Entering the European market for table grapes

The European grape market is highly competitive. Most of the supply is programmed by large retailers. New grape varieties can help you improve productivity and extend your season with high-quality grapes. Early or late varieties can fill the gaps in the supply windows between producers from South Africa, Peru, India and Chile, who often flood the market in the European counter season.

1. What requirements and certifications must table grapes meet to be allowed on the European market?

Fresh table grapes must comply with the general requirements for the fresh produce sector. You can find these in our study on buyer requirements for fresh fruit and vegetables. You can also use the My Trade Assistant tool of Access2markets, which provides an overview of the requirements for fresh grapes.

What are the mandatory requirements?

Mandatory requirements cover food safety and quality. These include: legal rules, quality requirements, and packaging and labelling requirements.

Pesticide residues

Pesticide residues are one of the most crucial issues for grapes suppliers. Regulation (EC) No 396/2005 sets maximum residue levels (MRLs) of pesticides in or on food and feed of plant origin. An MRL is the highest level of pesticide residue that is legally permitted in or on food products when pesticides are used. 

You can find the MRLs for the pesticide residues relevant to grapes in the EU Pesticides database. To get all the MRL details, you should search for product code 080610 (fresh grapes). It is vital to familiarise yourself with the MRLs, and to not exceed these levels. When grapes contain more pesticide residues than allowed, they will be withdrawn from the European market.

Note that buyers in several countries, such as Germany, the Netherlands and Austria, use MRLs which are stricter than the MRLs provided for in European legislation.

Contaminants

Grapes may contain contaminants. These are substances that are not intentionally added to food, such as heavy metals (cadmium and lead) and perchlorate, which can end up in produce due to environmental contamination, and during production, packaging, transport, and holding. As contamination has a negative impact on the quality of food and can cause a risk to human health, the European Union (EU) has set maximum levels for certain contaminants in food.

The maximum levels of contaminants are laid down in Commission Regulation (EU) 2023/915:

• Cadmium: 0.05 mg/kg
• Lead: 0.10 mg/kg
• Perchlorate: 0.05 mg/kg

Microbiological criteria

Food safety authorities can withdraw imported products containing pre-cut and packed table grapes from the market or stop them from entering the EU if E. coli is present (Regulation No 2073/2005). The European Food Safety Authority (EFSA) recommends using good agricultural, hygiene and manufacturing practices to reduce contamination in grapes.

Phytosanitary regulation

Regulation (EU) 2019/2072 requires table grapes to have a phytosanitary certificate before entering the EU. This guarantees that the grapes are:

• properly inspected;
• free from quarantine pests, within the requirements for regulated non-quarantine pests and practically free from other pests;
• in line with the plant health requirements of the EU, laid down in Regulation (EU) 2019/2072.

The exporting country's national plant protection authority issues these phytosanitary certificates.

Product quality requirements

You must comply with the marketing standard for table grapes of Regulation (EU) No 543/2011 (Annex I, Part A) to export your products to the EU.

At the very least, bunches and berries of fresh table grapes must be:

• sound – produce must be free from rotting or deterioration likely to make it unfit for consumption;
• clean – practically free of any visible foreign matter;
• practically free from pests;
• practically free from damage caused by pests;
• free of abnormal external moisture;
• free of any foreign smell and taste;
• able to withstand transport and handling.

In addition, the grape berries must be intact, well-formed and normally developed.

The regulation defines 3 classes of table grapes: Extra Class, Class I, and Class II. European buyers mostly require Class I as a minimum.

Figure 1: Example of different classes of table grapes

From left to right: ‘Extra’ Class (bloom intact), Class I (normal quality), Class II (variation in berry shape)

Source: OECD (2006), Table grapes, International Standards for Fruit and Vegetables, OECD Publishing, Paris

Maturity

Table grapes must be sufficiently developed and display satisfactory maturity and ripeness. Therefore, the EU marketing standard for table grapes sets specific maturity requirements. In practice, however, the grapes must have reached at least 16° Brix. Fruit with a lower index is accepted if the sugar-acid ratio is at least equal to:

• 20:1 if the Brix level is greater than or equal to 12.5° and smaller than 14° Brix.
• 18:1 if the Brix level is greater than or equal to 14° and smaller than 16° Brix.

