In recent months, the stalls of certain supermarkets and markets in Tunis, Sousse or Sfax have been adorned with a colorful and intriguing fruit: the dragon fruitalso called pitaya. Originally from Asia and Latin America, this tropical fruit with a delicate and refreshing taste has become a real phenomenon on social networks.
But this exoticism has a price: more than 30 dinars per kiloa price that places it well above the conventional fruits consumed in Tunisia. Despite this, demand exists, especially with a curious clientele, connected to new food trends and in search of “healthy” products.
For the moment, the majority of the dragon fruit available in Tunisia is imported, mainly from Spain and sometimes Asia. However, several Tunisian farms are starting to embark on its culture.
In the Sahel and Cape Bon, some farmers experiment with Pitayas planting in suitable greenhouses. “It is a demanding but promising culture, because the fruit attracts many consumers and its market value is high,” explains a farmer who has succeeded in this culture.
A niche product or a lasting trend?
The success of the dragon fruit is explained by its “Premium” imageher Photogenic aesthetic (ideal for Instagram) and its nutritional virtues : rich in fiber, antioxidants and vitamins.
However, the question of its accessibility remains asked. At more than 30 dinars per kilo, the fruit remains reserved for an elite. “It is not a fruit of everyday consumption, it is an occasional pleasure or an original gift,” says a client encountered in a supermarket in Tunis.
Tunisian farmers hope that local production will ultimately lower prices and democratize their consumption.
The arrival of the dragon fruit illustrates a broader phenomenon: the gradual opening of the Tunisian market to exotic products. After the lawyer, mango and blueberry, pitaya could find its place in urban consumption.
It remains to be seen whether this trend will settle permanently or if it will remain confined to a niche market, reserved for consumers with high purchasing power.
