As with the majority of products, in the fruit and vegetable market, the relationship between price and quality is particularly important. According to a related study by the Commercial and Economic Affairs Office in Madrid, in recent years, Spanish consumers have become increasingly socially and ecologically aware, turning more and more toward organically grown products and environmentally friendly cultivation and harvesting methods.
Prospects for Greek Products
Although demand for vegetables and fruits in Spain had decreased during the economic crisis, in recent years there has been a recovery in consumption. There are several products grown in Greece that can enter the Spanish market and be preferred by local consumers due to their high quality. Greek kiwifruit already holds a significant share of the Spanish market, with Greece being the third-largest exporter to Spain in 2024, with a 17.4% share by volume, after New Zealand (36.1%) and Italy (18.8%), and ahead of Portugal (14.4%), Belgium (5.8%) and Chile (5.2%).
According to the study, the highest priority for Greek exporters should be maintaining the stability and consistency of the high quality of Greek fresh fruits and vegetables, in order to preserve the overall positive image that Greek fresh products enjoy in the Spanish market.
Furthermore, Greek fresh fruits and vegetables should take advantage of the recovery in consumption in the Spanish market, with particular emphasis on healthy nutrition, by offering high-quality products at affordable prices, while simultaneously promoting their image to Spanish consumers, many of whom have tasted them during visits to Greece. It is noted that competition for entry into major retail chains is extremely high, as the price factor plays a particularly significant role in positioning a product in supermarkets.
An appropriate mix of good pricing, targeted advertising, and small promotional activities directed at the Spanish consumer public will help Greek fresh products establish and expand their position in the Spanish market. New methods of approaching buyers and creating synergies with export and gastronomy promotion organizations should be implemented. The goal should be to highlight the elements that differentiate Greek products from competitors, through continuous monitoring of market trends, participation in trade events, repeated specialized presentations, general promotional presentations for PDO and PGI products, gastronomic promotion events, focusing efforts on penetrating the middle to higher income segments of the Spanish population. Of course, it should not be overlooked that Spain is a large agricultural country of Southern Europe, with huge domestic production and exports of agricultural products, the majority of which are competitive with the corresponding Greek products.
From the study of trends in Greek exports to Spain in recent years, the research concludes that Greek fresh agricultural products with significant potential and promising prospects in the Spanish market are mainly kiwifruit, peaches, citrus fruits (to complement domestic demand gaps), watermelons, grapes, plums, and nuts. Expanding the existing share of Greek fresh fruits and vegetables in the Spanish market will require greater, more coordinated, and targeted effort from Greek exporters, focusing on the products for which Greece is known and reputed in Spain, at affordable prices, with the appropriate combination of quality and value, and using the proper distribution networks.
Additionally, the rapid growth observed in the retail segment of delicatessen and organic products should direct us toward a systematic effort to increase Greeces share in high-quality products, including organic products. This developing market segment presents significant opportunities for serious Greek producers-exporters of certified agricultural products, targeting the middle to upper-income segment of Spains upper-middle urban class.
