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MARKET OVERVIEW

1.1 Definition and scope of study

The greengrocer’s market identifies the production, harvesting and distribution of fresh fruit and vegetables. The global market comprises two segments: the sale of fresh fruit in specialist shops and the sale of fresh vegetables in specialist shops.

According to the FAO, global fruit production increased from 577 million tonnes in 2000 to 886 million tonnes in 2017, or a CAGR of 2.42%, while global vegetable production is almost double this figure. Fresh fruit and vegetable production is largely dominated by Asia, which accounts for 59% of fruit production and 74% of vegetable production.

In Europe, the largest producers of fruit and vegetables are Spain and Italy, which together account for 42% of European production. In recent years Italy has produced up to 10 million tons of fruit and about 7 million tons of vegetables. About one third of the fruit and one tenth of the vegetables are exported, mainly to Germany, France and Austria.

Italy has a highly-fragmented market. In fact, the market has about 740 thousand farms and 70 thousand food processing companies, and a widespread distribution network of about 230 thousand points of sale.

The fresh produce market remains highly dependent on weather and climate, which explains the occasional increase in prices, not to mention the international economic situation and the prices of raw materials and fuel. Operators in the fresh produce market are trying to expand their offer with organic products, which have now become an essential part of the food industry.

Due to the rush to supply caused by the Covid-19 emergency, consumer prices have risen by 10% for fruit and 5.4% for vegetables. However, according to Coldiretti, the lockdown had a negative effect on the national agri-food chain, with a loss in turnover of around one billion due to the lack of fresh food sales.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE PLAYERS

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in 40 pages
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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.