Fruit becomes a luxury item in Italy with prices rising by up to 100%

Fresh fruit, a symbol of the Mediterranean diet, is becoming a luxury item on Italian tables. According to data from the Institute of Services for the Agricultural Food Market (ISMEA), fruit prices soared in the first weeks of July, with increases reaching 100% compared to last year.

The biggest increases were recorded in cherries, which reached 20 euros per kilo – around R$ 128Peaches and apricots also rose in price, exceeding 10 euros per kilo. Apricots saw a 40% increase. Peaches and nectarines rose between 7% and 15%.

The direct consequences hit families' pockets. To maintain the same level of fruit and vegetable consumption as in 2024, Italians are spending an extra 200 to 290 euros per month.

Falling consumption and impact on health

With prices rising, Italians are consuming less fruit. Data from the Orthofruticultural Observatory indicates that one in ten fruits has disappeared from supermarket carts. Since 2019, the country has lost about one million tons of annual fruit and vegetable consumption, as well as nearly two million regular consumers.

Before the pandemic, 20% of the Italian population ate at least four servings of fruits and vegetables per day. Today, that figure has dropped to less than 17%. Average consumption per person is below the 400 grams per day recommended by the World Health Organization (WHO).

Low-income families are the most affected by the increase. This trend worries experts, who point to a progressive shift away from mediterranean diet and its potential risks to public health in the coming years.

Extreme weather and devastated crops

Rising prices reflect a combination of factors: climate change, declining production, and market speculation. Extreme events have punished Italian agriculture, which accounts for 27% of the country's Gross Domestic Product (GDP).

Prolonged droughts, spring frosts, hailstorms, and high June temperatures have devastated crops in several regions. The most critical example comes from Puglia, which produces 30% of the country's cherries. There, frosts in March and April decimated the blossoms, reducing production by 70% to 100%.

In the last 15 years, Italy has lost around 300 hectares of cultivated land and around 200 million fruit trees, according to Coldiretti (National Confederation of Direct Cultivators).

The country, once a leading producer of citrus fruits, grapes, pears, cherries and kiwis, is now suffering from a loss of competitiveness in the face of the advancing climate crisis.