Fresh Vegetables - EMEA

EMEA

Highlights

Revenue in the Fresh Vegetables market amounts to US$319.60bn in 2024. The market is expected to grow annually by 7.37% (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$130.90 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 178.90bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 3.8% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 63.1kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in EMEA is witnessing minimal growth, influenced by factors such as fluctuating consumer preferences, seasonal availability of various produce, and increasing competition from processed alternatives affecting overall demand.

Customer preferences: Consumers in the EMEA Fresh Vegetables Market are increasingly prioritizing sustainability and organic produce, driven by heightened environmental awareness and health consciousness. This shift is particularly pronounced among younger demographics, who favor locally sourced and ethically produced vegetables. Additionally, the rise of plant-based diets is influencing purchasing decisions, as more individuals seek fresh ingredients to create nutritious meals. Social media platforms further amplify these trends, enabling consumers to share recipes and lifestyle choices that emphasize fresh, wholesome vegetables.

Trends in the market: In the EMEA Fresh Vegetables Market, there is a notable trend towards increased demand for organic and locally sourced produce, as consumers, particularly younger generations, become more health-conscious and environmentally aware. This shift is fueling a surge in community-supported agriculture and urban farming initiatives. Moreover, the popularity of plant-based diets is driving consumers to seek fresh vegetables for nutritious meal preparations. Industry stakeholders must adapt to these dynamics, prioritizing sustainable sourcing and transparency in their supply chains to meet evolving consumer preferences.

Local special circumstances: In the EMEA Fresh Vegetables Market, diverse geographical and cultural factors significantly shape consumer preferences and market dynamics. For instance, Mediterranean countries prioritize heirloom varieties, reflecting their culinary traditions, while Northern European nations emphasize sustainability and local sourcing due to stringent environmental regulations. Additionally, culturally, the emphasis on seasonal eating influences purchasing habits, with consumers keen on supporting local farmers. These unique local factors drive innovation in distribution channels and promote community engagement in agricultural practices, further differentiating the EMEA market from others.

Underlying macroeconomic factors: The EMEA Fresh Vegetables Market is significantly influenced by macroeconomic factors such as overall economic stability, disposable income levels, and trade policies. The growing emphasis on health and wellness drives consumer demand for fresh produce, particularly in wealthier nations where disposable incomes allow for premium purchases. Furthermore, fluctuations in currency exchange rates can impact import prices, affecting market dynamics. National agricultural policies promoting sustainability and supporting local farmers also play a crucial role, shaping production methods and influencing consumer preferences towards organic and locally sourced vegetables. Additionally, global supply chain disruptions can affect availability, leading to increased prices and altering purchasing behavior across the region.

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.