According to market statistics provided by Eurostat and other official bodies, in 2020 the EU's banana consumption stood at nearly 14 kilograms per capita, 3 kg more than in 2007; while consumption of avocados, pineapples, and mangoes stood at just over 4 kg per person per year, doubling the consumption of a decade ago.
This boom contrasts with the collapse experienced by oranges, which have gone from 9 to 7 kilograms per capita per year (that is, 20% less) in European countries such as Germany, Austria, Belgium, the Netherlands, and Luxembourg. Mandarin consumption remains more stable, as it only fell by 0.30 kilos per person and continues at around 4 kilograms.
According to the Ministry of Agriculture, between 2007 and 2020 orange consumption in Spain has gone from 23 to 18 kilos and mandarin consumption has fallen from 7 to 6 kilos.
Why is orange consumption falling?
According to consultant Paco Borras, former commercial director of Anecoop who recently participated in a Corts commission, consumption has decreased because of a lack of integration in the value chain, the absolute absence of promotions, and the internal fight between producer areas. He also said the sector was losing its drive.
Citrus fruits have lost prominence in Spanish exports in favor of vegetables and other fruits. Consumption continues to fall in Spain and in other European countries. That's why promoting oranges and recreating their brand again is of paramount importance, the expert stated.
Source: levante-emv.com