Fresh Produce Association survey of German consumers indicates that while many are reducing overall spending, only 6% would sacrifice fresh fruits and vegetables due to rising prices. Key shopping drivers include freshness, value for money, quality, and variety, with 65% of respondents citing health as a primary factor in food selection.

In Belgium, the retailer Delhaize is launching strategies to increase fruit and vegetable consumption, addressing findings from Sciensano that only a small percentage of Belgians meet daily recommended intake levels. Delhaize’s approach includes collaborating with over 150 local producers, introducing new varieties like the Bloss apple, and implementing new misting systems to maintain freshness. The retailer is also focusing on affordability through discounts on high Nutri-Score products and expanding its convenience offerings, such as pre-cut produce and meal boxes.