In 2026, interest in flat nectarines is increasing noticeably among both consumers and growers. According to EastFruit, citing data from breeding companies, flat nectarines are quickly moving beyond a niche segment: among European market players, they already account for around 10% of planting material sales.
This growing interest is driven not only by the unusual shape of the fruit, but also by improvements in taste, productivity and the commercial appeal of new varieties.
“Flat nectarines are an attractive retail format: convenient, premium, easy for consumers to understand and capable of creating higher value on the shelf,” says David Saakyan, founder of BellyBella Fruit Company, an Armenian fruit producer specializing in flat nectarines, flat peaches and plums.
BellyBella Fruit Company is developing the production of flat peaches, flat nectarines and plums in Armenia. According to the company, 600 hectares of orchards have already been planted. In 2026, production is expected to reach around 6,000 tonnes, while by 2029–2030 the company plans to increase output to 27,000–28,000 tonnes.
According to Saakyan, while flat peaches were previously the more recognizable part of the category, flat nectarines are now beginning to generate a new wave of interest. The reason is not only their appearance. Nectarines are convenient for consumers, and the flat shape further strengthens the perception of the product as a ready-to-eat fruit snack.
“Consumers do not think in agronomic categories. They choose a fruit that is easy to put in a child’s school bag, eat on the go, take to the office for lunch or buy as an attractive and tasty product. In this sense, the flat nectarine is much closer to the modern snack format than to a traditional seasonal fruit,” says Saakyan.
According to the Dutch fresh fruit and vegetable trading company Staay Food Group, flat nectarines are becoming a visible trend within the stone fruit category thanks to retail interest, convenience of consumption and an appealing taste profile. As growers expand acreage in this segment, both availability and consumption of flat nectarines are expected to increase in the coming years.
At the same time, the European stone fruit market remains unstable. According to Europêch 2025, European peach and nectarine production was estimated at approximately 3.2 million tonnes, 7% below the 2024 level. In Spain, the largest European producer in this category, total peach and nectarine production was forecast at more than 1.4 million tonnes, down 5% year-on-year. For flat peaches specifically, the decline was estimated at around 7%, reflecting the segment’s sensitivity to weather and climate risks.
Given these market conditions, retailers are paying close attention not only to origin and price, but also to the supplier’s ability to offer a predictable category: stable taste, sizing, packaging, cooling, traceability, consistency and quality.
“For retailers, the priority is a ready commercial product: clear in its positioning, convenient for shelf presentation, manageable in terms of quality and adapted to different sales formats. The potential of flat nectarines is unlocked when consumers repeatedly receive the taste, appearance and quality they expect. The first purchase creates interest, the second builds trust, and consistency throughout the season turns the product into a full category. We are developing the production of flat peaches, flat nectarines and plums in Armenia and see flat nectarines as one of the most promising products for European and international markets,” Saakyan emphasizes.
Official global statistics for peaches and nectarines usually combine different product types into one commodity group and do not distinguish flat forms separately. As a result, the real changes taking place in the flat peach and flat nectarine segment are currently more visible not in aggregated statistics, but through signals from breeders, nurseries, retailers, specialized brands and companies that are among the first to invest in this category, EastFruit analysts note.
“The future of flat nectarines and flat peaches will depend on whether a supplier can turn a good fruit into a stable retail product. This is the main opportunity for our company and for Armenia as an emerging major player in this category,” says Saakyan.
Contacts for cooperation:
BellyBella Fruit Company
[email protected]
The use of the site materials is free if there is a direct and open for search engines hyperlink to a specific publication of the East-Fruit.com website.
