Freshfel Consumption Monitor reveals decline in EU fresh produce consumption
This unique and homogeneous source of information on fresh fruit and vegetable trends shows that after a sharp decrease in 2009, the per capita fresh fruit consumption within the EU declined in 2010 again dramatically by 7.8%, which means a decrease of 9.4% in comparison to the average consumption of the previous five years.
Fresh vegetable consumption also declined drastically by 7.4% compared to 2009, remaining clearly below the average of the last five years by 10.3%. Urgent actions at all levels are needed to stop this downward trend and bring consumption levels back to satisfactory levels.
The 2011 Fresh fruit and vegetable production, trade, supply & consumption monitor in the EU is the ninth edition of the report. It covers the period from 2005 to 2010. The monitor identifies a number of EU-wide trends on production, import and export and includes specific information on fresh fruit and vegetable net supply and consumption trends on an aggregate basis for the 27 Member States specifically.
Findings from the 2011 Consumption Monitor show that in 2010 the total net supply of fruit per capita stands at 235 g/day, while the vegetable total net supply per capita stands at 223 g/day. On an aggregate EU-wide basis, this figure is higher than the World Health Organisation (WHO) 400 g/day minimum recommendation, but below that threshold in too many individual Member States.
Philippe Binard, General Delegate of Freshfel, commented: “Unfortunately, the data released demonstrates again that the consumption continued to be in worrying declining trends. While data for 2011 is not yet available, unfortunately the trend is likely to be prolonged also for 2011 given the impact of the economic crisis as well as the consequences of the EHEC outbreak. A more cautious approach by consumers to limit waste might alleviate the decline by effectively consuming what is purchased, but this corrective effect would unfortunately not be sufficient to remedy the negative trend.”
The Consumption Monitor constitutes an important instrument for both public and private stakeholders. According to Ramon Rey, Freshfel's President, “the monitor contains an impressive source of information on trends in the EU's 27 Member States and also identifies consolidated EU trends. It is a unique report and a valuable tool for companies in the fresh produce sector and public sector alike.”
"More than ever, the sector would need a collective effort of all stakeholders to stimulate the consumption. Operators from the private sector as well as public authorities need to join forces to remedy such a dramatic trend." Mr Rey added
In the last 5 years Freshfel took a leading role in the sector at a European level to engage in a proactive attitude to halt this negative trend. The launch of the ENJOY FRESH website (www.enjoyfresh.eu) is a positive step that has been welcome by many as filling a gap. These first steps will still have to be reinforced by building a network platform around ENJOY FRESH, incorporating both public and private stakeholders who would like to join forces and expertise to finally reverse this decline in consumption which has marked the last decade.”
Copies of the 2011 „Freshfel Consumption Monitor’ (150 pages) are available from the Freshfel Secretariat. Freshfel Members receive the report free of charge; non-members can purchase the report at €500. The document includes the following sections:
1. total gross supply of fruit and vegetables in the EU 27 member states including trends in production, exports and imports of fruit and vegetables;
2. a comparative review of consumption trends across the EU-27;
3. a review of the total net supply, trends in production, exports and imports of fruit and vegetables in the countries of the EU-27; and
4. consumption trends in Norway, Switzerland and the USA.
For more information:
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