U.S. Fruit And Vegetables Market Size, Share & Trends Analysis Report By Product (Fresh Fruits & Vegetables, Frozen Fruits & Vegetables), By Distribution Channel (Online), By Region, And Segment Forecasts, 2023 - 2030

Report Overview

The U.S. fruit and vegetables market size was valued at USD 92.88 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 4.1% from 2023 to 2030. Customers are on the lookout for fresh & exotic fruits and vegetables for a healthy diet as they invest more time and money in their health. Millennials remain the main consumers of fruits and vegetables in the U.S. due to their increased digital presence. Online retailers adopt strategies like offering large discounts and cashback, which are expected to attract this demographic over the forecast period. With more frequent snacking habits among millennials and their concerns about the costs have made online stores an attractive alternative.

The growing popularity of online grocery shopping & delivery services is a key driver of product purchases. Meal kit delivery is another addition to grocery delivery that is gaining popularity among health-conscious consumers, as they provide many combinations of fruits & vegetables based on the personalized requirements of consumers. These meal kits are popular among various groups including millennials, Generation X, and people who do not have time to cook extravagant meals or are single.

Amazon accounts for a major portion of all online sales. However, it has experienced a decline in sales because of brick-and-mortar retailers like Target and Walmart. However, after buying ‘Whole Foods’, the company has seen an increase in its overall sales. Target has improved its online presence; sales are being increased because of the acquisition of the e-commerce service shift, which provides consumers with same-day grocery deliveries. Similarly, Walmart has taken certain steps to keep up with the rising online buying trends. Its online inventory has increased from 10 million items to 67 million items, demonstrating a significant increase in sales.

With the rise in obesity rates in the U.S. and growing awareness of the benefits of healthy diets, consumers are steadily shifting toward fresh foods and healthier options over the past ten years. Younger demographics tend to be drawn to trendy diets like raw food and paleo diets that emphasize the health advantages of fresh produce. Furthermore, elderly people tend to have more cautious eating habits due to health issues. The demographic of baby boomers who buy fresh produce is equally significant. According to the International Food Information Council, around 52% of Americans report that they follow a diet or eating pattern in 2022, up significantly from 2021. Fruits and vegetables are the most popular foods for managing weight loss, energy levels, digestive health, and heart health.

Fruits are promoted as a healthy option to sweet snacks like cookies and cakes because snacking is a frequent exercise for most Americans across many age groups. It is also one of the main contributors to obesity in the general population, coupled with a sedentary lifestyle. In addition, as a means of maintaining their health, consumers who want to boost their nutrient consumption focus on "superfoods", which boosts the market for fruits and vegetables because items like avocados have high vitamin and fiber content.

Vegetarians & vegans primarily rely on the consumption of fruits and vegetables to meet their nutritional requirements. Moreover, non-vegetarians who are more inclined toward meat consumption can be encouraged to eat more vegetables and less meat overall. This strategy would help increase the consumption of fruits and vegetables as this diet can serve the same amount of nutrients as meat.

Plant-based diets have become increasingly popular in the U.S. over the past few years, which drives the demand for fruits and vegetables. In the U.S., millions of individuals currently follow a plant-based diet. 9.7 million Americans, one million of whom are vegan, follow a vegetarian diet; according to a Vegetarian Times study in 2022. Moreover, according to an article by Healthshots in 2020, a majority of the people who become vegetarians do so for good health. Apart from this, weight management, environmental concerns, and animal welfare were the other main motivators.

Vegan trends are expected to provide several growth opportunities to the U.S. fruits & vegetables industry. However, plant-based products are gaining traction in the market and competitors are making efforts in meeting the demand of customers who now prefer plant-based food items more often. Veganism could be the biggest opportunity for players in the market.

According to an article in Modern Restaurant Management in April 2022, the popularity of plant-based foods is rising. This is mainly due to the increase in the vegan population, which totals around 10% in the U.S. Furthermore, due to climate change and due to the aftermath of the COVID-19 pandemic, the popularity of plant-based foods is further expected to rise. Additionally, the published report also states that the total sales of around 17 restaurants that switched to a plant-based menu, increased from 10% to 1,000%. This indicates a significant increase in demand for fresh fruits & vegetables in the U.S.

Product Insights

The fresh fruits & vegetables segment dominated the market with the highest share of over 80% in 2022. The coronavirus outbreak had a significant impact on the consumption of fresh fruits and vegetables in the U.S. Although the availability of these products took a hit owing to logistical and transport challenges, the demand for fresh fruits and vegetables was high. This was because consumers increased their focus on eating healthy and including more fresh produce in their diets instead of processed or frozen foods.

