Pineapples (Ananas comosus) are topical plants indigenous to South America. They have been cultivated for centuries for their edible fruit and are the most economically significant plant in the Bromeliaceae family.
Pineapples offer several health benefits due to their nutritional content, which includes manganese, vitamin C, and enzymes to aid digestion and inflammation. They are commonly eaten freshly cut, baked, and grilled. Pineapples are commonly traded fresh but are also a popular canned fruit, frozen, juiced, and pureed.
There are over 100 different pineapple cultivars. Smooth Cayenne was the world’s most widely cultivated variety, thanks to its high yield and high sugar and acid content, making it well suited to canning. It dominated global pineapple production and trade until the mid-1990s and continues to be popular. Today, Del Monte’s MD2 variety, or Sweet Gold, is more popular and has replaced Smooth Cayenne as the preferred variety in major markets. It makes up over 80% of European imports and has a sweeter taste, longer shelf life, and higher vitamin C content. Other popular cultivars include the Sugarloaf, Victoria, and Mauritius.
The Global Pineapples Market in Numbers
According to Global Information Research, the total value of the global pineapple market in 2023 was US$25.32 billion. It’s expected to grow over the coming years due to growing consumer awareness of pineapples’ health benefits, the expansion of eCommerce platforms facilitating simpler access, and government support initiatives for production. It’s expected to reach $35.34 billion by 2028 at a CACR of 7.0%.
In 2022, the top exporters of fresh and dried pineapples were Costa Rica ($1.15B), the Philippines ($390M), the Netherlands ($132M), the United States ($109M), and Ecuador ($59M). Costa Rica was the largest exporter by far, exporting almost half of the world’s supply (49.6%). These top five countries supplied just under four-fifths (79.24%) of pineapples exported globally.
In 2022, the top importers of fresh and dried pineapples were the United States ($695M), China ($159M), Japan ($139M), Canada ($135M), and Spain ($121M). Europe’s key importing countries are the Netherlands, Spain, France, Belgium, Italy, and Germany. France, Germany, Spain, and Italy are the continent’s largest pineapple consumers.
Principle Exporters of Pineapples to Europe
Central and South America
In 2021, Costa Rica dominated the European pineapple market with an 84% share valued at €631 million. Costa Rica was home to Del Monte’s development of the MD2 variety, after which the country overtook the supply of major suppliers like the Ivory Coast in the 2000s. The overwhelming popularity of MD2 and fast transit times make Costa Rica a dominant competitor in sea-freighted pineapples.
Costa Rica’s climate allows it to produce pineapples year-round. It has over a hundred exporters and nearly as many packing plants, with peak supply beginning in May. However, the enormous expansion and monoculture of industrial Costa Rican pineapple production have raised concerns in Europe over sustainability. European importers are increasingly discussing labour conditions, deforestation, and soil degradation in Costa Rica. Only 1.5% of its exports are certified organic, providing a competitive advantage for organic growers elsewhere.
Ecuador is the largest supplier of pineapples to Europe after Costa Rica, but its exports are dwarfed in comparison. In 2021, exports were valued at €30 million, or 4% of market share.
Ecuador specialises in tropical fruit cultivation and trade, including high-volume fruits like bananas and pineapple. Producing attempting to compete in quality with Costa Rica commonly grows MD2. While production is lower, companies, including Terra-Sol, have decades of experience in exporting. Terra-Sol merged with French fruit and vegetable importer SIIM (Societé Internationale d’ Importation) and announced the world’s first “Zero-Carbon” pineapples in 2021.
Africa
Ivory Coast used to be Europe’s principal pineapple supplier. After the development of the sweeter MD2, exporters lost their market share, and today, competing against Costa Rica with sea-freighted Smooth Cayenne pineapples is very challenging. In 2021, Europe imported €25 million worth of pineapples from the Ivory Coast.
Most pineapple production comes from small farmers who have shifted to MD2. Only a few of these producers export MD2 to the European market. The remaining Smooth Cayenne producers have shifted their focus to air freight of fully ripened pineapples.
Pineapple is one of Ghana’s more developed export fruits, accounting for 3% of European imports. In 2021, Belgium, France, Germany, and Switzerland were the main European buyers of Ghanaian pineapples.
Ghanaian exports have been promoting Sugarloaf as a premium European fruit, transporting it by air with Smooth Cayenne. MD2 accounts for 80% of the country’s exports and is almost entirely shipped by sea. However, many farmers in Ghana have struggled to adopt the more capital-intensive MD2 due to a lack of financial resources.
European Distribution Hubs for Pineapples
The Netherlands and Belgium are the largest distributors of pineapples into Europe, supplying much of the continent.
The Netherlands is the largest logistical hub for tropical fruits, including pineapples, for neighbouring countries. In 2021, it imported 209,800 tonnes, of which 195,000 were re-exported to the European market.
Several multinational fruit companies, including Dole and Del Monte, use Belgium as a gateway into the European market. Many African suppliers also pass through Belgian ports and airports. Belgium exports most of its pineapples to Germany, the Netherlands, and France. Over 80% of its non-European import, or 107,000 tonnes, was re-exported in 2021.
The Market for Pineapples in Europe
France, Germany, Spain, and Italy are the largest European pineapple consumer countries. In 2021, the leading importers were the Netherlands (€119 million), Spain (€101 million), France (€99 million), Belgium (€94 million), Italy (€90 million), and Germany (€84 million).
Pineapples are increasingly popular with European consumers because of their sweet taste, health benefits, and culinary versatility. Demand for fresh pineapple peaks during Easter and Christmas, a popular holiday fruit. Whole pineapples, especially the MD2 variety, are popular and widely sold in European supermarkets. Freshly cut pineapples allow retailers to sell more fresh fruit and are popular with consumers looking for an easy, healthy snack.
Advice for Getting into the Pineapples Sector
If you’re interested in working in the cultivation, export, import, or wholesale/retail of pineapples, consider this:
Target the Netherlands:
The Netherlands is the most important country to focus on because of its logistical function. It is Europe’s major re-exporter of tropical and exotic fruit, and there is a concentration of experienced traders.
Environmental and social standards:
Producing pineapples requires implementing at least one environmental and social standard. GlobalG.A.P and Sedex Members Ethical Trade Audit (SMETA) will bring your product up to retail standards.
Aim for residue-free:
If possible, aim to certify your production as organic. Organic certification can help you market your product in a premium market and carve a niche that Costa Rican MD2 growers lack.
Sources:
https://www.cbi.eu/market-information/fresh-fruit-vegetables/pineapples/market-potential
https://www.cbi.eu/market-information/fresh-fruit-vegetables/pineapples/market-entry
https://www.giiresearch.com/report/tbrc1499901-pineapples-global-market-report.html
