Fresh Vegetable Market

Fresh Vegetable Market Size

The fresh vegetable market size was valued at USD 949.8 billion by 2024. It’s expected to capture USD 1.6 trillion by the year 2034 and with a projected CAGR of 4.7% from 2025 to 2034 as health-oriented consumer behaviour, evolving sustainability concerns, and innovations in agricultural technology are the driving the market development.

Modern nutritional awareness has increased demand for freshly harvested vegetables, which in turn has shifted their importance for purchase. There is rise in the popularity of vegetarianism and additional interest in ‘whole foods’ cuisine, localization, organic production, and sustainable farming. Due to the innovations like vertical farming, hydroponics, and precision farming production of vegetable has become easier to produce without compromising on quality. Vertical and hydroponic farming has increased the possibility of meeting a growing demand without harming the environment.

The fresh vegetable market witnessed significant transformation owing to e-commerce and online grocery shopping even before 2020. Direct-to-consumer brands, grocery delivery services, and subscription boxes have fostered greater expansion of the market by increasing the ease of access to quality fresh vegetables.

As climate change continues to impact crop yields there is a price volatility due to unpredictable weather patterns, pest infestations, and natural disasters. Since globalization is leading to a shift in dietary needs towards healthier choices, fresh vegetables stand to gain even more in popularity. It is undeniable that farmers have adopted new and innovative sustainable practices, which in conjunction with an increasing focus on the fresh food value chain, strengthens the outlook of the market.

Fresh Vegetable Market Trends

• Rising Demand for Organic Produce: As consumers have started prioritizing their health they are opting more for organic foods as it has slightly higher nutritional values with genetically modified organism (GMO). Retailers stocking organic products are also increasing. While nonchemical pest control strategies, crop rotation, and other methods of organic farming tend to have mixed results, the results are almost always positive when it comes to biodiversity and soil health. As parents and nations work towards narrowing their carbon footprint, the trend within the market is expected to grow, making organic fresh vegetables a major segment.
  
• Growth of Plant-Based Diets: The existence of such diets has had an impact on the market of fresh vegetables. The reduction in meat eating and the increase in consumption of vegetarian and vegan diets has caused an increase in the demand for fresh vegetables. Vegetables are the dominant source of these nutrients in a plant-based diet. This change seems to be large among the youths and health conscious which makes sure that there are more fresh vegetables in the stores. In response, retailers and foodservice operators are increasing the variety of plant-based products and more creative, vegetable-centered meals. As global consumption of plant-based foods continues to rise, it is predicted that the fresh vegetable market will also continue growing.
  
• Technology in Farming and Production: Fresh vegetables are grown, harvested, and sold in a completely different manner owing to the emergence of new tools and techniques in agriculture. As the industry shifts, farming is receiving its much-needed upgrade through AI, sensors and data science. Vertical farming, hydroponics, and aeroponics are cropping up across towns where conventional agriculture space is limited. With these practices, crops can be grown 24/7, there’s less reliance on weather, and there’s a more efficient use of water and nutrients. These new methods also have lower operational costs and a reduced negative effect on the environment. The increasing rate of fresh vegetable demand is alarming but so is the development and advancement in efficiency of tools and technologies.
  
• Shift Towards Digital and Online Grocery Shopping: The expansion of the e-commerce industry has changed the buying methods of many fresh vegetables. Online grocery shops are not only restricted to Amazon Fresh and Walmart but now have special produce delivery businesses that are making the purchase of fresh vegetables easier. This change was brought about during the COVID-19 pandemic, and it aided much of the consumers who prefer the Austrian model of e-commerce where products are delivered to the home and shopping for fresh groceries is done online. Additionally, offering subscription models for boxes filled with vegetables that provide regular supplies of fresh seasonal vegetables is also gaining traction. Such a change in the sale and purchase of fresh vegetables is enabled by digital platforms today and such authority will further increase, expanding the methods and techniques to market and distribute fresh vegetables in the future.
  
