Fresh Vegetables - Southern Europe

Southern Europe

Highlights

Revenue in the Fresh Vegetables market amounts to US$57.55bn in 2024. The market is expected to grow annually by 8.54% (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$243.10 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 39.89bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 5.7% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 137.8kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Southern Europe is experiencing subdued growth due to factors such as fluctuating consumer preferences, seasonal availability, and competition from processed alternatives, despite a growing trend towards healthier eating habits.

Customer preferences: Consumers in Southern Europe are increasingly prioritizing locally sourced and organic fresh vegetables, motivated by a growing awareness of sustainability and health benefits. This trend is particularly pronounced among younger demographics, who are more inclined to support local farmers and reduce their carbon footprint. Additionally, the rise of plant-based diets is influencing purchasing decisions, with many seeking innovative vegetable-based products as alternatives to meat. Social media platforms further amplify these preferences, showcasing the appeal of vibrant, fresh produce in culinary presentations.

Trends in the market: In Southern Europe, the Fresh Vegetables Market is experiencing a notable shift towards sustainable and organic produce, with consumers increasingly favoring locally sourced options. This trend is gaining momentum, particularly among younger generations who prioritize health and environmental consciousness. The growing popularity of plant-based diets is driving demand for innovative vegetable-based products, encouraging manufacturers to diversify their offerings. Additionally, social media plays a crucial role in shaping consumer preferences, promoting the aesthetic appeal of fresh vegetables and culinary creativity. These trends present significant opportunities for local farmers, retailers, and food producers to capitalize on the evolving market landscape.

Local special circumstances: In Southern Europe, the Fresh Vegetables Market thrives on a rich agricultural heritage and diverse climate, allowing for a wide variety of locally grown produce. Cultural traditions emphasize the importance of fresh, seasonal ingredients, which fosters a strong connection between consumers and local farmers. Additionally, stringent EU regulations on organic farming and sustainability practices have encouraged producers to adopt eco-friendly methods. This regulatory framework, combined with an increasing focus on health and wellness, is propelling the demand for organic and locally sourced vegetables, setting Southern Europe apart from other markets.

Underlying macroeconomic factors: The Fresh Vegetables Market in Southern Europe is significantly influenced by macroeconomic factors such as agricultural policies, consumer spending trends, and international trade dynamics. The economic health of Southern European countries, characterized by recovery from past economic downturns, supports higher disposable incomes, leading to increased demand for fresh produce. Additionally, favorable fiscal policies that promote sustainable agriculture and local sourcing enhance market performance. Global trends emphasizing health and wellness further drive consumer preferences toward fresh, organic vegetables. Moreover, trade agreements within the EU facilitate smoother distribution channels, bolstering the market's growth potential.

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.