Vegetables - Philippines | Statista Market Forecast

Revenue in the Vegetables Market is projected to reach US$166.91m in 2025.
Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 12.50%, resulting in a projected market volume of US$267.37m by 2029.
With a projected market volume of US$35.00bn in 2025, most revenue is generated China.
In the Vegetables Market, the number of users is expected to amount to 1.7m users by 2029.
User penetration will be 1.6% in 2025 and is expected to hit 1.7% by 2029.
The average revenue per user (ARPU) is expected to amount to US$131.12.

Definition:

The eCommerce market Vegetables comprises online sales of fresh vegetables (e.g., tomatoes, potatoes, leafy vegetables, onions, root vegetables and mushrooms, pumpkins, eggplants, zucchinis, cucumbers, paprikas, bamboo shoots, and legumes) as well as processed, preserved, and frozen vegetables. Delivery services of vegetable-based ready-to-eat meals are not included.

Structure:

The eCommerce market for Vegetables consists of two different markets:

The Fresh Vegetables market includes several types of fresh edible plants (both whole or part of, fresh and chilled) that haven't been canned, frozen, dehydrated, or preserved in any way. The market comprises tomatoes, potatoes, leafy vegetables, cabbage vegetables, onions, root vegetables & mushrooms, and other fresh vegetables such as pumpkins, eggplants, zucchinis, cucumbers, paprikas, bamboo shoots, and legumes.
The Processed & Frozen Vegetables market contains covers products made from edible plants (whole or part of) that have been canned, frozen, dehydrated, and pickled.

Additional Information:

Vegetables comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definitions can be found on each respective market page.

Key players in the market are companies like Amazon, Tmall, JD, Taobao, Pinduoduo and Walmart.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Consumer Market Insights.

Fresh vegetables such as Green Giant
Frozen vegetables such as Birds Eye
Processed vegetables such as Del Monte

Vegetable-based ready-to-eat meals such as Green Chef

Vegetables eCommerce: market data & analysis

The Vegetables eCommerce Market in the Philippines is witnessing substantial growth, fueled by the increasing demand for fresh produce, the rise of online grocery shopping, and consumers' growing focus on health and convenience in meal preparation and consumption.

Customer preferences: Consumers in the Philippines are increasingly gravitating towards online platforms for purchasing vegetables, reflecting a significant shift in shopping habits driven by convenience and health consciousness. The rise of urban lifestyles, coupled with a growing awareness of nutrition and sustainability, is prompting many to seek out organic and locally sourced produce. Additionally, younger demographics are leveraging social media to discover new recipes and meal ideas, further fueling the demand for diverse and fresh vegetable options available through eCommerce channels.

Trends in the market: In the Philippines, the vegetables eCommerce market is experiencing a notable surge as urban consumers increasingly turn to online platforms for their grocery needs. This shift is primarily driven by the desire for convenience and a heightened focus on health and nutrition, with many opting for organic and locally sourced produce. The younger population is particularly active in utilizing social media to share recipes and culinary inspirations, further enhancing the demand for fresh and diverse vegetable options. As these trends continue to evolve, industry stakeholders, including farmers, retailers, and logistics providers, must adapt their strategies to capitalize on this growing market while ensuring sustainability and quality.

Local special circumstances: In the Philippines, the vegetables eCommerce market is uniquely influenced by the archipelagic geography, which presents both opportunities and challenges for distribution. The prevalence of local wet markets and street vendors fosters strong cultural ties to fresh produce, making online shopping a complementary rather than a replacement service. Additionally, regulatory efforts to promote organic farming and local sourcing encourage sustainable practices. These factors, coupled with a vibrant social media culture, shape consumer preferences and drive demand for diverse, high-quality vegetable options.

Underlying macroeconomic factors: The growth of the vegetables eCommerce market in the Philippines is significantly influenced by macroeconomic factors such as domestic economic stability, infrastructure development, and consumer income levels. A robust national economy with rising disposable incomes encourages more consumers to explore online platforms for fresh produce. Furthermore, improved logistics and delivery systems are essential for expanding reach and ensuring product freshness. Global trends in sustainable agriculture and increasing health consciousness also drive demand for organic and locally sourced vegetables. Fiscal policies promoting agribusiness and support for small farmers enhance market competitiveness, fostering a more vibrant eCommerce landscape.

Data coverage:

Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Modeling approach / Market size:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Consumer Insights Global Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. 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 particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.

This report presents a comprehensive analysis and additional information on the Ecommerce market, in a PDF format.

Vegetables - Philippines

Revenue

Analyst Opinion

Sales Channels

Users

Global Comparison

Methodology

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