What is the demand for fresh fruit and vegetables on the European market?

Europe is a large, stable and relatively high-end market for fresh fruit and vegetables, and one strongly dependent on imports to meet year-round demand and consumer preference for variety. Suppliers from developing countries play a growing role there, especially for tropical and off-season products like mangoes, avocados, sweet potatoes and exotics. Opportunities also exist in organics and products where European output is showing decline.

1. What makes Europe an interesting market for fresh fruit and vegetables?

Market size, year-round demand and dependence on external suppliers make Europe an attractive target market for suppliers in developing countries. Buyers in Europe look for reliable suppliers in strategic areas so that they can offer fruit and vegetables to consumers at any time of the year.

Europe's mature and large market offers stability for suppliers

Europe is a mature and diverse market for fresh fruit and vegetables (FFV), and home to 6 of the 10 largest importing countries in the world. Although short-term needs and prices change regularly depending on harvests and demand, overall demand is relatively stable and volumes are large. Europe has a population of almost 530 million consumers.

Source: UNComtrade, August 2025

On average, Europe imports more than 56 million tonnes of FFV per year. This is about 40% of the global average annual trade volume.

European import volumes up by 4,000 tonnes

Fresh fruit imports are different from those of fresh vegetable. This section explains the details for each category. By "Europe" we mean the European Union (EU) plus the United Kingdom (UK), Switzerland and Norway. Developing countries are all in the OECD-DAC list.

Fresh fruit imports from developing countries peaked in 2024

Over the period 2020-2024, the total import volume of fruit went up slightly, by an average annual rate (compound annual growth rate or CAGR) of 0.2%.

Source: UNComtrade, August 2025

Developing countries play an important role in this supply. After the period 2019-2022, with a relatively stable share for developing countries of about 45-46% of the total trade volume, their share went up to 49% in 2023 and further up to 50% in 2024. The import volume reached an all-time high of 15.4 million tonnes in 2024, which was almost 1 million tonnes above the previous record from 2023. 

By contrast, fresh fruit imports from within Europe fell to below 14 million tonnes in 2024. Over the whole period, imports from developing countries increased by 3.2% on average. Imports from within Europe declined by 2.7%, mainly because Spain and Italy had some misharvests due to drought. To some extent, the lower production output in Spain and Italy was compensated by higher supply volumes from north African countries.

Fresh vegetable imports from developing countries up by 10% per year

Vegetable imports grew by 3.6% in 2020-2024. After a relatively stable 2020-2022, imports grew by about 7% per year in 2023 and 2024. This resulted in all-time record import volumes of 28 million tonnes in 2023 and 30 million tonnes in 2024.

Source: UNComtrade, August 2025

Consumption of fresh vegetables within Europe depends much more on local production than does the consumption of fresh fruit. This is also reflected in the high share of intra-European trade (85-88%). The import volume from developing countries grew particularly sharply in:

• 2021 – Recovery after Covid-19;
• 2023 – Imports grew by 19%, thanks to strong growth in imports from Egypt, Türkiye and China; and,
• 2024 – Imports grew by 9.6%, as Morocco and Egypt substantially increased their volumes.

While imports from within Europe and from the 'rest of the world' were up as well (+2.8% and +2.4%), the highest growth was in vegetables imported from developing countries (+10% per year).

Forecast: volumes to remain stable but consumer pressure continues

The development of import and consumption volumes remains closely tied to price dynamics. During the Covid-19 pandemic (2020–2021), logistics costs surged. This pushed up FFV import prices and reduced consumption. Costs eased back to pre-Covid levels in 2023, which supported imports from outside Europe. In 2024, however, container freight rates rose again due to geopolitical tensions and Red Sea disruptions, putting renewed pressure on FFV trade flows.

Certain market trends are also challenging exporters’ access and growth. Sustainability concerns are shifting consumers towards local produce, reducing demand for off-season imports. Air freight is under pressure, limiting crops like African legumes and other air-freight-dependent products. Convenience trends favour frozen, pre-cut and ready-to-cook products over fresh produce. Stricter pesticide standards imposed by retailers are raising compliance costs and restricting access for crops with higher residue risks, such as berries.

Looking ahead, inflation has eased compared with the peaks of 2022 (8.4%) and 2023 (5.3%), But consumer budgets remain under strain. With EU inflation forecast at 2.3% in 2025 against modest GDP growth of 1.1%, household spending power is only gradually recovering, while demand for premium and organic FFV remains fragile. Slowing population growth is also dampening prospects. Imports and consumption in 2025 are expected to remain stable, with prices elevated due to ongoing production, energy and transport cost increases.

Figure 4: Air-freighted produce remains popular in France, but for how long?

Source: GloballyCool, September 2025

Diversified supply from developing countries

Costa Rica, Ecuador and Colombia gained their position in the top 6 of supplying countries from their large export volumes of bananas. In general, however, the supply from developing countries is rather diversified. There are opportunities in many other products.

Source: UNComtrade, August 2025

Europe’s best-performing supplying developing countries include:

