New data reveals “cautiously positive trend in EU fruit and vegetable consumption”

27 Nov 2019 --- New statistics have revealed that since 2013, European consumption of fresh fruit and vegetables has very slowly picked up again after a noticeable decreasing trend since the turn of the century. That is according to Freshfel Europe’s latest Consumption Monitor. Despite this, the monitor platform strongly encourages increasing the number of public and private initiatives to stimulate consumption. Noticeably, the data demonstrate a very slight decrease again from 2016 to 2017 and the European aggregate still remains below the World Health Organization (WHO) consumption recommendation of at least 400 g per capita per day.

Freshfel Europe’s Consumption Monitor analyzes the production, trade, supply and consumption trends of the EU-28, with the most recent data of 2017 included. The data show that consumption of fresh fruit and vegetables in the EU-28 stands at 348 g per capita per day. This represents a slight decrease of 1.1 percent compared to 2016, but is an increase of 2.4 percent compared to the average of the previous five years (2012-2016). 

“The EU aggregate consumption data still shows that the current level of consumption remains below the minimum of 400 g recommended by the WHO,” Philippe Binard, General Delegate at Freshfel tells FoodIngredientsFirst. “Beyond the 348 grams set as consumption per capita average, there are also wide differences between member states and also among the different categories of consumers. The sector needs to continue its efforts to be well positioned as a category, within a very competitive food environment,” he continues. 

Fruit and vegetables have multiple assets that are widely endorsed by health organizations, by the scientific community and in general terms by consumers as well, notes Binard. “It is often difficult to convert this awareness into a concrete consumption attitude. Moreover, as a sector, there are many limitations to the possibility to make nutrition or health claims, despite the undisputed benefit of fresh fruit and vegetables for health.”

“To secure healthy European citizens, it is important to work among doctors and dietitians to keep informing consumers on the role of fruit and vegetables as part of a healthy diet,” he adds.

The fruit and vegetables sector needs to secure the access to a wide diversity of fresh produce at the different points of sales for consumption at home. In the last few years, according to Binard, the sector has “proactively been looking to adapt the fruit and vegetables assortments to changing lifestyle and secure a better availability and accessibility of fruit and vegetables according to evolving demand of consumers for convenience, as well as for taste and texture.” 

The fruit and vegetables sector needs to secure the access to a wide diversity of fresh produce at the different points of sales for consumption at home, but also continue to further penetrate the growing foodservice segments, which range from public or private cantines, to the health sector, to transport, but also various restaurant chains, he explains. 

“There is indeed today a much greater segmentation of consumers following vegan, vegetarian and flexitarian diets in the EU,” Binard states. “Increased awareness and consciousness of consumers about their diets are opportunities that can contribute to more consumption of fruit and vegetables,” he muses. 

“Beyond these movements, there are different motivations of consumers. Moving to more plant-based diets can certainly contribute to a healthy diet, but could also have additional benefits for the environment and contribute to many objectives of the sustainable development goals,” he adds. 

This increase of consumption over the last four consecutive years is hopefully a positive sign of increasing awareness of the role of fruit and vegetables in the daily diet and should encourage both the public and private sector to step up efforts to promote the consumption of fresh fruit and vegetables.

According to the Consumption Monitor’s data, in 2017, EU citizens consumed on average, 192 g of fresh fruit and 156 g of fresh vegetables each day. Fruit consumption has decreased by 2.6 percent compared to 2016 but increased by 2 percent compared to the 2012-2016 average consumption. Vegetable consumption increased by 0.7 percent compared to 2016 and increased by 3 percent compared to the 2012-2016 average consumption.

To build the momentum of the overall increasing EU consumption trend, Freshfel Europe, together with Aprifel, a French fruit and vegetable agency, have launched an information and promotion of agricultural product campaign, co-funded by the European Commission (EC) to raise awareness of the importance of eating at least 400 grams of fruit and vegetables among 18 to 30-year-olds.

The campaign “Follow me to be healthy, with Europe,” calls young Europeans to action via the “400 gram Challenge” on social media.

By Elizabeth Green