Fresh Vegetables - Eastern Asia

Eastern Asia

Highlights

Revenue in the Fresh Vegetables market amounts to US$169.90bn in 2024. The market is expected to grow annually by 4.94% (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$104.00 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 95.14bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 3.9% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 49.5kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables market in Eastern Asia is experiencing minimal growth, influenced by factors such as changing dietary preferences, urbanization, and competition from processed foods. Consumer demand for quality and sustainability is shaping market dynamics.

Customer preferences: Consumers in Eastern Asia are increasingly prioritizing fresh, locally-sourced vegetables, driven by a growing awareness of health and sustainability. This shift is influenced by younger demographics who favor organic produce and environmentally-friendly farming practices. Urbanization is also prompting a demand for convenient, ready-to-eat vegetable options that fit busy lifestyles. Additionally, cultural traditions emphasizing fresh ingredients in home cooking are being reinterpreted, leading to a resurgence in interest for traditional recipes that highlight seasonal vegetables.

Trends in the market: In Eastern Asia, the Fresh Vegetables Market is experiencing a notable shift towards organic and sustainably-sourced produce, driven by heightened consumer awareness of health and environmental issues. Younger generations are increasingly demanding transparency in food sourcing, leading to a rise in local farmer collaborations and community-supported agriculture initiatives. Urban lifestyles are also fueling the need for convenient, pre-packaged vegetable options that retain nutritional value. This trend is significant as it fosters a deeper connection between consumers and their food sources, prompting industry stakeholders to adapt their supply chains and marketing strategies to meet evolving preferences and maintain competitiveness.

Local special circumstances: In Eastern Asia, the Fresh Vegetables Market is uniquely shaped by diverse geographical factors, such as varying climates that support a wide range of produce, from leafy greens in temperate zones to tropical fruits in warmer areas. Culturally, traditional diets emphasize fresh ingredients, creating a strong demand for locally sourced vegetables. Regulatory frameworks also play a crucial role, with increasing government support for organic farming practices and food safety standards, further driving consumer trust and preference for sustainably sourced options. These elements collectively influence market dynamics, prompting innovation in distribution and product offerings.

Underlying macroeconomic factors: The Fresh Vegetables Market in Eastern Asia is significantly influenced by macroeconomic factors, including economic growth, consumer spending trends, and agricultural policies. As countries in the region experience varying rates of GDP growth, increased disposable incomes lead to higher demand for fresh produce, particularly among urban populations. Additionally, fiscal policies promoting sustainable agriculture and subsidies for local farmers enhance the market's capacity to meet consumer preferences for fresh vegetables. Global supply chain dynamics, including trade agreements and freight costs, further impact availability and pricing. Lastly, growing awareness of health and wellness trends drives the demand for organic and locally sourced vegetables, solidifying their role in the regional food market.

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.