2024 in the apple market. Summary and projections for next year
The year 2024 has proven to be a challenging and dynamic period for the European apple market. Producers faced numerous difficulties due to extreme weather conditions, including frosts and heat waves. However, despite these challenges, the industry demonstrated flexibility and adaptability, allowing it to maintain high-quality production and explore new export markets.
Rising prices as a response to limited supply
One of the most noticeable trends in 2024 was a significant increase in apple prices. In October, the average price for producers in the European Union reached €96.20 per 100 kg[1], marking a 23.5% increase compared to the five-year average. This price rise was mainly attributed to the reduced harvest in key countries like Poland, France, and Germany, which suffered from adverse climatic conditions. Additionally, high demand in Germany and other Western European countries further fueled the price increase.
The situation has presented challenges and opportunities for Polish producers, who continue to be the leading exporters in the EU. From January to November 2024, Polish apple exports outside the EU reached approximately 245,000 tonnes, with Egypt and India being the key markets. Nevertheless, rising apple prices in international markets have created financial challenges for new importers. According to the World Association of Apple and Pear Producers (WAPA), apple production in the EU decreased by 2.2% compared to the previous year. Despite these difficulties, Poland has managed to maintain a strong position in the export sector.
Projections for 2025: stabilisation and new export destinations
Experts indicate that the increasingly frequent weather anomalies, such as frosts and extreme heat, make it challenging to predict production outcomes for 2025 accurately. However, European apple producers, including those in Poland and Southern European countries, are increasingly investing in adaptive technologies like modern irrigation systems, hail nets, and varieties that are more resistant to changing weather conditions.
Spanish fruit growers are anticipating an increase in yields of around 13%[2]. If these forecasts prove accurate, their competitiveness in export markets could be enhanced. Nonetheless, success in this area relies heavily on avoiding significant weather anomalies during critical growing seasons.
Simultaneously, new markets such as Vietnam, Thailand, and various South American countries are becoming increasingly important. Exporting to these distant markets presents new opportunities but requires European producers to adapt to multiple quality and logistical standards.
“European apples are in constant demand in both local and international markets. With the right storage conditions, top-quality fruit retains its value and excellent taste, making it suitable for various market sectors. At the same time, the dynamic changes in European markets present new opportunities for Polish producers, who are successfully meeting the growing demand for high-quality apples. We believe that the upcoming year will see further export growth and even greater interest in our region’s diverse varieties of apples,” – concludes Mirosław Maliszewski, President of the Polish Fruit Growers’ Association.
Prospects for the European apple sector
The year 2024 has demonstrated that the European apple sector can successfully face challenges and that investments in innovation and the diversification of export markets are yielding positive results. Continuously optimising production processes, adapting to changing climatic conditions, and building relationships with new trading partners will be crucial for the industry’s future. Our unwavering commitment to sustainability and relentless focus on product quality give us reason to look optimistically forward to the coming year.
[1] https://agridata.ec.europa.eu/extensions/DataPortal/fruit-and-vegetables.html
Apples dashboard
[2] https://www.agrofakt.pl/ceny-jablek-2024-2025-jakie-perspektywy-na-europejskim-rynku/