Growth of + 14.6% in value for fruit and vegetable sales in 2020

In Norway, as in many other countries, the year 2020 was marked by the health crisis. Household demand seems to have offset demand from closed restaurants and hotels. Consumers place a higher value on Norwegian products and preferred packaged products.

 

 

 

OFG (Opplysningskontoret for frukt og grønt), the Fruit and Vegetable Information Office, annually compiles statistics on the fruit and vegetable market in Norway. During a recent webinar, OFG unveiled its study on the past year.

 

 

 

According to this study, concerning the grocery trade, the fresh vegetable market increased by 1% in volume in 2020 compared to 2019 and that of fresh fruits decreased by 1%. In value, these sales of fresh fruits, berries, vegetables and potatoes increased by + 14.6% in Norwegian grocery stores in 2020 compared to 2019.

 

 

 

The strongest growth in value was recorded in fresh vegetables, which advanced + 17.3%, while potatoes advanced 13.7% and fresh fruits 13.3%, respectively. Weaker growth in fresh berries, with + 4.7%.

 

 

 

This poorer result for the fruits could be explained by the confinement. Visits to stores were less frequent and limited the impulse purchases that are typical for products such as berries and fruits. Another consequence of the health crisis is that many consumers are now placing a higher value on Norwegian products, OFG said. The increased volumes of vegetables produced in Norway such as carrots, cabbage and cucumbers have helped to limit imports. Norwegian consumers have abandoned bulk and preferred packaged products, especially tomatoes.

 

 

 

Online shopping accounted for only 2% of the Norwegian grocery market, but is expected to continue to increase in the future.

 

 

 

OFG is constantly working to encourage Norwegians to consume more vegetables, fruits, berries and potatoes. Its objective is to increase consumption by 20% Launched in 2020, its 50/50 concept, i.e. half a plate of vegetables, fruits or berries per meal will be further developed and continued this year.