Fresh Produce Market Size, Share, Trends, and Growth Forecast

Fresh Produce Market Size Insights: Opportunities & Challenges

The global fresh produce market size reached at USD 3,537 billion in 2024 and is anticipated to increase from USD 3,707 billion in 2025 to an estimated USD 5,653 billion by 2034, witnessing a CAGR of 4.80% during the forecast period from 2025 to 2034. The market is witnessing substantial expansion because of the growing uptake of healthier eating practices and a surge in demand for online sales of fresh products, such as fruits, vegetables, meat, and poultry. 

Key Highlights

• By region, North America dominated the fresh produce market in 2024. 
• By region, Asia pacific expects the significant growth in the market during the forecast period.  
• By product type, the dairy segment held the dominating share of the fresh produce market in 2024.
• By product type, the fruits and vegetable segment are seen to grow at a notable rate in the market during the predicted timeframe.
• By distribution channel, the supermarkets and hypermarkets segment led the market in 2024.
• By distribution channel, the online segment is expected to grow at the fastest rate in the market during the forecast period.

Market Overview

The insights on fresh produce sellers and marketers were revealed by Fresh Trends 2025. According to Packer’s most sophisticated consumer report, Fresh Trends 2025, conducted deep research in 50 fresh produce commodities, to explore the shopping habits, preferences of five generations and multiple income levels. The report is based on 1.050 females 53% and males 47% consumers from across the U.S. (Source: Farm Journal)

Industry Coverage

How Consumer Demand to Shape the Industry

Fresh produce includes food items that are lightly processed and do not use preservation techniques like freezing, canning, or drying. These foods are generally eaten shortly after they are harvested or produced, preserving most of their natural flavors, nutrients, and texture. The worldwide enhancement of living standards and socioeconomic development has resulted in a significant change in individuals' purchasing behaviors and requirements. The demands for food related to nutrition, safety, and health have also grown.

The rising number of health-aware consumers is propelling the demand for fresh produce as they look for minimally processed, nutrient-dense options.  Fresh fruits and vegetables, which have low energy density and are rich in fiber, are essential parts of a nutritious diet and are related to a lower risk of chronic diseases and effective weight control and thus, expanding the market of fresh produce. 

Promotion of local food system further drives the market of fresh produce and gaining more interest from the general public. In Canada, the government has recently launched the “Local Food Infrastructure Fund,” a five-year initiative with a budget of CAN$50 million set to conclude in 2024. Its goal is to assist “community-based organizations dedicated to decreasing food insecurity by developing and enhancing their local food systems”. Technological progress in e-commerce and supply chain management likewise promotes market expansion by enhancing distribution efficiency and accessibility.

What are the Key Emerging Factors Driving the Fresh Produce Market?

• AgriTech Adoption: The ongoing technological advancements, such as innovations in high-tech greenhouses and hydroponics, are becoming popular to enhance efficient and sustainable production.
  
  • In May 2025, researchers used microneedles to inject melatonin into fresh-cut crops to delay their spoilage to extend the shelf life of harvested plants. The research involves scientists from MIT and the Singapore-MIT Alliance for Research and Technology (SMART). (Source: MIT)
• Transparency Focus: The rising focus on transparency has fueled innovations and adoptions of cutting-edge technologies like QR codes and smart labeling to provide consumers with detailed information about product origins, nutritional value, and their impact on the environment.
• Increased Demand for Plant-Based Food: The growing availability of plant-based food is driven by demand, evolving the focus toward fresh and innovative food options beyond simply mimicking meat.
• E-commerce platform Growth: The expanding e-commerce and online grocery shopping platforms, driven by convenience, large accessibility, availability, and cost-effectiveness, are fueling the purchasing value of fresh food & beverage products. 
  
