EU Strawberry Sector Has “Much to Offer” Despite Shrinking Production

Strawberry production across Europe has fallen by 13 per cent during the last decade with planted area contracting to 74,000 hectares, although it represents a €2.7 billion (£2.3bn) high-value market, according to Freshfel Europe.

While strawberries remain a “symbol of vitality and enjoyment”, the sector’s future depends on navigating climate pressures, managing sustainable resources and inputs, staying competitive in a disruptive geopolitical context, and evolving consumer habits, the European Fresh Produce Association said in a press release.

“Confidence in taste and quality, as well as building year-round trust from consumers, are essential for market growth within a complex world,” explained Freshfel Europe’s General Delegate Philippe Binard as he addressed the International Strawberry Conference (ISC) 2025, held in Antwerp, Belgium, on Wednesday (17 September).

Beyond economic parameters, Binard emphasised the health and lifestyle assets of strawberries, from heart and digestive health to brain and immune benefits. 

“Policymakers and consumers should view fruit and vegetables as the perfect medicine for people but also for the planet, as well as for the rural economy,” Binard urged.

To that end, collaboration across the supply chain and stronger European Union (EU) advocacy would allow the sector to “fully unleash both its health benefits and low environmental impact”.

Industry Demonstrates Resilience

Binard delivered a sharp analysis of the European and global strawberry market at the fifth ISC; underlining both the assets and challenges of the strawberry sector in the face of economic, climatic, and geopolitical uncertainties.

The industry is demonstrating resilience and adaptability in order to satisfy stringent EU sustainability, safety, and compliance standards, remarked Binard. 

However, challenges remain, including: climate change, rising costs of inputs, global competition, and continued low consumption, although strawberries offer a range of health benefits.

Binard pointed out that strawberries within the berry and fruit category have much to offer – not only high economic value but also high health and environmental value.

Strawberries have legitimate strong assets for calling a clearer long-term recognition by consumers of the sector’s societal value.

Image: Freshfel Europe

Sector Dynamics

The EU represents 11 per cent of global strawberry production, according to data from Eurostat and reported by Freshfel Europe, accounting for 1.2m tonnes of the 9.4m tonnes produced globally. 

Spain and the Benelux countries remain strong production clusters, while Greece and Poland are emerging as dynamic players.

Sales-wise, the fruit is sold locally primarily, Freshfel Europe said. Estimates indicate that 60 per cent of the EU’s 1.2 million-tonne strawberry production stays within the Member States where they were grown. 

Nonetheless, supplies are complemented by winter production from the south switching to a northern supply in the summer months for year-round availability.

The strawberry market dynamic is underlined by a robust intra-EU trade of 400,000 tonnes worth €1.3 billion (£1.1bn). 

Spain is the EU market leader, together with the Netherlands and Belgium as traditional key players. Greece and Poland are emerging markets. 

Nowadays, imports are not exceeding 20,000 tonnes and have contracted by 22 per cent in the last decade. The main non-EU suppliers include Morocco and Egypt.

Strawberries continue to dominate Europe’s berry basket, which, altogether, is now well over 800,000 tonnes in trade within the EU. 

Strawberries still account for 48 per cent of total intra-EU berry trade, though blueberries are the fastest-growing category, representing today 31 per cent of intra-EU trade and contributing to the overall growth of the berry segment in the fruit assortment.

The ISC 2025 welcomed 300 delegates from the global strawberry industry, including production, trade, and retail, as well as researchers.

The topics explored were: breeding and physiology, IPM, vertical farming, sustainability, varietal innovation, and related trends for commerce and business development.