The grape market in the Netherlands is changing, with total sales value increasing by 6.7% compared to last year. However, this growth is more complex than it appears. While white and blue grapes are showing strong growth, red and mixed grapes are experiencing a decline in sales. White grapes now make up 51% of total grape revenue.
Price-driven growth
Market growth is primarily driven by rising prices rather than increased sales. While the total number of grapes sold has stayed more or less the same, prices have gone up. One reason could be that there were fewer promotions on grapes last year.
Seedless grapes take over
Seedless grapes continue to grow in popularity, while seeded grapes have declined in sales volume and revenue year after year, now making up only a small share of total grape sales. This trend has been happening for years, as consumers prefer convenience and easy-to-eat fruit.
Premium Grapes on the Rise
As the market evolves, the demand for premium grapes is becoming increasingly clear. Consumers are prioritizing consistent quality, superior taste, and flawless appearance, which is reflected in the growing share of high-quality seedless varieties.
What’s Next for the Grape Market?
With changes in demand, pricing, and promotions, the grape market is shifting.
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