In recent years the number of fruit shops in China has increased rapidly. Especially local fruit shops have opened their doors, but also some big fruit chain stores companies like Pagoda and Hema xiansheng have opened more shops in the last few years. Furthermore, while their shops were originally only in bigger first tier cities, they are also expanding their scope by opening shops in second and third tier cities as well.
While in China the fruit shops increase, in Europe the opposite is happening. In the last 10 to 15 years, the number of fruit shops decreased and an important reason for this is because a lot of consumers buy their fruits at the supermarket together with their other groceries.
To the right, Dutch strawberries and to the left Chinese strawberries
Chinese strawberry packaging
The presentation of fruit is also quite different when you compare supermarkets in China and, for example, a European country. In China most products are packed in plastic or cardboard, while individual products are mostly all sealed in plastic. This is to preserve the goods better and protect them from bruises. Furthermore, a lot of attention is given to the design of the packaging, which is very important for the sales of the products, since Chinese consumers also care a lot about how the products are presented. In China it is very normal to give someone fruit as a present, therefore some specially designed carton packagings are also very popular in the Chinese market. These are designed in a way that you can give it to someone directly as a present. While in Europe this is not the case, there are not a lot of supermarkets that have prepackaged fruit baskets to give away as a present.
Dutch grape packaging
Chinese grape and cherry packaging
Chinese fruit packaging
However, what is common to both regions is that pre-cut fruits are gaining in popularity. It is very convenient for the customer, because some fruits like pineapple are not that easy to cut yourself, so when it is already pre-cut, it attracts more people to buy it. In Chinese stores they take it one step further and sometimes have someone that cuts the fruits on spot. Below are some pictures where the same fruit is compared in supermarkets in the Netherlands and China.
Chinese fruit store
Chinese fruit gift packaging
Dutch kiwi fruit packaging
Chinese kiwi fruit packaging