• Costa Rica, Ecuador and Colombia – typical suppliers of tropical fruits. Costa Rica and Ecuador export mainly bananas and pineapples, but Costa Rica also supplies Europe with melons, watermelons and cassava. Colombia’s best-known product is bananas, although the country also exports growing volumes of avocados and exotic fruit.
• Morocco – a price-competitive country with the advantage of being close to Europe. European buyers use Morocco’s supply to extend the seasons of soft fruit, table grapes, melons, citrus and more. Morocco is by far Europe’s most important supplier of vegetables, mainly tomatoes, plus beans, chilli peppers and several green vegetables. In terms of fruit, Morocco is an important supplier of watermelons, mandarins and berries. Morocco’s exports to Europe are the third most diversified of all developing countries (behind Türkiye and Egypt).
• South Africa and Peru – typical counter-seasonal suppliers since both countries are in the southern hemisphere. Peru has large-scale production projects and different climate zones to extend the season. Its main export products to Europe are avocados, mangoes, table grapes and bananas. South Africa competes in the same window, mainly with citrus, table grapes, pome fruits and avocados. After Türkiye, Egypt and Morocco, South Africa has the most diversified exports of FFV to Europe.
• Egypt and Türkiye – also price-competitive and nearby suppliers. Egypt is very competitive in a variety of products, including oranges, sweet potatoes, table grapes and garlic. Türkiye's and (more recently) Egypt’s exports to Europe are the most diversified of all developing countries, as both export a lot of different fruit and vegetables. Egypt’s exports to Europe experienced a record year 2023, thanks to exports of oranges, potatoes, onions and grapes. Egypt was well-positioned to benefit from the drought and unfavourable weather conditions in southern Europe, which led to lower production volumes there.

Seasonality and import windows of fresh fruit and vegetables in Europe

Europe’s fruit and vegetable supply is shaped by both seasonal production and import flows. Local harvests dominate in summer and autumn, while imports cover gaps during winter and for tropical crops not grown in Europe. Understanding these cycles is essential for exporters aiming to align with market opportunities and avoid periods of oversupply.

Figure 6: European fresh fruit and vegetable seasons versus import windows

Source: GloballyCool, September 2025

The fruit and vegetable categories in figure 6 have the following profiles:

• European summer fruit – Includes berries, cherries, apricots, peaches, plums, melons and grapes. Abundant locally May-September; imports cover off season (October-April) from the southern hemisphere.
• European orchard fruit (temperate) – Apples, pears. Harvested in autumn, stored for months; imports mainly in May-August when EU stocks are depleted.
• Citrus fruit – Oranges, mandarins, clementines, lemons, grapefruit. EU season November-March and imports April-October, mainly from South Africa, Egypt, Morocco.
• Greenhouse crops – Tomatoes, cucumbers, peppers, aubergines. Produced year-round, with high volumes in summer. Imports fill the winter/early spring gap (November-March) from countries like Morocco.
• Cool-season open field vegetables – Potatoes, onions, cabbages, carrots, leeks, lettuce, spinach. EU supply dominates autumn-spring; imports (Egypt, Israel, Morocco) cover winter shortages.
• Speciality and seasonal crops – Asparagus (April-June), globe artichokes (February-May), mushrooms/truffles, olives, pumpkins. EU produces in distinct windows; imports (Peru, Mexico, Egypt) cover off seasons.
• Tropical fruit – Bananas, pineapples, mangoes, avocados, papayas, guavas, dates, lychees, passion fruit. Fully import-dependent (although bananas from Guadeloupe and Martinique, for example, count as EU production by France) year-round, with staggered global supply by hemisphere.
• Tropical starchy vegetables – Cassava, yams, taro, sweet potatoes, yautia, arrowroot. Fully import-dependent year-round, from different continents. 

Organic imports: fast growth for avocados

Despite some regional production of organic FFV, Europe also imports from other parts of the world. Organic imports into the EU remained broadly stable between 2020 and 2024, at around 920,000 tonnes, showing only a marginal decline of 0.7% (source: TRACES). This reflects declining consumption of organic fruit and vegetables due to the relatively high inflation of recent years.

On the demand side, the Netherlands is by far the leading entry point, with its imports rising to almost 393,000 tonnes in 2024 (+7.0%). It was followed by Belgium, Sweden, Germany, Italy, France and Spain. On the supply side, Ecuador leads with more than 370,000 tonnes (+5.8%) – almost entirely bananas. The Dominican Republic remains the second-largest source, but declined strongly (-8.2%), while Peru held stable. Strong growers as suppliers were Colombia (+23%, to more than 78,000 tonnes), Ghana (+8.7%, mainly bananas and pineapples) and Kenya (+20%, avocados).

By product, bananas dominate (over 720,000 tonnes, +2%), followed by avocados (+10%). Smaller-volume products seeing fast growth include organic blueberries (+18%) and plantains (+106%).

Figure 7: Organic avocados in a European supermarket

Source: GloballyCool, February 2025

Fairtrade-certified market: Switzerland and bananas lead

Consumers are increasingly commited to buying ethical and sustainably produced food. The most important certification scheme with this focus is Fairtrade. So far, bananas are the main fruit to be Fairtrade-certified. Fairtrade bananas from Colombia, the Dominican Republic, Ecuador and Peru can be found in many supermarkets in western and northern Europe. Switzerland is one of the few countries with Fairtrade-certified fresh fruits available in supermarkets, such as passion fruit, pomegranates and oranges.

As this market is based on the certification scheme, traders can only sell Fairtrade-certified products if they have that certification. Switzerland, Germany and the Netherlands are home to the largest number of such traders. While Switzerland has remained stable in terms of Fairtrade-certified traders since 2023, both Germany and the Netherlands have experienced quite a decline: from 35 each in 2023 to 25 and 26 respectively in 2025. This shows that the fair-trade market has been challenging in recent years. For the next few years, bananas remain the product with the best potential in this market. Volumes for other fresh products are likely to remain limited.

2. Which European markets offer most opportunities for fresh fruit and vegetables?

Europe is a diverse market with many opportunities and differences between countries. Germany is by far the largest market (see figure 8), followed by the United Kingdom and France. The Netherlands and Belgium are important hubs, importing and distributing throughout Europe. Spain and Italy are both big producers and consumers of fresh fruit and vegetables, but they also import large volumes from outside Europe.

Source: UNComtrade, August 2025

Europe’s largest destinations for fruit and vegetables

The value of imports from developing countries grew in all countries except Italy in 2024 (figure 9).

