Kiwifruit market in Europe

Earlier Report Observations

The European fresh kiwifruit market volume fluctuated significantly between 2018 and 2023, starting at 1,216 thousand tonnes. A key downturn occurred in 2019 when the market shrank to 1,029 thousand tonnes, largely due to the 'Moria' disease outbreak in Italy which reduced harvest volumes in this leading producing country. Recovery followed in 2020, with the market reaching 1,204 thousand tonnes, supported by the ongoing expansion of cultivated area in Greece and other Mediterranean nations, which bolstered regional supply.

Market volume surged to a peak of 1,456 thousand tonnes in 2022, driven by increased consumer demand for ready-to-eat kiwifruit and higher import levels. The landscape shifted in 2023 as the market contracted sharply to 778 thousand tonnes, coinciding with reports of decreased household purchases in Italy and persistent challenges in securing migrant labor for harvesting. Throughout the period, major marketer Zespri International Limited strengthened its role, introducing novel red kiwifruit varieties to European trials and focusing on quality and blockchain-based traceability systems to meet competition.

Structural developments included the formation of the KIKOKA consortium in March 2024 to manage protected yellow kiwifruit varieties across several EU countries. Furthermore, the implementation of the EU-New Zealand Free Trade Agreement in May 2024 eliminated tariffs, increasing the competitiveness of New Zealand kiwifruit in Europe. Consumer preferences continued to evolve towards yellow and red varieties, which command higher prices than traditional green kiwifruit.

Production kiwifruit in Europe

In kind, 2017-2020, K t

Top producers of kiwifruit, 2017-2020

World map of production of kiwifruit, 2017-2020

In 2020, Europe produced 954.1 K t of kiwifruit, representing a 1.9% increase compared to the previous year. Over the period from 2017 to 2020, production grew by 11.4%, with an average annual growth rate of 3.7%. The largest decline occurred in 2019, at 0.5%, while the most significant increase was recorded in 2018, with a 9.8% rise.

Annual dynamics of production in Europe in kind, 2017-2020, K t

Exports kiwifruit from Europe

Exports in kind, K t

In 2020, kiwifruit exports from Europe amounted to 490.5 K t, showing a sharp contraction of 33.3% compared to the previous year. Between 2017 and 2020, exports decreased by 5.2%, equating to an annualized decline of 1.8%. The maximum export volume was recorded in 2019 at 735.1 K t, which also saw the largest increase of 47.3%.

Annual dynamics of product's exports from Europe in kind, 2017-2020, K t

From 2017 to 2020, kiwifruit exports from Europe were distributed across numerous markets. The United States accounted for 3.4% of exports in kind, Brazil for 1.9%, and China for 1.5%, with these three countries together representing only 6.8% of total export flows.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Europe in kind, 2017-2020

Exports in value, M $ US

Kiwifruit exports from Europe increased for the second consecutive year in 2020, totaling 1 347 M $ US, which marked a significant rise of 14.5% over the previous year. Between 2017 and 2020, exports grew by 16.5%, with an annualized rate of 5.2%. The minimum value was recorded in 2018 at 1 152 M $ US, which also experienced the largest decline of 0.4%.

Annual dynamics of product's exports from Europe in value, 2017-2020, M $ US

Over the period from 2017 to 2020, kiwifruit exports in value terms were spread across a wide range of partner countries. The United States contributed 3.3% of exports in value terms, China 2.4%, and Brazil 1.8%, with these three markets jointly accounting for just 7.4% of total export flows.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Europe in value, 2017-2020

Imports kiwifruit to Europe

Imports in kind, K t

In 2020, Europe imported 740.3 K t of kiwifruit, reflecting a 10.6% reduction from 2019. Over the period from 2017 to 2020, imports decreased by 10.5%, with a compound annual growth rate of 3.6%. The maximum import volume was recorded in 2019 at 827.8 K t, which also saw the largest increase of 6.8%.

Annual dynamics of product's imports to Europe in kind, 2017-2020, K t

From 2017 to 2020, New Zealand was the largest source of kiwifruit imports in kind for Europe, accounting for 28.1% of imports, followed by Chile at 7.8% and Iran at 4.5%. Together, these three countries comprised 40.4% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Europe in kind, 2017-2020

Imports in value, M $ US

In 2020, Europe imported kiwifruit worth 1 774 M $ US, marking a 16.7% increase compared to 2019. Over the period from 2017 to 2020, imports rose by 18.3%, with an average annual growth rate of 5.8%. The largest decline occurred in 2019, at 4.2%.

Annual dynamics of product's imports to Europe in value, 2017-2020, M $ US

From 2017 to 2020, New Zealand was the main supplier of kiwifruit to Europe in value terms, representing 33.6% of imports, followed by Chile at 7.5% and Iran at 3.0%. These three countries together accounted for 44.1% of total imports in value terms.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Europe in value, 2017-2020