CBI Competition: Fresh Fruits and Vegetables

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The purchasing power of concentrated European buyers is high. Supplier power for niche products and premium produce suppliers may be somewhat higher and is expected to increase in the future in line with growing demand for tropical, exotic and off-season fruit and vegetables. The threat from substitutes for fresh fruit and vegetables is low; however, there is an emerging threat from new entrants in developing markets as well as in the EU market. Taking all this into account, the degree of competition will increase further in the mid and long term. 

The European market for fresh fruit and vegetables is a very mature market that is well managed by legislation and certifications. Opportunities can be found in the accurate response to market needs, good compliance and product differentiation.

CBI Market Intelligence
CBI Ministry of Foreign Affairs