Consumers in the Netherlands are more selective in purchasing cut fruit and vegetables

"The Dutch have become more selective in choosing convenience," says market analyst Wilco van den Berg of GroentenFruit Huis. Many consumers are willing to pay to save time in the kitchen. Supermarket sales of fresh-cut fruit and vegetables recorded an increase year on year. But due to high inflation, declining purchasing power and rising poverty, consumers have become more selective in purchasing cut fruit and vegetables. From January to mid-August 2023, Dutch supermarket sales fell by 3 percent compared to a year earlier. However, there are major differences within the range. For example, sales of fresh packages with cut vegetables doubled, while 19 percent less cut fresh fruit went to the checkout. Fewer meal salads were also purchased. GroentenFruit Huis reports this based on Circana data. Within the so-called category of chopped cooking vegetables, products such as stew, sauerkraut and endive were more popular than last year, but carrots, beetroot, string beans and kale ...