  • In March 2025, the Power of Produce 2025 report was released by FMI-The Food Industry Association for the seventh consecutive year at the Southeast Produce Council’s Southern Exposure conference. According to the report, 94% of product shoppers are using social media platforms and 36% are discovering novel fruits and vegetables through online channels, digital engagements, particularly withing young shoppers, are generating a vital impact on the market. (Source: FMI) 

Fresh Produce Market Trends

• Consumers are progressively looking for organic fresh produce because of their believed superior nutritional benefits and lack of dangerous chemical remnants which accelerate the demand for the fresh produce market. 
• Intelligent packaging for fresh produce is a developing technology aimed at minimizing waste while ensuring consumer health and safety. Intelligent packaging solutions also aid in extending the shelf life of perishable items during shipping and bulk storage, which are hard to control otherwise. 
• For instance, a direct freshness sensor identifies a specific analyte straight from the fruit as a sign of food freshness. Conversely, an indirect freshness sensor relies on the indirect or reaction-based identification of fruit spoilage resulting from specific freshness factors like temperature and/or duration. 
• India is experiencing a growing need for fresh produce that is safe, free from residues, and of high quality. By developing advanced technology and robust collaborations, these products can be cultivated locally, requiring fewer resources, generating less waste, and having improved shelf life, benefiting both consumers and the economy. 
• For instance, in March 2025, Indo-Dutch partnership opened new avenues for fresh produce. Through HortiRoad2India, Dutch firms are set to collaboratively create innovative food systems designed for India’s retail, food service, and export markets. HortiRoad2India is spearheaded by Dutch Greenhouse Delta, Innovation Quarter, and partners from Rotterdam, with backing from the Netherlands government. 

Market Opportunity 

Innovations in Agricultural Technology for Fresh Produce Production

Digital technologies like the Internet of Things, artificial intelligence, blockchain, and robotics are changing how food is produced, processed, and distributed. These technologies provide numerous advantages, such as enhanced efficiency, better product quality and safety, decreased waste, and ecological sustainability. Digital technologies allow for immediate tracking of essential factors like temperature, pH, and moisture, helping to avert spoilage, minimize food waste, and guarantee that safe, and high-quality food is delivered to consumers which contribute as the major growth opportunity in the fresh produce market. 

Market Challenge 

The Sustainability Hurdles in Fresh Produce Supply Chains 

Sustainability is becoming a more vital aspect of overseeing the supply chain for fresh and perishable foods. It is estimated that 35% of food products are wasted on average throughout the entire supply chain, starting from production to the retail shelf and the consumer's fridge. The speed of product degradation may increase based on the product's condition and surrounding environment, and it can also be significantly influenced by the design and planning of the supply chain, as this impacts how long products remain in each facility and transport vehicle and hamper the fresh produce market growth. 

Regional Insights 

North America Dominated the Fresh Produce Market in 2024.

The growth of the market is propelled by an increasing consumer demand for organic and locally sourced foods, bolstered by solid agricultural infrastructure. The availability of the economically developed countries in the region and the awareness regarding health and healthy food consumption accelerate the growth of the fresh produce market. 

The United States led the market, as consumers prioritize freshness and nutritional value, creating a vibrant market for farm-to-table choices. Changes in consumer demand, advancements in production and marketing technology, and the consolidation of retail have transformed the conventional market dynamics among producers, wholesalers, and retailers. Shoppers are consuming increased amounts of fresh fruits and vegetables, buying a greater assortment throughout the year, and seeking more convenience, such as pre-packaged salads. Information technology has brought efficiencies across the supply chain, lowering production and marketing expenses. 

Asia Pacific Expects a Significant Growth in the Fresh Produce Market During the Forecast Period. 

Growth of the market is mainly propelled by its vast agricultural endeavors and significant rural populations involved in farming. The area enjoys a range of climates that are perfect for cultivating various fresh foods, such as fruits, vegetables, and meats. A dense population creates significant local demand. Furthermore, cultural inclinations for fresh foods rather than processed ones increase consumption levels even more. According to Fruit Logistica's 2018 Trends Report over half of the global sales of fresh produce by 2030 will occur primarily in the Asia-Pacific market. 

India is the second biggest producer of fruits and vegetables globally, following China. The nation features varied landscapes and climates, guaranteeing the presence of fruits and vegetables throughout the year. In 2023-24, India exported fresh fruits and vegetables worth 1814.58 million USD.

• In April 2025, the Fresh Produce India 2025 took place at Trident Nariman Point in Mumbai, India. The event was a trade fair for the fresh fruit and vegetable business in India, set to strengthen the F&V industry across India and connect global players. The event demonstrated the latest trends and growing businesses in fresh produce areas by bringing together major market players. (Source: Fresh Produce India)

Segmental Insights

Product Type Insights

The Dairy Segment Held the Dominating the Fresh Produce Market in 2024.

