RECENT FIGURES ON THE CONSUMPTION OF FRUIT AND VEGETABLES IN EUROPE
Without going into the statistical details and projections for each European country (because, in fact, each one is undergoing its own particular evolution), it is very difficult to give general tendencies valid for all of Europe without betraying the European reality which is not necessarily the sum of its parts. However, certain factors in this evolution, the new lifestyles, the changes in alimentary comportment, and the innovations in the chains of distribution are common to all of Europe. This makes it possible to visualize the main tendencies for the coming years:
- Significant expansion in the length of time that fresh products are available on the market.
- A general widening of the assortment of fresh and processed products consumed.
- Availability to all socio-professional categories of certain fruits and vegetables which up until then had been judged to be too rare or expensive.
- Improvement in the quality, conditioning, packaging and the annexed services accompanied by a corresponding increase in price.
- The more demanding exigencies of the consumer as regards choice of variety of vegetables and as regards quality will tend to eliminate all but the higher quality products from the market. This higher quality merchandise will be the object of more dynamic and organized commercial policies and promotions.
- The progressive saturation of the demand for fresh vegetables compensated for by the rapid development of the consumption of processed and canned vegetables.
- A diminishing growth in the demand for fresh fruit and the simultaneous development of the demand for processed fruit products.
- A lesser sensitivity to price in the sectors where the increase in consumption is slower than the rise in the standard of living.
- A growing need for information about products, the available cultivars and their sources. Simultaneously, a growing need for protection of the consumer, who will demand more and more to be considered as a social partner expressing his consumption desires rather than as a market, a consumer of the production, or as a "king without a kingdom".
Ferry, J.M. (1974). RECENT FIGURES ON THE CONSUMPTION OF FRUIT AND VEGETABLES IN EUROPE. Acta Hortic. 40, 253-268