Poland is one of the largest apple-producing countries in the European Union (EU). However, there’s a downward trend in the number of apples the country’s citizens eat. More specifically, Poland’s per capita consumption of apples dipped from an all-time high of 56.2 pounds in 1982 to 21.6 pounds in 2021, according to FAOSTAT/Kantar Polska data.
This year, the country’s growers are set to harvest 3.2 million tons of apples, or 176 pounds per capita. Such low domestic consumption means most of Poland’s apples will be exported.
Yet, Poland is one of six EU countries whose citizens consumed the World Health Organization (WHO) recommendation of 400 or more grams per day, per capita (g/day/capita) of fruits and vegetables, according to the April 2024-released Consumption Monitor by Freshfel Europe, the Brussels, Belgium-based European Fresh Produce Association. Four hundred grams of produce equals about five cups if measured by volume.
Greece ranked first at an average of 472 g/day/capita, followed by Belgium (460), Italy (440), Portugal (431), Poland (429) and Romania (420).
The report’s 2022 data showed that the average fruit and vegetable consumption in the 27 EU countries decreased to 350 g/day/capita in 2022.
CONSUMPTION IS FLAT
The Consumption Monitor has become an increasingly important annual report in evaluating the trends of fresh fruit and vegetable production, trade, and consumption in Europe.
“We have been monitoring consumption in some form since 2003,” says Gil Kaufman, head of project management and market analysis for Freshfel Europe.
“Consumption levels of fruits and vegetables in the EU have been quite flat for the past decade and have never reached the average of 400g/day/capita under the current methodology. Usually, there are only six to seven countries that reach or exceed this level of consumption,” says Kaufman.
Freshfel Europe hasn’t yet compiled the figures for 2023, but consumption levels based on estimates from specific countries are expected to decrease further, according to Kaufman. Like the U.S., the EU experienced a downturn in the positive produce consumption trend that started during the pandemic due to the economic crisis impacting the purchasing power of consumers.
The decline of household purchases, lower-income households affected by the decline, organic and premium products under pressure, an increased frequency of purchases but with more reduced quantities, and lower sales volume, partially compensated by higher prices, are driving the latest declining produce consumption trends identified by Freshfel Europe.
Ironically, economic challenges may be one reason why citizens in some countries are meeting the 400-plus grams recommendation. In a July 12, 2024-published EUROSTAT report, “Almost 1 out of 10 in the EU could not afford a proper meal,” the share of Romanian households unable to afford a meal with meat, chicken, fish or a vegetarian equivalent every second day rose to more than one-fifth (22.1% in 2022), which was the highest proportion among the EU Member States.
In Freshfel’s Consumer Monitor for 2022, Romania ranked sixth highest in produce consumption in the EU. Of note, too, is that out of 9.1 million farms in the EU in 2020, almost one-third (31.8%) were in Romania, and 99% of these were family farms, according to EUROSTAT.
“It is no surprise that as the world grappled with food inflation, the consumption of fresh produce declined. In the U.S., consumers sought discounts and traded for less expensive commodities. I agree with the assertion of Philippe Binard, general delegate of Freshfel Europe, when he commented, ‘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,’” says Gina Jones, vice president of global insights for the International Fresh Produce Association (IFPA), headquartered in Newark, DE.
“But there are tailwinds for our industry, with consumers more actively managing their health and caring about sustainable nutrition,” she adds.
SUPPLY, BUT LITTLE DEMAND
Aside from the cost, the availability of fruits and vegetables in the EU is generally good.
Based on EUROSTAT data, the EU produces a wide range of fruit, berries and nuts, with a total of 25.4 million tonnes harvested in 2022.
The three most grown fruits in pounds are apples, peaches and pears. Harvested fresh vegetables in the EU in 2022 reached 59.8 million tonnes, with the largest volumes in tomatoes, onions and carrots.
As for individual countries among the six with 400-plus g/day/capita consumption, in 2022, according to EUROSTAT data, Italy (21.6 %) and Poland (20.3 %) were the leading producers of fruits, berries and nuts in the EU. For some specific fruits, like pears, Belgium is a key producer.
Italy is also a leading producer of fresh vegetables, with one-fifth (20.8%) of the EU’s harvested production in 2022.
Like fruits, production of some types of fresh vegetables is concentrated in a few EU Member States. For example, Italy accounted for over one-third (39.8 %) of the EU’s harvested production of tomatoes in 2022.
WHAT’S IMPORTED
On the import side, the Netherlands is Europe’s No. 1 importing country for fresh produce from outside Europe through its Port of Rotterdam. The Netherlands is also a European hub for fresh fruit and vegetable trade. The hub function is most prominent for fresh fruit.
Based on EUROSTAT data, the best-performing products imported from developing countries, between 2019 and 2023, were avocados, bananas, citrus fruit, sweet potatoes, blueberries and exotic fruits.
