The fresh fruit trade in France is in the process of transformation. New needs are emerging, from both producers and consumers. Creating added value has become a recurrent issue for the fruit industries, most of which are still facing situations of overproduction. For their part, consumers are expressing a wide range of expectations. While some are prepared to pay more to access higher-quality products (Fairtrade, eco-friendly, etc.), others’ demands are restricted by their purchasing power. Origin and the desire for traceability have become important criteria in selecting a product. There is also a trend for fragmentation of purchases. Hence in 2018, consumers went to between 7 and 8 chains for all their food and non-food purchases, as opposed to 1 to 7 chains in 2008 (Kantar Worldpanel, 2018). In response to changing needs, strategies are emerging within the fruit and distribution industries, setting out to alter the segmentation of the fruit ranges, and their marketing modes.
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