The warm summer weather has significantly boosted nectarine consumption, with strong demand expected to continue in the coming weeks. High temperatures traditionally increase stone fruit sales, but the 25th calendar week (mid-June) saw a slight dip in some German states due to a missing sales day (AMI, 2024).
European Supply Shifts Northward
Spain and Italy—the leading nectarine exporters—are now shipping increasing volumes, with production regions shifting northward. No supply shortages are anticipated. Meanwhile, France has accelerated its harvest, with the first batches of French nectarines now reaching German wholesale markets (FreshPlaza, 2024).
This year, initial price listings for Spanish and Italian nectarines began in the 17th calendar week—two weeks later for Spain but two weeks earlier for Italy compared to 2023. Prior to this, imports from Chile and South Africa dominated the market.
Promotional Strategies Drive Retail Sales
In the 25th calendar week, nectarines were heavily promoted in German retail, with 20 advertised campaigns recorded (AMI). Discount entry prices started at €1.99/kg, while premium promotions reached €5.32/kg, reflecting strong consumer interest.
The 2024 nectarine season is marked by robust demand, shifting supply origins, and strategic retail promotions. With Spain, Italy, and France ensuring steady exports, the market remains well-supplied despite seasonal variability. Farmers and agronomists should monitor regional weather patterns and pricing trends to optimize harvest and distribution strategies.
