Fruits and vegetables rule the shopping lists of Italians: with an average of 102.33 Euro (or 23% of the monthly budget), produce represents the biggest chunk of food spending for Italian families.

Versatile, cheap, tasty and beloved by people of all ages, potatoes top the “rankings” in the vegetable category, followed by tomatoes and salads. The most popular fruits are instead apples and oranges: two symbols of high-quality Italian agriculture.
The growth in consumption of fruits and vegetables (+2.2% in 2017 compared to 2016, and +1% in the first part of 2018 compared to the previous year) is mostly attributable to the changing dietary habits of younger demographics, who are increasingly health-conscious. (Source: Coldiretti).