Fresh Fruits & Vegetables Market (2025 - 2033) Size, Share & Trends Analysis Report By Product (Fruit, Vegetables), By Nature (Organic, Conventional), By End Use Application (Food & Beverage Processing), By Region, And Segment Forecasts

Fresh Fruit & Vegetables Market Summary

The global fresh fruits & vegetables market size was estimated at USD 854.42 billion in 2024 and is projected to reach USD 1,274.25 billion by 2033, growing at a CAGR of 4.6% from 2025 to 2033. The global fresh fruits & vegetables industry is primarily driven by growing health consciousness, rising demand for organic and natural produce, and increasing awareness of the nutritional benefits associated with fresh consumption.

As health awareness increases and consumers become more focused on wellness, the demand for fresh fruits and vegetables continues to grow. In addition, there is a rising emphasis on sustainability, organic farming, and locally sourced produce, prompting consumers to make more informed and eco-conscious food choices. These trends, along with the expanding influence of digital grocery platforms and direct-to-consumer delivery models, are reshaping the global fresh fruits and vegetables market and driving its ongoing evolution.

The global fresh fruit and vegetables industry is driven by a combination of increasing consumer focus on health and wellness, along with rapid technological advancements in agriculture and food distribution. Innovations such as precision farming, vertical agriculture, and AI-powered supply chain management are enhancing yield quality and reducing food waste. For instance, in May 2025, AgriNova Technologies launched its AI-integrated hydroponic farming system in urban centers across Europe under the ‘FreshFlow’ initiative. The system enables year-round cultivation of leafy greens, berries, and herbs with minimal water usage and zero pesticides, ensuring fresher and more sustainable produce for consumers.

Moreover, partnerships between agricultural innovators and major retail chains are enhancing product accessibility and market reach. In addition, digital platforms and social media campaigns are playing a key role in educating consumers and promoting healthy eating habits. Leading producers and distributors are increasingly adopting sustainable farming practices and advanced technologies to meet evolving consumer demands. Eco-friendly packaging, traceability solutions, and direct-to-consumer models are gaining traction. These strategies are helping companies stay competitive in the fast-changing global fresh fruit and vegetable industry.

Consumer Insights for Fresh Fruit & Vegetables

Product Insights

The fresh vegetables segment led the market with the largest revenue share of 53.4% in 2024. The global market is driven by rising awareness of their nutritional value and role in preventing chronic diseases. Increased adoption of plant-based diets is encouraging higher vegetable consumption across age groups. For instance, according to the National Library of Medicine data published in July 2023, cruciferous vegetables such as broccoli are a rich source of antioxidants, including vitamins A, C, and K, and contain anti-cancer properties such as β-carotene and flavonoids known to mitigate the risk of developing chronic diseases. Demand for organic, pesticide-free, and locally grown vegetables is also on the rise. Advancements in farming technologies and supply chain systems are improving year-round availability and freshness. In addition, changing consumer lifestyles are fueling interest in convenient, ready-to-cook, and pre-packaged vegetable options.

The fresh fruit segment is projected to grow at the fastest CAGR of 4.9% from 2025 to 2033. The global fresh fruits industry is driven by growing health consciousness and a shift toward natural, nutrient-rich diets. Rising disposable incomes and increased demand for premium and exotic fruits are boosting market expansion. Consumers are also drawn to the immune-boosting and disease-preventing benefits of regular fruit consumption. Companies such as Del Monte offer fresh fruits such as pineapple in a pre-cut, packaged format. These products cater to busy lifestyles while still providing the nutritional benefits associated with fresh fruit consumption. Innovations in cold chain logistics and packaging are ensuring better shelf life and global availability. In addition, the popularity of organic and sustainably sourced fruits is shaping purchasing preferences across markets.

Nature Insights

The conventional fresh fruit & vegetables segment led the market with the largest revenue share of 87.5% in 2024. The demand for conventional fresh vegetables continues to be driven by their affordability, wide availability, and established supply chains. These vegetables play a vital role in meeting the nutritional needs of large populations, especially in developing regions. High yields and cost-effective farming practices make conventional produce more accessible to a broader consumer base. Advances in irrigation, fertilizers, and pest control contribute to consistent quality and supply. Moreover, the growing presence of conventional vegetables in supermarkets and local markets supports their ongoing market dominance.

