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Fresh Vegetables - United States

United States

Highlights

Revenue in the Fresh Vegetables market amounts to US$62.72bn in 2024. The market is expected to grow annually by 5.57% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$101bn in 2024).
In relation to total population figures, per person revenues of US$183.50 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 21.43bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 4.7% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 51.0kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables market in the United States has been experiencing minimal growth, influenced by factors such as changing consumer preferences for healthier diets, seasonal availability of produce, and competition from processed food options impacting overall demand.

Customer preferences: Consumers in the United States are increasingly prioritizing fresh, locally sourced vegetables, driven by a growing awareness of sustainability and health. This trend is further amplified by the rise of plant-based diets and the desire for organic produce, particularly among younger generations. Additionally, the influence of social media on food choices has led to a demand for visually appealing, nutrient-dense vegetables. Convenience is also a key factor, with more shoppers seeking pre-cut or ready-to-eat options that align with their busy lifestyles, reflecting a broader shift towards health-conscious consumerism.

Trends in the market: In the United States, the fresh vegetables market is experiencing a notable shift toward organic and locally sourced produce, driven by heightened consumer awareness of health and environmental sustainability. Younger generations are increasingly adopting plant-based diets, further fueling demand for nutrient-dense options. The influence of social media is propelling trends toward visually appealing vegetables, while convenience remains paramount, with a growing preference for pre-cut and ready-to-eat products. These trends are reshaping market dynamics, prompting industry stakeholders to innovate and adapt their offerings to meet evolving consumer preferences and lifestyles.

Local special circumstances: In the United States, the fresh vegetables market is significantly influenced by regional agricultural practices and diverse culinary traditions. Areas like California and Florida dominate production due to their favorable climates, resulting in a year-round supply of fresh produce. Additionally, cultural diversity fosters a demand for a variety of ethnic vegetables, tailoring offerings to local tastes. Furthermore, stringent regulatory standards around food safety and organic certification shape market dynamics, encouraging transparency and sustainability in sourcing, which resonates with health-conscious consumers.

Underlying macroeconomic factors: The Fresh Vegetables Market in the United States is shaped by macroeconomic factors such as consumer spending trends, agricultural productivity, and trade policies. A robust economy typically leads to increased disposable income, boosting demand for fresh produce as consumers prioritize health and quality. Conversely, economic downturns can shift preferences to lower-cost alternatives. Additionally, climate change and globalization impact agricultural yields and supply chains, affecting availability and pricing. Trade agreements also play a crucial role; favorable terms can enhance imports of diverse vegetables, meeting regional demand and enriching local markets.

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.