• Vegetable-Based Convenience Products: The growing trend for convenience on food consumption has created a new market for ready-to-eat and meal-kits vegetable based products. Ready-to-cook vegetable kits containing recipes, pre-washed, pre-peeled, and pre-packaged fresh vegetables are becoming a norm because they are convenient. This trend is especially true for urban dwellers, working professionals, and families that cherish our nutritious meal that is easy to prepare. In response, the retailers have started to upgrade their offerings to include more plant-based convenience products in healthy, easy to prepare meals. The demand for certain meals is slowly increasing and so is the need of convenience. As the focus on healthy eating continues, this trend will most likely continue.
  

Fresh Vegetable Market Analysis

The fresh vegetable market by nature is segmented into leafy greens, cruciferous vegetable, root vegetable, allium vegetable, solanaceous vegetable, legumes, cucurbitaceous vegetable and others.

• As spinach, parsley, kale, lettuce these are rich in vitamins, minerals, antioxidants and supports bone health Leafy greens are expected to dominate the market by holding 19.1% of the share. The demand for organic and locally sourced leafy greens has increased significantly due to interest in sustainability and eco-friendly practices.
  
• Cruciferous vegetables are estimated to retain 11.5% of the market in 2024. This category has seen an increased demand because of the health-related claims of cancer prevention, and they are still very common foods among health-conscious people, especially in North America and Europe.
  
• Root vegetables are gaining significant market share together with potatoes which continue to be important. Alliums are important as seasonings in practically all cuisines of the world. Garlic in particular is gaining more popularity because of its health benefits mainly around immune and heart health.
  
• The shift toward healthier diets and plant-based eating continues to increase the consumption of solanaceous vegetables. Market segment is influenced by the growing trends of organic and locally sourced produce, as well as increased consumer focus on health, sustainability, and convenience.
  

The fresh vegetable market by application is segmented into household consumption, food processing, food service and others.

• Households are responsible for consuming the largest portion of fresh vegetables with about 60.4% share because they are becoming more aware of health particulars even as marketing is increasing for these products. The constant march toward plant-based foods is also responsible for increasing household consumption since more people prefer eating whole foods.
  
• As consumer life becomes more hectic, processed vegetables that are frozen, canned, or pre-packaged are gaining market penetration. Thus, in food processing, we estimate a CAGR of 6.4% going forward.
  
• Foodservice which includes restaurants, cafeterias, hotels, and catering brands combined have only 5.7% share in the market, but it still serves an important role because as consumers become more health conscious, the demand for fresh vegetables from foodservice businesses has been growing.
  Vegetables are greatly used in foodservices from salads and sides, main dishes and snacks to soups. The greater inclusion of vegetarian, vegan, or flexitarian diets in the food services is helping this growth.
  

The fresh vegetable market by distribution channel is segmented into supermarket / hypermarket, speciality stores, online retail & convenience stores.

• Retailers such as supermarkets, hypermarkets, and grocery chains continue to be the major distribution channel for fresh vegetables. The segment has the largest share in the market with 57.6% since supermarkets are the main retailers of other fresh produce like vegetables, which are frequently procured from local and foreign markets by big stores.
  
• The market for fresh vegetables has also buoyed online grocery retailers like Amazon Fresh and Walmart, as well as regional grocery delivery services, and every other online vendor is capturing an increasing portion of the market. This segment recorded a CAGR of 6.3% in recent years, especially during the COVID-19 as many people started to see the convenience of buying groceries online.
  
• Sustained growth in farmers’ markets comes from the increased purchasing power of Americans who want fresh organic locally grown vegetables and prefer buying them directly from the farmers. These markets usually sell seasonal vegetables raised in specific areas which attracts consumers who care about the environment.
  

The U.S. continuous to sustain the governing market share in the fresh vegetable market.

• In 2024, this region is estimated to be worth USD 107.5 billion and is projected to grow to USD 185.5 billion by 2034 and estimated to flourish at growth of 6.1% as this is driven by the health-conscious consumers looking for organic and sustainable foods
  
• The demand for easy to prepare and easy to cook pre-packaged vegetables is fostering growth. In addition, fresh vegetable demand and processed food products is also pushing the market growth.
  

The fresh vegetable market in India is projected to see healthy growth from 2025 to 2034

• Potatoes, onions, Tomatoes, leafy greens are in demand widely. The market is mainly supplied by traditional retail and wholesale markets although e-commerce is increasing in the metropolitan areas.
  
