Grape Attraction: 5 big consumer trends for the next year include nod to ‘green reality’

Fresh Fruit Portal, edited by Produce Business

More than 90,000 visitors attended the recent 15th Fruit Attraction fair and conference in Madrid, which showcased agricultural industries of 135 countries. The convention included the 7th iteration of Grape Attraction, which explored the table grape sector in Europe and the world.

Desmond Jas, head of sales and marketing at Olympic Fruit, based in the Netherlands, analyzed the potential of fruits, and specifically grapes, to change unhealthy habits and preferences of consumers when selecting a favourite snack.

Though Jas noted that fruits are mostly preferred at breakfast time, when it comes to choosing a mid-morning or mid-afternoon snack, 42% of consumers prefer cookies or candy. Clearly, industry leaders might not only want to focus on the overall health impacts of eating fruits and veg but targeting specific meal times or snacks, too.

In terms of the top six most consumed fruits at breakfast, apples occupy the first place for being an affordable, long shelf life fruit that is easy to carry.

Bananas occupied the No. 2 spot at breakfast, mainly for their energy intake and fibre content, and for being a favorite among children. 

Grapes came in third and have a huge growth potential, as they are tasty and easy to eat. Clementines came in fourth, followed by strawberries and kiwis.

5 big trends for fruit consumption

Álvaro Muñoz, CEO of AMFRESH, presented five macro trends for fruit consumption.

First is health awareness, not only physical, but mental and emotional. He said health is increasingly becoming part of people’s conversation and triggering a change in consumption habits.

The second is green reality, meaning that today there is more concern about the effects of climate chang. It is imperative that companies and individuals know how to adapt to this new reality under a sustainability perspective.

Third is the consumer 2.0, a new profile of people who are ok with paying a little more, as long as the consumption experience is special. They are consumers who value flavors, innovation and the final experience.

Fourth is the balance between local and global, referencing  some markets’ protectionist policies. 

Fifth is “the growth of the middle classes“. He pointed out the great potential and purchasing power that billions of consumers are having today from markets with a growing middle class, such as India, China, Africa and countries in Southeast Asia.



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