Source: UNComtrade, August 2025

Note that figure 9 displays import values in millions of euros. Import values and volumes developed similarly until 2022, after which they diverged. In 2023 inflation drove sharp price increases and much higher value growth than volumes, while in 2024 the gap narrowed (13% versus 8.3%).

In the following country profiles, the main focus is imports of FFV from developing countries in the period 2020-2024. It is important to bear in mind, however, that these European countries also have their own domestic agricultural and horticultural output and export activity:

• Spain and Italy are Europe’s top producers. Spain leads in tomatoes, peppers, avocados, blueberries and citrus, while Italy is particularly strong in tomatoes, stone fruit, apples and pears.
• The Netherlands is a powerhouse in greenhouse production of tomatoes, sweet peppers and cucumbers, plus onions, potatoes and other open-field vegetables.
• France produces large quantities of apples, pears, onions, peas, beans and stone fruits.
• Germany and the United Kingdom also maintain robust production of temperate crops (apples, berries, potatoes, brassicas).

Overall, local supply both complements and competes with imported produce.

The Netherlands: hub for conventional and organic fresh produce

The Netherlands is the absolute European import leader for fresh produce from outside Europe. Imports from developing countries remained relatively stable in 2020-2024, at 3.0-3.2 million tonnes (+1.8% CAGR), with a peak in 2021. Imports from other countries outside Europe declined by 6.7% per year. By contrast, intra-European imports grew by 4.4% per year.

The Netherlands remains a European hub for trade in fruit thanks to the port of Rotterdam and the many international traders located in the country. However, the Dutch share in total European imports from other parts of the world, including developing countries, is in decline as other countries increasingly import directly from outside Europe.

The only products of developing country origin with high and consistent annual growth in their imports to the Netherlands are mushrooms/truffles and sweet potatoes. Products with high growth but greater fluctuations are plantains, apples, onions, peaches and nectarines, blueberries, mandarins and cassava. In the case of onions, three developing countries achieved year-on-year export growth to the Netherlands.

The Netherlands is a global top-10 destination for FFV from 35 countries globally. This confirms that it is an important hub. More specifically, the Netherlands is:

• the largest European destination for FFV from Central America and from East and Southeast Asia;
• the second-largest European destination for FFV from South America;
• the largest destination for FFV from southern and East Africa; and,
• an important market for FFV from North Africa (fifth position) and West Africa (fourth).

Organic and fair trade

The Netherlands is also the EU’s largest hub for organic imports, with volumes growing to nearly 393,000 tonnes in 2024 (+7.0%; source: TRACES). Ecuador and the Dominican Republic dominate their supply, mainly with bananas. Peru and Colombia add avocados, limes and berries, while South Africa and Argentina contribute citrus, grapes and pears. The product mix is broad, but concentrated in tropical fruit. Despite fluctuations, the Netherlands’ position as Europe’s main entry and distribution point for organic produce remains solid. On the other hand, demand for Fairtrade-certified produce is likely to decline because as recent years seen a reduction in the number of registered Fairtrade-certified traders in the country.

Outlook

Inflation in the Netherlands is expected to ease from around 3.0% in 2025 to 1.6% in 2026, in line with eurozone projections. This should gradually reduce pressure on premium segments such as organic produce. The Dutch population stands at approximately 18.1 million in 2024, with a growth forecast of +0.3% per year over the next few years – figures likely to support steady demand in the long term.

Germany: imports from developing countries reached 30% share in 2024

Germany is the second-largest importer of fresh produce from developing countries into Europe. Those imports increased to 2.7 million tonnes in 2024 (+3.0% annual growth since 2020). Imports from other countries outside Europe declined slightly, to 291,000 tonnes in 2024 (-0.9% per year). Intra-European imports fell particularly sharply in 2022, leading them to reach a total of 6.2 million tonnes in 2024 (-2.7%).

Germany has a strong consumer market for FFV. With its large population and high income per capita, it accounts for around 14% of Europe’s imports from developing countries. Within Germany’s total imports, the supply from developing countries has shown a clear upward trend – from 25% of total imports in 2020 to 30% in 2024.

The best performing products of developing country origin entering Germany in the period 2020-2024, displaying high and consistent annual growth, are sweet potatoes, avocados, peaches and nectarines, watermelons, peppers and grapes. Zooming in on products and their origins shows strong performance by avocados and pumpkins (5 supplying countries with consistently growing exports) and sweet potatoes and mangoes (3 countries each).

Figure 10: Sugar snaps from Kenya in a German ethnic supermarket

Source: GloballyCool, February 2025

Germany is an important destination market for FFV from several of the world’s production regions. And it is a global top-10 destination for FFV from 26 countries all over the world. More specifically, Germany is:

• the largest European destination for FFV from South America and the Caribbean;
• the third-largest European destination for FFV from Central America and southern Africa;
• one of the three top European destinations for FFV from western Asia, together with Romania and Bulgaria (Türkiye and Israel dominate exports to Germany within this group);
• one of East Africa’s 3 dominant FFV destinations in Europe, behind the Netherlands and the United Kingdom;
• one of the 3 leading European destinations for FFV from south Asia, and the only one with high and consistent annual growth; and,
• the fifth-largest destination for FFV from north Africa, far behind France, Spain, the United Kingdom and the Netherlands (although strong growth in imports from Morocco have contributed to a high and consistent growth rate of 14% per year for imports from this region).

Organic and fair trade

Germany is Europe’s largest organic market and a top-5 Fairtrade market, but imports have weakened in recent years under inflationary pressure. Much of its organic supply is sourced via certified importers in the Netherlands rather than directly from developing countries. Imports of organic fresh produce from outside Europe declined to 59,000 tonnes in 2024 (-12%), affecting most products and origins except for Peruvian blueberries. While demand is subdued and has been partly replaced by intra-EU sourcing, Germany remains a key retail-driven organic market in Europe.

