Fresh Vegetables - Pakistan

Pakistan

Highlights

Revenue in the Fresh Vegetables market amounts to US$12.38bn in 2024. The market is expected to grow annually by 8.09% (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$50.48 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 15.03bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 2.4% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 55.7kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Pakistan has shown minimal growth, influenced by factors such as fluctuating agricultural practices, seasonal variability, and challenges in supply chain logistics, which limit consistent availability and access for consumers across the country.

Customer preferences: Consumers in Pakistan are increasingly prioritizing fresh and organic vegetables, reflecting a growing awareness of health and wellness. This trend is fueled by urbanization and a younger demographic that values sustainability and nutrition. Traditional markets are adapting, with many vendors enhancing their offerings to include organic options and promoting farm-to-table concepts. Additionally, the rise of e-commerce has facilitated access to fresh produce, allowing consumers to make informed choices and purchase directly from local farmers, thereby supporting community agriculture.

Trends in the market: In Pakistan, the Fresh Vegetables Market is experiencing a significant shift towards organic produce, driven by a health-conscious consumer base that increasingly values nutrition and sustainability. Urbanization is further propelling this trend, as younger demographics seek fresh, locally-sourced options. Traditional vendors are evolving, offering organic selections and embracing farm-to-table practices. Additionally, the rise of e-commerce platforms is enhancing access to fresh vegetables, enabling direct purchases from local farmers. This evolution holds substantial promise for industry stakeholders, fostering community agriculture and driving innovation in supply chain practices.

Local special circumstances: In Pakistan, the Fresh Vegetables Market is shaped by diverse geographical and cultural factors that set it apart from other regions. The country’s varied climate allows for a wide range of vegetables to be cultivated year-round, supporting local farming practices. Additionally, cultural preferences for seasonal and regional produce drive consumer demand for freshness and variety. Regulatory frameworks, including subsidies for organic farming, further encourage sustainable practices. These unique elements collectively enhance market dynamics, promoting a resilient and community-focused agricultural ecosystem.

Underlying macroeconomic factors: The Fresh Vegetables Market in Pakistan is significantly influenced by macroeconomic factors such as national economic health, agricultural policies, and global market trends. Economic growth and rising disposable incomes encourage consumers to prioritize fresh produce, bolstering market demand. Furthermore, government initiatives aimed at enhancing agricultural productivity and providing financial support to farmers promote sustainable practices, positively impacting supply chains. Global economic fluctuations, including changes in import/export tariffs, also affect pricing and availability of vegetables. These factors collectively shape the market dynamics, fostering resilience and adaptability in the sector.

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.