In the first half of 2025, fruit and vegetable consumption in Italy is expected to grow again, recording positive results in both volume (+4%) and value (+8%). According to data released by CSO Italy, the trend confirms a gradual recovery after the challenging years marked by the pandemic, energy costs, and inflation. This increase is primarily driven by the organic sector, which is performing better than the conventional sector.
Italian families purchased a total of 2,68 million tons of fruit and vegetables, with a total expenditure of €6,95 billion. Despite the recovery, pre-crisis levels have not yet been fully recovered in 2022. The fruit sector proved more dynamic than the vegetable sector.
In June, in fact, fruit purchases recorded a +9% in quantity and a +19% in value.
The average price per kilo rose to €2,84, with increases driven by bananas, melons, watermelons, and exotic fruits like mangoes and avocados. Vegetables, in the same month, increased by 9% in volume and 5% in value.
Tomatoes, courgettes and cucumbers were the most popular products, returning to 2021 levels.
The increase in consumption was also supported by price stabilization compared to previous years. Regarding distribution channels, large-scale retail trade confirmed its leadership, with supermarkets and discount stores accounting for over 80% of purchases by Italian families. Conversely, local markets and greengrocers continued to lose ground.
In fact, since 2021 they have been unable to recover the lost shares, recording structural declines.
Central Italy remains one of the most vibrant regions for fruit and vegetable consumption. Overall, the sector's half-year results restore confidence after a challenging few years. Organic products are establishing themselves as an increasingly strategic segment for producers and distributors. This positive trend, if sustained in the second half of the year, could consolidate the recovery.