Outlook

German inflation is projected to fall from roughly 2.8% in 2025 to 1.6% in 2026, offering some relief to consumers after recent years of volatility. The population is currently around 83.2 million and is expected to grow slowly (+0.1% a year). With this large and stable consumer base, Germany remains a cornerstone market for FFV in Europe despite declining per-capita consumption, which is down to 62 kg per year.

United Kingdom: rising imports from developing countries

The United Kingdom (UK) is a top-3 destination in Europe for fresh produce from developing countries. Their imports rose to 2.7 million tonnes in 2024 (+2.0% average growth since 2020). In the last year alone, imports have increased by 125,000 tonnes. Imports from other countries outside Europe also grew slightly in 2024 (+42,000 tonnes), while the longer-term trend remained negative (-3.2%). Intra-European imports recovered strongly in 2024 (+234,000 tonnes), but over the entire 2020-2024 period declined by 4.2% to 2.7 million tonnes.

In 2024 the UK represented around 14% of Europe’s imports from developing countries, confirming its strong market for exporters. Since Brexit and the trade shifts from 2021 onward, direct imports of fresh produce have risen from about 40% to 46-48% of total imports. 

The UK offers opportunities for direct supply of fresh fruit and vegetables from outside Europe (post-Brexit)

As of mid-2025, the UK and the EU have reached a new sanitary and phytosanitary (SPS) agreement that reduces many of the costs and border checks for plant and animal products traded between them. Under this deal, checks and fees on medium-risk fruit and vegetable imports from the EU have been scrapped until at least January 2027, giving businesses time to adjust. UK exporters and importers must still comply with the Border Target Operating Model (BTOM) for documentation, risk-based checks and biosecurity.

The Single Trade Window initiative, aimed at simplifying cross-border trade data and import/export documentation, has been paused for 2025-2026 due to cost and delivery challenges.

For exporters from developing countries outside the EU, the UK’s trade framework and non-EU agreements still offer opportunities. Reduced SPS checks for EU imports may free up capacity and reduce overall regulatory friction to consignments from any origin. However, exporters should keep a close eye on the final details of the SPS agreement, as some goods and sectors remain subject to checks. 

The best-performing products of developing country origin entering the United Kingdom in 2020-2024, with high and consistent annual growth, were leguminous vegetables, berries, strawberries, cucumbers, peppers, blueberries, garlic, exotic fruit, cassava, cauliflower and broccoli, mangoes and avocados. Tomatoes, onions and sweet potatoes have experienced strong growth as well, but with less consistency. Zooming in on products and their origins shows strong performance for mangoes (9 supplying countries with consistently growing exports), exotic vegetables (6), blueberries and pumpkins (3 each). 

The United Kingdom is a global top-10 destination for FFV from 32 countries globally, making it. an important destination market for several of the world’s production regions. More specifically, the UK is:

• the number-2 destination for FFV from southern and East Africa, behind the Netherlands, and since 2023 (following strong growth in 2020-2023) also for FFV from Central Africa;
• the third-largest destination, after France and Spain, for FFV from north Africa (their imports have grown by 14% per year, driven by Morocco) and from West Africa (for it is the only consistently fast-growing destination);
• a top-3 destination for FFV from South and Central America, although volumes declined slightly over 2020-2024; and,
• a leading European destination for FFV from South and East Asia, alongside the Netherlands and Germany.

Organic and fair trade

The UK is an important fair-trade market. The country is also in the top 7 of organic markets in Europe. Several of its leading mainstream retailers, like Sainsbury's and Waitrose, sell a wide range of fair-trade and organic-certified fresh fruit and vegetables. Certified fresh produce is imported directly by certified UK importers or (more likely) through importers certified in the Netherlands.

Outlook

The UK is expected to see inflation decline from about 3.5-4.0% in 2025 to close to 2.0-2.5% in 2026. This would help to restore consumer purchasing power and to strengthen demand for imported produce. The UK’s population is estimated at 68.5 million in 2024 and will grow slightly (+0.5% a year) in the coming years. This should support a gradual increase in long-term consumption, although that remains below the EU per-capita average, at 55 kg/year.

Spain: developing into a trade hub for fresh produce

Spain is a fast-growing importer of fresh produce from developing countries. Imports rose to 2.0 million tonnes in 2024 –the second-highest rate among our six focus countries (+8.3% CAGR). Intra-European imports also grew strongly, to 2.1 million tonnes in 2024 (+4.9%). Imports from other countries outside Europe remained modest, but did increase to 176,000 tonnes in 2024 (+6.1%).

Spain combines its role as a major producer in its own right with growing imports in order to meet consumer and processing demand. The country is especially active in extending its own season by sourcing from African countries. In 2024, Spain accounted for about 10% of Europe’s imports from developing countries, underlining its rising importance as both a producer and an importer.

The best-performing products of developing country origin entering Spain in 2020-2024, with high and consistent annual growth, were peppers and bananas. Products with high growth but greater fluctuations are potatoes, sweet potatoes, mandarins, garlic, cucumbers, exotic fruit, exotic vegetables, oranges, avocados and grapes. Exotic fruit stands out here, with 3 developing countries achieving year-on-year export growth to Spain.

Spain is a global top-20 destination for FFV from 18 countries, mostly in Africa but also including some in South and Central America. More specifically:

• Spain is the second-largest destination for FFV from north and West Africa (behind France): imports from both regions grew relatively fast (+5.5% and +12% respectively), despite a few years marked by decline;
• Spanish imports from West Africa are dominated by Côte d’Ivoire and Senegal; and,
• Spain and most South and Central American countries share the same language. However, Spain is not the largest European destination for FFV from those regions, but comes behind the Netherlands, Germany and the UK. 

