The 2024/25 winter season for pitahaya, commonly known as dragon fruit, is beginning, marking the transition from the Mediterranean harvest to the upcoming supplies from Vietnam and Thailand. Pitahaya is gaining attention in Europe due to its distinctive appearance and numerous health benefits. Its unique flavor and nutritional value make it an appealing choice for consumers, leading to its increasing presence in markets and culinary creations across the continent.
Traditionally associated with Southeast Asia and Latin America, pitahaya is now experiencing significant changes in market trends, resulting in the emergence of new growth areas in regions such as Portugal, Spain, Türkiye, and Morocco. The cultivation of pitahaya in Europe began a couple of years ago and is actively expanding, driven by warmer temperatures due to climate change and evolving consumer expectations.
“We are already evidencing a shift in where these products are sourced” – Hans Klootwijk, Product Manager at Roveg.
Retailers are increasingly responding to consumer preferences, as shoppers show a strong reluctance toward air-freighted products. “People are looking for products closer to home” Hans explains. Motivated by sustainability trends and changing consumer values. However, the year-round demand for Pitahaya still requires air transportation to ensure timely availability.
Despite its growing popularity, pitahaya is still considered a luxury item, primarily featured in upscale cuisine. Importing this niche exotic fruit presents challenges. “Stricter regulatory requirements in Europe could push exporters to focus on markets in America or Asia, where compliance is less demanding,” states Hans. Historically, there has been strong demand for exotic products in Eastern Europe. Yet, pitahaya currently occupies a low competitive position compared to other exotic fruits, such as lychee and physalis, struggling to gain broader market space due to its higher cost.
“With more European growers cultivating pitahaya, the market will mature due to a stable and sustainable supply.”
As the market continues to grow, changing temperatures will significantly impact agricultural practices and shape the future of pitahaya cultivation in Europe. With evolving consumer tastes and a rising interest in locally sourced exotics, the potential for pitahaya in the European market is considerable. This trend reflects not only the shifting preferences of consumers but also a broader movement toward sustainability and local sourcing. Adapting to these changing standards will be crucial as new suppliers emerge and competition intensifies.
