The Dutch Households bought in 2010 compared with the year before a little less vegetables and less fruit. However because of a higher price level the supermarket sales of fruits and vegetables increased with 7% to almost €3 billion. A Dutch household bought 72.4 kilo fresh vegetables in 2010. This is 2% less than in 2009. Tomatoes are the most bought vegetable followed by onion and cucumber. Although the Dutch households bought less vegetables, the spending increased with 5%. The average price of vegetables was 7% higher than in 2009. In 2010 a Dutch household bought almost 88 kilo fresh fruit. Compared with 2009 this was 2% less. Apple is far out the most popular, followed by orange and banana. Also the spending on fruit decreased a little, specially on strawberry, kiwi and banana. The sales of vegetables is realized for almost 90% by the supermarket channel. Albert Heijn has a market share of 38%, followed by Superunie and C1000. Also for fruit the supermarket is the most important retail channel. However fruit is also sold for 20% in grocery stores and markets. The total turnover from supermarkets of vegetables was in 2010 over €2 billion, 8% more than in 2009. 85% of this is fresh product (fresh and pre-treated). Canned vegetables become less popular. The turnover was decreasing 2% to just under €200 million. Green beans are the most popular, followed by peas and carrots. However more money was spend on frozen vegetables (+5%) and pickles (+1%). Over 40% of the supermarket turnover of frozen vegetables is spend on spinach. The supermarket turnover of fruit increased in 2010 with 3% to €1,25 billion. From this 93% is fresh unprocessed fruit. The turnover of pre-treated (washed and sliced) is increasing, but still not more than 3%. Although with a modest share, the spending on frozen fruit also increased in 2010 to €5,5 million. The turnover of canned fruit however was decreasing with 6% compared with 2009. The supermarket turnover of pre-treated fruit was €35 million. Albert Heijn is the absolute market ...