Organic and fair trade

Spain remains a relatively small organic and fair-trade market, but imports of organic fresh produce grew steadily to reach 28,900 tonnes in 2024 (+11%). Growth was driven by avocados and citrus from Peru and Kenya, while Morocco doubled volumes with avocados and courgettes. Ecuador, Argentina, Burkina Faso and Tunisia added bananas, garlic, berries, mangoes and dates. Spain’s rapid rise highlights its dual role as a consumer market and a re-export hub, especially for avocados.

Outlook

Spanish per-capita consumption (more than 180 kg in 2024) will remain among the highest in Europe. Spain’s inflation rate is forecast to be around 3.3% in 2025, falling to about 1.6% in 2026. This expected decline in consumer price rises should ease pressure on household budgets and create a more favourable environment for FFV consumption. Spain’s population is now 48.6 million and is set to grow slowly, by about 0.1% per year, indicating a relatively stable outlook for domestic demand.

France: growth from southern and central Africa and South and Central America

France has shown Europe’s strongest growth in imports from developing countries, rising to 2.3 million tonnes in 2024 (12% of the European total, +17% CAGR). The largest jump came in 2024, with an increase of 815,000 tonnes compared with 2023. This came at the cost of imports from intra-European sources; they fell to 3.5 million tonnes in 2024 (-4.7% CAGR). Imports from other countries outside Europe grew strongly as well, to 185,000 tonnes in 2024 (+13% CAGR, +54,000 tonnes in 2024).

The shift in origin occurred mainly in 2024, when imports of bananas and avocados through the Netherlands, Belgium and Italy were largely replaced by direct imports. Part of that previous transit trade originated in 2020, when there was an opposite shift as more bananas, pineapples and exotic fruit were imported through the Netherlands and Belgium rather than entering France directly from outside Europe.

Figure 11: Fresh fruit from multiple African and American countries of origin in a mainstream French supermarket

Source: GloballyCool, September 2025

The best-performing products of developing country origin entering France in 2020-2024, with high and consistent annual growth, were sweet potatoes, oranges and bananas. Zooming in on products and their origins shows that exotic fruit (3 supplying countries with consistently growing exports) displayed the strongest performance.

France is a global top-10 destination for FFV from 20 countries, predominantly in Africa but also including some in South and Central America as well as Lebanon and Sri Lanka from. More specifically, France is:

• the largest destination for FFV from North and West Africa, where French-language ties ease trade: bananas dominate business with West Africa, with France accounting for about 60% of all EU banana imports from the region (primarily Côte d’Ivoire, then Ghana, with smaller volumes coming from six other countries);
• the third-largest and a fast-growing (+12% per year) destination for FFV from East Africa; and,
• not in the top 10 European destinations for FFV from Central or South America, unlike other major EU importers.

French imports of FFV from southern and central Africa have grown every year (57% and 39% CAGR, respectively), with a sharp jump in 2024. A similar rise also happened with South and Central America, the Caribbean and East Asia, reflecting a shift from intra-EU supply back to direct sourcing – that is, a return to pre-Covid patterns.

Organic and fair trade

France is a top-7 market for organic and fair-trade produce in Europe. Imports reached 46,300 tonnes in 2024 (+8.1%; source: TRACES), supplied either directly or via certified importers in the Netherlands. Bananas dominate, mainly from Ghana and Côte d’Ivoire, while Ecuador boosted shipments sharply in 2024. The basket is diversified with mangoes, avocados and pineapples, complemented by exotics from Burkina Faso and Morocco. Algerian date imports also grew strongly (+46%). France exhibits steady demand for organic tropical fruit, particularly bananas and mangoes, and remains an important outlet for West African suppliers.

Outlook

Inflation in France is projected to moderate from roughly 3.0% in 2025 to about 1.6% in 2026. This stability will help maintain household spending on fresh produce, including premium and organic products. The French population was 68.5 million in 2024 (Europe’s second largest, behind Germany) and is expected to grow modestly (+0.2%). That will create a gradual increase in total market demand.

Italy: a major destination for FFV from Egypt and Tunisia

Italy’s imports of fresh produce from developing countries grew slightly in 2024, to 1.2 million tonnes (+2.1% CAGR). Growth has been minimal in the past year, at just +1,000 tonnes. Intra-European imports grew much faster, from 2.0 million tonnes in 2020 to 2.4 million tonnes in 2024 (+4.4% CAGR, +81,000 tonnes in 2024). Imports from other countries outside Europe also rose slightly, but remained small. They reached 78,000 tonnes in 2024 (+2.8%).

Italy combines its position as a major producer with a growing role as an importer. Imports from developing countries are modest compared with Spain or France, but remain an important supplement to local production. In 2024, Italy accounted for about 6% of Europe’s imports from developing countries. That reflects its balanced status as an importer from outside Europe, a European producer and an importer from other European countries. 

The only products of developing country origin entering Italy that show high and consistent annual growth are avocados and sweet potatoes. Products with high average growth but greater fluctuations are potatoes, pumpkins, dates, onions and plantains. Avocados stand out here, with 3 developing countries achieving year-on-year export growth to Italy. 

Italy is a global top-10 destination for FFV from 15 countries, mostly in Africa and South and Central America, but is also the top European market for Syria, Bangladesh and Albania. Although Italy is very close to north Africa and imports are growing by an average of 14% a year, it is still only the sixth largest destination for FFV from that region – behind France, Spain, the UK, the Netherlands and Germany. While Italy is Egypt’s fourth-largest destination and Tunisia’s third-largest, it does not import much from Morocco.

Organic and fair trade

Italy is a small organic and fair-trade market, but is growing fast. Organic fresh produce imports increased to 58,000 tonnes in 2024 (+6.7%). Bananas dominate, supplied by Ecuador, Peru and Colombia. Peru and Colombia also supply avocados, grapes and mangoes, while Argentina adds garlic and berries. Egypt supplies potatoes and pumpkins, although in declining amounts. Tunisia contributes dates, and Morocco provides avocados and courgettes. Italy’s growth in this market is driven by tropical and counter-seasonal fruit, with Peru and Colombia showing particularly fast expansion.