The organic segment is projected to grow at the fastest CAGR of 7.7% from 2025 to 2033. The growing demand for organic fresh vegetables is driven by increasing consumer awareness of health, food safety, and environmental sustainability. Concerns over pesticide residues and chemically treated produce are pushing consumers toward organic options. Rising disposable incomes are enabling more people to afford premium, organic vegetables. Government support and certifications are also boosting consumer confidence in organic products. In addition, the expansion of organic offerings in supermarkets and online platforms is making these vegetables more accessible globally. For instance, in December 2022, Amazon Retail India launched its eleventh organic fruits & vegetables sourcing farmer collection center in the state of Maharashtra, India. In the state of Maharashtra, Amazon Retail operates six farmer collection centers, working with over 5,000 farmers and various Farmer Producer Organizations (FPOs) to offer organically sourced fresh fruits & vegetables.

End Use Application Insights

The retail/ household segment led the market with the largest revenue share of 61.9% in 2024. The retail and household segment of the global fresh vegetables market is driven by rising health consciousness and the increasing inclusion of vegetables in daily diets. The growth of modern retail formats, such as supermarkets and online grocery platforms, has made fresh produce more accessible and convenient for households. Busy lifestyles are also fueling demand for pre-washed, cut, and packaged vegetables. Competitive pricing and frequent promotional offers by retailers are encouraging higher household consumption. Moreover, consumer preference for freshness, quality, and food safety continues to shape purchasing behavior in this segment.

The food & beverage processing segment is projected to grow at the fastest CAGR of 5.7% from 2025 to 2033. The food and beverage processing segment is a key driver of the global fresh vegetables market, fueled by growing demand for healthy, plant-based ingredients in packaged and ready-to-eat foods. Processed food manufacturers are increasingly incorporating vegetables into juice, soups, sauces, snacks, and frozen meals to meet consumer preferences for nutrition and convenience. For instance, in March 2024, Louis Dreyfus Company introduced a fresh fruit juice brand, in partnership with Laiterie de Saint-Denis-de-l’Hôtel (LSDH) for bottling, distribution, and commercialization in France. The company offers eight fresh fruit juices under its brand, Montebelo Brasil, and offers fresh fruit juices such as orange, mango, and lime maté beverage. Advances in food preservation and processing technologies help maintain the quality and shelf life of vegetable-based products. Rising urbanization and on-the-go eating habits are further boosting demand in this sector. In addition, the trend toward clean-label and minimally processed products is encouraging greater use of fresh vegetables in food manufacturing.

Regional Insights

The fresh fruits & vegetables market in North America accounted for the revenue share of 20.1% in 2024. The North American market is driven by growing consumer demand for transparency in sourcing and production methods, with a strong preference for traceable and non-GMO produce. Innovations in controlled environment agriculture, such as indoor vertical farms, are expanding access to fresh fruits and vegetables year-round. Increasing investment in health and wellness programs by public institutions also supports fresh produce consumption. According to the data published in the Food and Health Survey 2022, IFIC (International Food Information Council), fruits are the most commonly consumed snack in the morning, with 43% consumers preferring fruits.

U.S. Fresh Fruits & Vegetables Market Trends

The fresh fruits & vegetables market in the U.S. accounted for the largest market revenue share in North America in 2024, holding the largest market share with 78.7% of the region’s total revenue. In the U.S., rising demand for locally grown and farm-to-table produce is fueling growth in both urban and rural areas. Government-led nutritional programs and incentives for fruit and vegetable consumption, particularly in schools, are positively impacting the market. Consumers are also increasingly seeking convenience through meal kits and home delivery services that include fresh ingredients.

Asia Pacific Fresh Fruits & Vegetables Market Trends

Asia Pacific dominated the fresh fruits & vegetables market with the largest revenue share of 38.8% in 2024. The Asia Pacific region is witnessing rapid growth due to rising middle-class incomes and a cultural emphasis on fresh, home-cooked meals using produce. Urbanization is boosting demand for packaged and hygienically handled fruits and vegetables in metropolitan areas. Regional free trade agreements are facilitating the cross-border supply of diverse produce varieties. Furthermore, government-backed food safety campaigns are encouraging higher-quality produce in local markets.

