*OGP
Marianne Groot (Wageningen UR/PPO-Fruit) marianne.groot@wur.nl Jos Bartels (Wageningen UR/LEI) Jos.bartels@wur.nl Fruit consumption: TPNFöHVSFT "EBUBCBTFDPOUBJOJOH DPNQBSBCMFöHVSFT JTSFRVJSFEUPNBLF DPNQBSJTPOTCFUXFFO DPVOUSJFT"OFYBNJ OBUJPOPGUIF8PSME 'PPE0SHBOJTBUJPOT '"0öHVSFTDMFBSMZ TIPXTUIBU(SFFDF BOE*UBMZDPOTVNFUIF NPTUGSVJUBOEUIBU 4MPWBLJBBOE1PMBOE UIFMFBTU)PXFWFS UIF'"0öHVSFTBSF CBTFEPOUIFWPMVNFT PGQSPEVDUUIBUBSF BWBJMBCMFGPSIVNBO DPOTVNQUJPO"DPN QBSJTPOPGUIFTFöH VSFTXJUIUIPTFGSPN DPOTVNFSQBOFMT JO XIJDIDPOTVNFSTSF DPSEXIBUUIFZSFBMMZ FBUTIPXTUIBUUIF BDUVBMDPOTVNQUJPO JTBQQSPYJNBUFMZPOF UIJSEPGUIF'"0öH VSFT5IFSFGPSF RVJUF BCJUMPXFSThe consumption of more than 400 grams of fruit and vegetables per person per day as recommended by the World Health Or-ganisation is certainly not achieved every-where in Europe. Therefore, from the health viewpoint, but also from the viewpoint of the sector, there is still a lot to gain. To tempt consumers to buy fruit, the sector must un-derstand and respond to the trends associ-ated with fruit consumption. The recently concluded European Isafruit project inves-tigated these trends in four countries.
*O(SFFDF UIF/FUIFSMBOET 4QBJOBOE1PMBOE JOUFSWJFXTXJUIFYQFSUTXFSFVTFEUPJOWFTUJHBUF UIFGBDUPSTUIBUEFUFSNJOFEGSVJUDPOTVNQUJPO JOUIFQBTUBOEUIFUSFOETUPCFFYQFDUFEJOUIF DPNJOHZFBST*O(SFFDF GSVJUDPOTVNQUJPOJT DVSSFOUMZIJHIBOETUBCMF JO4QBJOIJHIBOESJT JOH JOUIF/FUIFSMBOETBWFSBHFBOETUBCMF BOE JO1PMBOEMPX5FO (SFFDFPSUXFMWF UIF/FUI FSMBOET 4QBJOBOE1PMBOEFYQFSUTXFSFJOUFS WJFXFEJOFBDIDPVOUSZ)BMGPGUIFNPSJHJOBUFE GSPNUIFGSVJUTFDUPS JOUFSOBMFYQFSUT UIFPUIFS IBMGGSPNPVUTJEFPGUIFTFDUPS FYUFSOBMFYQFSUT
Influences up to now
