Fresh Market Digest w28/2025

Fresh European Market Weekly Update - Early July, 2025

Fruits in Peak Season & Market Highlights

Cherries: The 2025 cherry season is marked by severe production losses due to spring frosts across Europe, especially in Greece. In mountainous and semi-mountainous areas, yields are down by up to 90%, with some producers reporting only 10–20% of normal output. Farmgate prices have soared to €3.5–4.5/kg, double last year’s rates, but the overall volumes are so low that many growers face substantial income loss. Early varieties reached even higher prices, but low yields make harvests barely profitable. The duration of the cherry harvest is much shorter this year, and export volumes are reduced.

Peaches & Nectarines (Stone Fruits): The European stone fruit sector is experiencing a 7% drop in production compared to 2024, with Greece suffering the sharpest decline due to frost and widespread fruit deformation. In Greece, industrial peach harvesting has started, and production is estimated at 230,000–250,000 tons, down 50% from last year. The “Andros” variety, in particular, saw up to 90% loss in some areas. Fruit deformation diseases have spread, making a significant portion of the crop unmarketable. Producers are demanding higher prices to offset soaring costs, with farmgate price requests of €0.50–0.55/kg for processing peaches. However, the market remains unsettled, and many growers are concerned about the viability of their operations without adequate compensation or price support.

Apricots & Plums: Similar weather-related challenges have led to reduced yields across Mediterranean Europe, with apricots and plums also affected by spring frosts and poor fruit set.

Berries: Blueberries, strawberries, and other berries remain in high demand, but local supply shortages persist, resulting in continued reliance on imports and elevated prices. According to Incofruit Hellas, Greek strawberry exports reached 77,909 tons, up from 75,852 tons in the same period of 2023, marking an 8.09% increase. Both volumes and average prices have risen, confirming the strong international demand for Greek strawberries.

Melons & Watermelons: The watermelon market is under pressure from a sudden influx of large volumes, causing a sharp drop in farmgate prices, as low as €0.13–0.20/kg for round types and below €0.30/kg for “barrel” types in Greece. Despite good yields and initial strong prices, the market has become oversupplied, and many growers are struggling with low returns, high labor costs, and logistical challenges. Some are leaving fields unharvested due to unprofitability. Export competition from Albania and other countries has further depressed prices, while high temperatures are forcing rapid harvests to avoid sunburn damage. However, Greek exports climbed to 128,146 tons in 2025, compared to 121,036 tons last year—a 5.9% increase.

Current Production Challenges & Market Risks

Unseasonal frosts, hail, and heatwaves have caused major losses in stone fruits, cherries, and other sensitive crops, especially in Greece, Spain, and Italy. Fruit deformation diseases are also compounding losses in peaches and nectarines, specifically in Greece. Other factors putting pressure on the European fresh fruit market include rising costs for labor, fuel, and crop protection, which are squeezing margins for growers, especially as market prices for some crops (notably watermelons) have plummeted. In addition, many producers are facing financial hardship due to low yields and uncertain compensation. Delays in government support and insurance payouts are exacerbating the situation for cherry and stone fruit growers.

Discover more about the global watermelon market pricing and trends

European Wholesale Market Prices – Early July 2025

In Greece, the Athens Central Market reports that cherries remain expensive, with prices ranging from €3.50 to €7.50 per kilogram. This is primarily due to severe production losses and reduced volumes caused by adverse weather conditions earlier in the season. Watermelon prices are very low, between €0.38 and €0.45 per kilogram, reflecting a significant oversupply and increased competition from neighboring countries. Apricots, peaches, and nectarines are also showing a broad price range, from €1.50 to €4.00 for apricots and between €1.50 and €3.20 for peaches and nectarines, as reduced yields and quality issues continue to affect the market. Melons, such as Galia and Loutraki types, are trading at €0.70 to €1.30 per kilogram, reflecting stable but moderate demand.

In France, the Rungis wholesale market highlights that cherries and berries command premium prices, with Belgian cherries selling at around €7.00 per kilogram and French blueberries reaching as high as €14.40 per kilogram. Strawberries are also highly valued at €8.20 per half-kilogram. Apricots from Spain are available at €1.30 per kilogram, while French and Spanish melons are traded at €1.96 to €2.26 per kilogram. Watermelons from Spain are priced at €1.80 per kilogram, indicating stable demand and supply, with French and Spanish origins dominating the market.

German wholesale markets report that large-fruit Spanish cherries are among the most expensive, with prices between €6.00 and €8.00 per kilogram. German-grown apricots are fetching between €3.50 and €5.40 per kilogram, while peaches and nectarines are trading at €2.50 to €4.00 and €2.00 to €3.30 per kilogram, respectively. French Charentais melons are widely available at €2.30 to €2.60 per kilogram, and Spanish watermelons are selling for €1.70 to €2.10 per kilogram, reflecting a healthy balance between supply and demand.

