Market dynamics in the fruit and vegetable sector: understanding the influence of supermarkets and large retailers

Last November, COLEAD, in partnership with the OECD, organised the 11th session of the OECD–COLEAD series on the fruit and vegetable sector, focusing on market dynamics and the growing influence of supermarkets and large retailers on consumption trends and price formation. The session brought together public decision-makers, international experts and economic actors from across the sector.

Launched jointly by COLEAD and the OECD, this series of sessions aims to create a structured and informed space for dialogue on the major transformations shaping fruit and vegetable value chains worldwide. It seeks to place economic and policy analysis in perspective with on-the-ground operational realities, particularly in EU partner countries, in order to inform public and private decision-making and promote more inclusive and sustainable market models.

This 11th session highlighted the central role of supermarket chains as key actors in market structuring. Discussions underlined their dual function: as market makers, through purchasing concentration, price management and the development of private labels, and as gatekeepers to market access, through increasingly stringent requirements on quality, traceability and sustainability. While these developments contribute to the modernisation of supply chains, they also create major challenges for producers and SMEs, notably in terms of compliance costs, bargaining power and income volatility.

By combining OECD analysis, European perspectives and testimonies from operators in the Global South, the session reaffirmed the importance of coherent policies, balanced partnerships and targeted technical assistance to ensure fair participation for all actors. Held within the framework of the Fit For Market+ programme, this initiative illustrates COLEAD’s commitment to supporting transformations in the fruit and vegetable sector, ensuring they strengthen competitiveness, resilience and inclusion across value chains.

This activity is supported by the Fit For Market Plus (FFM+) programme, implemented by COLEAD within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union. This publication receives financial support from the European Union and the OACPS. The content of this publication is the sole responsibility of COLEAD and can in no way be taken to reflect the views of the European Union or the OACPS.