Audit of the fresh vegetables and fruit departments of Ukrainian supermarkets carried out several times a year by the EastFruit team shows that the sharpest price decline among the main items in early July 2021 was noted for fresh apples.
In early July, retail prices for fresh apples of standard quality ranged from 21 to 25 UAH/kg, while a year ago at that time apples were sold at 47-54 UAH/kg – last year, Ukrainian consumers paid 2.2 times more for fresh apples.
It is notable that there were almost no Ukrainian apples in supermarkets at the beginning of July last year, and this year it is mainly Ukrainian apples that are sold! It is even more revealing that the expectations of market participants were completely different – they expected that prices in the 2020/21 season lasting from August to the end of July will be significantly higher than a year earlier. However, the EastFruit team in their forecasts warned of the threat of a decrease in apple price during the Apple Forecasts online conference.
As a result of an incorrect assessment of the market, Ukrainian growers couldn’t sell apples when the demand was high. Today, there are a lot of seasonal stone fruits and a wide range of berries on the market, so the demand for apples is low. In order to stimulate sales, growers are forced to reduce apple price, which is already almost three times smaller than, for instance, price for strawberries and all other fruits.
We previously wrote about the reasons behind the low wholesale prices for Ukrainian apples in the analytical material available here. Our colleagues from APK-Inform: Vegetables and Fruits will talk about the pricing prospects for the next season at the FTrade Club Apples conference on 12-13 August, 2021. The event will be held for the first time in the Chernivtsi region and will present a deep forecast of apple production and prices in the new season.
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