Magazine: Shoppers get less fruit and vegetable for their money

Tünde Turcsán
FMCG director
GfK

At this year’s Zsendülés Conference Tünde Turcsán, GfK’s FMCG director analysed fruit and vegetable buying habits. A 3,500-participant GfK survey has revealed that 60% of shoppers eat minimum one portion of fresh fruit or vegetables a day. The average family takes home 2.36kg of fruit and 1.75kg of vegetables per buying occasion. In 2021 the average Hungarian family spent HUF 41,000 on fruit (but the volume purchased fell from the 89kg measured in 2014 to 83kg) and HUF 71,716 on vegetables.

Discounters expanding

While discounters have a 31% value share in FMCG sales, in the fruit category it is 35% and in the vegetable segment this share reaches 37%. For instance 41% of carrot, 46% orange, 37% of grapes, 35% of banana and 33% of apple is sold in discount supermarkets. It is noteworthy that this doesn’t have to do with the price level, as prices are basically the same in hyper- and supermarkets and discount stores.

Shoppers like to buy fresh fruit and vegetables from small producers too