Fresh Fruit and Vegetable Consumption in Greece Is Dramatically Low Before Christmas

In Greece, the increase in price inflation and interest rates caused a decline in consumer demand. In 2022, the wholesale market, which includes both large and small retail sectors, recorded a 60% loss from September to November and a 30% loss YoY. The large tourist movement during the summer of 2022 was not enough to sustain the loss of local consumption. The fruit and vegetable sector is mainly affected as people turn to cheaper alternatives, either frozen or homegrown vegetables, or even sourcing from growers in rural areas. Fruit and vegetable consumption in Greece was high in the summer but fell sharply in the winter. However, the higher profit from the lucrative summer market and tourist wave cannot sustain year-round income growth.