The Netherlands is a global top 10 destination for fruits and vegetables from South Africa, Costa Rica, Peru, Egypt, Ecuador, Brazil and Morocco. Neighboring Belgium, with the second highest produce consumption in Freshfel’s latest Consumption Monitor, imports large volumes of fresh fruits and vegetables from the Netherlands.
Yet, as with Poland and apple consumption, availability doesn’t mean consumption. There are other reasons/programs why these six countries consume enough produce.
WHAT COUNTRIES ARE DOING RIGHT
Greece leads in fruit and vegetable consumption in Freshfel’s latest Consumption Monitor.
“The reason behind this high consumption is simply the traditional (Mediterranean) diet,” says George Frangistas, president of Incofruit Hellas, the Association of Greek Export and Consignment Enterprises for Fruit, Vegetables & Juices, based in Athens.
The Food-Based Dietary Guidelines — Greece, by the FAO, call for 2 to 3 servings of fruit daily, 4 or more vegetable servings, including wild greens, and 3 to 4 servings of potatoes per week, preferably with the skins on.
Looked at another way, the results of the 2015-published article in the journal Nutrients, Definition of the Mediterranean Diet: A Literature Review, revealed an average consumption of 361.2 g/day/capita of vegetables and 259.9 g/day/capita of fruits and nuts for 620.9 g/day/capita, for those eating a Mediterranean Diet.
Compared to other European consumers, “Italians eat lots of fruits and vegs because of the predominant role in the Mediterranean diet,” says Daria Lodi, consumption and GDO analyst for CSO Italy – Fruit and Vegetable Services Center in Firenze, Italy. “Thus, there is a culture and tradition for consuming these products.”
Beyond the pluses of a traditional produce-rich diet, EU countries meeting the mark on consumption, such as Belgium, Italy and Poland, currently have public and private sector produce programs that indirectly and directly promote eating fruits and vegetables.
For example, VLAM (Flemish Center for Agriculture and Fisheries Marketing), in Brussels, Belgium, has two current campaigns. One, held each year from Feb. 1 to 7, focuses on Belgian endive, also called witloof chicory, and is called “Show some Loof.”
In this campaign, endive is highlighted through a radio and online campaign, the latter showcasing recipes like witloof pizza and spicy pad Thai. VLAM also partners with wholesalers, the hospitality sector and retailers, the latter of which receive themed posters and recipe books for in-store display.
“In 2023, ‘Show some Loof’ led to a significant increase in retail sales (+71%) of this vegetable, compared to the previous week, with an even higher rise in Flanders, reaching 88%,” says Nele Van Avermaet, VLAM’s promotional manager for fruits and vegetables.
Additionally, the campaign achieved a high level of recognition (40%), strong appreciation (7.4 out of 10), and 50% of the target audience indicated that they had eaten endive in and around Endive Week, Van Avermaet adds.
Secondly, since 2022, VLAM has run an information campaign focused on the sustainability efforts of the country’s fruit and vegetable sector.
Instead of focusing on specific products, the campaign highlights topics relevant to the entire sector. “We focus on about six different topics, including sustainable water and soil management, efforts concerning energy, biodiversity, sustainable packaging and food loss,” says Van Avermaet. “We take a public relations approach to communicate in a straightforward, honest and trustworthy way. Consumers have received this campaign well.”
Independently, Ahold Delhaize’s Belgium brand, Delhaize, the largest supermarket chain in the country, with 764 stores, introduced Nutriboost via its SuperPlus loyalty card, a problem that spotlights the Nutri-Score label. Nutri-Score was first introduced in France, and, since August 2018, Belgium has also opted for it. It is the first label shown to help consumers buy healthier food.
“With Nutriboost, shoppers enjoy a 10% discount on foods with a Nutri-Score of A and B. This includes a wide range of fresh categories, including fruits and vegetables,” says Sarah De Meester, external communications manager for Delhaize Belgium.
Based in Ferrara, CSO Italy comprises 70 members who produce and market Italian-grown fruits and vegetables. The organization has participated in several promotion projects. One is called “Made in Nature.”
The EU also funds this promotion to promote the benefits of consuming organically grown foods for human and environmental health. Some 18.7% of agricultural land in Italy is devoted to organic production, compared to an average of 9.6% in the EU, according to The Italian Organic Market.
The Nomisma per BIOFACH 2024, consumer survey data released in February 2024, also reveals that when Italians buy food for themselves and their families, 24% look for organic fruits and vegetables, the highest food, with eggs second at 12%.
“The ‘Made in Nature’ promotion is accomplished through a series of initiatives and actions, such as by press and public relations, communication on the main social media platforms, participation at fairs and events, activities like workshops and B2B events, and promotion at the point-of-sale to make known the products directly at the place of purchase of consumers,” explains CSO Italy’s Lodi.
“Project results are encouraging in terms of contacts reached through web and social media, readership reached with press campaigns, and attendance at meetings and events. Commercial operators of retailers also showed interest toward the products promoted in the campaign.”
