Until recently, jackfruit remained an exotic product for a narrow circle of consumers. Today, however, it is rapidly entering the mass segment of the European market, writes EastFruit. In just one year after its commercial launch, this Asian fruit has managed to establish itself in wholesale channels and retail chains across several EU countries, demonstrating steady sales growth and strong consumer interest.
According to HLB Tropical Food GmbH, the development dynamics of jackfruit increasingly resemble the path once taken by avocado — from a niche product to a full-fledged market trend. This is reported by FreshPlaza. One year after the Asian fruit’s market entry, HLB Tropical Food GmbH is satisfied with the interim results.
“Today we supply this product to many European countries — from Spain and the DACH region to Romania,” says Lorenz Hartmann de Barros, Managing Director of HLB Tropical Food GmbH.
Wholesale companies remain the main customers. At the same time, the product is already successfully represented in retail chains in Spain, France, Sweden, Iceland, Luxembourg, and the United Kingdom.
“In the UK, there are weeks when we sell up to 3.5–4 tonnes of jackfruit — around 1,300 packs.”
Feedback from European consumers has so far been consistently positive.
“Jackfruit is particularly well suited as a healthy, relatively sweet snack for children. But adults are also becoming convinced of the taste qualities of this previously little-known fruit,” notes Hartmann de Barros.
In addition, the product is versatile in use: it can be consumed fresh or used as an ingredient in fruit salads and other dishes — both sweet and savoury. Jackfruit is offered in ready-to-eat pieces in the proven 350 g tray format, which, according to HLB, corresponds to approximately two to three servings. In UK retail, 700 g packs are also available.
Supplies are sourced from selected partner growers with their own packing facilities in several production regions in Asia. This allows HLB to offer jackfruit year-round. The company has also explored sourcing from Latin America, but export volumes from the region remain insufficient so far.
“Nevertheless, I do not rule out that in a few years we may also be able to source product there,” adds Hartmann de Barros.
Shelf Life and Transparency
A key characteristic of the product is its shelf life.
“Thanks to a special modified protective atmosphere, we can guarantee quality retention for more than two weeks,” explains Hartmann de Barros.
In addition to the transparent tray, the label contains information about the product and its origin. A QR code directs consumers to recipes and additional materials on the company’s website.
“This is particularly important for a product like jackfruit, which requires explanation, especially as it is often confused with durian, although they are two completely different fruits.”
Based on the results achieved, HLB Tropical Food GmbH sees significant potential for further growth. The company’s goal is to introduce the product to additional European retail chains during the current year.
“In my view, jackfruit has the potential to become the new avocado. 2026 could be the year of its market breakthrough,” Hartmann de Barros emphasizes.
HLB Tropical Food GmbH will also present jackfruit samples to visitors at the Fruit Logistica trade fair. Other new products on the stand include red pitahaya, mangosteen, figs, rambutan, Palmer mango, Greenskin avocado, Samba and Formosa papaya, and passion fruit. The company notes that a clear growth trend in demand is currently observed particularly for passion fruit
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