• There is a growing preference towards fresh organic vegetables especially in the urban population. Fresh vegetables are gaining traction faster because of infrastructure developments and government policies that aim to increase agriculture output.
  

Fresh Vegetable Market Share

The market for fresh vegetables is fragmented and has global manufacturers, regional companies, and niche industry clients competing. It will grow tremendously in the Asia pacific and American regions.

The top 5 companies in the fresh vegetable market includes Dole food company, Fresh Delmonte, The Kraft Heinz, Conagra foods and Taylor farms. These companies have monopolized the market by over 40% market share due to specialized regional focus and nurtured growth of production.

As a leading producer of fresh fruits and vegetables, Dole sustains its brand by producing high-quality products including lettuce, spinach, and cabbage. Its commitment to sustainability and innovation, as well as offering convenient ready to eat products, ensures it remains competitive both in retail and foodservice.

Monterey also provides a range of fresh vegetables like tomatoes, cucumber, and peppers, and is one of Del Monte’s subsidiaries. Their supply chain is optimized to be environmentally friendly using many regions as sources for healthy and fresh produce.

The Kraft Heinz Company is venturing into the fresh vegetable sector with a reasonable level of intensity by marketing healthy, convenient, ready-to-eat meals to health-conscious individuals. Conagra aims to offer products that are as fresh as possible while possessing extended shelf lives as well as sustainably sourced ingredients. Taylor continuing Farms LLC. pragmatically focuses on health and sustainability which enables them to grab the growing market for healthy, easily accessible meals.

Fresh Vegetable Market Companies

Some of the eminent market participants operating in the fresh vegetable industry include:

• Ardo Group
• Bonduelle Group
• Calavo Growers
• Conagra Brands
• Church Brothers Farms
• Dole Food Company
• Fresh Del Monte Produce
• Green Giant
• Lipman Family Farms
• Mann Packing Company
• Nestlé S.A.
• SunFed
• Taylor Farms
• The Kraft Heinz Company
  

Fresh Vegetable Industry News:

• By 2024 Ardo has managed to extend its outreach to over 100 countries which helped the company become a global leader in the production of fresh frozen vegetables, herbs, and fruits.
  
• In 2024, Bonduelle Group announced that they will divest their packaged salad business within France and Germany because there was a decade-long structural drop in salad consumption in the two nations which was exacerbated by inflation and more competition from private label brands.
  
• In June 2023, FreshPoint Inc. completed the purchase of BIX with the goal of increasing its clientele, growing its freshly cut product line, and adding new markets with specialty products.
  
• In December 2022, Keelings partnered with the nonprofit FareShare to help save good food from being wasted and to help feed families and children. They are working together to provide the necessary fresh and nutritious food for these families.
  

The fresh vegetable market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Billion from 2021 – 2034 for the following segments:

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Market, By Vegetable type

• Leafy greens
  • Lettuce
  • Spinach
  • Kale
  • Swiss chard
  • Others
• Cruciferous vegetables
  • Broccoli
  • Cauliflower
  • Cabbage
  • Brussels sprouts
  • Others
• Root vegetables
  • Carrots
  • Potatoes
  • Beets
  • Radishes
  • Others
• Allium vegetables
  • Onions
  • Garlic
  • Leeks
  • Shallots
  • Others
• Solanaceous Vegetables
  • Tomatoes
  • Peppers
  • Eggplants
  • Others
• Legumes
  • Peas
  • Beans
  • Lentils
  • Others
• Cucurbitaceous vegetables
  • Cucumbers
  • Zucchinis
  • Pumpkins
  • Melons
  • Others
• Others
  • Corn
  • Asparagus
  • Artichokes
  • Others

Market, By End Use

• Household consumption
• Food processing
• Food service

Market, By Distribution Channel

• Retail stores
• Online retailing
• Farmers market
• Specialty stores
• Foodservice providers
• Wholesale markets

The above information is provided for the following regions and countries:

• North America 
  • U.S.
  • Canada
• Europe 
  • Germany
  • UK
  • France
  • Spain
  • Italy
  • Netherlands
• Asia Pacific 
  • China
  • India
  • Japan
  • Australia
  • South Korea
• Latin America 
  • Brazil
  • Mexico
  • Argentina
• Middle East and Africa 
  • Saudi Arabia
  • South Africa
  • UAE