Size and packaging

Size is determined by the weight of the bunch. The minimum bunch weight is 75 g, but it does not apply to packages intended for single servings. There is a tolerance of 10% on bunches not meeting size requirements. In each sales package, one bunch weighing less than 75 g is allowed to adjust the weight.

The contents of each package must be uniform and contain only bunches of the same origin, variety, quality and degree of ripeness. However, a mixture of table grapes of distinctly different varieties may be packed together in a package, provided they are uniform in quality and, for each variety concerned, in origin. Packaging must be labelled correctly, to avoid fines and recalls.

Common packaging options include:

• clamshells or punnets with heat-seal or flow pack in various sizes, such as 10x500 g or 18x250 g in a box;
• bag-in-box between 4.5 kg and 9 kg;
• carry bags with grape bunches between 4.5 kg and 9 kg.

Figure 2: Examples of table grape packaging

Source: OECD (2006), Table grapes, International Standards for Fruit and Vegetables, OECD Publishing, Paris

What additional requirements do buyers often have?

European buyers often have additional requirements. These include specific grape varieties, food safety certification, and compliance with social and environmental standards.

Variety

Your choice of grape variety depends on several criteria:

• the presence of seeds
• shape and colour
• skin thickness
• maturity period
• resistance against diseases and pests
• transportability
• shelf life

You can cover a large season with early, mid-season and late varieties. The rest is a combination of finding the right, sweet taste and cost-competitive grape cultivar.

There can be regional differences in grape preference. For example, northern Europe prefers mature seedless white grapes with thin skin and a sweet taste. Seedless grape consumption was developed later in southern Europe, and berry size is sometimes more important in countries such as Italy.

Certification

Food safety is essential in the European market, and European buyers may require certification. A common certification programme for good agricultural practices is GLOBALG.A.P. This certificate has become a minimum requirement for buyers that supply to supermarkets.

Some retailers have their own additional standard. For example, Dutch retailer Albert Heijn and the Belgian retailer Delhaize have developed a GLOBALG.A.P add-on – called AH-DLL GROW – to meet growing consumer expectations concerning product quality and food safety. Producers that supply to these retailers should have this farm-level risk management system in place. It sets out rules for hygiene, residue monitoring, and prevention of foreign body contamination.

Sustainability and social compliance

European buyers increasingly demand social and environmental compliance. This often means that you need to adhere to the buyer’s code of conduct or a third-party code of conduct. You can also opt for third-party certification schemes. Examples include:

• GLOBALG.A.P. Risk Assessment on Social Practice (GRASP): a GLOBALG.A.P add-on for the evaluation of worker’s well-being at the farm level.
• Supplier Ethical Data Exchange (SEDEX): a global initiative to make global supply chains more transparent. SEDEX has also developed a social auditing scheme – SMETA – to help companies assess the working conditions in and environmental performance of their business and supply chains. 

In addition, some supermarket chains have their own schemes, such as Tesco’s Nurture add-on module to GLOBALG.A.P.

Figure 3: Sustainability at EXSA South Africa

Source: YouTube.

In the near future you can expect new initiatives with standards that become more extensive with regular audits. For example, the Sustainable Trade Initiative for Fruit and Vegetables (SIFAV) has formulated goals for 2025 that include reducing the carbon footprint and increasing sustainable water use. SIFAV is a private covenant between European importers and retailers. With this in mind, it is sensible to measure your environmental impact and explore new standards such as GLOBALG.A.P. add-on SPRING for sustainable irrigation and groundwater use, or the Corporate Carbon Footprint.

What are the requirements for niche markets?

The main niche market requirement for table grapes is organic certification.

Organic certification

Organic certification can be an interesting way of setting your table grapes apart and marketing them at higher prices. The demand for organic table grapes is growing, although it is mainly supplied from within Europe. Specialised buyers that import organic table grapes are, for example, OTC Organics and Eosta (the Netherlands) and the Ethical Food Company (the United Kingdom).