Europe Fresh Fruits & Vegetables Market Trends

The fresh fruits & vegetables market in Europe is projected to grow at a significant CAGR of 4.2% from 2025 to 2033. Europe’s market is driven by strict regulatory standards around food safety and quality, pushing both producers and retailers to meet high benchmarks for fresh produce. According to the European Environmental Agency (EEA) data published in November 2024, the European Green Deal (EGD), through initiatives such as the Farm to Fork strategy and the EU Biodiversity Strategy for 2030, aims to ensure that a minimum of 25% of the EU’s utilized agricultural area (UAA) is under organic farming by the year 2030. There's a strong consumer shift toward seasonal and regionally sourced fruits and vegetables to reduce carbon footprints. Furthermore, rising vegan and flexitarian diets across the continent are driving demand for a wide variety of fresh produce.

The Spain fresh fruits & vegetables market is projected to grow at the fastest CAGR of 5.4% from 2025 to 2033. The Spain fruit and vegetable market is driven by its strong agricultural heritage and favorable Mediterranean climate, supporting diverse and high-quality produce. The growing demand for organic and sustainably farmed products is boosting market growth. Spain’s strategic position as a major exporter to Europe enhances production investments and innovation. Moreover, increasing health awareness among consumers is encouraging higher fresh produce consumption domestically. 

Key Fresh Fruits & Vegetables Company Insights

Many brands in the global fresh fruits & vegetables industry have recognized untapped opportunities within their product portfolios and are actively working to capitalize on these gaps. This includes launching innovative designs, expanding customization options, and tailoring marketing strategies to align with evolving consumer tastes and cultural trends. By addressing niche segments and emerging preferences, these brands aim to increase their market share and strengthen their competitive positioning worldwide.

Recent Developments

• In February 2025, Driscoll’s launched its premium Sweetest Batch berry range, featuring select high‑Brix blueberry and blackberry varieties, targeted at upscale retailers in Germany and the Middle East to elevate the soft‑fruit category.

• In October 2024, Dole Ireland rolled out its DOLE GO Organic! Range, 30 fresh, organic and fresh fruit and vegetable lines, nationwide through major retailers like Tesco. The launch emphasized taste and sustainability with a strong in‑store and social media campaign. 

Fresh Fruits & Vegetables Market Report Scope

Global Fresh Fruits & Vegetables Market Report Segmentation

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the global fresh fruits & vegetables market report based on the product, nature, end use application, and region.

• Product Outlook (Volume, Metric Tons; Revenue, USD Million, 2021 - 2033)

  • Fruit

    • Apples

    • Tropical Fruits

      • Mangoes

      • Pineapples

      • Bananas

      • Others

    • Berries

      • Strawberries

      • Cranberries

      • Blueberries

      • Others

    • Citrus Fruits

      • Orange

      • Grapefruits

      • Lemons

      • Limes

      • Mandarins

      • Others

    • Vegetables

      • Fruit Vegetables

      • Tomatoes

      • Cucumber

      • Bell Peppers

      • Others

    • Cruciferous Vegetables

      • Broccoli

      • Cauliflower

      • Brussel Sprouts

      • Others

    • Root Vegetables

      • Carrots

      • Potatoes

      • Beetroots

      • Others

    • Leafy Vegetables

    • Others

• Nature Outlook (Volume, Metric Tons; Revenue, USD Million, 2021 - 2033)

  • Organic

  • Conventional

• End Use Application Outlook (Volume, Metric Tons; Revenue, USD Million, 2021 - 2033)

  • Food & Beverage Processing

    • Juice & Beverage Manufacturing

    • Dairy Products

    • Bakery Products

    • Confectionery

    • Ready-to-Eat Meals

    • Packaged Salads & Kits

    • Baby Food

    • Others

  • Foodservice

    • Hotels

    • Restaurants

    • Cafes

    • Others

  • Retail/Household

    • Hypermarkets & Supermarkets

    • Convenience Stores

    • Online

    • Others

• Regional Outlook (Volume, Metric Tons; Revenue, USD Million, 2021 - 2033)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • Australia & New Zealand

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa