Consumer Trends

2024 Produce Industry Report

A review of the produce industry as well as opportunities for 2024


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Size of Global Fresh Fruit and Vegetable Industry

The fruit and vegetable categories are billion-dollar industries with diverse channels. Asia Pacific dominates the fresh fruits market. China, India, and Japan have large customer bases with fresh fruits fueling demand.

Asia Pacific contributed more than 66% of revenue share in 2022. This market encompasses a diverse array of offerings including leafy greens, root vegetables, and peppers.


Fresh Fruit Market

2023-2030 (CAGR)


$757.7 billion USD by 2030
($570.9 billion USD 2022)

Fresh Vegetables Market

2022-2032 (CAGR)


$895.2 billion USD by 2032
($650.2 billion USD 2022)

U.S. Imports of Produce

Imports help ensure that fresh fruit and vegetables are available year-round in the U.S. According to the USDA, the percent of U.S. fresh fruit and vegetable availability supplied by imports grew from 50% to 60% for fresh fruit and 20% to 38% for fresh vegetables (excluding potatoes, sweet potatoes, and mushrooms) from 2007 to 2021.

Top 5 partners exporting produce to the U.S.


Costa Rica



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Industry Headwinds

Climate Change

Reframe climate messaging from merely reducing carbon footprint to actively regenerating and giving back to the world.

Sustainable Packaging

Demonstrate meaningful and measurable progress towards sustainability targets.


Getting your message right is important and may ultimately strengthen customer loyalty.

Access to Labor

Find creative ways to combat labor issues.

Mergers & Acquisitions

Identify ways to compete on value and quality rather than price.

Opportunities to Grow Sales

Customer Service

AI and advanced analytics can create a deeper understanding of the customer, enhance the customer experience, and improve satisfaction and loyalty

Generational Shifts

Utilize digital tools to spread marketing messages to attract Gen Z.

Migration of Consumers

Foodservice concepts & retailers = capitalize on rising suburban markets as Americans continue relocating to less dense, more affordable areas.

Retail Media Networks

Increase produce product awareness and customized messaging for consumer targets by layering on demographic and psychographic market data to reveal key shopper differences across regions.

Micro Fulfillment Centers

Use micro fulfillment centers to enable more local product options, a larger variety, and decrease costs for last-mile deliveries.

Produce Prescriptions

Consider a produce prescription program to…

  • Enable better access to healthy produce with no added fats, sugars, or salt, at low or no cost to the patient.
  • Improve healthcare outcomes, optimize medical spending, and increase patient engagement and satisfaction.

Premium Products

Highlight locally grown, organic, and sustainably grown produce to grow sales opportunities as consumers are willing to pay more for what they value.

Rise in Snacking

Engage children in snack preparation and encourage them to prepare and snack on fresh produce at an early age.

Pop Culture & Recipes

Follow social media and pop culture trends to track which celebrities, cultural moments, and popular entertainment events can direct consumer traffic to produce categories. The industry will need to be agile, observant, and creative to win the sale.

Related Resources