Recent European consumer research conducted for Fyffes indicates that bananas remain the most frequently consumed fruit across Europe. The survey, carried out by NielsenIQ with more than 7000 respondents, found that 89% of consumers had eaten bananas within the previous four weeks.
© Fyffes B.V.
Apples ranked second at 75%, followed by oranges at 56% and grapes at 44%. According to Adriano Di Dia, Chief Marketing Officer for Fyffes, "We are thrilled that bananas are the favourite fruit of consumers with the highest household penetration across Europe. It is a testament to a fruit that is tasty, nutritious, convenient, and sustainable. The research not only confirms banana popularity but also gives us very valuable insights that guide us in the development of marketing strategies and market expansion plans. We're delighted to share it with the sector and our retail partners."
Bananas also led the survey in consumption frequency. Respondents indicated weekly banana consumption at 72%, monthly at 95%, and quarterly at 98%, showing that three out of four consumers eat bananas weekly and nine out of ten at least monthly.
© Fyffes B.V.
The survey also noted consumer recall of banana prices. Fifty-nine percent of consumers did not remember the price of their most recent purchase, 27% roughly remembered, and 14% recalled the exact price.
Across 13 fruits ranked for consumption in the past six months, bananas led at 95%, followed by apples at 89%, oranges at 74%, grapes at 74%, berries at 71%, pears at 64%, melon at 60%, lemon at 60%, avocado at 58%, pineapple at 57%, peach at 45%, mango at 43%, and papaya at 10%.
When asked why they consume bananas, 34% of respondents cited appetite satisfaction, 27% cited convenience for a quick snack, and 24% named support for a healthy diet as their main reason. The survey also found that bananas are usually a planned purchase for most consumers, and while the majority preferred fully ripe yellow fruit, 22% preferred bananas that were more green than yellow at the time of purchase.
The survey was conducted in March 2025 as part of Fyffes' ongoing market research programme. Recent marketing initiatives mentioned in the report include the company's "Eat'em, Like'em, Love'em" campaign launched in Ireland in September 2025, with a UK launch planned, and the "Little Voices" campaign for Trudi's, the Fyffes group's banana brand in Norway.
For more information:
Sarah Hegarty
Fyffes
Tel: +353 1 574 0070
Email: [email protected]
www.fyffes.com
