The fruit and vegetable production industry in Spain faces 2026 with moderate optimism and an upward trend . According to data collected in the Aecoc study "Pulse of the Fruit and Vegetable Sector 2026," the vast majority of operators maintain a favorable outlook on their short-term economic performance.
This outlook is supported by the fact that nine out of ten companies have managed to stabilize or increase their revenue in the first months of the year. It is important to note that this growth is not solely due to price increases caused by inflation, as sales volume has also shown remarkable resilience, confirming that vegetable products and cultivation methods continue to play a key role in consumers' diets.
Boost in sales and international expansion
The forecasts are clear: 83% of organizations anticipate an increase in their total sales. This dynamism is reinforced by an enviable export capacity, with 86% of companies maintaining or expanding their presence in foreign markets. In fact, for a third of producers, fruit and vegetable exports already account for more than half of their total revenue.
Regarding destinations, the European Union and the United Kingdom continue to be the main drivers of international growth. However, the American market is gaining ground, now representing 16% of expansion expectations, demonstrating a diversification strategy to avoid dependence on a single territory.
Geopolitical risks and economic pressures
It's not all rosy, as the sector operates in an environment where geopolitical uncertainty is a constant . Conflicts in the Middle East generate fears of a possible increase in raw material prices, which is why 40% of companies have already begun to implement cuts and efficiency measures in their internal spending.
At the commercial level, there is considerable concern regarding competitiveness. 67% of executives view the EU-Mercosur agreement unfavorably due to fears of unfair competition. Similarly, 38% believe that tariff policies implemented by the United States are hindering Spanish exports.
Regulatory challenges and demands on the Government
In terms of regulations, the Royal Decree on Packaging and Packaging Waste is the point that causes the most headaches for businesses, who are asking for greater harmonization of the rules within Europe in order not to lose competitiveness compared to other countries.
To alleviate these tensions, the sector has made several requests to the Executive, highlighting mainly:
- La VAT reduction in fruits and vegetables to stimulate consumption in households.
- The implementation of direct aid aimed at strategic sectors.
- Concrete measures for to curb the escalating energy costs.
- Deflation of personal income tax to alleviate the tax burden.
It focuses on technology and human capital
Looking ahead, transformation is inevitable. 83% of companies plan to invest more in digitalization to optimize their processes and reduce operating costs. Furthermore, 75% of decision-makers believe that sustainability will be a determining factor in purchasing decisions and business agreements.
However, a critical problem has emerged: talent. There is growing concern about the difficulty in attracting and retaining qualified professionals. Generational change and absenteeism are emerging as obstacles that could hinder growth potential if not addressed urgently.
The Spanish fruit and vegetable sector remains resilient and has a clear commitment to growth based on exports, technology and sustainability , although it will have to deal with cost volatility and the complexity of environmental regulations to ensure its long-term viability.