To market organic table grapes in the EU, you must comply with Regulation (EU) 2018/848. This regulation lays down the rules on organic production and labelling for organic products. When you comply, you can apply for an organic certificate from an accredited certifier.

2. Through which channels can you get table grapes on the European market?

The main channel for table grapes in Europe is supplying to retail chains, which requires high volumes of almost exclusively Class I grapes or higher. You can best reach this sales channel with the help of grape importers and service providers that supply to those retailers. Your offer will be most interesting to them when you can extend your season with appealing grape varieties.

How is the end market segmented?

The European market for table grapes consists of a high, normal, and low segment.

Figure 4: Market segments for table grapes in Europe

Source: ICI Business

The most common market segment for table grapes is the ‘normal’ segment, consisting of consumer-packed Class I grape bunches. Most of these grapes are seedless and sold under private label. There is no exact data available on varieties, but you can expect most grape consumption to be white or green grapes, followed by red grapes and in much smaller volumes blue or black grapes.

The grape sector is large enough to offer opportunities for differentiation. There are possibilities to supply certified organic grapes or special aromatic varieties, such as Sable Seedless and Cotton Candy grapes. You can also add value by branding a high-quality product, but this takes a lot of promotion in your target market.

At the low end of the market, you will find less popular and older grape varieties that are not in favour anymore with the large retailers. This lower-priced segment also includes seeded and unpacked grapes, often from local origin. These are mostly sold in traditional grape countries, such as Italy and Spain, but also in eastern European countries.

Through which channels do table grapes end up on the end market?

Table grapes are mainly sold to consumers in supermarkets. They generally reach retailers via importers and service providers, often through contracted programmes. In addition, spot markets regulate supply shortages and oversupply of grapes outside the contracted programmes. Such grapes can be traded by wholesalers and reach consumers through independent retail outlets, street markets, and through the food service sector (hotels, restaurants, catering services). 

Figure 5: Market channels for fresh table grapes

Source: ICI Business

Importers and service providers

Importers have a central role in the distribution of table grapes. They are familiar with all the different requirements of end clients and can distribute to different markets.

Specialist table grape importers are well-integrated with grape producers. By sourcing grapes from different regions they ensure a year-round grape supply. Some have their own packaging stations, although packaging mainly takes place at origin. When importers do provide different services, such as retail packing and multiple origin sourcing, they can become service providers to large retailers.

Some of these companies are large integrated fresh suppliers, such as Belgium’sGreenyard, with their own procurement offices in producing countries. Others are more specialised in table grapes, such as Grapes Direct in the United Kingdom.

Importers can also supply fresh grapes for processing, for example for salads and mixed fruit packers. But this is a small segment compared to the direct fresh consumption.

Supermarket programmes

Most table grapes are sold through supermarkets. Grapes are a typical product that is programmed under supply contracts and marketed as a private label product.

Many supermarkets select external service providers to supply them with table grapes for a contracted period or programme. Some work with annual contracts, while others select an exclusive service provider like German discounter Lidl has done with OGL Food Trade.

As table grapes are among the largest fresh fruit categories, retailers get much more involved in sourcing. By sourcing grapes directly, retailers improve cost efficiency and control the supply chain with maximum transparency. Only large producers will qualify to directly supply to a supermarket chain. Most likely, a service provider will be in between to assist with import and logistics.

Wholesalers (spot market)

Although table grapes are largely traded on a contract basis, the grape trade needs a spot market to service wholesalers and small outlets, as well as to regulate supply shortages and oversupply.

Traditional fruit wholesalers cover the spot market and move with the fluctuations of the trade. They supply to specialised shops, street merchants, restaurants and hotel chains. Sometimes import and wholesale activities are combined, but a traditional wholesaler does not take many risks with importing long-distance table grapes. Typical wholesale markets for table grapes and other fruit include Rungis in Paris and Mercabarna in Barcelona.

Non-specialised (cash & carry) wholesalers supply to the same food service end markets. Just like supermarkets, they can work with long-term contracts. For example, METRO’s Valencia Trading Office (VTO) sources table grapes in Spain and from international producers.

What is the most interesting channel for you?

