Norway's fresh produce turnover in grocery stores is at record highs but comes as consumption is falling due to higher prices caused by inflation. The cost of shipping and other input costs from supplying counties as well as domestically plays a big role in the lower consumption according to Norwegian experts at the country's Information Office for Fruit and Vegetables (OFG).
According to the Fruit and vegetable statistics 2023 published by OFG, it shows a decrease in the consumption volume of fresh fruit, berries, and vegetables of 4.5% from 2022 to 2023. In 2023, Norwegian groceries had the highest turnover of fresh fruit and vegetables ever measured, at NOK 24 billion (about USD 2.2 billion), which is an increase in turnover from stores of 10.4% compared to 2022. Although turnover has increased, Norwegian consumers have eaten less fruit and vegetables, due to a rise in inflation for these goods of over 15%.
"One of the reasons why the volume is falling is increased prices for fruit and vegetables. We also see that consumers are buying cheaper fruit and vegetable alternatives to a greater extent due to expensive times. Fresh berries had a particularly bad development in 2023. The consumer price for berries rose by 16.4%, while turnover fell by 4.8%. It is clear that fewer berries are sold in the shop now than a year ago," says head of analysis Tore Angelsen at OFG.
Angelsen explains that the increased prices for fruit and vegetables are due to the weakening of the Swedish Krone, and higher shipping and energy costs. The challenging weather conditions in Europe and Norway throughout the year have affected production and thus access to goods is another key factor in rising prices.
"The decrease in volume confirms the negative development that we also saw in our consumer survey '5 a day Europe' which came out in autumn 2023. The survey shows that Norwegians eat an average of 2.9 units of fruit and vegetables daily out of the recommended five a day. Much of the decline can be explained by increased costs," says OFG nutritional adviser Iselin Bogstrand Sagen.
She believes that the development is frightening for public health and that it affects those who have the least in their society. "Although we see a shift in consumers choosing more affordable alternatives, it is worrying that more people feel forced to eat less fruit and vegetables because they feel it is too expensive. The development in the last two years is very serious and is helping to affect the population's health negatively," says the nutritional adviser.
Oranges popular over Easter
Norway imports oranges all year round, and according to OFG's Fruit and Vegetable Statistics 2023, the country imported a total of 32,382 tonnes of oranges. Per Norwegian, this is an average of around 30 oranges - just over six kilos a year. Many of these are eaten at Easter, but there must be a reason why.
"The fact that many people associate eating oranges with Easter may be because, in the past, oranges only came to Norway during the winter months, and it was around Easter time that they were particularly good. Now we have access to fresh and fine oranges all year round," says Bogstrand Sagen. Spain is the leading supplier of oranges to Norway.
The Norwegian share is increasing
The fruit and vegetable statistics for 2023, on the other hand, show an increase in the Norwegian share of fresh fruit and vegetables – increasing from 51% in 2022 to 54% in 2023 for fresh Norwegian vegetables.
The Norwegian share of cucumbers is now as high as 81%, while the share of tomatoes is around 42%. The volume of apples overall has decreased significantly over several years and this is primarily due to a lower volume of imported apples. The 2023 numbers for local fruit production are for strawberry 3 704 tons, raspberry 671 tons, pears 486 tons, plum 1192 tons, cherries/morels 553 tons, and vegetables 139 672 tons.
"On the other hand, we see that sales of Norwegian apples have been more stable, even though there are seasonal variations from year to year. A survey carried out in February 2023 shows that Norwegian winter apples have been very well received by consumers," concludes Angelsen.
For more information:
Tore Angelsen
Norwegian Fruit and Vegetable Marketing Board
Tel: +47 47 5 1787
Email: tore.angelsen@frukt.no
Website: www.frukt.no