The expanding population and a rising demand for fresh dairy items are key factors driving market growth. Knowledge of the health advantages of dairy, along with its abundant nutritional qualities, continues to draw in consumers worldwide. Organic dairy is projected to expand swiftly, supported by consumer interest in clean-label and high-quality products. Health-aware selections and worries about antibiotic traces in traditional dairy are driving interest in organic alternatives. 

• In March 2024, The Gujarat Cooperative Milk Marketing Federation, which manages the well-known Amul brand, introduced its fresh milk products in the United States for the very first time. This expansion showed a significant achievement for the brand, as it seeks to serve the Indian diaspora and Asian community in the US. 

The Fruits and Vegetable Segment are Seen to Grow at a Notable Rate in the Fresh Produce Market During the Predicted Timeframe. 

The growing recognition of the health advantages linked to eating fresh fruits and vegetables is boosting demand, as an increasing number of individuals from different demographics emphasize nutrition and healthier living. Advancements such as vertical farming and hydroponics are enhancing agricultural efficiency and guaranteeing the availability of fresh produce throughout the year, fostering a more sustainable and effective food supply.

The program like the 'Eat Right Fruit and Vegetable Market' spearheaded by FSSAI seeks to enhance the safety and quality of unregulated fruits and vegetables retail markets to match that of regular and structured fruits and vegetables retail shops. The aim is to enhance the current state of fresh fruit and vegetables market nationwide and ensure safe, hygienic products for consumers. 

Distribution Channel Insights

The Supermarkets and Hypermarkets Segment Led the Fresh Produce Market in 2024.

Since supermarkets allocate the most shelf space for fresh fruits and vegetables in comparison to other types of retail outlets, it is believed that buying at a supermarket presents the best chance for acquiring and consuming fresh produce. The broad accessibility of numerous products from various brands and farms offers people several options, driving the growth of the sector. Additionally, shoppers can examine and choose vegetables directly, enabling them to evaluate their quality, ripeness, and freshness. In addition, physical stores can address unique local tastes and preferences by providing region-specific options that might not be accessible through online retailers. 

The Online Segment Expecting the Significant Growth in the Fresh Produce Market During the Forecast Period. 

These platforms enable consumers to buy fresh vegetables from home and provide round-the-clock access, removing the necessity to go to physical stores. Furthermore, the increasing accessibility of fresh vegetables, encompassing organic, exotic, and specialty goods, through online retailers will enhance the expansion of segment. The growth of e-commerce has encouraged the conversion of traditional agricultural product brokers and numerous agricultural product producers into local e-commerce operators. 

Recent Developments in the Fresh Produce Market

• In December 2024, Handpickd, inaugural direct-to-consumer matchmaking platform of India for fresh commerce, aimed to introduce more than 30 new micro markets in Delhi NCR and Gurgaon India. Since that time, Handpickd fulfilled over 100,000 orders, providing more than 400,000 kilograms of fresh produce within merely two micro-markets in Gurgaon, India. 
• In September 2024, Bengaluru’s own Origin, India’s inaugural fresh produce brand, officially debuted, guaranteeing rapid delivery of more than 250 types of fruits, vegetables, herbs, and unique produce all within a mere 12 hours post-harvest. 
• In April 2025, Sligro Food Group and Greenyard revealed a new collaboration agreement. Greenyard, a Belgian international leader in fresh, frozen, and prepared produce, will supply fresh potatoes, fruits, and vegetables to every Sligro store across Belgium. This partnership with Greenyard enables Sligro Food Group to provide an extensive selection while enhancing its focus on a short food supply chain that includes local products and competitive pricing. 

Fresh Produce Market Top Leading Companies

• Del Monte 
• Dole plc
• Greenyard 
• NatureSweet Tomatoes
• Cargill, Incorporated
• Hain Celestial
• Dole Food Company, Inc
• Dairy Farmers of America, Inc.
• General Mills Inc.
• Danone
• United Natural Foods, Inc.
• GCMMF
• Organic Valley
• Conagra Brands, Inc.
• Eden Foods
• SunOpta
• Pacific Fresh Produce, Inc.
• Taylor Farms

Segments Covered in the Report

By Product Type

• Bread and Bakery
• Dairy
• Fish and Seafood
• Fruits and Vegetables
• Meat and Poultry

By Distribution Channel

• Open Market
• Supermarkets/Hypermarket
• Departmental Store
• Online
• Others

By Region

• North America
• Europe
• Asia-Pacific
• Middle East & Africa
• Latin America