Fresh Vegetables - Eastern Europe

Eastern Europe

Highlights

Revenue in the Fresh Vegetables market amounts to US$37.46bn in 2024. The market is expected to grow annually by 6.20% (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$157.50 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 23.06bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 1.5% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 90.0kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Eastern Europe is experiencing minimal growth, influenced by factors such as fluctuating agricultural productivity, changing consumer preferences, and competition from imported produce, which challenge local suppliers' market share.

Customer preferences: Consumers in Eastern Europe are increasingly prioritizing fresh, locally sourced vegetables, driven by a growing awareness of health and sustainability. This trend is supported by a younger demographic that values organic and environmentally friendly products, often preferring farmers' markets over supermarkets. Additionally, the rise of plant-based diets is reshaping purchasing patterns, as more individuals seek fresh produce to incorporate into their meals. Moreover, the influence of social media is fostering a culture of culinary experimentation, prompting demand for diverse vegetable varieties and innovative recipes.

Trends in the market: In Eastern Europe, the fresh vegetables market is experiencing a notable shift towards organic and locally sourced produce, driven by heightened consumer awareness regarding health, sustainability, and environmental impact. This trend is particularly prevalent among younger consumers, who demonstrate a strong preference for farmers' markets, valuing direct engagement with producers. The increasing adoption of plant-based diets further fuels the demand for fresh vegetables, as individuals seek nutritious ingredients for their meals. Additionally, social media is playing a crucial role in promoting culinary creativity, leading to a surge in interest for diverse vegetable varieties and innovative recipes, which poses both opportunities and challenges for producers and retailers in adapting their offerings to meet evolving consumer preferences.

Local special circumstances: In Eastern Europe, the fresh vegetables market is shaped by a unique blend of geographical diversity, cultural traditions, and regulatory frameworks. The region's varied climate allows for a rich array of vegetable cultivation, fostering local specialties that resonate with consumer preferences for authentic flavors. Cultural practices, such as seasonal eating and traditional preservation methods, enhance the demand for fresh produce. Additionally, EU regulations promoting sustainable farming practices encourage organic production, aligning with consumer desires for eco-friendly options. These local factors create a dynamic market environment, influencing purchasing habits and shaping the future of fresh vegetables.

Underlying macroeconomic factors: The fresh vegetables market in Eastern Europe is significantly influenced by macroeconomic factors such as regional agricultural policies, trade dynamics, and consumer spending patterns. Economic stability, characterized by GDP growth and low inflation rates, fosters increased disposable income, enhancing consumer demand for high-quality fresh produce. Additionally, trade agreements within the EU facilitate smoother cross-border vegetable exchanges, promoting market accessibility. Fluctuations in fuel prices and transportation costs also impact the supply chain, affecting pricing strategies. Furthermore, rising awareness of health and sustainability trends drives consumers toward organic options, shaping market performance and future growth prospects.

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.