In Italy, the Bologna wholesale market shows moderate prices for stone fruits, with apricots such as Lady Cot and Kioto (40+ caliber) trading at €1.35 to €1.50 per kilogram. Yellow-flesh peaches and nectarines like Vista Rich, Big Top, and Carene are priced between €1.00 and €1.15 per kilogram. Plums, including Dofi Sandra and Anne Gold, are slightly lower at €0.90 to €1.00 per kilogram. Watermelons, particularly the Crimson variety (8–10 kg), are available at €0.40 to €0.50 per kilogram, while melons such as Lisci and Retatii are priced at €1.35 to €1.50 per kilogram, reflecting stable supply conditions.

Spain’s Madrid Central Market shows that cherries and apricots are both trading at €3.15 to €3.25 per kilogram, with peaches and nectarines priced at €2.50 to €2.63 and €2.25 to €2.42 per kilogram, respectively. Plums show a wider range, from €2.50 to €4.20 per kilogram, depending on variety and region. Berries remain a high-value category, with blueberries at €8.00 per kilogram and raspberries reaching €11.60 to €12.00 per kilogram. Melons, including Cantaloupe, Galia, and Piel de Sapo, are available at €1.35 to €1.62 per kilogram, while watermelons, both seeded and seedless from Murcia and other regions, are trading between €0.60 and €1.05 per kilogram, reflecting strong supply and moderate prices.

Overview

European wholesale markets in Greece, France, Germany, Italy, and Spain display pronounced differences in pricing, supply, and demand for seasonal fruits—especially stone fruits, cherries, apricots, berries, melons, and watermelons. These variations are shaped by regional weather events, production trends, and the increasing role of imports from non-European countries.

For the cherries segment, the highest prices are in France and Germany, reflecting scarcity and quality. Greece and Spain show wide price ranges due to regional production challenges.
Italy and Spain offer moderate prices for apricots and stone fruits, while Germany and France see higher values for local and premium imports. Greek prices are more volatile due to weather impacts. Blueberries and raspberries are among the most expensive fruits in France and Spain, indicating robust demand and limited supply. Regarding Melons & Watermelons, prices remain lowest in Greece and Italy due to oversupply, while France, Germany, and Spain maintain moderate levels.

Imported Products from Non-European Countries

Stone Fruits

EU imports of stone fruits, such as peaches and nectarines, have increased since 2019, reaching 59,000 tons in 2024. Turkey is the leading non-EU supplier, accounting for over half of these imports, followed by South Africa, Serbia, and Morocco. Imports are supplementing local shortages, especially during periods of production decline in southern Europe. Health trends, demand for organic and off-season fruit, and production gaps are fueling this import growth.

Berries

The European berry market is expanding rapidly, with a projected CAGR above 10% in both volume and value through 2035. While most berries are sourced from within Europe (Spain, Italy, Greece), imports from Morocco and South Africa are increasingly important for blueberries and off-season supply.
Regarding the frozen berry sector, Germany, France, the UK, the Netherlands, and Italy are major importers of frozen berries, often sourced from Eastern Europe, China, and South America.

Melons & Watermelons

Europe’s watermelon imports from non-EU countries, especially Morocco, have grown by nearly 8% per year (2019–2023). Morocco, Turkey, Brazil, Mauritania, and Senegal are key suppliers, particularly when Spanish production is disrupted by drought or weather events. Morocco has become a significant supplier, with 580,000 tonnes of watermelon and 320,000 tonnes of melon production, 88% of which is exported, mainly to Europe. Turkey also plays a major role in the regional supply, especially for watermelons. Import volumes increased by nearly 16% year-over-year in June 2025, reflecting both strong demand and the need to supplement local shortages caused by weather disruptions.

Overall, cross-market price gaps are widest for cherries and berries, driven by supply shortages and strong demand in northern and western Europe. Southern European markets are struggling with oversupply and low prices for melons and watermelons, while northern markets are more stable and rely more on imports. In addition, non-European imports are increasingly vital for filling gaps in stone fruit, berry, and melon/watermelon supply, especially during off-season or when local production is hit by adverse weather. Turkey and Morocco have emerged as dominant non-EU suppliers, especially for watermelons and stone fruits, with South Africa and Brazil also contributing to the diversity of supply.

Conclusion

In summary, the European fresh fruit market in early July 2025 remains characterized by significant volatility and regional disparities. Severe weather events have sharply reduced yields for cherries and stone fruits, particularly in Greece, Spain, and Italy, driving up prices and tightening supply in northern and western Europe. Meanwhile, berries continue to command high prices due to robust demand and limited local availability, with imports playing a crucial role in filling gaps. Melons and watermelons are abundant in southern Europe, resulting in low prices and profitability challenges for growers, while northern markets remain more balanced through a mix of local and imported supply. The growing reliance on non-European imports—especially from Turkey, Morocco, South Africa, and Brazil—underscores the importance of diversified sourcing strategies to maintain market stability amid production challenges. As the season progresses, buyers and stakeholders should remain vigilant, adapting procurement and sales approaches to navigate ongoing supply fluctuations, price volatility, and evolving consumer demand across the continent.