Apples represented the largest fruit product in total sales in Germany in 2020, followed by bananas. More and more consumers are making sure that apples come from the region and are not imported.
During the first weeks of the COVID-19 pandemic, in March and April 2020, there was a much higher demand for fruits, especially in supermarkets and discounters. Despite the limited shelf life of many fruits, the increasing number of employees that suddenly had to work from home, as well as closed schools and children spending most of their day at home as well, led to a demand that was significantly higher than in the same period in 2019.
As a result of the lack of field workers and the new situation in general, farmers tried to find new ways to generate revenue. Direct selling, for example of strawberries, saw a huge increase, which was already common in past years but became even more popular during the pandemic.
The upcoming years may lead to a change in the type of fruits that farmers can grow in their fields. The speed of climate change in Germany and the resulting droughts or missing rain, threatens many farmers’ incomes if they do not change themselves.
Organically-produced fruits remain a key trend in Germany, since health awareness and cautious eating have become more important. The group of people that identify as vegan or vegetarian is increasing as well and was not interrupted by the pandemic at all.
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Understand the latest market trends and future growth opportunities for the Fruits industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fruits research and analysis database.
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