Shifting consumer preferences and alternative sales formats are reshaping the European table grape market, said Antonio Sánchez, Product Manager at SanLucar. The executive took the stage at the latest edition of the Global Grape Convention, held in Santiago, Chile, on August 12, to analyze how diversity and fresh trends are driving Old World market dynamics in 2026.
"It is not a single market: it is 28 countries with different levels of consumption, purchasing power, preferences, and habits," he said.
The market today is marked by high supply and competition, coupled with consumers who are increasingly demanding regarding quality, residues, certifications, packaging, and presentation. In this context, Sánchez said, the answer is clear: producing better is not enough; the industry must also sell better, create value, and stimulate consumption.
European consumers are known to prefer local table grapes, making Italy and Spain big players in the market. However, supply from these two countries is far from enough, making international shipments from outside the nations bloc absolutely necessary to meet market demand.
South Africa is a strategic table grape supplier for Europe, standing out for its experience, program compliance, and knowledge of market requirements. However, the country also faces considerable challenges in shipping its fruit north, including logistical hurdles and varietal replacement.
These difficulties have paved the way for Peru, now an established sector player that has shown leadership through high-quality fruit and a wide array of varieties. The country’s commercial window is especially relevant, as it complements that of Northern Hemisphere producers, ensuring year-round supply.
"The great challenge for Peruvian grapes is to maintain continuous improvement, deepen joint planning, and continue adapting to European requirements,” Sanchez said.
Chile, on the other hand, retains a prominent position in Europe thanks to its vast experience in long-distance exports, post-harvest, and logistics.
Meanwhile, India is also gaining ground thanks to its particular production window, which enables it to supply the European market from the Northern Hemisphere. Sánchez emphasized the country’s progress in terms of traceability, compliance, and new varieties. However, there’s still room for improvement on the varietal renewal front, as the Indian offer still relies largely on Thompson seedless grapes.
According to Sanchez, a common mistake made by growers and exporters is to think of the European consumer as a single, uniform entity. The continent is vast geographically as it is culturally, and although white grapes remain the most popular in general, there are multiple sets of preferences and consumption habits.
For Sanchez, commercial strategies in the region must consider the particularities of each market as much as possible.
Mediterranean countries, for example, prefer strong flavor and higher maturity, while in the north consumers prioritize green color, crunchiness, and long shelf life.
"The United Kingdom appears as one of the markets with the greatest knowledge of special varieties, while Central Europe presents a combination of preferences linked to appearance, flavor, and consistency," he noted.
New sales formats are another front where distributors and retailers can gain commercial ground.
"Retail has progressively shifted toward fixed-weight packaging, such as clamshells, heat-sealed containers, and bags, to the detriment of formats that allow greater handling of the fruit," he added.
The introduction of special varieties goes hand in hand with novel sales formats. But it’s not only about ingenuity and innovation: consumers want consistency and continuity throughout the year, Sanchez said.
Europe’s great challenge is achieving 52-week availability and meeting increasingly high demands regarding quality, sustainability, residues, and certifications. This, he said, will lead to a good overall experience and the coveted repeat purchases.
“Loyalty is one of the main keys for the future growth of the category in Europe," Sanchez concluded.
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