Fruit and vegetable consumption in Spain has dropped by over 13% in recent years, significantly more than the EU average decline of around 5%, as reported by Philippe Binard of the European Fresh Produce Association. The 'Consumption Trends: Fresh Fruits and Vegetables' study forecasts this decline will persist into 2024, though a 4-6% increase in value is expected. Consumers are likely to opt for more affordable choices, affecting organic products, and will buy less per visit but shop more frequently, with a rise in online sales. AECOC, the Spanish association of manufacturers and distributors, highlighted regulatory pressures like the Royal Decree on Packaging and advocated for extending VAT reductions to counteract inflation.