*OGreece,BDDPSEJOHUPUIFFYUFSOBMFYQFSUT IFBMUIBOEXFMGBSFXFSFUIFNPTUJNQPSUBOU USFOEEFUFSNJOJOHGBDUPSTJOSFDFOUZFBST GPM MPXFECZDPOWFOJFODF EFNPHSBQIJDDIBOHF FDPOPNJDGBDUPSTBOENBSLFUJOH4VTUBJOBCJMJUZ QSPEVDUWBSJBUJPOBOERVBMJUZBQQFBSUPIBWF IBEMFTTJOøVFODFPOGSVJUDPOTVNQUJPOUIBOUIF QSFWJPVTMZNFOUJPOFEGBDUPST)PXFWFS UIFGSVJU TFDUPSFYQFSUTTBZUIBURVBMJUZ NBSLFUJOH JODMVE JOHNPEFSOMPHJTUJDT CVUBMTPUIFQSPNPUJPOPG GSVJUDPOTVNQUJPOJOTDIPPMTBOEFDPOPNJDGBD UPSTBSFUIFNPTUJNQPSUBOUJOøVFODFT5IFZBMTP NFOUJPOIFBMUIBTBEFUFSNJOJOHGBDUPSThe Netherlands
*OThe Netherlands,JOUIFQBTUIFBMUI DPOWFOJ FODF QSPEVDUJOOPWBUJPO BWBJMBCJMJUZBOEBMBDL PGJEFOUJUZQMBZFEBSPMF5IJTMBUUFSGBDUPSIBEB OFHBUJWFJOøVFODFPODPOTVNQUJPO"DDPSEJOH UPUIFFYUFSOBMFYQFSUT NBOZDPOTVNFSTEPOPU IBWFBöYFENPNFOUPGUIFEBZBUXIJDIUIFZ FBUGSVJU JOBEEJUJPO NBOZDPOTVNFSTEPOPU LOPXIPXGSVJUJTHSPXOPSIPXJUTIPVMEUBTUF 5IFFYUFSOBMFYQFSUTTBZUIBUUIJTMBUUFSBTQFDU JTBMSFBEZDIBOHJOH &YQFSUTGSPNUIF%VUDIGSVJUTFDUPSSFQPSUUIBU UIFNPTUJNQPSUBOUJOøVFODFTXFSFIFBMUI QSPE VDUWBSJBUJPOBOEGPPETBGFUZ$POWFOJFODFXBT BMTPNFOUJPOFE5IFJOUFSOBMFYQFSUTEFTDSJCF QSPEVDUWBSJBUJPOOPUPOMZBTBWBSJBUJPOJOUZQF CVUBMTPBTBOJNQSPWFNFOUPGFYJTUJOHUZQFT JO DMVEJOHJNQSPWFEIFBMUIWBMVFPSNPSFCFUUFS PQUJPOTGPSQSPDFTTJOHSpain
*OSpain,JOBEEJUJPOUPIFBMUI QSPEVDUWBSJBUJPO XBTUIFNPTUJNQPSUBOUGBDUPS5IJTJODMVEFTUIF BWBJMBCJMJUZPGOFXGSVJUUZQFT OFXWBSJFUJFT DPO WFOJFODFBOEFWFOOFXXBZTPGTUPSJOHBOEQBDL BHJOH'VSUIFSNPSF RVBMJUZBTQFDUTJODMVEJOH UIPTFEFTDSJCFEBTCFJOHSFMBUFEUPGPPETBGFUZ BSFNFOUJPOFETFWFSBMUJNFT*O4QBJO UIFJOUFS OBMBOEFYUFSOBMFYQFSUTBHSFFXJUIFBDIPUIFSPoland
*OUFSOBMBOEFYUFSOBMFYQFSUTJOPolandNFOUJPO NVMUJQMFGBDUPSTUIBUIBWFQMBZFEBSPMFJOUIF DPVOUSZ/FHBUJWFBTQFDUTXFSFJOUIFNBJOBMBDL PGBTJHOJöDBOUSJTFJOJODPNF FBUJOHIBCJUT BWBJM BCJMJUZ OPUBWBJMBCMFUISPVHIPVUUIFZFBSBOECapitalizing on trends to tempt the
consumer
EFM 2010-12
UIFDIBOHFTJOUIFEJTUSJCVUJPOTZTUFNT1PTJUJWF BTQFDUTXFSFUIFIFBMUIUSFOE BTBMJGFTUZMFBOE UIFJODSFBTFETVQQMZPGJNQPSUFEGSVJU5IF1PM JTIJOUFSOBMFYQFSUTNFOUJPOUIFTBNFGBDUPSTBT UIFFYQFSUTGSPNPVUTJEFPGUIFTFDUPS)PXFWFS UIFZBEEUXPPUIFSQPTJUJWFGBDUPSTUIFEFWFMPQ NFOUPGTVQFSNBSLFUTBOENBSLFUJOHBDUJWJUJFT
