Fresh Vegetables - Iran

Iran

Highlights

Revenue in the Fresh Vegetables market amounts to US$6.28bn in 2024. The market is expected to grow annually by 8.62% (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$69.90 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 1.27bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 3.2% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 12.4kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Iran has been experiencing subdued growth, influenced by factors such as fluctuating agricultural yields, changing consumer preferences, and economic challenges that impact purchasing power and supply chain dynamics.

Customer preferences: In Iran, there is a notable shift towards organic and locally sourced fresh vegetables, driven by growing health consciousness among consumers. Younger demographics, particularly millennials, are increasingly prioritizing sustainability and nutritional value, often favoring farmers' markets and online platforms for purchasing produce. Additionally, urbanization is influencing preferences, with busy lifestyles prompting a rise in demand for pre-packaged and ready-to-cook vegetable options, reflecting a blend of convenience and health-oriented choices in their diets.

Trends in the market: In Iran, the Fresh Vegetables Market is experiencing a burgeoning interest in organic and locally sourced produce, significantly influenced by increased health awareness among consumers. The younger population, particularly millennials, is leading this trend, gravitating towards farmers' markets and e-commerce platforms to obtain fresh vegetables. Urbanization is further shaping preferences, as busy lifestyles drive demand for convenient, pre-packaged, and ready-to-cook vegetable options. This shift not only highlights the importance of sustainability and nutrition but also presents opportunities for industry stakeholders to innovate in product offerings and distribution channels, ensuring alignment with evolving consumer needs.

Local special circumstances: In Iran, the Fresh Vegetables Market is uniquely shaped by its diverse climate and rich agricultural heritage, enabling the cultivation of a wide variety of produce, from aromatic herbs to staple vegetables. Cultural preferences for fresh and seasonal ingredients drive consumers to favor local markets and traditional bazaars, fostering a strong community connection. Additionally, regulatory challenges related to food safety and import restrictions encourage innovation in local farming practices. These factors collectively enhance the demand for organic options, as consumers seek quality and sustainability amid a changing food landscape.

Underlying macroeconomic factors: The Fresh Vegetables Market in Iran is significantly shaped by macroeconomic factors such as agricultural policies, economic stability, and global trade dynamics. The government’s focus on promoting domestic agriculture through subsidies and favorable regulations enhances local production capabilities, while fluctuating oil prices impact national economic health and consumer purchasing power. Global trends towards health and sustainability further drive demand for fresh, organic produce. Additionally, inflation and currency fluctuations affect pricing structures, influencing consumer behavior and market accessibility, ultimately shaping the growth trajectory of the fresh vegetables sector in Iran.

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.