Vegetables - Southern Europe

Southern Europe

Highlights

Revenue in the Vegetables market amounts to US$74.02bn in 2024. The market is expected to grow annually by 7.90% (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$312.70 are generated in 2024.
In the Vegetables market, volume is expected to amount to 46.98bn kg by 2029. The Vegetables market is expected to show a volume growth of 5.1% in 2025.0.
The average volume per person in the Vegetables market is expected to amount to 165.1kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Vegetables Market in Southern Europe is witnessing minimal growth, influenced by factors such as changing consumer preferences, a shift towards healthier eating habits, and the rising demand for convenience in meal preparation, despite challenges in supply chain efficiency.

Customer preferences: Consumers in Southern Europe are increasingly prioritizing plant-based diets, driven by heightened awareness of health and environmental sustainability. This shift is marked by a growing preference for organic and locally sourced vegetables, reflecting cultural values around fresh produce. Additionally, younger demographics are favoring convenience, pushing for pre-packaged and ready-to-cook vegetable options. Social media influences also play a role, as vibrant food presentations inspire culinary experimentation, prompting higher demand for diverse and exotic vegetable varieties.

Trends in the market: In Southern Europe, the Vegetables Market is experiencing a significant shift towards plant-based diets, with consumers increasingly valuing health and environmental sustainability. This trend is marked by a surge in demand for organic and locally sourced vegetables, as cultural preferences for fresh produce gain prominence. Concurrently, younger consumers are leaning towards convenience, driving growth in pre-packaged and ready-to-cook vegetable options. The influence of social media is also notable, as visually appealing food presentations encourage culinary creativity and increase interest in a broader range of exotic vegetable varieties, shaping industry strategies for product development and marketing.

Local special circumstances: In Southern Europe, the Vegetables Market is significantly influenced by its Mediterranean climate, which supports a diverse array of crops and encourages the consumption of fresh produce. Local culinary traditions prioritize seasonal vegetables, fostering a strong connection between food and culture. Additionally, stringent EU regulations on organic farming bolster consumer confidence in sustainably sourced products. The rise of farmers' markets reflects a cultural emphasis on local sourcing, while younger generations increasingly seek convenience, driving innovation in ready-to-eat vegetable products.

Underlying macroeconomic factors: The Vegetables Market in Southern Europe is shaped by several macroeconomic factors, including regional economic stability, consumer spending patterns, and agricultural policies. As the economies of Southern European countries recover post-pandemic, rising disposable incomes enhance the demand for fresh, locally sourced vegetables. Additionally, EU agricultural subsidies and support for sustainable farming practices encourage investment in organic production, aligning with consumer preferences for healthier options. Global supply chain disruptions further influence pricing and availability, prompting a shift toward local sourcing, while inflationary pressures impact purchasing decisions, leading consumers to prioritize affordable yet quality vegetable options.

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.