Vegetables - ASEAN

ASEAN

Highlights

Revenue in the Vegetables market amounts to US$78.63bn in 2024. The market is expected to grow annually by 7.14% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$159bn in 2024).
In relation to total population figures, per person revenues of US$113.70 are generated in 2024.
In the Vegetables market, volume is expected to amount to 57.26bn kg by 2029. The Vegetables market is expected to show a volume growth of 4.8% in 2025.0.
The average volume per person in the Vegetables market is expected to amount to 68.1kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Vegetables Market within The Food market in ASEAN is witnessing minimal growth, influenced by factors such as fluctuating consumer preferences, competition from processed options, and challenges in supply chain logistics affecting fresh produce availability.

Customer preferences: Consumers in the ASEAN Vegetables Market are increasingly gravitating towards organic and locally sourced produce, influenced by a growing awareness of health and sustainability. This trend is driven by younger demographics, who prioritize clean eating and environmental impact over traditional preferences. Additionally, the rise of urban lifestyles is fostering a demand for convenience, prompting interest in ready-to-cook vegetable kits. Cultural factors, such as the integration of traditional recipes with modern cooking methods, further shape purchasing behaviors in this evolving market landscape.

Trends in the market: In the ASEAN Vegetables Market, a significant shift towards organic and locally sourced produce is evident, driven by heightened consumer awareness regarding health and environmental sustainability. Younger generations are leading this change, prioritizing clean eating and eco-friendly choices. Concurrently, the rise of urban lifestyles is fueling demand for convenient solutions, such as ready-to-cook vegetable kits. Additionally, the blending of traditional recipes with modern cooking practices is influencing purchasing behaviors, presenting both opportunities and challenges for industry stakeholders in adapting their offerings to meet evolving consumer preferences.

Local special circumstances: In the ASEAN Vegetables Market, diverse geographical conditions and cultural practices shape consumer preferences and market dynamics. The region's varied climates enable the cultivation of a wide range of vegetables, fostering local pride in fresh, homegrown produce. Cultural traditions, such as the emphasis on using seasonal ingredients in culinary practices, further drive demand for locally sourced vegetables. Regulatory frameworks promoting organic farming and sustainable practices enhance market growth. Additionally, urbanization is influencing consumption patterns, with a growing desire for convenience leading to the popularity of pre-packaged and ready-to-cook vegetable options.

Underlying macroeconomic factors: The ASEAN Vegetables Market is significantly influenced by macroeconomic factors such as national economic growth, trade policies, and consumer spending patterns. Economic stability in member countries fosters increased disposable income, leading to higher demand for fresh and organic vegetables. Additionally, favorable trade agreements within ASEAN facilitate the cross-border flow of agricultural products, promoting market expansion. Fluctuations in global commodity prices and supply chain disruptions also impact pricing and availability. Furthermore, shifting consumer preferences toward health and sustainability are driving investments in local agriculture and innovative farming technologies, enhancing market resilience and growth potential.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on food, which comprises all private household spending on food that is meant for at-home consumption (out-of-home consumption is not accounted for).

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, and consumer price index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Food market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.