Fresh Vegetables - North America

North America

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 in North America is experiencing minimal growth, influenced by factors such as shifting consumer preferences, seasonal availability, and competition from processed foods, which collectively affect demand across various vegetable categories.

Customer preferences: Consumers in North America are increasingly prioritizing health and sustainability, leading to a growing demand for organic and locally sourced fresh vegetables. This trend is influenced by a younger demographic that values transparency in food sourcing and environmental responsibility. Additionally, the rise of plant-based diets is prompting shifts in purchasing habits, with more individuals opting for fresh vegetables as alternatives to processed foods. Convenience-driven lifestyles are also steering consumers towards pre-packaged and ready-to-cook vegetable options, further shaping market dynamics.

Trends in the market: In North America, the Fresh Vegetables Market is experiencing a significant shift towards organic and locally sourced products, driven by a younger consumer base that values health and sustainability. This trend signifies a broader movement towards transparency in food sourcing, with consumers increasingly opting for fresh vegetables over processed options. Additionally, the rise of plant-based diets is reshaping purchasing habits, while convenience-driven lifestyles are fueling demand for pre-packaged and ready-to-cook vegetable options. These dynamics present both challenges and opportunities for industry stakeholders, urging them to adapt their offerings to meet evolving consumer preferences.

Local special circumstances: In North America, the Fresh Vegetables Market is influenced by diverse geographical factors, such as varying climates and agricultural practices across regions. For instance, California's favorable weather allows for year-round production of a wide variety of vegetables, while the Midwest focuses on seasonal crops. Culturally, the increasing emphasis on health and wellness, particularly among millennials and Gen Z, drives demand for fresh, organic options. Regulatory frameworks supporting sustainable farming practices further shape consumer preferences, highlighting local sourcing and environmental stewardship as key market dynamics.

Underlying macroeconomic factors: The Fresh Vegetables Market in North America is significantly shaped by macroeconomic factors such as consumer spending patterns, inflation rates, and trade policies. As disposable incomes rise, particularly in urban areas, there is a notable shift towards premium organic produce, driving market growth. Conversely, inflation can impact consumer purchasing behavior, leading to a preference for value-oriented options. Additionally, trade agreements and tariffs influence the availability and pricing of imported vegetables, affecting local supply chains. Furthermore, ongoing investments in sustainable agriculture and technology adoption enhance production efficiency, aligning with the growing consumer demand for fresh and locally sourced vegetables.

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.