Vegetables - NAFTA

NAFTA

Highlights

Revenue in the Vegetables market amounts to US$132.00bn in 2024. The market is expected to grow annually by 4.90% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$159bn in 2024).
In relation to total population figures, per person revenues of US$258.60 are generated in 2024.
In the Vegetables market, volume is expected to amount to 52.15bn kg by 2029. The Vegetables market is expected to show a volume growth of 3.3% in 2025.0.
The average volume per person in the Vegetables market is expected to amount to 89.0kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Vegetables Market within NAFTA is witnessing minimal growth, influenced by factors such as changing consumer preferences for fresh produce, increasing demand for convenience foods, and the rising focus on healthy eating, which is reshaping purchasing behaviors.

Customer preferences: Consumers are increasingly prioritizing plant-based diets, driving a shift towards fresh, organic vegetables as part of their health-conscious lifestyle. This trend is particularly evident among younger demographics, who value sustainability and ethical sourcing, influencing purchasing decisions. Additionally, the growing popularity of meal kits and ready-to-cook vegetable options reflects a desire for convenience without compromising on nutrition. Cultural influences, such as the incorporation of global cuisines, further enhance the demand for diverse vegetable varieties, reshaping the market landscape.

Trends in the market: In North America, the vegetables market is experiencing a notable shift towards organic and locally sourced produce, driven by consumer demand for transparency and sustainable practices. The trend is particularly pronounced among millennials and Gen Z, who actively seek out brands that align with their values. In Mexico, traditional markets are adapting by incorporating organic sections to cater to health-conscious shoppers. Meanwhile, in Canada, subscription services for fresh vegetables are on the rise, reflecting a preference for convenience and freshness. These trends signify a transformative phase for industry stakeholders, requiring adaptations in sourcing, marketing, and distribution strategies to meet evolving consumer expectations.

Local special circumstances: In North America, the vegetables market is shaped by diverse local factors influencing consumer preferences and supply chains. In the U.S., climate variability affects crop yields, prompting a strong interest in greenhouse-grown and hydroponic vegetables. Canada’s multicultural landscape fosters demand for a variety of ethnic vegetables, while strict food safety regulations ensure high standards in production. In Mexico, the rich agricultural heritage and community-based farming practices promote the popularity of heirloom varieties, creating unique market opportunities that cater to regional tastes and sustainability concerns.

Underlying macroeconomic factors: The vegetables market in North America is significantly influenced by macroeconomic factors including trade policies, agricultural subsidies, and fluctuating commodity prices. The implementation of NAFTA, now replaced by the USMCA, has facilitated cross-border trade, allowing for a more integrated supply chain that benefits both producers and consumers. Additionally, national economic health indicators such as GDP growth and unemployment rates affect consumer spending on fresh produce. Fiscal policies promoting sustainable agriculture and investments in technology enhance productivity and resilience against climate change, further shaping market dynamics and consumer preferences for locally sourced and organic 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.