Outlook

Italy is forecast to see inflation fall from about 3.2% in 2025 to 1.6% in 2026, in line with eurozone averages. While easing inflation will support consumer budgets, demographic pressures are less favourable. Italy’s population, 58.9 million in 2024, is projected to remain stable or to decline slightly (-0.1%). That may limit growth in overall FFV consumption.

3. Which products from developing countries have the most potential in the European market for fresh fruit and vegetables?

This section highlights six examples of promising products in the European market: avocados, sweet potatoes, exotic fruit, exotic vegetables, mangoes and sweet and hot peppers. These six products were defined based on performance in 2020-2024, including the following indicators:

1. Average annual growth in European imports from developing countries (CAGR).
2. Total number of supplying countries with consistent export growth to one or more European destinations.
3. Total number of consistently growing trade volumes between supplying countries and European destinations. 

Avocados 

European avocado imports increased in many European countries between 2020 and 2024, in total from 598,000 to almost 965,000 tonnes (+13% CAGR). Nine large and medium-sized European markets with saw double-digit growth during that period. Five of these are listed in table 1. The four smaller ones are Czechia, Ireland, Slovakia and Bulgaria. 

Table 1: Top destinations for avocados from developing countries, 2020-2024 (in thousand tonnes)

Source: GloballyCool, based on UNComtrade, October 2025

Market growth was dominated by consistent annual increases in imports from Morocco, Kenya and Colombia, but broader and supplier dynamics shifted. Peru remains the leading exporter, with 454,000 tonnes in 2024 (+13%). Peru supplies all major EU markets, with Spain, the Netherlands and France as its top gateways. Colombia grew steadily to 137,000 tonnes (+12%), strengthening its role as an alternative supplier able to deliver all year round, but especially between October and December, when volumes from Peru and South Africa fall.

South Africa expanded to 97,000 tonnes (+14%), consolidating its role as a seasonal supplier to Germany and the Netherlands. Morocco showed the fastest growth among the main suppliers, tripling its exports to 96,000 tonnes (+28%). This reflects the country’s investment in modern avocado orchards and strong volume growth in the early season (January-March, between the Spanish and Peruvian seasons). Kenya reached 92,000 tonnes (+19%) and Tanzania also grew strongly, to nearly 19,000 tonnes (+36%). This confirms East Africa’s growing market role and larger volumes in the window between Peru’s deliveries and the start of Spain’s harvest. 

Smaller countries of origin are diversifying supply: Brazil (+26%), Ecuador (+111%) and Guatemala (+35%) all increased their market presence. By contrast, Mexico – the world’s largest producer of avocados – saw its exports to Europe collapse from 49,000 tonnes in 2020 to just 12,000 tonnes in 2024 (-30% annually) as it prioritised the US market. The Dominican Republic also declined slightly.

Newer suppliers like Lebanon, Costa Rica, Panama and several African countries (Egypt, Mozambique, Cameroon) have entered the market with small but fast-growing volumes. They reflect Europe’s desire for origin diversification.

Figure 12: Avocados ready for distribution to European supermarkets

Source: GloballyCool, May 2025

Organic avocados

Organic avocado imports into the EU have grown steadily, reaching 40,000 tonnes in 2024 (source: TRACES). The Netherlands and Spain are their main points of entry. Both grew have been growing by 10-11% per year. Supply is dominated by Peru and Kenya, followed by Morocco. Organic imports will expand further in the next few years, strengthening avocado’s position as the second-largest organic product behind bananas. That status is supported by strong consumer demand for healthy fruit and fat, and by year-round availability thanks to complementary seasons.

Sweet potatoes

The popularity of sweet potatoes is reflected in a strong growth in imports to many European countries. Among the top 10 European destinations are 9 markets with double-digit growth in 2020-2024. In total, sweet potato imports grew from 133,000 tonnes in 2020 to nearly 300,000 tonnes in 2024. The Netherlands is Europe’s largest destination and hub, followed by the UK.

Table 2: Top destinations for sweet potatoes from developing countries, 2020-2024 (in thousand tonnes)

Source: GloballyCool, based on UNComtrade, October 2025

Egypt dominates the supply of this product, more than tripling its export volume from 69,000 to 206,000 tonnes (+32%). It accounts for about two-thirds of European imports. China is the second major driver of growth, expanding from 34,000 to 65,000 tonnes (+18%) in response to consistent demand during the winter season across Germany, the UK and the Netherlands. 

South Africa, although smaller in scale, more than its doubled shipments to 7,300 tonnes (+20% per year). Brazil comes close behind in fourth position and with 6.6% growth, despite some fluctuations in its volumes. Other countries of origin such as Peru, Argentina, Thailand and Vietnam have shown steady double-digit growth, although from much lower bases. Some suppliers lost ground, however, notably Honduras. Its volume , has fallen from 11,000 to 3,200 tonnes (-27% annually). Morocco’s exports also fell, by 340 tonnes. Overall, the market is consolidating around a few strong suppliers, led overwhelmingly by Egypt. But new, smaller but rapidly growing sources are also emerging.

Organic sweet potatoes

Organic sweet potato imports from outside Europe into the EU have been turbulent over recent years, with a peak in 2021 (5,800 tonnes) and a low in 2022 (3,100 tonnes). Imports reached 4,200 tonnes in 2024 (+1.1%), particularly through growth to the Netherlands (+5.5%) and Denmark (+63%). Note that there is local production too: Portugal supplies organic sweet potatoes to the EU market.

