World Cup boost for Italian fresh-cut fruit

Consumption of fresh fruit in Italy is expected to receive a timely boost from the FIFA World Cup, according to a new report, with sales of fresh convenience products in particular benefiting from rising consumption during the four weeks of the football tournament in South Africa.

New figures published by agricultural organisation CIA have forecast a 15 per cent increase in sales of ready-prepared fruit and vegetables from mid-June to mid-July compared with normal levels.

The World Cup is also set to liven up whole fresh fruit sales, contributing to a 6 per cent increase, with melons and watermelons set to show an even bigger rise of 10 per cent.

CIA conducted a survey of producers, distributors and consumers across Italy and found that many were confident that consumption during the tournament's 64 matches would not be dominated by unhealthy snacks and carbonated drinks.

A wave of hot weather which recently arrived in Italy is also expected to favour consumption of key summer products including stonefruit, melons and grapes.