The most interesting channel for you largely depends on the size and structure of your company. The higher your production volume and the longer your supply season, the more interesting you become to large buyers with programmed supply or direct sourcing deals with supermarkets. You will have to accept all the specific requirements of supermarkets to trade with them, without making concessions or negotiating the rules. Either way, being closely connected with the primary production is key.

When your production is not as large, you should find another strategy. For example, you could cooperate with other producers and look for mutual benefits in size and season. Or you can build commercial relations with traders and established importers. For example, Grapes Direct (the United Kingdom) and Direct Source International (the Netherlands) source grapes from many different origin countries. Full-service providers like Kölla (Switzerland) have multiple sales and purchase offices throughout Europe. These companies will do the quality checks and make sure the table grapes find the right end market.

There are many importers and traders that can represent your product in the European market. This can be tricky because you depend on the performance and network of your buyer. Grapes in the spot market are often traded on commission. You need to check if your importer has an extensive network to market your product, or preferably has supply contracts with retailers in place.

3. What competition do you face on the European table grape market?

In table grapes, competition comes from both local producers in Europe and non-European suppliers, depending on the season. Developments in grape varieties can greatly affect competitive strength. They can increase yields and close gaps in the grape calendar. Exporting more grapes to an established market, such as Europe, often puts extra pressure on prices. It helps to have other target markets outside Europe, including your domestic market.

Which countries are you competing with? 

The European market for table grapes is very competitive. Italy and Spain are the main supplying countries within the European season. Their peak supply is in August and September.

Figure 6: Indicative supply calendar of table grapes in Europe

Source: ICI Business

European suppliers have a local advantage and as long as their supply is plenty, it will be difficult to compete with them. At the same time, European production is becoming expensive and competition from nearby countries such as Egypt is increasing. As a counter-seasonal supplier, you can establish partnerships with important growers in Spain or Italy. This allows you to benefit from their network and combine forces to offer a year-round supply of table grapes.

As such, your main non-European competitors are counter-seasonal suppliers like South Africa, Peru, India and Chile. Egypt and Brazil are active on the edges of the European season.

Source: UN Comtrade

South Africa – leading non-European supplier

South Africa is Europe’s leading non-European supplier of table grapes. The country’s fresh grape exports to Europe peaked in 2022 at 336 thousand tonnes, before dropping to 258 thousand tonnes in 2023 due to lower yields packed in the Hex River Region. The leading destinations for South Africa’s fresh grapes are the Netherlands (99 thousand tonnes in 2023), Germany (64 thousand tonnes) and the United Kingdom (58 thousand tonnes).

South Africa is a preferred grape-supplying country because of its producers’ long experience in production and their large volume of seedless white and red grapes. Their production extends from mid-November to mid-April and is expanding. Older varieties such as Crimson Seedless, Prime, Thomson Seedless and Scarlotta Seedless are declining and new cultivars such as Sweet Celebration, Autumn Crisp, Sweet Globe and Starlight are increasing.

For the 2023/2024 season, the South African Table Grape Industry (SATI) projects an estimated crop of 341,100 tonnes inspected for export. Newly planted high-yielding varieties will keep South African table grapes competitive in the European market in an effort to combat increasing production costs and competition from South America.

Table 1: Table grape crop estimates in South Africa, 2020-2024, in tonnes

* forecast

Source: The South African Table Grape Industry’s (SATI)

The South African Fresh Produce Exporters’ Forum (FPEF) raises funds for the export industry to ensure participation in major international trade fairs, such as Fruit Logistica Berlin. The forum also distributes the annual FPEF Export Directory to help raise awareness among potential buyers of South African fresh produce.

Peru – newcomer that is quickly gaining ground

Peru is a relative newcomer in the international grape market, but the country has quickly gained a strong position in the European market. Peru’s grape production has increased quickly and is expected to reach 775 thousand tonnes in 2023/24.

Table 2: Grape production in Peru, 2020-2024, in tonnes

* forecast

Source: USDA Foreign Agricultural Service (November 2021 and November 2023)

Most of Peru’s table grape production is exported because domestic market opportunities are very limited. However, Peruvian grape production volumes have grown so large that at peak supply, they affect the exporting potential and profitability of suppliers, because volumes are so large that prices go down. Not only in Peru but in Brazil, Chile and South Africa as well.

