Fresh Vegetables - ASEAN

ASEAN

Highlights

Revenue in the Fresh Vegetables market amounts to US$67.30bn in 2024. The market is expected to grow annually by 7.25% (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$97.36 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 50.90bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 4.9% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 60.2kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market within The Food market in ASEAN is witnessing minimal growth, influenced by factors such as fluctuating consumer preferences, seasonal availability, and competition from processed alternatives, which together limit expansion opportunities.

Customer preferences: Consumers in the ASEAN Fresh Vegetables Market are increasingly prioritizing health and sustainability, driving demand for organic and locally sourced produce. This shift is influenced by a growing awareness of nutrition and environmental impact, particularly among younger demographics. Additionally, urbanization and busy lifestyles are fostering interest in convenient, pre-packaged fresh vegetable options. Social media is playing a crucial role in shaping preferences, as influencers promote vibrant, plant-based diets that resonate with health-conscious consumers seeking fresh, nutritious choices.

Trends in the market: In the ASEAN Fresh Vegetables Market, there is a notable trend towards the consumption of organic and locally sourced vegetables, driven by heightened consumer awareness of health and sustainability. The increase in urbanization is leading to a demand for convenient, pre-packaged options that cater to busy lifestyles. Social media influencers are significantly shaping dietary preferences, promoting plant-based diets that appeal to health-conscious younger consumers. This trend holds substantial implications for industry stakeholders, as they may need to adapt their supply chains and marketing strategies to align with evolving consumer expectations for transparency and eco-friendly practices.

Local special circumstances: In the ASEAN Fresh Vegetables Market, diverse geographical factors play a crucial role, with varying climates allowing for a rich diversity of produce across the region. Cultural preferences influence vegetable consumption patterns, as traditional cuisines often dictate local favorites. Additionally, regulatory frameworks surrounding agricultural practices differ significantly among ASEAN nations, affecting organic certification processes and pesticide usage. These unique local factors shape market dynamics by influencing supply chains, pricing strategies, and consumer education efforts, ultimately driving demand for sustainable and regionally relevant products.

Underlying macroeconomic factors: The Fresh Vegetables Market within the ASEAN region is significantly shaped by macroeconomic factors such as agricultural productivity, trade policies, and consumer income levels. Economic growth in ASEAN countries boosts disposable incomes, leading to increased demand for fresh produce, particularly among urban populations. Favorable trade agreements enhance cross-border vegetable trade, allowing for a more diverse supply chain. However, fluctuating exchange rates and inflation can impact pricing and affordability. Additionally, government initiatives promoting sustainable agriculture and investments in agricultural technology further influence market dynamics, encouraging environmentally friendly practices and improving yield efficiency.

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.