The rise of pineapple as a leading fruit —on par with traditionally dominant varieties such as bananas, apples and oranges— is confirmed by this study conducted by Nielsen for the global tropical fruit producer and distributor Fyffes.
The research shows that pineapple, once seen mainly as a dessert, has increased in appeal and now stands as an everyday indulgence. Among pineapple consumers surveyed, the most common reason for eating it was “treating myself”, cited by 31% of respondents.
The second-most cited reason, chosen by 24% of respondents, was “to support a healthy diet”, highlighting the nutritional value consumers associate with this fruit.
The third reason, mentioned by 20%, was “to satisfy hunger”, a motivation that —according to Fyffes— “outperformed 15 other solid and emotionally relevant reasons offered to consumers in the study”.
Additional preferences revealed that pineapple is consumed mainly as a couple (44%) or within the family (26%), and mostly at home.
Preferred consumption moments include: as a dessert (34%), as a snack between meals (32%), or as an ingredient (21%).
Other findings of interest for retailers show that 36% of consumers make an impulse purchase, driven by attractive fruit on shelf or by well-presented product in secondary in-store displays.
Interestingly, in terms of value for money, the most popular fruit size among European consumers was the smallest (1.2 kg), preferred by 36% of respondents, while only 4% opted for the largest (2.8 kg).
Fyffes continues to innovate in the pineapple category
On this topic, Adriano Di Dia, Marketing Director at Fyffes, states: “Our market research provides important and valuable insights that guide our category vision and marketing strategies. We are constantly innovating within our pineapple portfolio. In fact, this year we launched our premium Fyffes Special Reserve pineapples. Our partners —Rewe Germany and Carrefour Spain— have already introduced Fyffes Special Reserve, grown by experts and harvested at their optimal point: they feature a deeper golden colour, a sweeter flavour and a juicier texture.”
“Furthermore, our Halloween-themed pineapples have been a success in recent years, delighting consumers and customers while helping to reduce food waste. And of course, pineapple is a favourite at Christmas, so we expect increased sales this season. We are also proud to announce that in 2026 we will launch new Fyffes pineapple concepts in collaboration with selected retailers.”
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“In recent years we have promoted the ‘crownless’ pineapple, which makes packaging and shipping from Central America easier, improves the consumer experience and reduces waste. Another sales driver focused on consumer needs is the wider availability of our pick-’n-go packs with pre-cut, ready-to-eat pineapple chunks.”
“What is truly exciting is that this research confirms that pineapple has become a year-round choice for consumers, and thanks to our own farm in Costa Rica and our supplier partners, we can guarantee high-quality pineapple.”
