How will fruit and vegetable trade develop over a ten-year period? What do consumers expect? Where and how will we buy fruits and vegetables? What role does digitization play in this? On behalf of the German Fruit Trade Association eV (DFHV), a research team from the Comparative Cultural Sciences of the University of Regensburg under the direction of Professor Gunther Hirschfelder asked how fruit and vegetables are being consumed today and what can be expected regarding the trade in ten years time. The results are now available.
At the moment, when buying fruits and vegetables, taste, health aspects and price are having the biggest impacts on purchasing decisions. Consumers have to be able to judge taste and appearance by themselves. Therefore, for most consumers, the idea of only ordering fruit and vegetables online in the future is in some ways a negative. Presentation of the goods and the look at the point of sale are crucial for consumers: the point of sale must become a point of information.
For the authors of the study, it is clear that fruit and vegetables are the winners of the transformation of society. The society of the future will be even more health-conscious and the trends of the future -sustainability, regionality, ethically correctness, health and ease of use- clearly have fruit and vegetables on the winning side.
A summary of the study is available for download at www.dfhv.de under the heading Research Projects.
As the leading national organization in the industry, the German Fruit Trade Association represents the interests of companies from all sectors of the fruit and vegetable sector. The association represents the companies of direct marketing, import and export, wholesaling and retailing. The overwhelming majority of all sales of fresh fruit and vegetables in Germany are accounted for by DFHV member companies.