The global fresh vegetables market was valued at USD 632.54 billion in 2021 and is projected to grow at a compound annual growth rate (CAGR) of 2.8% from 2022 to 2028. The market’s growth is primarily driven by the expansion of the global food industry and rising consumer spending on fresh, healthy food products. A significant contributor to this trend is the increasing vegan population, which has led to heightened demand for plant-based diets rich in fresh vegetables.

Additionally, growing health consciousness and awareness regarding the nutritional benefits of fresh produce have been pivotal in shaping consumption patterns, especially in both developed and developing regions. Consumers are increasingly shifting towards diets that support disease prevention, weight management, and overall well-being—factors that continue to accelerate the market's expansion.

Regulatory Landscape

In markets such as the United States, the industry operates under stringent oversight from federal agencies such as the U.S. Department of Agriculture (USDA) and the Food and Drug Administration (FDA). These agencies enforce comprehensive regulations concerning microbial food safety and agricultural practices, ensuring the consistent quality and safety of fresh vegetables supplied to consumers.

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Detailed Segmentation:

Product Insights

In 2021, the tomato segment emerged as the largest contributor to the global market revenue, accounting for a significant 18.84% share, and is projected to expand at a compound annual growth rate (CAGR) of 3.1% from 2022 to 2028. This growth is primarily fueled by the rising global consumption of fresh tomatoes and tomato-based products, such as juices, sauces, and purees.

Tomatoes are widely recognized for their nutritional value, being rich in vitamins A and C, antioxidants like lycopene, and other essential minerals. Their versatility in culinary applications, combined with their reputation as a convenient and quick source of nutrition and energy, has significantly contributed to their increasing demand among health-conscious consumers and urban populations seeking easy-to-prepare food options.

Distribution Channel Insights

The offline distribution channel dominated the global fresh vegetable market in 2021, contributing over 80% of the total market share. Consumers around the world continue to favor brick-and-mortar retail outlets, such as supermarkets, local grocery stores, farmers' markets, and specialty food stores, when it comes to purchasing vegetables.

One of the key reasons for this preference is the ability to physically inspect produce for freshness, ripeness, and quality before purchasing, which remains a critical factor in food shopping behavior. Additionally, direct interactions with sellers, immediate product availability, and the perceived trust in product authenticity and origin also play vital roles in sustaining the dominance of offline channels in this market segment.

Regional Insights

In 2021, the Asia Pacific region held the largest share of the global fresh vegetable market, contributing over 65% of the total market revenue. This region is both the leading producer and consumer of fresh vegetables, with countries such as China, India, and Japan accounting for a substantial portion of the demand.

The region's vast population base, combined with cultural and dietary preferences for vegetable-rich meals, continues to drive robust consumption levels. Furthermore, favorable climatic conditions and extensive agricultural infrastructure enable high levels of production, which supports consistent supply and market stability.

Rapid urbanization, rising disposable incomes, and increasing consumer awareness about the health benefits of fresh vegetable consumption are also contributing to the region’s sustained growth and market leadership.

Key Companies Market Share Insights

Some of the key players operating in the global fresh vegetables market include:

• Dole Food Company, Inc.
• Fresh Del Monte
• Keelings
• Tanimura Antle
• BelOrta
• FreshPoint Inc.
• Mirak Group
• H. Robinson Worldwide, Inc.
• Goknur Gida
• Fruitable Fresh Sdn Bhd.
• Global Fresh Trading FZE

Recent Developments

• In June 2023, FreshPoint Inc. acquired BIX Produce to expand its customer base, offer freshly cut items, and promote its specialty offerings to consumers in untouched regions.
• In January 2023, Dole plc sold its Fresh Vegetables Division to Fresh Express Incorporated for innovation, efficiency, and food safety and with a view to improve their future offerings and services.
• In December 2022, Keelings partnered with the charitable firm FareShare. The mission of this partnership is to manage food waste and reduce hunger. This partnership strives to provide healthy, nutritious, and fresh food to families and children.

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