The main suppliers are the United States and Egypt, with the latter emerging strongly as a competitive organic source. Demand is driven by health-conscious consumers, the popularity of plant-based diets and the versatility of sweet potatoes as a substitute for staple carbohydrates.

Exotic tropical fruit

Imports of exotic tropical fruit into Europe grew from 138,000 tonnes in 2020 to almost 170,000 tonnes in 2024, an annual growth rate of 5.3%. The Netherlands and Germany are Europe’s largest markets, while France, United Kingdom and Spain are growing the fastest. 

Table 3: Top destinations for exotic tropical fruit from developing countries, 2020-2024 (in thousand tonnes)

Source: GloballyCool, based on UNComtrade, October 2025

Supply is fragmented across many countries of origin. Türkiye is the single largest supplier, at over 56,000 tonnes in 2024 (+4.6%, mainly pomegranates). It is followed by Peru (27,000 tonnes, +4.0%) and Colombia (24,000 tonnes, +10%), with strong positions in passion fruit and pitahaya (dragon fruit). Madagascar (13,000 tonnes, +6.4%) remains important as the fourth-largest supplier, known for lychees. 

The top 4 are followed by a group of countries that each ship between 3,000 to 8,000 tonnes per year: Vietnam, South Africa, Morocco, Egypt, Ecuador, Thailand and India. The fastest and ongoing annual growth comes from Ecuador (+60%, mainly pitahaya) and Thailand (+12%). Kenya (+27%), Congo (+29%) and several very small sources such as Panama have expanded rapidly from near-zero volumes.

The total volume of 170,000 tonnes can be divided as follows (subvolumes are estimates):

• Pomegranates: 95-100,000 tonnes (55-60%), led by Türkiye, then Morocco and Egypt.
• Lychees: 15-17,000 tonnes (8-10% share) from Madagascar and much smaller volumes from Mauritius and South Africa.
• Passion fruit and granadilla: 14-15,000 tonnes (8-9%), mainly from Colombia and South Africa, and with smaller but growing volumes from Kenya and Peru.
• Pitahaya/dragon fruit: 14–15,000 tonnes (8-9%), primarily from Vietnam, but Ecuador, Colombia and Thailand are catching up. Pitahaya is also supplied by Peru.
• Jackfruit, cashew apples, tamarind, carambola (star fruit) and smaller niche fruits like longan: 20-25,000 tonnes (12-15%) come from India (a mix, including jackfruit, tamarind and cashew apples), Sri Lanka (jackfruit), Thailand (tamarind), Brazil, Costa Rica, Suriname (carambola and others) and many other sources in West Africa and elsewhere.

Figure 13: Passion fruit from Colombia ready for distribution to the European market

Source: GloballyCool, September 2025

Organic exotic tropical fruit

Organic consumption in this category has been falling by an average of 3.7% per year. Germany, France and the Netherlands are the largest entry markets, supplied mainly by Burkina Faso, Côte d’Ivoire and some Latin American countries. Growth in the largest market, the Netherlands (+4.0%), has not been enough to compensate for decline in others (France -11%, Germany -25%).

Exotic tropical vegetables

EU imports of exotic tropical vegetables under HS 070990 (85-90% okra, with the rest a mix of niche exotics such as bitter gourd, long beans, drumsticks, African eggplant and Thai eggplant) reached 122,000 tonnes in 2024 (+5.8%). This trade reflects both Europe’s strong demand for ethnic food and the increasing ability of African and Asian suppliers to serve EU markets.

While Europe’s largest market, the United Kingdom, has grown by 3.7% per year (to 56,000 tonnes), some other large markets have been growing faster. But only a few medium-sized markets have also shown steady growth: Belgium, Ireland (+15% to 1,170 tonnes) and Bulgaria (+10% to 960 tonnes). This indicates that growth is concentrated in the larger markets.

Table 4: Top destinations for exotic tropical vegetables from developing countries, 2020-2024 (in thousand tonnes)

Source: GloballyCool, based on UNComtrade, October 2025

Senegal is the leading country of origin, supplying 28,000 tonnes in 2024. Its exports consist almost entirely of fresh okra and have expanded steadily (+5.0%). Morocco follows with 25,000 tonnes (+2.4%), also mainly okra but including other exotics in smaller shares. Honduras has become the third supplier, at 15,000 tonnes, and has shown robust growth of 22%, while India remains an important and stable source with nearly 10,000 tonnes (+3.0%). Kenya is the star performer, climbing every year by an average of 24% to reach to 10,000 tonnes. It supplies okra along with African vegetables such as long beans and African eggplant.

Several smaller sources are emerging and also show strong growth rates: Uzbekistan reached 1,300 tonnes (+63%), supplying seasonal niche vegetables. Egypt has expanded to 860,000 tonnes (+31%), while Brazil (1,300 tonnes, +22%) and Togo (1,200 tonnes, +13%) are strengthening their positions as well.

Overall, okra clearly dominates this HS code. And virtually all the produce is conventional (that is. non-organic). Other exotic vegetables remain niche, but important for specific ethnic markets. Europe’s demand is expected to stay strong, supported by cultural diversity and growing interest in tropical cuisines.

Figure 14: Exotic fresh vegetables in a French ethnic supermarket

Source: GloballyCool, September 2025

Mangoes

Imports of mangoes into Europe increased from 477,000 tonnes in 2020 to 514,000 tonnes in 2024 (+1.8%). The Netherlands is Europe’s largest importer, with its volume double that of the number 2, the United Kingdom. Six large and medium-sized markets are growing at more than 10% per year. Three of these are listed in Table 5; the 3 smaller ones are Ireland (+33% to 1,600 tonnes), Slovakia (+19% to 1,390 tonnes) and Sweden (+24% to 990 tonnes).

