Fresh Vegetables - NAFTA

NAFTA

Highlights

Revenue in the Fresh Vegetables market amounts to US$92.67bn in 2024. The market is expected to grow annually by 5.59% (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$181.60 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 39.76bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 4.1% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 65.7kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market within The Food market in NAFTA has been experiencing minimal growth, influenced by shifting consumer preferences, seasonal availability, and competition from processed alternatives, alongside a focus on health and sustainability in food choices.

Customer preferences: Consumers are increasingly prioritizing fresh, locally-sourced vegetables as part of a broader movement towards health-conscious eating and sustainability. There is a growing interest in organic produce, driven by a desire for chemical-free options and environmental responsibility. Additionally, younger demographics, particularly millennials and Gen Z, are embracing plant-based diets, spurring demand for innovative vegetable-based products. Social media influences these trends, as consumers share recipes and lifestyle choices that highlight fresh vegetables, fostering community engagement and awareness around nutrition.

Trends in the market: In North America, the Fresh Vegetables Market is experiencing a surge in demand for locally-sourced and organic produce, reflecting consumers' increasing focus on health and sustainability. This trend is particularly pronounced among younger generations, such as millennials and Gen Z, who are driving interest in plant-based diets and innovative vegetable-based products. Additionally, social media platforms are amplifying these trends, as users share recipes and lifestyle choices centered on fresh vegetables, fostering community engagement. This evolving landscape presents significant implications for growers, retailers, and marketers, urging them to adapt to changing consumer preferences and enhance transparency in sourcing practices.

Local special circumstances: In North America, the Fresh Vegetables Market is shaped by diverse geographical conditions, such as varying climates and soil types that influence the types of vegetables grown. Regions like California and Mexico benefit from favorable weather for year-round production, while the Northeast faces seasonal limitations that drive demand for imports. Culturally, the growing emphasis on health and sustainability aligns with local agricultural practices, promoting organic farming. Regulatory standards, including food safety laws and labeling requirements, further impact market dynamics, pushing growers and retailers to prioritize transparency and quality, catering to increasingly discerning consumers.

Underlying macroeconomic factors: The Fresh Vegetables Market in North America is significantly influenced by macroeconomic factors such as consumer spending patterns, trade policies, and agricultural productivity. Economic growth in the region boosts disposable income, leading to higher demand for fresh produce, particularly organic options. Furthermore, fiscal policies that support sustainable farming practices and investment in agricultural technology enhance production efficiency. On a global scale, trade agreements like USMCA (successor to NAFTA) facilitate cross-border trade, allowing for a diverse supply of fresh vegetables. Additionally, fluctuations in fuel prices and labor costs impact logistics and overall market pricing, shaping consumer access to fresh produce.

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.