Multi-country survey on
Europeans’ attitudes towards
Fruit and Vegetables from Europe
Study carried out in the framework of the'CuTE' projects for the promotion of fruitand vegetables in the European Union
2019 - 2022

Study about opinions and attitude of European
consumers about the fruit and vegetables sector

Wave 1
2019

30.620citizens 18+
Half parents Majority in charge ofshopping

Wave 22020

Belgium, France,
Germany, Spain

Wave 4

Wave 38.534 (2022)
11.654 (2021)
7.059 (2020)
3.012 (2019)

2021

Data Source
CuTE survey
CuTE Solar survey
CuTE Healthy survey

2022

Online survey
panel
10’

Statistical analysis
Test T-Strudent & Chi-Squarewith 95% of conﬁdence

CuTEs survey

1234

GETTING INFORMATIONABOUT FOOD-RELATEDISSUESCONSUMPTIONPERCEPTION &CONFIDENCE

PURCHASING(FACTSHEET 2022)

1

GETTING INFORMATION ABOUT
FOOD-RELATED ISSUES

3

Exposure to advertisements promoting fruit
and/or vegetables in the last month (2019 -2022)

22,2% recall an advertisement
promoting fruit and/or vegetables.

Ranking of principal
consulted social media
accounts by category

1

Health sectordoctors, nutritionists,
specialised press, etc.

Use of social media to be informed
about food-related issues (2022)

2Organisations

WHO, Ministries, Europeancommission, NGOs, etc

3

Other professionals

inﬂuencers, sportsmen
and women, etc

36,5% use social media to informthemselves about food-related issues.
CuTEs survey

2

PERCEPTION &CONFIDENCE

3

Consumers' preferred healthy
lifestyle habits (2022)

Importance of European originof F&V when buying (2019-2022)

Healthy diet
Regular physical activity

71,8%

69,2%

Rest
Manage stress well

Consideration of the characteristics of European
F&V for those who value origin (2019-2022)

Consumers' assessment of theEuropean F&V (2019-2022)

76,1%

73,1%

68,2%

53,3%

Quality

TasteFoodEnv.
Safety Sustainability

52,7%
Price
CuTEs survey

Conﬁdence on EU production
methods (average 2019-2022)

Perception about greenhouseproduction (average 2019-2022)

Yes, the different production methods inspire me a lot of conﬁdence

34%

17%
11%

38%

I don't know
No, I distrust production methods

Only some of the production
methods inspire me conﬁdence%84eitivsPo34%

etivgaeN

Conﬁdence in European production
methods (evolution 2019-2022)

69%

nteriffedIn

11%

Perception about greenhouseproduction (evolution 2019-2022)

71%

CuTEs survey

3CONSUMPTION

Frequency of consumption (evolution 2019-2022)

Awareness of recommended F&V intake (5 pieces per day)

Belgium

37,2%France77,9%Germany

20,6%

Spain

34,9%
CuTEs survey

4PURCHASING(FACTSHEET 2022)

Purchase criteria for F&V (2022)

1Price2Seasonality

3
OriginPurchase criteria for F&V (ranking, 2022)

4Production
methodReasons to buy European F&V when shopping expressed as % (2022)

40%

Reduce impact ofcarbon footprint
from transport

32%
Support toEuropean
producers

29%
Freshnessand goodtaste

22%
Safe
production

19%
More
conﬁdencein general

16%

15%

10%

Affordable Environmentally Nutritional
price
friendlyvalue andproduction
health beneﬁts
CuTEs survey

Summary
European F&V are well appreciated, especiallyfor their quality, taste and safety. Environmental
sustainability is not as well rated and it shows adecreasing trend.
European consumers value highly the European
origin of F&V, but the overall conﬁdence trend isslightly down. However, this conﬁdence is linked
to a higher valuation of F&V.
Steady increase over the years of the positive
perception of the greenhouse, but still
indifference is in the majority. In addition, theproportion of detractors has remained overtime & those with 'no opinion’ are x.

Frequent consumption of F&V remains high.
However, not all people are aware of therecommended daily intake (5 pieces).
In 2022, consumers' purchasing decisions weremainly guided by the price and seasonality offruit and vegetables.
Among those who chose to buy European, themotivating reasons are 1. environmental, 2.
social (support European producers) and 3.
sensory (taste and freshness).
Nutritional properties and health beneﬁts ofF&V is not among the main reasons to buy
European products.

CuTEs survey

CuTEs survey

2019 - 2022

Multi-country survey on

Europeans’ attitudes towards

Fruit and Vegetables from Europe

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