The main markets for Peru are the United States and Europe. Fresh grape exports to Europe grew from 118,000 tonnes in 2019 to 150,000 tonnes in 2023. According to the Peruvian table grape producer and exporter association (PROVID), Peru’s growth can be attributed to its extended seasons and continuous varietal renovation.

Large volumes and popular varieties have turned Peru into a strong counter-seasonal supplier to Europe. White Seedless are Peru’s most exported grapes, followed by Red Seedless. The seeded Red Globe used to be dominant in Peruvian cultivation, but growers have been updating their vineyards with several popular seedless varieties. The most commonly planted varieties in 2022 included Sweet Globe with 22% of the surface area (+2% since 2022/2022), Red Globe with 16% (-13%), Autumn Crisp with 14% (+47%), Sheegene 20 or Allison with 7% (+4%) and Sweet Celebration with 5% (-2%).

A competitive advantage in Peru is the stable, desert-like climate. Thanks to two different growing regions, Peru has an extensive supply season. In Europe, Peruvian grapes are mainly on the market between November and March – with crops from the main production region in Ica. The main concern for European buyers is the lack of sustainable water sources in Ica, which can be a reason for them to import from alternative sources.

India – large volumes at competitive prices

India is one of Europe’s top table grape suppliers, with price-competitive growers. After recovering from a COVID-19 pandemic-related dip, India’s fresh grape exports to Europe have stabilised at about 124,000 thousand tonnes. The Netherlands and Bangladesh are India’s largest markets for table grapes. European buyers mainly source white seedless grapes from India. The country’s main grape variety is Thompson Seedless.

Indian grapes are essential to fill the supply gap between South Africa and Egypt. The supply window is short and sometimes reduced due to early and late varieties in competing countries with overlapping harvest seasons. Importers in Europe also turn to India when South Africa and Chile do not meet the required volumes or price-quality combination. 

Table 3: Grape production in India, 2020-2024, in tonnes

* forecast

Source: USDA Foreign Agricultural Service (October 2021 and November 2023)

India’s table grape production is projected to reach 2,950,000 tonnes in 2023/24. Most of this serves the domestic market, allowing Indian growers to switch from opportunistic export to the internal market. Other supplying countries like South Africa, Peru and Chile do not enjoy this kind of backstop. About 27% is dried for raisin production due to insufficient cold chain transport and infrastructure, as well as high demand in both domestic and export markets.

Egypt – rapidly increasing supplies to Europe

Egypt is increasingly competing at the beginning of the European grape season. The country is price-competitive and has taken steps to improve quality and food safety by investing in post-harvest processes. Egypt’s early grape varieties are harvested from late May to September, and its late varieties from late June to November. This extended season is mainly of concern to Spanish and Italian grape growers, forcing them to specialise and innovate to remain competitive.

The country’s fresh grape exports to Europe grew from 68,000 tonnes in 2019 to 99,000 tonnes in 2023 allowing Egypt to overtake Chile.. Egypt’s supplies between May and July close an important window in Europe’s grape market. This can lead to fewer opportunities for new suppliers, unless you have something unique to offer.

Europe is Egypt’s leading table grape export market, although production mainly serves domestic consumption. Production was forecasted to reach 1,568,000 tonnes in 2023/24, after growing by almost 60% over the past 10 years. This increase was fuelled by the introduction of several new varieties, rootstocks, improved cultural practices and post-harvest treatments of storage, as well as new export markets.

Table 4: Grape production in Egypt, 2020-2024, in tonnes

* forecast

Source: USDA Foreign Agricultural Service (November 2021 and November 2023)

Egyptian growers produce many varieties, including European favourites Thompson and Flame Seedless as well as Red Globe, Crimson, Early Sweet, Superior, Prime Seedless, Autumn Royal, Timco, and Early Superior. New varieties are mainly selected to improve quality and shelf life, as well as to meet European buyers’ requirements.

Which companies are you competing with?