Lodi says CSO Italy also recently organized a workshop in Denmark to present the “Made in Nature” project to the media and Danish retailers. “The project promotes organic production in a market that, according to a recent survey developed by CSO Italy, still has good margins for the consumption and sale of organic fruits and vegetables.”
In Poland, the three-year “Good Move” initiative launched in April 2024 by the Association of Polish Fruit and Vegetable Distributors and organizations in other countries, such as APRIFEL in France and AILIMPO in Spain, in cooperation with the EU.
“Four hundred grams of fruits and vegetables a day is not enough anymore.”
— Paulina Kopeć, Association of Polish Fruit and Vegetable Distributors
“Health is at the forefront of Gen Z and Millennials’ minds. These generations seem to know that a well-balanced diet and regular physical activity are key to their well-being. Still, the numbers show that few consistently practice healthy habits daily,” says Paulina Kopeć, secretary general of the Association of Polish Fruit and Vegetable Distributors.
“The main goal of the Good Move program is to increase the consumption of fruit and vegetables in the daily diet of people aged 18-34 in Europe and help them to become more physically active,” Kopeć explains. “We chose this age group because they are shaping their shopping and eating habits and have the purchasing power to make their own shopping choices.”
The three main activities of “Good Move” in Poland are: collaborating with experts, such as dietitians and sports trainers; promoting a healthy lifestyle among young people during sports events; and encouraging people to take up the challenge through broad communications on social media.
FIGHTING RESTRICTIONS
More broadly, Freshfel Europe and its Fresh Fruit and Vegetable Interbranch members are pushing for the European Commission to fund a strong promotion policy and other tools to stimulate fresh fruit and vegetable consumption in 2025.
Freshfel is also pushing the commission to “remove obstacles that prevent stimulating fresh fruit and vegetable consumption as an essential part of the diet for Europeans,” Salvo Laudani, president of Freshfel Europe, commented in a September 2024 media release.
“From the last legislative terms, these hurdles included unnecessary red tape, added costs, and complex and unnecessary requirements,” Laudani continued. “Several policy initiatives, such as plant protection, packaging, or labeling negatively impacted the freshness, convenience, quality, and marketing of fresh produce, and also damaged the attractiveness and competitiveness of fresh fruit and vegetables in the overall food assortments. These excessive restrictions against fruits and vegetables should be replaced by positive discrimination.”
Looking ahead, “Four hundred grams of fruits and vegetables a day is not enough anymore,” says the Association of Polish Fruit & Vegetable Distributors’ Kopeć. “Countries like Portugal and parliamentary bodies, such as The Nordic Council, are recommending 800 grams a day, and we must follow in this way too.”
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Consumption Data: Comparing Apples to Apples Across Countries
The Consumption Monitor published by Freshfel Europe, the Brussels, Belgium-based European Fresh Produce Association, uses FAOSTAT and EUROSTAT data to compare statistics on the total EU production of fruits and vegetables, plus imports and minus exports, to determine the total gross supply.
“Accounting for the fact that FAOSTAT production data does not distinguish between fresh or transformed consumption, such as grapes made into juice or wine, citrus fruit or apples for juice, and based on data provided by the sector, for grapes, citrus fruit and apples, only a certain percentage of the production has been considered as destined for fresh consumption,” says Gil Kaufman, head of project management and market analysis for Freshfel Europe.
For tomatoes, Kaufman says figures are based on the European Commission’s Working Group on Tomatoes document, which provides data on the supply of tomatoes for fresh consumption. Stone fruit figures are similar to those of the European Commission’s Working Group on Peaches and Nectarines document.
“Next to these standard processing factors, the Consumption Monitor was adjusted to outbalance some of the clearly faulty data. As such, other processing factors were added for other categories of vegetables and, in some cases, to specific products for specific countries to carefully outbalance incorrect consumption outcomes,” he says.
Kaufman says the data behind the results of the report also accounts for a percentage of produce wastage, which, based on industry data, accounts for an average of 20% of gross supply. This percentage is therefore deducted from the total supply to come to the net consumption figures.
• • •
Pushing Polish produce
Earlier this fall, the Association of Polish Fruit and Vegetable Distributors (Unia Owocowa), based in Grójec, Poland, partnered with the Society for the Development of Dwarf Orchards, as well as the National Association of Fruit and Vegetable Producer Groups, the Association of Fruit Growers of the Republic of Poland and the Grójec Orchards Association, in a new promotional campaign called “One Apple a Day.”
The promotion is designed to spread the word about the benefits of eating apples.
As part of this campaign, on Nov. 13, 2024, 138 dietitian students, fruit growers and faculty of the Educational Center of the Medical University of Warsaw set a Polish record for the “largest apple-eating relay,” tasting 10 apple varieties.
The double benefit of this event was educating young nutrition professionals, who can continue to get the word out about eating apples — and all fruits and vegetables — in their careers.
