Total volume sales of fruits in the US rose moderately in 2025. Retail dominated volume sales and led growth, while the foodservice and institutional channels expanded more slowly. Retail volume growth reflected the continued consumer preference for eating at home as households managed food budgets carefully. Foodservice volume growth slowed as restaurant visits normalised in the post-COVID-19 pandemic period. Meanwhile, institutional volume sales were constrained by budget pressures in schools

Mixed results seen within fruits in 2025 although overall sales saw moderate growth in retail volume terms. Fruits with strong and stable supplies and a healthy image, such as strawberries and cranberries/blueberries, saw the strongest gains. However, some other fruits, such as citrus fruits, were impacted by supply shortages which impacted volume sales. Moving forward players are expected to invest in innovative branding and marketing to drive interest in UK fruits, with a focus on health, tast

Backed by a more staple supply of fruit, demand for fresh fruit remained strong over 2025. In addition to maintaining fair prices, retailers embraced a range of strategic tactics to incentivise purchase with positive effect. Health and wellness were primary sales drivers, with fruit positioned as a natural snack and a sugar-savvy alternative to confectionery.

Fruits witnessed strong volume and value growth over 2025, with sales rising in both retail and foodservice channels. Healthier diets are driving sales of fruits overall, whilst price sensitivity has resulted in more savvy purchasing decisions, with a shift towards seasonal and affordable fruits, such as apples and pears.

Global shortage of oranges due to unfavourable weather conditions in key growing regions has a negative impact on the market in 2025. Nonetheless, the increasing focus on healthy living continued to sustain robust demand for fresh fruits in the United Arab Emirates in 2025 ensuing the category continued to enjoy stable growth in total volume terms. Moving forward the focus is on strengthening and improving supply chains

A shrinking population, rising prices and a growing demand for convenience continues to place downward pressure on retail volume sales of fruits in Japan. However, this was offset by a corresponding increase in foodservice volume sales as more consumers chose to dine out and tourism continued to grow. Moving forward there is expected to be a greater focus on imported and irregular fruits as players look to manage local supply pressures.

Total volume sales of fruits in Germany increased slightly in 2024, after flat growth in 2023. Lower, if still significant, inflation helped to see a rebound in demand. Foodservice continued to recover to move back into line with the 2019 pre-COVID-19 pandemic level. Meanwhile, retail volume sales rebounded to post slight growth, following a modest decline in 2023. However, the consumption of fruits remained relatively low in Germany at the end of the review period. The typical German diet is no

Fruits is set to maintain solid total volume growth in India in 2024, with increases in retail, foodservice, and institutional sales. Maintaining general physical wellness is increasingly becoming a top priority for consumers, with consumers looking to consume foods which provide the required energy to work throughout the day. Fruits are packed with vitamins and minerals, and are front-runners in terms of giving energy, due to their high nutrient content; as well as having the benefit of being s

Fruits saw some price fluctuations and supply chain challenges in Thailand in 2024, while baseline demand remained supported by health trends and wide consumption. As seen across categories, the global economic downturn, including inflation and the rising cost of living, have impacted consumer purchasing power. Additionally, extreme weather conditions, such as droughts or floods, have disrupted fruit production and distribution, leading to supply shortages and price increases. These factors have

In 2024, total volume sales of fruits in Morrocco fell by 4%. Oranges, tangerines, and mandarins were Morocco's largest fruit category in 2024, accounting for nearly 45% of total fruit production. However, in 2024, the volume sales of citrus fruits declined due to poor harvests driven by drought and extreme weather conditions. The hot summer of 2023 and a lack of rainfall severely impacted flowering and fruit development. As a result, local demand for citrus fruits slowed down, exacerbated by ri

Sales of fruits continued to decline in retail volume terms in 2024 as the market continued to be negatively affected by price increases. Unstable weather conditions including drought and heavy rainfall and flooding impacted crop yields in 2023/2024, with citrus fruits seeing the shortest harvest period in the last five years. This has impacted the supply of citrus fruits in Spain but also other European countries with Spain being the main producer of oranges in the EU. As such, the price of Spa

Fruits in Vietnam witnessed an influx of imported varieties in 2024, thanks in large part to the government’s open policy towards international integration. The import of foreign fruits and vegetables is steadily increasing in Vietnam, with new varieties gaining approval for market entry. These products are now widely available through traditional and online channels, reaching both urban and rural areas. On August 12, a ceremony in Ho Chi Minh City, co-hosted by the US Consulate General and the

Fresh fruits in South Africa has faced several challenges in recent years, but demand through the retail channel remains resilient as consumers prioritise incorporating fruits into their diets. Economic challenges leading to lower household budgets are shaping consumers’ purchasing behaviour, while extreme weather conditions and interrupted power supply have added to the production cost of fruits. As price pressures increase, consumers are shifting to affordable options such as apples, banana, a

Total volume sales of fruits grew slightly in France in 2024, representing a return to growth after the decline seen in 2023. Towards the end of the review period, demand was supported by lower prices due to better harvests in some areas, as well as cheaper imports entering the market. Many French fruit producers have protested about these imports, and tend to be supported by many consumers who wish to buy French products when possible. Forecasts for the harvest of many soft fruits in 2024 were

Although performances varied across the different categories, overall sales of fruits declined in retail volume terms in 2024. This decline was the result of a combination of economic and climatic factors. First, the cost of living rose during the last few years of the review period which negatively impacted consumer purchasing power. This had a particularly negative effect on sales of fresh fruits. People tend to fall back on cheaper alternatives during times of economic uncertainty, as well as

Total volume sales of fruits grew in Mexico in 2024. Fresh fruits are widely available and affordable in Mexico, with most consumers being fully aware of the benefits of regularly consuming a selection of fruits as part of a healthy diet. Consumers also generally perceive fresh fruits to be healthier than packaged options, with unpackaged fruits still accounting for the bulk of sales. Nonetheless, with many consumers seeing a drop in their disposable income towards the end of the review period,

Total volume sales of fruit are expected to continue to rise in Brazil in 2024. However, Brazil has been experiencing the impacts of the strong natural phenomena La Ninã and El Niño since 2022, which bring opposite effects across the country. While La Ninã brought heavy rains to the Southeast and drought to the South in 2022/2023, El Niño, which started in 2023 and continued into 2024, inverted the situation. This therefore brought heavy rains and flooding to the South, including Rio Grande do S