Amid ongoing economic difficulties, Vietnamese consumers are particularly attentive to the cost of fruit, often opting for affordable, locally grown varieties that remain readily available even during downturns. This cost-conscious behaviour has resulted in some trading down from premium to less expensive items, as well as substituting between fruit categories to stretch household budgets. Local markets benefit from strong domestic production and seasonal abundance, making low-priced fruit a sta

Although there is a growing awareness of the health benefits of incorporating a selection of fruits and vegetables into your diet, the market continued to be limited by price rises and a deflated economy. With many households seeing their disposable income squeezed they were forced to prioritise their spending, which had a negative impact on sales of fruits. Most consumers looked for the cheapest options, such as imports of cheap mango from Senegal.

Fruits in France posted higher volume sales in 2025, led by bananas and apples, while plums/sloes grew fastest on a stronger harvest and their role in home cooking. Weather volatility continued to disrupt planning and increase waste risk, even as accessible pricing supported demand for key fruits. Over the forecast period, volume sales for fruits are expected to rise slightly, supported by innovation (including blueberries), institutional demand under EGalim and continued premiumisation in retai

Fruit volume sales in Spain continued to decline in 2025 as drought reduced yields and constrained supply, with apples and oranges among the main drags. Farmers faced mounting competitiveness pressures versus imports and increasingly diversified crops and production methods to reduce waste and improve efficiency. Blueberries remained the standout performer, supported by strong health perceptions and everyday usage, even as weather volatility affected production conditions. Government action rein

In Italy, volume sales for fruits edged up in 2025, but growth remained marginal as higher input, labour and logistics costs kept retail prices elevated. Climate volatility tightened supply and worsened price swings, with cherries hit hardest by frost and hail, pushing shoppers toward cheaper summer options. Cranberries/blueberries outperformed on health-led demand and everyday versatility, while bananas benefited from affordability and snack convenience. Over the forecast period, fruits should

Fresh fruit retail volume sales in Germany increased steadily in 2025, supported by continued demand for healthier, natural choices and improved year-round availability. Elevated food prices still constrained purchasing, with discounts and private label gaining importance as households kept spending conservative. Organic fruit consumption slowed as price sensitivity reduced willingness to pay a premium, even as longer-term interest in regional and more sustainable produce remained in place. Over

Fruit volume sales increased in Mexico in 2025 as fresh fruit continued to be viewed as a healthy staple, although performance varied by subcategory amid climate disruption and production constraints. Berries and stone fruit performed well, while apples and citrus faced quality and disease pressures that limited momentum. Kiwi fruit recorded the strongest growth, supported by premium health positioning and consistent availability through imports, with modern retail reinforcing demand via packagi

Economic challenges, adverse weather conditions and price volatility have hit sales of fruits, though the health and wellness trend continues to support demand. Meanwhile, modern grocery retailing and retail e-commerce are gaining increasing importance in the distribution of fruits in Thailand.

Fruits saw volume sales increase in Poland in 2025, with value sales also rising, supported by strong home snacking and a shift away from ultra-processed foods. Apples remained the largest and most dynamic subcategory, benefiting from wide domestic supply, affordability and frequent use in baking, while yields continued to improve. Cranberries/blueberries recorded robust growth from a smaller base, although higher labour costs kept pricing elevated and limited regular purchasing, with many consu

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.

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

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 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