Health remains important
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The Netherlands
*Othe Netherlands,UIFIFBMUIUSFOEXJMMDPOUJOVF BDDPSEJOHUPUIFFYUFSOBMFYQFSUT)FBMUIBOE DPOWFOJFODFXJMMCFDPNCJOFEJOOFXQSPE VDUT5IFFYQFDUBUJPOJTUIBUUIFDPNNVOJDB UJPONBSLFUJOHBSPVOEUIFIFBMUIFòFDUTXJMM JODSFBTFGVSUIFS"TUIFDPOTVNFSBMTPXBOUT UPCFUFNQUFEJOUIFGVUVSF UIFFYQFSUTUIJOL UIBUNPSFOFXWBSJFUJFTBOEOFXUSPQJDBMGSVJU UZQFTXJMMFOUFSUIFNBSLFU/FX BUUSBDUJWFBOE FòFDUJWFQBDLBHJOHXJMMCFEFWFMPQFE'JOBMMZ BDDPSEJOHUPUIFFYUFSOBMFYQFSUT UIFPSJHJOPG UIFGSVJUXJMMCFDPNFJODSFBTJOHMZ J N QPSUBOU $POTVNFSTXBOU UP FYQFSJ FODFUIFQVSF GSVJUøBWPVS *OUIF%VUDI GSVJU TFD UPSJUTFMG health i s BMTPDPOTJEFSFEUPCFUIFNPTUJNQPSUBOUUSFOE GPMMPXFECZQSPEVDUWBSJBUJPOBOEDPOWFOJFODF "OJODSFBTJOHTVQQMZJTFYQFDUFEPGGSVJUQSPE VDUTXJUITQFDJBMIFBMUIQSPQFSUJFTBOEBIJHI HVBSBOUFFPGGPPETBGFUZBOETVTUBJOBCJMJUZ5IF TVQQMZPGGSVJUXJMMCFDPNFNVDINPSFEFNBOE PSJFOUFEBOEUIFSFXJMMCFBGPDVTPOUIFAGSVJU FYQFSJFODF
Spain
"DDPSEJOHUPUIFJOUFSOBMBOEFYUFSOBMFYQFSUT JO Spain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oland
*OPoland UIFFYQFDUBUJPOCPUIXJUIJOBOEPVU TJEFPGUIFTFDUPSJTUIBUUIFDPOTVNQUJPOPGQSP DFTTFEGSVJU JOQBSUJDVMBSKBNT KVJDFTBOEOFDUBST BOEPGPSHBOJDBMMZHSPXOGSVJUXJMMJODSFBTF5IF 1PMJTIDPOTVNFSBQQSFDJBUFTJOQBSUJDVMBSUIF OVUSJUJPOBMWBMVFPGGSVJU&DPOPNJDGBDUPSTXJMM DPOUJOVFUPJOøVFODFUIFDPOTVNQUJPOPG QSP DFTTFEGSVJU CVUUIFJSJNQBDUXJMMSFEVDFBTUIF BWFSBHFJODPNFSJTFTTo tempt consumers to buy fruit, the sector must under-stand and respond to the trends associated with fruit consumption. EFM
UIFGSVJUXJMMCFDPNFJODSFBTJOHMZ J N BWFSBHFJODPNFSJTFT stand and respond to the trends associated with fruit
QPSUBOU $POTVNFST XBOU UP FYQFSJ FODFUIFQVSF GSVJUøBWPVS *OUIF%VUDI GSVJU TFD UPSJUTFMG health i s
trends associated with fruit
consumption. EFM
21 EFM 2010-12
Scenarios
