AGF Monitor compares weekly online price developments for various types of fruit and vegetables at six supermarkets: Albert Heijn, Jumbo, Plus, Dirk, Vomar, and Hoogvliet. Up to and including week 19, these included avocados, cauliflower, Galia melons, oranges, cucumbers, and vine tomatoes. From week 20 onwards, avocados, cauliflower, Galia melons, and hand oranges are replaced by blueberries, broccoli, mangoes, and strawberries. Cucumbers and vine tomatoes continue to be monitored.
Prices are tracked by Supermarktscanner.nl and surveyed at the end of each week.
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Broccoli prices remain unchanged compared to week 20, with only PLUS standing out by offering a price reduction from €1.35 to 99 cents.
The average price difference compared to 2024 is notable; broccoli prices were significantly higher then, ranging between €1.50 and €1.90 per 500 grams. Prices in 2025 are also more stable compared to the first 20 weeks of 2025.
© Supermarktscanner.nl Average price of broccoli per 500 grams, source: Supermarktscanner.nl
Blueberries (300 g) 
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Blueberries are also heavily promoted in week 21, resulting in large price differences. At Albert Heijn, Dirk, Hoogvliet, and Plus, a 300-gram punnet costs €2.99. Customers at Jumbo pay the most, with the price at €4.19. Vomar charges €3.95 and DekaMarkt €3.49.
Mango
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Mangoes are also widely promoted. Albert Heijn, Dirk, Jumbo, and Plus are selling them for €1, €1.49, €1.67, and €1 respectively. Plus is offering a buy-one-get-one-free promotion.
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Dutch strawberries (500g) 
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© Supermarktscanner.nlSupermarket prices for strawberries vary considerably in week 21. Jumbo is the cheapest at €2.49 for 500 grams when buying two, followed by Dirk at €2.69 and AH at €2.79 with special offers. Prices are higher at DekaMarkt (€3.49) and Vomar (€3.95). Another notable point is that online customers at Jumbo can order a maximum of four 500-gram packs.
Cucumber
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Promotions for cucumbers at Dirk and Hoogvliet have ended, and there are no new promotions at the monitored supermarkets in week 21. Hoogvliet has reduced its price from 95 to 85 cents, bringing it in line with prices at Albert Heijn, Jumbo, and Plus.
500g vine tomatoes
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There are many promotions for loose vine tomatoes (500 g), with one deal better than the next. Dirk has the lowest price at 49 cents, followed by Hoogvliet at 59 cents and AH at 79 cents. No promotions at Plus, DekaMarkt, or Vomar. Compared to the other supermarkets, DekaMarkt maintains a stable price of €1.75.
Price and quality
Price data comes from Supermarktscanner.nl and is based on online prices in the webshops of Albert Heijn, Jumbo, Plus, DekaMarkt, Dirk, and Hoogvliet. The prices are averages, including promotional offers. Origin and quality are not considered in this comparison. Most supermarkets do not provide this information on their websites, although Hoogvliet and Jumbo do state the country of origin. This means the comparison may include unripe avocados versus ripe ones, or Spanish cucumbers versus Dutch ones.
Comments on the data
Vomar uses fixed prices online. Avocados have not been available in their online selection since 2022, and Galia melons have also been unavailable since week 24. Hoogvliet and Vomar sell hand-cut oranges in 1.5 kg packs, and the price is converted to a 2 kg equivalent for comparison. Jumbo only sells packaged vine tomatoes in packs of five instead of 500 g or 1 kg, so we estimate 100 grams per tomato for comparison purposes.
For more information:
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