Fresh Vegetables - New Zealand

New Zealand

Highlights

Revenue in the Fresh Vegetables market amounts to US$1.27bn in 2024. The market is expected to grow annually by 4.30% (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$241.20 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 401.20m 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 66.8kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in New Zealand is witnessing minimal growth, influenced by factors such as changing consumer preferences, seasonal availability of produce, and competition from imported vegetables, which challenges local growers and affects overall market dynamics.

Customer preferences: Consumers in New Zealand are increasingly prioritizing health and sustainability, driving a shift towards locally sourced, organic, and seasonal vegetables. This trend reflects a growing awareness of environmental impacts and a desire for fresher produce. Additionally, younger demographics, particularly millennials and Gen Z, are embracing plant-based diets, seeking innovative ways to incorporate vegetables into their meals. Social media influences play a significant role in shaping these preferences, as consumers share recipes and sustainable living practices, further impacting purchasing behaviors in the fresh vegetables market.

Trends in the market: In New Zealand, the fresh vegetables market is experiencing a significant shift toward organic and locally sourced produce, driven by consumers' increasing health consciousness and environmental awareness. The demand for seasonal vegetables is rising, reflecting a preference for fresher options that support local agriculture. Furthermore, younger consumers, particularly millennials and Gen Z, are enthusiastically adopting plant-based diets, which is prompting retailers to innovate with diverse vegetable offerings. Social media's impact in promoting recipes and sustainable living practices is reshaping purchasing behaviors, highlighting the need for industry stakeholders to adapt to these evolving consumer preferences.

Local special circumstances: In New Zealand, the fresh vegetables market is uniquely shaped by its diverse climate and rich soil, allowing for a wide variety of crops to be grown year-round. The country's strong cultural emphasis on sustainability and environmental stewardship fosters a deep-rooted preference for local produce. Regulatory support for organic farming practices further encourages growers to adopt eco-friendly methods. Additionally, the proximity to urban centers enhances access to fresh vegetables, strengthening community-supported agriculture initiatives and driving demand for seasonal offerings among health-conscious consumers.

Underlying macroeconomic factors: The Fresh Vegetables Market in New Zealand is significantly shaped by macroeconomic factors such as national economic health, consumer spending patterns, and global trade dynamics. The country's robust economy, characterized by steady GDP growth and low unemployment rates, fosters increased disposable income, enhancing demand for fresh produce. Furthermore, global trends toward healthier eating and sustainability align with local consumer preferences, driving market growth. Fiscal policies promoting agricultural innovation and investments in rural infrastructure also bolster the sector, while trade agreements facilitate access to international markets, allowing New Zealand's fresh vegetables to reach a broader audience.

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.