Strong Competition from Italy, Greece and Turkey Shapes European Apple Market in July 2026

Apple harvests in Italy, Greece and Turkey are at normal or above-normal levels for the 2026/27 season, increasing competition for exporters in Europe and affecting trade conditions for Polish imports.

Exporters in Italy, Greece, and Turkey are expecting apple harvests at normal or higher volumes for the 2026/27 season, maintaining a strong supply of apples to European markets. This increased availability is likely to intensify competition for export destinations, particularly in Central and Eastern Europe, where Poland is a key importer.

South African apples continue to expand their presence in international markets. In early July 2026, a major retail campaign in China resulted in a 36.9% increase in sales of South African apples across more than 40 stores, with some outlets exceeding €685 (5,000 CNY) in apple sales over three days. The flagship South African Crystal Sugar Apple (Fuji type) is promoted for its sweetness and eco-friendly cultivation, targeting young families and snack consumers.

In Northern Italy, specifically South Tyrol, wholesale and retail operations through cooperatives such as ROEN (part of the VOG consortium) offer up to 10 apple varieties directly to consumers. Although retail sales represent only a small fraction of total turnover (over 10,000 tons seasonally), the region's storage and sorting infrastructure ensures year-round availability and high product quality for both domestic and export markets.

Packaging and logistics in Spain and other Western European countries are seeing increased automation and a shift toward sustainable packaging, including cardboard trays and 100% recycled plastic baskets. Retailers demand more detailed labeling and smaller pack sizes, reflecting changing consumer preferences and compliance with recycling regulations. These trends may influence the presentation and competitiveness of apples in European retail chains.

South African apple exports are also supported by strong marketing strategies, including prominent advertising in high-traffic locations and digital campaigns. This enhances brand visibility and could increase demand for Southern Hemisphere apples during the European off-season, potentially impacting EU import dynamics.

Material prepared by the editorial team of fresh-market.info, editor Artur Spiker