Fresh Vegetables - APAC

APAC

Highlights

Revenue in the Fresh Vegetables market amounts to US$350.50bn in 2024. The market is expected to grow annually by 6.56% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$101bn in 2024).
In relation to total population figures, per person revenues of US$81.78 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 289.60bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 4.7% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 55.9kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in APAC is experiencing minimal growth, influenced by factors such as changing consumer preferences, increased competition among suppliers, and challenges in supply chain logistics, which affect the availability and pricing of various vegetable types.

Customer preferences: Consumers in the APAC Fresh Vegetables Market are increasingly prioritizing health-conscious choices, leading to a rise in demand for organic and locally-sourced produce. This shift is influenced by a growing awareness of nutrition and wellness, particularly among younger demographics who value sustainability and environmental impact. Additionally, urbanization and busy lifestyles have driven interest in convenient meal solutions, such as pre-packaged vegetables and meal kits, reflecting a preference for quick, healthy eating options that align with modern living.

Trends in the market: In the APAC Fresh Vegetables Market, there is a notable trend towards the consumption of organic and locally-sourced produce, driven by increasing health consciousness among consumers. Countries like Japan and Australia are seeing a surge in demand for sustainable farming practices, reflecting a shift in consumer preferences towards environmentally-friendly options. Meanwhile, urbanization is fueling interest in convenient meal solutions, such as pre-packaged vegetables and meal kits, catering to busy lifestyles. This evolution presents significant opportunities for industry stakeholders to innovate their product offerings and align with changing consumer behaviors.

Local special circumstances: In China, the Fresh Vegetables Market is influenced by rapid urbanization and a growing middle class that demands higher-quality produce. The government supports this shift through initiatives promoting sustainable agriculture and food safety regulations. In Thailand, intricate cultural preferences for local flavors drive demand for diverse, seasonal vegetables, while farmers' markets thrive, fostering community engagement. Meanwhile, in South Korea, technology adoption, such as smart farming and online grocery platforms, enhances accessibility to fresh produce, reflecting a blend of tradition and modernity in consumer habits.

Underlying macroeconomic factors: The Fresh Vegetables Market in the APAC region is significantly shaped by macroeconomic factors such as urbanization trends, national economic stability, and consumer spending patterns. Rapid urban growth, particularly in countries like China, drives demand for high-quality produce as the middle class expands. Fiscal policies promoting sustainable agriculture and food safety enhance market confidence and investment. Additionally, shifts in global trade dynamics and supply chain logistics affect pricing and availability, while technological advancements in farming and distribution methods improve efficiency and accessibility across the region, reflecting a growing preference for fresh, locally-sourced vegetables.

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.