Prices of early fruit at markets in Serbia have reached unprecedented levels, causing shock among consumers.

Notably, the cost of cherries has soared to approximately 1,500 dinars per kilogram, while strawberries are being sold for as much as 1,200 dinars.

Apricots have also seen a significant price increase, with costs nearing 700 dinars per kilogram.

This surge is not limited to capital Belgrade; reports indicate similar conditions in markets across Vranje, Jagodina, Smederevo, Kraljevo, and other regions.

Many vendors report low foot traffic at their stalls, attributing the decline in customers to excessively high prices.

Traditionally, specific types of fruit and vegetables have been viewed as luxury items that lower-income citizens cannot afford, but the current pricing situation has also put these goods out of reach for many in the middle class, who previously considered them affordable treats.

Retailers cite weather-related issues, particularly frost, as a significant factor in the price hikes.

This frost, which struck Serbia during the spring, devastated early fruit production, destroying approximately 80% of apricot crops and between 65% to 70% of early cherry yields.

Experts estimate that yields for apricots, peaches, cherries, early varieties of sour cherries, and plums could decline by 30% to 90% due to the impacts of frost and extremely low temperatures recorded in late April.

The hardest-hit areas include Šumadija, western Serbia, southern Banat, and the Subotica-Horgoš region, although damage has also been reported in other parts of the country.

Forecasts indicate that as a result of the frost damage, overall fruit production in Serbia may drop by around 200,000 tons.

The annual average fruit production between 2020 and 2023 was approximately 1.46 million tons.

However, production levels fell to 1.25 million tons last year, and current projections suggest output this year will range from about 1.1 to 1.5 million tons.

Experts earlier noted that the frost's impact would not only limit local production but also increase imports and consequently drive prices higher.

Despite current high prices, agricultural economists believe that these elevated rates will not be sustainable in the long term.

They predict that fruit prices will soon drop as medium-quality varieties, which escaped the frost damage, become available in larger quantities.

Agro-economist Žarko Galetin indicated that this year has been challenging for fruit production in Serbia due to adverse weather conditions, particularly frost, which has drastically reduced yields for certain varieties, namely apricots and cherries.

He projected that the expected yield for cherries, originally estimated at around 30,000 tons, might only reach 10,000 to 15,000 tons due to the frost damage.

The significant decline in early fruit yields directly correlates with the current high prices at markets.

Consumer organizations have criticized the high prices of early fruit, deeming them indecent and claiming there is no economic justification for such price inflation.

They allege that retailers are exploiting the situation to maximize their profits at the expense of consumers.

Petar Bogosavljević, president of the Serbian Consumer Protection Movement, stated that it is unreasonable for the price of cherries or strawberries to match that of meat, emphasizing the historical price ratio where fruit is typically significantly less expensive.

He argued that retail prices are neither market-driven nor sustainable and called upon authorities to address this issue instead of passively allowing the situation to continue, as inflated prices harm consumers and stretch household budgets.

As a result, a significant number of consumers may choose to forgo purchasing fruit, further impacting market dynamics.