Table 5: Top destinations for mangoes from developing countries, 2020-2024 (in thousand tonnes)

Source: GloballyCool, based on UNComtrade, October 2025

Brazil has increased its domination thanks to annual growth of 5.2%, reaching 271,000 tonnes in 2024. As a result, it has consolidated its role as a year-round supplier and the main off-season one. By contrast, Peru has declined sharply – from 155,000 to 81,000 tonnes (-15% per year) – due to drought and shifting production. This has affected the European market volume between October and March. Overall, diversification beyond the traditional Brazilian/Peruvian supply window is becoming more visible, especially from West Africa and Asia. 

Almost all mango suppliers in West Africa, apart from Mali (-3.3%) and Senegal (-10%), have strengthened their position in the spring-summer (April-August) window:

• Côte d’Ivoire has grown from 24,000 to 42,000 tonnes (+15% per year). France is its main European gateway, but significant volumes also reach Belgium and the Netherlands.
• Burkina Faso has expanded from 5,600 to 12,000 tonnes (+21% per year). France is the prime market, supported by aid-linked trade programmes and niche demand for air-freighted Kentmangoes.
• Ghana has increased its shipments to 8,100 tonnes (+22%), mostly to France and increasingly also the Netherlands. Supplies from Benin grew from virtually nothing in 2020 to 710 tonnes in 2024, with most going to France. 

The Dominican Republic’s supplies have fluctuated, but maintained high growth (+10%) with Keitt mangoes shipped between April to September. Their volume has reached 28,000 tonnes. Emerging countries of origin such as India (+28%, April-July), Egypt (+35%, July-September) and South Africa (+28%, January-March) have shown rapid increases, although still at smaller volumes (5-10,000 tonnes). Asian suppliers like Thailand, Vietnam and Cambodia have also accelerated (by 25-65%), but from low bases.

Figure 15: Mangoes from Asia in a German ethnic supermarket in February

Source: GloballyCool, February 2025

Organic mangoes

Organic fresh mango imports into the EU are concentrated in a few key hubs. The Netherlands is the main point of entry, followed by Germany. The official data combines fresh and dried mangoes, but if we assume that Peru, Brazil, the Dominican Republic, Ecuador and Israel are the principal suppliers of fresh organic mangoes, then their total import volume was about 4,000 tonnes in 2024 (source: TRACES). This follows a 12% average annual decline caused by lower volumes arriving from almost all supplying countries.

Sweet and hot peppers

Between 2020 and 2024, European imports of fresh sweet peppers (such as bell peppers and pointed peppers) and hot peppers rose sharply (+10%), from 286,000 to over 420,000 tonnes. Spain is Europe’s largest market, followed by France, Germany and Romania. Seven of the top destinations saw double-digit growth (see table 6).

Table 6: Top destinations for sweet and hot peppers from developing countries, 2020-2024 (in thousand tonnes)

Source: GloballyCool, based on UNComtrade, October 2025

Almost all of these imports are conventional product. Only Israel plays a role in the supply of organic sweet peppers. 

The data confirms Morocco’s dominant role as the leading non-European supplier, with consistent year-on-year growth across multiple destinations. Türkiye also maintained a significant presence, especially in eastern Europe. Overall, the market trend shows consolidation around a few sources origins, with north Africa strengthening its hold on European sweet and hot pepper imports.

The largest volumes are sweet peppers from Morocco and Türkiye, although both countries also supply hot peppers to Europe. Spain has increased its imports from 64,000 to 101,000 tonnes, almost entirely supplied by Morocco. France has grown strongly too, from 48,000 to 85,000 tonnes, again with Morocco as its main supplier. Germany has expanded its imports from 46,000 to 69,000 tonnes, also driven by Morocco. The UK has doubled its imports from 10,000 to 23,000 tonnes, sourcing mainly from Morocco and Türkiye. Romania and Bulgaria have both increased moderately, while the Netherlands and Switzerland have shown smaller but steady growth. 

One important observation is that 17 non-EU countries now each supply more than 300 tonnes of peppers to Europe annually. Among nearby sources, Albania (+9.4% per year), North Macedonia (-10%), Egypt (+78%, mainly to Hungary), Serbia (-17%) and Bosnia and Herzegovina (+3.7%) ship between 14 and 1,100 tonnes. These are mostly sweet peppers. Several more distant countries also manage to hold a place in this group:

• Kenya has risen from 1,600 to 2,200 tonnes (+7.8%), mainly hot peppers to the UK.
• Rwanda has increased from 780 to 1,160 tonnes (+11%), supplying hot peppers to niche markets, mostly in the UK. Uganda has fallen from 1,300 tonnes in 2020-2021 to about 700 tonnes in recent years (-14%), sent mainly to the United Kingdom and Germany.
• Jordan’s shipments rose sharply in 2023-2024, to 3,300 tonnes (+45%). These are most sweet peppers to Romania and Greece, and since 2024 to the United Kingdom as well.
• India exports mainly hot peppers, but their volume has fallen to 940 tonnes (-19%). Roughly half of this goes to the United Kingdom and 25% to Germany.
• Senegal supplied about 1,080 tonnes in 2024 (+7.7%), primarily hot peppers to the United Kingdom.

Other fast-growing distant sources of (predominantly) hot peppers include Peru (60-340 tonnes, mostly to Spain, +55%), China (60-210 tonnes, mostly to Germany, +35%) and Vietnam (50-140 tonnes, mostly to Czechia, +31%).

European buyers, particularly in western and northern Europe, demand high-quality produce with consistent size, colour and freshness. In central and eastern European markets, Class II peppers are more common. Ensuring this level of quality requires investment in post-harvest handling, packaging and cold-chain logistics, which can be challenging for smaller exporters. Despite these challenges, the data shows that exporters from a wide range of countries have found clients for their sweet and hot peppers in the European market.

GloballyCool carried out this study on behalf of CBI.

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