Fruits And Vegetables Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Fruits And Vegetables Market Trends and Insights

Expansion of controlled-environment agriculture (CEA) acreage

CEA capacity is transitioning from traditional greenhouse setups to fully automated vertical farms capable of operating in dense urban centers. The United States Department of Agriculture projects 35% annual growth in CEA acreage through 2027, with the global count of vertical farming installations rising from 2,000 in 2024 to 8,500 by 2030^{[1]Source: USDA Economic Research Service, “Controlled Environment Agriculture Expansion Projections,” ers.usda.gov}. Such systems mitigate the weather-related crop losses that historically undermined the fruits and vegetables market and ensure year-round output of pesticide-free leafy greens and herbs that capture price premiums at retail. Below-average land and water footprints further reinforce adoption, while proximity to urban demand centers shortens distribution, lowering spoilage and logistics costs.

Surge in cross-border e-commerce for fresh produce

Digital marketplaces have unlocked farm-to-consumer channels beyond domestic borders, with cross-border e-commerce shipments of perishable produce rising 45% year-over-year in 2024 across key Asian corridors^{[2]Source: Asian Development Bank, “Cross-Border E-Commerce Growth in Fresh Produce Markets,” adb.org}. Advanced cold-chain networks now guarantee 48-72-hour delivery windows over continental distances, enabling rapid scaling of premium varieties that were once limited by seasonality. Producers realize 10-15 percentage-point margin lifts by bypassing traditional wholesale layers, while consumers have a price reduction for comparable quality, supporting sustained volume growth in the fruits and vegetables market.

Adoption of gene-edited fruit cultivars with longer shelf life

Gene-editing technologies are creating fruit varieties with significantly extended shelf life, addressing the USD 400 billion annual global food waste problem concentrated in perishable produce categories. Tropic Biosciences' non-browning banana varieties, approved for cultivation in multiple markets during 2024, maintain quality for 14-21 days compared to 5-7 days for conventional varieties. These innovations particularly benefit emerging market producers seeking to access premium export markets where extended shelf life translates directly into higher farmgate prices and expanded geographic reach.

Large-scale public campaigns linking produce intake with immunity

The Centers for Disease Control and Prevention highlighted the immune benefits of fruit and vegetable consumption in 2024, coinciding with a 12% spike in category purchases during the first quarter of 2025^{[3]Source: Centers for Disease Control and Prevention, “Nutrition Guidelines and Immunity Enhancement,” cdc.gov}. WHO revised dietary guidelines recommend 5-7 servings of fruits and vegetables per day, increased from the previous 5-serving recommendation. This change increases demand in markets where consumers follow these guidelines, particularly among older populations in developed nations. Additionally, government health initiatives and public awareness campaigns promoting these dietary guidelines are anticipated to further drive market expansion in both developed and developing regions.

Intensifying labor shortages in harvesting and post-harvest handling

North American and European growers saw harvesting capacity fall 12-15% in 2024 as tightening immigration rules, aging rural populations, and pandemic-accelerated worker attrition converged. Georgia’s fruit farms left 30% of peaches unpicked, equating to USD 150 million in lost value, while Canada’s Seasonal Agricultural Worker Program delivered 25% fewer workers than requested. Mechanical harvesters mitigate shortages for robust crops yet remain unsuitable for delicate berries and leafy greens, forcing producers to scale back acreage or risk quality degradation. Post-harvest packing houses ran at utilization, amplifying downstream bottlenecks, shrinking supply, and tempering growth prospects for the fruits and vegetables market.

Soil salinity escalation in coastal farmlands

Rising sea levels and saltwater intrusion are degrading agricultural soils in coastal farming regions that produce significant portions of the global fresh produce supply. Research indicates that 20% of coastal farmlands globally now experience soil salinity levels that reduce crop yields compared to optimal growing conditions. California’s Central Valley has already lost 180,000 acres of productive land, jeopardizing its 40% share of the United States' fruits and vegetables output. Mediterranean growers in Spain and Italy now funnel USD 2.2 billion annually into drainage, gypsum application, and salt-tolerant seed research to safeguard harvests, yet remediation offers only incremental relief and remains cost-prohibitive for smallholders.

Segment Analysis

By Crop Type: Vegetables Drive Growth Despite Fruit Market Leadership

Fruits retained a dominant 55.7% share of the fruits and vegetables market in 2024, due to premium exotics such as dragon fruit, sweet cherries, and imported berries that command higher unit prices. Vegetables, however, are projected to log a 7.8% CAGR over 2025-2030, outpacing overall category expansion as plant-based diets gain mainstream acceptance, especially among younger demographics and institutional food service operators seeking healthier menu rotations. Retail promotions and on-pack recipe ideas have further stimulated household penetration for pre-washed salad kits and snack-ready carrot sticks.

Innovations in post-harvest treatment underpin the surge. Apeel Sciences’ RipeTrack platform balances ethylene levels in transit, lowering spoilage by 30-40% and safeguarding shipment quality across long distances. Automated washing, cutting, and packaging lines now scale efficiently, channeling more supply into value-added ready-to-eat SKUs that carry 25-40% margins compared with bulk produce. Controlled-environment facilities continue to dominate leafy-green output, enabling pesticide-free claims that resonate with health-conscious shoppers and reinforcing vegetables’ contribution to the fruits and vegetables market size at the segment level.

Note: Segment shares of all individual segments available upon report purchase

Geography Analysis

Asia-Pacific commanded 42.7% of the fruits and vegetables market size in 2024 due largely to China’s domestic trade ecosystem and tariff-free intra-regional corridors that cut cross-border transaction costs. Government-backed cold-chain investments exceeding USD 50 billion each year have dampened spoilage rates and mobilized premium product flows across borders. Japan’s stringent 2024 residue limits initially disrupted supply chains but ultimately raised quality benchmarks, enabling compliant exporters to capture higher-margin niches in the fruits and vegetables market.

Africa, though smaller in absolute value, is expanding at a 6.3% CAGR through 2030, the fastest worldwide. Kenya’s avocado exports climbed in 2024, powered by new cargo agreements that slash door-to-door lead times to Europe. Nigeria’s mango growers, bolstered by Chinese-funded processing plants, now supply dried-fruit snacks to Middle Eastern chains, evidencing the value-addition’s role in regional economic diversification. South Africa’s citrus cluster continues to leverage advanced electronic phytosanitary certification that speeds customs clearance, cementing its gateway status for Southern African exporters.

North America and Europe demonstrate mature market characteristics with steady growth driven by premium product segments and sustainability initiatives. Europe’s retailer-led zero-plastic initiatives have catalyzed packaging redesign and encouraged adoption of sturdier cultivars, sustaining mid-single-digit volume growth despite demographic stagnation. Progressive carbon-border adjustment discussions in Brussels could eventually provide competitive advantage to low-carbon CEA producers, reshaping supply chains inside the fruits and vegetables market.