BANANAS HOLD ‘TOP-OF-THE-FRUITS’ POSITION IN CONSUMER CHOICE SURVEY: FYFFES’ RESEARCH REVEALS
Fyffes, the global banana and fruit producers and distributors, has released recent European-wide consumer research which confirms the popularity of bananas as the consumer’s No. 1 favourite fruit.
The research, undertaken by NielsenIQ with over 7000 consumers across Europe, shows that bananas continue to be the public’s favourite fruit with a massive 89% of consumers confirming that they have eaten bananas ‘within the previous four weeks’.
Second favourite at 75% are apples, followed in third place by oranges at 56% and in fourth place, grapes at 44%.
Speaking about the research, Adriano Di Dia, Chief Marketing Officer for Fyffes says:
“We are thrilled that bananas are the favourite fruit of consumers with the highest household penetration across Europe. It is testament to a fruit that is tasty, nutritious, convenient and sustainable. The research not only confirms banana popularity but also gives us very valuable insights that guide us in the development of marketing strategies and market expansion plans. We’re delighted to share it with the sector and our retail partners.”
Another measure in which bananas outranked all other fruits surveyed was under the heading of ‘Consumption Frequency’. In this, bananas returned the highest position, out-placing all others under every heading with an ‘at least’ weekly (72%), monthly (95%) and quarterly (98%) consumption figure.
Viewed from a different perspective, this shows that 3 out of 4 consumers profess to eating bananas weekly (at least) with 9 out of 10 doing so monthly.
Another feature revealed in the survey shows that a significant 59% of consumers admitted to ‘not remembering’ the price they had paid for their most recent banana purchase, reducing to 27% who ‘roughly remembered’ and 14% who recalled the ‘exact price’ they had paid.
In all, 13 fruits were surveyed ranked in descending order of consumer choice for consumption in the past six months as follows: banana (95%), apple (89%), oranges (74%), grapes (74%), berries (71%), pear (64%), melon (60%), lemon (60%), avocado (58%), pineapple (57%), peach (45%), mango (43%), and papaya (10%).
Asked ‘why?’ they consume bananas, survey respondents ranked ’to satisfy my appetite’ highest at 34%, followed by ‘to have a convenient and quick snack’ at 27% and ‘to support my healthy diet’ in third place at 24%.
Other points of interest revealed in the survey show that, for the majority of consumers bananas are a ‘planned in advance’ purchase at 65% upwards. While a majority of those surveyed prefers to eat their banana when fully ‘ripe yellow’ skinned, a significant number (22%) preferred bananas that are ’more green than yellow’ at the time of purchase.
Conducted in March 2025, this survey is part of Fyffes ongoing market research programme.
Recent marketing initiatives from Fyffes include their ongoing ‘Eat’em, Like’em, Love’em’ marketing campaign launched in Ireland in September 2025 and due to launch soon in the UK. Trudi’s, the “banana brand that gives back” of the Fyffes group, launched in Norway in June 2025 with its new campaign “Little Voices” in out of home and social media, showcasing the impact of banana in the communities where the fruit is grown.
ENDS
About Fyffes
For over 130 years Fyffes has brought a choice of tropical produce to countless millions around the world. We achieve the highest quality by nurturing relationships with our growers, supporting our employees, and diligently serving each link in the chain: production, procurement, shipping, ripening, distribution, and marketing. This approach has earned Fyffes leadership across multiple markets; today we are the largest importer of Fairtrade-certified bananas in the world. We are also one of the largest banana and pineapple importers in Europe and the biggest melon importer in North America. We became part of the Sumitomo Corporation in 2017, advancing our industry leadership in many exciting ways.
