Weekly updates on the Kiwis market
The kiwifruit market is undergoing profound changes shaped by environmental challenges, shifting consumer preferences, and evolving market dynamics. From the impact of reduced chill hours on green-pulp kiwifruit yields to the growing prominence of gold kiwifruit in warmer climates, the industry is at a critical juncture. This report delves into the latest market developments, including the competitive landscape in Germany and France, as well as insights from Wikifarmer and our experts in the field.
In Germany, the Kiwi market saw the debut of French 23-25 caliber green-pulp kiwis, priced at €15 per unit. According to our analysis, despite their premium offering, these faced intense competition from more affordable Greek and Italian kiwis in both loose and packaged formats. The lower price point of the Greek and Italian options made them the preferred choice among buyers, leading to stronger demand and higher turnover for these origins.
According to French Market News Network, prices remained stable in the wholesale fruit and vegetable market of Rungis (France), one of the leading hubs for wholesale trading. With New Zealand products no longer available, European offerings have taken center stage, filling the gap in supply. Greek Hayward continues to have the lowest price for caliber 33 in a 10kg package at 2€/kg, creating competition with French counterparts priced at 3.50€/kg.
Kiwifruit under pressure: weather and markets shape the season
The climate crisis has significantly impacted the kiwifruit industry, with reduced chill hours leading to a decline in green kiwifruit yields in several key producing regions, including the Mediterranean countries. These challenges have affected Spain, one of the most powerful countries in terms of agriculture trade. In some areas, yields have dropped by as much as 60%. However, larger fruit sizes and high-quality produce remain bright spots for the sector.
Gold kiwifruit, which is less dependent on cold weather, is gaining popularity and expanding in warmer regions, though it still represents a small share of overall production. Milder winters are expected to further influence cultivation practices, requiring strategic adjustments from both producers and buyers.
While local production in certain areas has declined, steady yields from other countries and weakening consumer purchasing power necessitate cautious pricing strategies to maintain market competitiveness.
Driving growth in the sector of fresh fruit with 'Enjoy Dolce Frutta'
The "Enjoy Dolce Frutta" campaign champions EU-grown fresh fruits such as strawberries, kiwis, and grapes, emphasizing their exceptional taste, quality, and sustainability. Targeted in Italy and Germany, the initiative educates consumers on the health benefits of seasonal fruits while encouraging eco-friendly choices and practices.
Building on recent trends in the kiwifruit market, the campaign holds particular relevance. The climate crisis has notably impacted green-pulp kiwifruit production; however, the resilience of gold kiwifruit, which thrives in warmer climates, underscores the potential for adaptation and innovation within the sector. By promoting fruits like kiwis, which showcase both nutritional value and versatility, "Enjoy Dolce Frutta" aligns with evolving consumer preferences and the need for sustainable agricultural practices.These efforts are tightly aligned with the EU's Farm to Fork Strategy, advancing climate goals, biodiversity conservation, and healthier diets.
In addition to addressing environmental challenges, the initiative is strategically positioned to counteract shifting consumer purchasing power by promoting affordable, sustainable, and high-quality products. This approach supports the fresh fruit sector by improving its image, fostering demand for environmentally conscious options, and enhancing EU agriculture's competitiveness on the global stage.
By uniting producers, buyers, and consumers under a shared vision for sustainability and health, "Enjoy Dolce Frutta" contributes to stronger market resilience and the promotion of healthier, more sustainable lifestyles. Stakeholders across the sector are encouraged to collaborate in embracing these principles to drive growth and innovation.
As the kiwifruit market adapts to the dual pressures of climate change and consumer demand, the sector's resilience lies in innovation, collaboration, and sustainability. Strategic pricing, environmental stewardship, and the promotion of high-quality, versatile products such as kiwis are crucial to navigating these challenges. Initiatives like "Enjoy Dolce Frutta" exemplify how the industry can thrive by fostering consumer awareness, supporting eco-friendly practices, and reinforcing the competitiveness of EU agriculture. By embracing these opportunities, stakeholders can contribute to a vibrant, sustainable future for the fresh fruit sector.