First consumption increase in the Netherlands for several years comes as demand for fresh convenience evolves
Fresh produce demand in the Netherlands has increased for the first time in several years, according to new figures published by GroentenFruit Huis.
The group revealed that average fruit and vegetable consumption in the country rose by 2 per cent in 2025, compared with the previous year.
But it also said that further efforts were needed to encourage healthier food choices and convince consumers to reach the daily amount recommended by health officials.
The average increase was less pronounced for vegetables, consumption of which was just 1 per cent up on the previous year.
Cauliflower, chicory, cucumber, and spinach in particular were more frequently included in grocery shopping baskets, while tomatoes, cucumbers, and onions remained the most popular vegetables.
Fruit consumption saw a more positive trend, with a 3 per cent increase compared with the figure for 2024.
Bananas, apples, and oranges topped the list, followed by grapes, pears, strawberries, and kiwifruit.
Mangoes, grapes, and kiwifruit showed notable gains, the group added, and avocados remained a particular favourite.
Convenient shift
The report also found that Dutch consumers’ desire for convenience remained “undiminished”, even though sales of pre-cut and ready-to-cook vegetables came under slight pressure.
“There’s no decline in demand for convenience, but rather a shift within the shelf space,” it noted. “While traditional stir-fry vegetables, for example, are losing some ground, processed fresh meal kits and ready-made meals are clearly gaining ground.”
Consumers were increasingly opting for complete meal solutions that not only saved them time, but also offered “inspiration and preparation certainty”, it added. “Convenience is thus shifting from individual components to total concepts.”
