The grocery basket has become a headache for many families, but one category is resisting the onslaught of inflation: fresh fruit and vegetables. Despite the increasingly evident pressure on household budgets, European consumers continue to consider these products a basic necessity they are unwilling to forgo. This is reflected in a recent survey conducted in 2026 by the International Fresh Produce Association (IFPA) among German consumers, whose results paint a clear picture of food priorities in times of economic hardship.
The study, which surveyed 752 people, reveals that while 31% of respondents acknowledge having reduced their overall purchases for economic reasons, and another 31% admit to having eliminated certain products from their regular shopping lists, fresh fruit and vegetables remain among the categories least likely to be cut. In fact, only 6% of participants stated they would forgo these foods if their prices continued to rise at the supermarket. In contrast, canned fruit appears much more vulnerable: 24% of consumers would be willing to reduce their spending on this item if the situation worsens.
Freshness and price: the two big draws of the market
When it comes to deciding where to shop, product freshness emerges as the most decisive factor , influencing 78% of those surveyed. This is closely followed by the price-quality ratio, which weighs heavily in 76% of decisions, and the quality of the product itself, which matters to 73%. The variety of available products also plays a significant role, as 68% of consumers value being able to choose from different options. Special offers, discounts, and promotions, while not at the top of the list, are not overlooked either: 64% of shoppers acknowledge that these incentives influence their choice.
But it's not all about money and appearance. Health remains a fundamental pillar in food choices. Sixty-five percent of those surveyed agree that physical well-being is one of the most important factors when deciding what to eat, and more than half, specifically 52%, say they try to consume organic products whenever possible. This trend toward natural products is nothing new, but the data confirms that it has become a firmly established trend that even the economic crisis hasn't managed to stop.
The perception of the fresh produce sector is worsening among consumers
Despite consumer loyalty to fresh fruit and vegetables, it's not all good news for the sector. The image shoppers have of the fresh produce industry has deteriorated significantly in recent years. According to the same survey, the percentage of Germans with a favorable opinion of this sector fell from 59% in 2024 to 54% in 2026. This decline, while not dramatic, does reflect a certain disillusionment that the sector will have to take into account if it wants to maintain customer trust.
Meanwhile, wholesale markets in other European countries also reflect a mixed reality, with price fluctuations largely dependent on weather conditions and available supply. For example, some wholesale markets have seen a notable increase in the prices of leafy vegetables and certain tubers due to torrential rains and reduced harvests. Products such as cucumbers, spring onions, and pumpkins have seen their prices skyrocket by between 2.000 and 5.000 monetary units per kilo in a matter of days. The weather continues to be the primary determinant of vegetable prices , and this time it has hit the most sensitive varieties particularly hard.
Price contrast: while some vegetables go up, others go down
However, it's not all bad news. During the same period, other products have seen price drops due to slower consumption. Lettuce, for example, has fallen from 25.000 to 15.000 monetary units per kilo in some markets, while spinach has decreased by 5.000 units and zucchini by 3.000. This duality in prices, with both increases and decreases occurring in the same market, confirms that supply and demand move in opposite directions depending on the type of product and the season.
This price volatility is not unique to the European market. Similar phenomena are observed in other regions, such as Latin America. In municipal markets in Argentina, for example, a visit to fruit and vegetable stalls reveals that bell peppers are priced high, while tomatoes and zucchini remain more affordable. Mandarins, oranges, and apples also show wide price ranges depending on the variety and the stall. What is clear is that, worldwide, consumers seek the best balance between what they crave and what their budget allows.
In the United States, the situation is even more complex. High food prices are making it difficult for people with fewer resources to afford to buy fruits and vegetables regularly. In the Bronx, New York, with a poverty rate of 28%—well above the citywide average of 18%—a local organization has set out to alleviate this situation by distributing fresh produce to families in need. Wholesale market vendors collaborate by donating surplus produce that is in good condition but cannot be sold, and the recipient families can choose the products they are familiar with and know how to cook. This initiative, in the midst of the price crisis, has become a lifeline for many households.
The lesson to be learned from all this is that fresh fruit and vegetables remain a cornerstone of the European diet , and that consumers are willing to make sacrifices in other areas rather than give up these foods. Health, freshness, and price are the three pillars upon which this loyalty rests, and although the perception of the sector has worsened slightly, demand has shown no signs of weakening. Price fluctuations, largely driven by weather and supply, will continue to dictate the pace of the markets, but what seems clear is that fresh fruit and vegetables are not a luxury but a necessity, and as long as there are consumers willing to prioritize them, the sector will have reason to look to the future with optimism.