The grape market is highly competitive, so you must find or create your competitive advantage. This includes diversifying export markets, products, or grape varieties. You can also work together with other grape cultivators to extend your season and supply volume. The following companies employ these and other practices.

Fruitsland (Italy)

Italy’s Fruitsland has a highly diversified offer of table grape varieties from July to December. This innovative company has invested in marketing as well. Their modern website promotes the technology and production methods they use.

Good presentation and an attractive product assortment are essential for any company in the European market. But it is the promotion of your unique selling points that makes you stand out. Fruitsland’s self-presentation as an innovative and diverse grape grower is definitely a strength which supports their large network throughout Europe.

The Grape Company (South Africa)

The Grape Company is one of the large grape exporters from South Africa. It consists of a group of affiliated growers covering the entire South African growing season. The Grape Company is socially engaged and focuses on quality. Approximately 90% of their production consists of seedless grapes. All of their growers are certified with GLOBALG.A.P. and Tesco Nurture, and they also offer certified organic grapes. This makes The Grape Company a very suitable partner for European importers.

Verfrut (Chile/Peru)

Verfrut is a Chilean fruit company. As producers in neighbouring Peru quickly ramped up grape cultivation, Verfrut decided to integrate an orchard in Peru. Cultivating grapes in two countries extended their supply season by several months. The long availability and reliable supply of grapes make the company attractive for supply programmes of large European retailers, such as Tesco.

Today, the Verfrut Group consists of five companies, including a distribution company in the Netherlands and a logistical service company. With more than 4,700 hectares of orchards in Chile and over 2,800 hectares in Peru, the company is the largest individual fruit grower in Chile and the largest grape grower in Peru. The company has various certifications to support its environmental and social claims, including BRC, GLOBALG.A.P., SMETA, Tesco Nature and Rainforest Alliance.

Figure 8: Verfrut company profile

Source: Verfrut Group @ YouTube

Companies like Verfrut do not rely exclusively on a few export markets, which makes them more resilient to market fluctuations. As a diversified supplier, Verfrut exports 20% of its fruit to Europe. Most of their production goes to North America (33%) and Asia (33%), and they also supply to Latin America (12%) and the Middle East / Africa (2%).

Which products are you competing with?

Grapes can best be compared with other fruits that are easy to snack on, such as berries or fresh cut tropical fruit. These are the fruits that are most likely to be consumed as an alternative to grapes. However, table grapes are a main category fruit. High availability and affordable prices will keep plenty of grapes on supermarket shelves. Something to look out for is inflation. Costs of production and logistics have increased, which may favour more affordable or locally grown fruits.

The main competition for table grapes actually comes from other improved and mostly seedless varieties of table grapes. Interest in seedless and superior taste offers opportunities to diversify your table grape supply. European consumers are usually not aware of specific cultivars – they mainly select on colour, seedlessness and general appearance.

4. What are the prices of table grapes on the European market?

Average prices for table grapes have been relatively stable over the past years in Europe. The main (short-term) fluctuations are caused by changes in product availability. 

Import prices

Prices from importers to wholesalers normally vary from a little over €1/kg to €3/kg.

Source: GloballyCool

Figure 9 illustrates that: 

• Polish and French import prices are relatively low. Poland is fairly representative of the relatively low prices in eastern and south-eastern Europe.
• Prices rose in 2023, by about 15% on average. This was due to a limited harvest in Italy, as well as increasing energy and transportation costs. 

Retail prices

Retail prices are usually between €4/kg and €6/kg. Retail promotions can push prices below these averages, while premium and organic grapes can fetch significantly higher prices. Prices for smaller packages (for snacking) are also relatively high. Be aware that retail prices have no relation with trade prices.

The increasing costs of production and logistics have pushed prices up in recent years. In such cases, do not count on full compensation for all your increasing costs. As a supplier, you are expected to invest in efficient solutions. In the destination market, retailers may adjust the number of promotions for consumers or ask their suppliers for smaller packaging to keep prices levelled. For 2024 the export prices may go down a bit due to lower energy and shipment costs. 

GloballyCool carried out this study in partnership with ICI Business on behalf of CBI.

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