While the world total production of kiwifruit has increased by over 50% during the last decade, the kiwifruit remains a niche fruit, taking up an estimated 0.22% of the global fruit bowl, which is dominated by apples, oranges, and bananas.
Even though kiwifruit's share of the global fruit bowl has remained largely unchanged over the past 15 years, the scope for growth in the category is significant, with the nutritional and production characteristics of kiwifruit being on the right side of key global consumer trends around health and sustainability.
Taking advantage of these consumer trends is one of two key challenges for the global kiwifruit industry. The second challenge is to harness the diverse natural and cultivated range of kiwifruit varieties (colors, flavors, sizes, and shapes) to stimulate the interest of consumers and grow the share of kiwifruit in the fruit basket through selecting cultivars that can develop meaningful market segments and meet consumer demand.
虽然在过去十年中，世界猕猴桃总产量增加了50%以上，但猕猴桃仍然是一种生态位水果，估计占全球水果碗的0.22%，而全球水果碗以苹果、桔子和香蕉为主。
尽管猕猴桃在全球水果碗中的份额在过去15年中基本保持不变，但该类别的增长空间很大，猕猴桃的营养和生产特点与围绕健康和可持续性的全球主要消费者趋势是一致的。
利用这些消费趋势是全球猕猴桃产业面临的两大挑战之一。第二个挑战是利用猕猴桃品种（颜色、风味、大小和形状）的多样性自然和栽培范围，通过选择能够开发有意义的市场细分和满足消费者需求的品种来激发消费者的兴趣，并增加猕猴桃在果篮中的份额。
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