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Spending has dropped, but the trend towards more expensive varieties continues

GRP: Fruit & veg were able to hold about the same level as in the previous year

For the first time, fruit expenditures in July 2018 were lower than in the same month of the previous year, says the GFK, looking at the current Consumer Index. However, the trend towards more expensive varieties is continuing, as a result of which sales did not decline as much (quantity: -4%, value: -1%).

The most notable varieties in July were the kiwi, which has grown significantly compared to July 2017 (amount: + 16%, value: + 21%) and - even more popular - the melon, with an increase of 17 percent in amounts and 16 percent in value. In the case of strawberries, however, the heat-related bad harvest hit in July (volume: -24%, value: -25%).

Vegetables are also struggling this year, with volume demand declining by 5% y-o-y in July, while sales stagnated thanks to higher prices. It is striking that lettuce lost 5% in terms of volume, but increased in value by 19%. Similar to strawberries, crop failures caused by the heat has driven prices up. However, consumers are apparently willing to accept these higher prices.


Source: GFK Consumer Index

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