Average daily consumption up slightly in 2024 but only five member states meet WHO guidelines, according to latest Freshfel Consumption Monitor
EU fresh fruit and vegetable consumption increased slightly in 2024, but remains below the minimum daily goal recommended by the World Health Organization (WHO).
That is according to the latest edition of the European Fresh Produce Consumption Monitor, produced by Freshfel Europe, which was unveiled during the association’s annual Consumption Trends Webinar.
The report, which covers each EU member state and draws on statistics from Eurostat and Faostat, shows that 2024 average fruit and vegetable consumption in the EU increased to 355.71g per day per person – 1.98 per cent above the 2023 average.
However, Freshfel pointed out that this remains ”well below” the minimum daily goal of 400g per capita/day recommended by the WHO.
Only five countries in the EU reached the recommended goal of at least 400g of fresh fruits and vegetables per day, per capita, it noted, leaving “a great margin for improvement to stimulate consumption”.
Those above the 400g threshold in 2024 were Greece with 467g per day, per capita – an increase of more than 23 per cent year-on-year – Portugal (466g), Italy (455g), Belgium (434g) and Poland (410g).
Propping up the table was Finland with just 223g per day, per capita, although this did represent growth of 2.07 per cent.
”Looking at the long-term trends, the consumption levels have been stagnating, and the sector has failed to capitalise on the short-lived increase that started during the coronavirus pandemic, which has been curbed by the economic crisis that impacted the purchasing power of consumers,” Freshfel stated.
”Freshfel Europe underlines the essential features of fresh fruit and vegetables based on their strong and undisputed health benefits and their low environmental impacts.
”Fruit and vegetables are part of the solutions to societal concerns, and consumption should be stimulated to benefit both the health of EU citizens and the planet,” it said.
Increasing consumption will require a comprehensive strategy addressing education, communication, accessibility, and changing consumer lifestyles, Freshfel pointed out.
The webinar also emphasised the growing influence of ultra-processed foods, which benefit from powerful marketing, branding, and consumer engagement strategies, and often appropriate the assets of fresh fruit and vegetables.
A stronger consumer-focused approach is required for fresh produce, it outlined, including improved promotion, better retail visibility, greater convenience, and more effective storytelling around the sector’s health, taste, and the importance of the sustainability benefits of fresh fruit and vegetables.
Consumers are increasingly motivated by health, taste, quality, and value for money, Freshfel highlighted, while convenience has become a ”major driver” of purchasing decisions.
Sustainability, meanwhile, is viewed positively and associated with fresh produce, but is rarely a primary purchase driver.
Freshfel reiterated the priorities of its 2026–2030 Manifesto, advocating a ’Fresh First’ approach that places fruit and vegetables at the centre of food, health, and sustainability policies.
”The fruit and vegetable sector and public authorities should join forces to build a sustainable consumption attitude based on the benefits of fresh fruit and vegetables for the planet, the climate, and the health of consumers themselves,” it added.
”There can be no compromise on the urgency of actions needed to address the consumption challenge, most specifically among the youngest generation.”
