RaboResearch has published a new edition of its World Fruit Map which provides a comprehensive overview of key development in global fruit markets.
The new map and accompanying report – which examine key trends and trade flows in global fruit markets for the period 2013 to 2023 – highlight several trends identified in the 2018 edition have continued, such as the growing role of Latin America in fresh fruit exports, sustained consumer demand for blueberries and avocados, and the dominance of the US and Europe in global fruit imports.
The latest edition also reveals significant changes including rising fruit prices, a sharp decline in global orange juice supply, reduced fruit production in the EU and US, and shifts in the varieties of fruit being cultivated.
“These structural changes in global trade and availability are driven by a combination of factors including rising production costs, climate change, and evolving consumer preference,” Rabobank global strategist Cindy van Rijswick said.
“With climate change, resource constraints and logistical disruptions expected to persist, fruit prices are likely to remain elevated, and the EU and the US will continue to rely heavily on imports.”
Trade flows
The latest World Fruit Map found the most traded fruits by value in 2023 were bananas (USD 13.7 billion), grapes (USD 9.5 billion), avocados (USD 7.3 billion), apples (USD 7.1 billion) and durians (USD 6.6 billion).
“The value of total global fresh fruit exports has grown strongly since 2013 and Spain continues to be the largest exporter with fresh fruit sales of USD 9.54 billion in 2023,” Ms Rijswick said.
“Mexico moved up to second place on the list from seventh in 2013 with 2023 fresh fruit export sales of USD 7.5 billion, while the top 5 was rounded out by the Netherlands (previously third), the US (previously 2nd) and Chile (previously 4th).’
“Riding the wave of popularity for berries and tropical fruits, the latest World Fruit Map also found the frozen fruit market had expanded significantly over the last decade with global exports of frozen fruit rising from USD 4 billion in 2013 to USD 6.9 billion in 2023.”
New Zealand update
The latest report found New Zealand fresh fruit exports were USD 2.132 billion in 2023, positioning it in 15th place on the list of the world’s largest fresh fruit exporters.
“This was back on the 12th position achieved in 2013, however it’s worth noting that 2023 was a particularly difficult year for New Zealand fruit growers due to the impacts of Cyclone Gabrielle,” Ms Rijswick said.
“New Zealand fresh fruit exports rose by 33% to USD 2.88billion in 2024, and the early months of 2025 suggest a further significant increase in fresh export values is likely for 2025.”
In terms of fruit type, Ms Rijswick said, kiwifruit is the dominant New Zealand fresh fruit export.
“In value terms, kiwifruit accounted for 73% of New Zealand fruit exports in 2024, with apples accounting for 21%. In volume terms these shares are 64% and 31% respectively. Stone fruits (cherries) and tropical fruits (including avocados) are other fruits exported,” she said.
“Over the years, the average unit export value of New Zealand kiwifruit in USD has shown an increase from USD2.41/kg in 2014 to USD 3.01/kg in 2024. The steepest increase in value/kg was in the period 2017-2020. Since then, the average value has stabilised. “
Ms Rijswick said New Zealand total fresh fruit imports were just USD 344 million in 2024, resulting in a very substantial export surplus of about USD 2.5 billion.
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