The study, conducted by NielsenIQ with more than 7,000 consumers across Europe, shows that bananas continue to lead the fruit ranking, with 89% of consumers saying they had eaten bananas in the past four weeks.
Apples follow in second place (75%), ahead of oranges (56%) and grapes (44%).
Commenting on the findings, Adriano Di Dia, Chief Marketing Officer at Fyffes, said: “We’re delighted that bananas are the favourite fruit among consumers, enjoying the highest household penetration across Europe. It reflects a fruit that is tasty, nutritious, convenient and sustainable. This study not only confirms the popularity of bananas but also provides extremely valuable insights that help shape our marketing strategies and expansion plans. We’re pleased to share it with the industry and our retail partners.”
Consumption frequency: bananas take first place
Under the “consumption frequency” section, bananas outperform all other fruits surveyed, ranking first across all categories: weekly consumption (72%), monthly (95%) and quarterly (98%).
Three out of four consumers eat bananas at least once a week, while nine out of ten eat them every month.
Price sensitivity: a fruit bought without thinking about the price
A majority of consumers (59%) admitted they do not remember the price they paid for their last banana purchase, compared with 27% who believe they remember it approximately, and 14% who could recall the exact price.
Most consumed fruits (past six months):
Banana (95%)
Apple (89%)
Orange (74%)
Grapes (74%)
Berries (71%)
Pear (64%)
Melon (60%)
Lemon (60%)
Avocado (58%)
Pineapple (57%)
Peach (45%)
Mango (43%)
Papaya (10%)
Reasons for consumption
When asked why they consume bananas, respondents mentioned: “to satisfy hunger” (34%), “as a quick and convenient snack” (27%) and “to maintain a healthy diet” (24%).
Shopping habits and preferences
Most consumers (65%) plan their banana purchases in advance.
Regarding ripeness, most prefer bananas that are yellow and fully ripe, although 22% prefer them slightly green at the time of purchase.
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The study was conducted in March 2025 as part of Fyffes’ ongoing market research programme.
Recent Fyffes marketing initiatives include the “Eat’em, Like’em, Love’em” campaign launched in Ireland in September 2025 and soon to launch in the UK, as well as Trudi’s, Fyffes’ purpose-led brand introduced in Norway in June 2025 through the “Little Voices” campaign on billboards and social media, highlighting the positive social impact of bananas in the communities where they are grown.