#BTFEPOUIFTFUSFOET GPSFBDIDPVOUSZTDFOBSJPT IBWFCFFOEFTDSJCFEBOEUIFJOUFSOBMFYQFSUT IBWFNBEFSFDPNNFOEBUJPOTGPSUIFGSVJUTFD UPSJOPSEFSUPJODSFBTFGSVJUDPOTVNQUJPO5IFTF TIPXUIBUUIFGPVSDPVOUSJFTIBWFBMPUJODPN NPO CVUUIBUEVFUPUIFJSDVMUVSBMPSFDPOPNJD EJòFSFODFT UIFZBMTPHJWFEJòFSFOUXFJHIUUP UIFWBSJPVTGBDUPST 'JOBMMZ UIFSFBQQFBSTUPCFEJòFSFODFTJOUIF USFOETJEFOUJöFECZFYQFSUTGSPNXJUIJOBOE PVUTJEFPGUIFTFDUPS5IFSFXBTBEJòFSFODF CFUXFFOUIF(SFFLBOEUIF%VUDIFYQFSUTXJUI SFTQFDUUPUIFGBDUPSTUIBUEFUFSNJOFEDPOTVNQ UJPOJOSFDFOUZFBST3FHBSEJOHUIFGVUVSFUSFOET UIFFYUFSOBMFYQFSUTPGBMMGPVSDPVOUSJFTTFFBO BEEJUJPOBMGBDUPS XIJDIJTDPOTJEFSFEUPCFOPUPS MFTTJNQPSUBOUCZUIFJOUFSOBMFYQFSUT*O(SFFDF UIJTDPODFSOTQSPEVDUWBSJBUJPO JOUIF/FUIFS MBOETUIFJOGPSNBUJPOBCPVUGSVJUBOEJUTPSJHJO JO4QBJOUIFEFNPHSBQIJDBOEFDPOPNJDBTQFDUT BOEJO1PMBOEUIFDIBOHFTJOEFNPHSBQIJDGBD UPST5IFTFBSFUIFSFGPSFBTQFDUTUIBUBSFJEFO UJöFECZFYQFSUTGSPNPVUTJEFPGUIFTFDUPSCVU MFTTTPCZUIFJOUFSOBMFYQFSUTDifference between north and
south
*OHFOFSBM JUTFFNTUIBUUIFJOIBCJUBOUTPGUIF TPVUIFSO&VSPQFBODPVOUSJFTFBUNPSFGSFTI GSVJUUIBODPOTVNFSTMJWJOHJOUIFOPSUIPGUIF DPOUJOFOU"MUIPVHIUIF4QBOJTIBMSFBEZDPOTV NFEIJHIWPMVNFTPGGSVJU BUUIFTUBSUPG JUSPTF XIJMFJO(FSNBOZBOE*UBMZJUESPQQFE JOUIJTQFSJPE*O(SFFDF UIF/FUIFSMBOETBOE (SFBU#SJUBJO UIFDPOTVNQUJPOPGGSVJUBQQFBST UPCFNPSFPSMFTTTUBCMFInterviews with experts
5PEFUFSNJOFUIF GVUVSFUSFOETJOGSVJUDPO TVNQUJPOJO(SFFDF UIF/FUIFSMBOET 4QBJO BOE1PMBOE JOUPUBMBQQSPYJNBUFMZ̓JOUFSOBM BOEFYUFSOBMFYQFSUTXFSFJOUFSWJFXFE5IFJO UFSOBMFYQFSUTJODMVEFEBEJSFDUPSPGBUSBEJOH DPNQBOZ BNBOBHFSPGBGSVJUQSPDFTTJOHDPN QBOZ BHSPXFSBOEBOBVDUJPONBOBHFS5IF FYUFSOBMFYQFSUTJODMVEFEBSFUBJMNBOBHFS B QPMJDZPóDJBMPGBNJOJTUSZ BEJFUJDJBO BNBS LFUJOHFYQFSUBOEBUSFOEXBUDIFS
The Isafruit project is financed by the European Union and the Dutch Ministry of Agriculture (LNV).
If consumers eat fruit, this will have to be adapted to their needs, in a form that is easy to consume. EFM
EFM 2010-12