The European Kiwifruit market is estimated to grow at a CAGR of 3.6% during the forecast period. The drivers identified in this market increase in demand in the major markets, booming fruit juice industry, and an increase in health consciousness. The value of global kiwifruit exports appreciated by around 8.7%, from 2015 to 2016.
Key Market Trends
Increased Demand for Kiwi Fruit
Italy, Greece, France, Spain, and Portugal are the major producers of Kiwi fruit in Europe with Italy leading the list. A periodical increase is seen in the listed European countries determining that the demand for the kiwi fruit domestically as well as internationally is increasing and that the farmers had to increase the yield in order to meet the growing demand. Zespri International Limited is the world’s largest marketer of kiwi fruit, covering around 50 countries and managing 30% of the global volume. It is the largest distributor of kiwi in Europe. During the peak season, Zespri’s kiwi fruit mostly comes from Italy and France. In 2017, 1,800 ha worth of additional licenses were granted by Zespri for SunGold kiwi brand in Europe for the period between 2017 to 2020. This investment is likely to result in the total area being nearly 4,000 ha in Europe by 2020.
Italy in terms of Export Dominates the Market
Italy is the second-largest exporter of kiwi in the world and the first largest exporter of kiwi in Europe accounting for 16.9% of the world's total kiwi export. Italy exported 409,092 metric tons in 2016. The top importers of kiwi fruit from Italy are Germany, Spain, the United States, and France. France imported 103996008 tons of kiwi fruit in 2018. The health benefits associated with kiwi fruit and the rising health awareness among the people are expected to be the major drivers for the increased consumption of kiwi fruit over the forecast period.
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