A survey commissioned by Nutrisystem and conducted by OnePoll in 2022 revealed that post-pandemic, over 70% of Americans became increasingly concerned about their health since the pandemic, particularly about weight loss and weight gain. This has significantly driven the consumption of fresh fruits and vegetables.

The dried fruits & vegetables segment is anticipated to grow at the fastest CAGR of 5.3 over the forecast period. As Americans search for healthier snack choices, the consumption of dried fruits and vegetables has seen a steady rise in recent years. Dried fruits and vegetables are popular because they are convenient, portable, and have a longer shelf life than fresh produce. The growing popularity of plant-based diets is another element boosting this segment.

According to an article by the Alliance for Science, as of January 2022, 10% of Americans over the age of 18 identified as vegan or vegetarian. Many consumers are now choosing to eat less meat and search for alternative forms of nutrition and protein. The addition of plant-based protein and nutrients to meals can be done quickly and inexpensively using dried vegetables and fruits.

Distribution Channel Insights

The supermarkets/hypermarkets segment led the market with the highest share of over 55% in 2022. Due to the pandemic, consumers adopted new purchasing behaviors, such as buying products online, curbside pickups, and home delivery. The Fresh Trends 2022 study from The Packer, however, indicates that such behaviors have decreased since 2021. Due to the desire of many customers to personally smell and touch the product before making a purchase, online buying of fruits and vegetables has decreased.

Other major reasons attributed to consumer preference to shop for fruits and vegetables from hypermarkets and supermarkets are convenience, price, availability, and brand recognition. Hypermarkets and supermarkets often offer a one-stop shopping experience, where consumers can find a wide variety of products, including fruits and vegetables, in one place. Such establishments often have lower prices on fruits and vegetables compared to other retailers due to their immense purchasing power and subsequently, economies of scale.

The online segment is anticipated to grow at the fastest CAGR of 5.1% over the forecast period. Given the temporary and permanent closures of physical distribution channels in the country due to the viral outbreak, the sale of fruits and veggies through e-commerce portals or online grocery stores saw an increase in and after 2020. One in six consumers (15.8%) claimed to buy groceries online and had them brought to their homes every week, according to the PYMNTS ConnectedEconomy Monthly Report. This segment is still in its early stages of growth but is growing steadily as major players like Walmart and Amazon expand their digital business.

Regional Insights

The Southeast region dominated the market with a share of around 30% in 2022. The subtropical, humid climate of the region coupled with its flat terrain, abundant soil, and long growing season, is ideal for cultivation. According to the 2022 MDPI article on the U.S. fresh fruits and vegetables market, California in the western region of the U.S. and Florida are the major producing states with over half of total fruit and vegetable farms. In the Southeast, most people earn a living through farming, textile manufacturing, coal mining, oil drilling, and farming. Owing to these factors the production and consumption of fruits & vegetables in high in the region thus contributing to the market growth.

The southwest region is estimated to grow at the highest CAGR of 5.6% over the forecast period. The region produces all root vegetables, including turnips, carrots, leeks, parsnips, potatoes, radishes, and sweet potatoes. Moreover, vegetables, fruits, nuts, and dairy products are also widely produced in the Southwest, particularly in California. With its proximity to high-producing farming regions, South California is a global trade hub with a diversified population and a workforce interested in adopting healthy lifestyles. California is also home to 4,700 supermarkets and grocery stores, providing a wide selection of products and the convenience of purchasing.

Key Companies & Market Share Insights

Key players operating in the market are adopting various steps to increase their presence in the market. These steps include strategies such as partnerships, mergers & acquisitions, global expansion, and others. Some of their key initiatives include:

• In December 2022, Fresh Del Monte Produce, Inc. launched the Del Monte Zero pineapple, its first carbon-neutral certified pineapple. The product is available in North American and selective European markets. It is a product line extension from the Del Monte Gold, HoneyGlow, and Del Monte pineapple varieties.

• In July 2022, Sunkist Growers, Inc. started The Official Orange of American Summer campaign to promote the Californian orange variety. As a part of the promotional and packaging campaign, the company offered an 8-pound combo bag and matching display bin for Valencia oranges.

• In January 2021, Robinson Fresh, a new consumer brand launched by C.H. Robinson, marked the company's foray into offering fresh produce under its name. As a leader in the provision and transportation of fresh produce, C.H. Robinson is bringing its expertise directly to consumers through Robinson Fresh.

Some prominent players in the U.S. fruit and vegetables market include:   

• Nestlé

• Dole Food Company, Inc.

• Fresh Del Monte Produce, Inc.

• Sunkist Growers, Inc.

• Chiquita Brands International, Inc.

• General Mills Inc.

• Fresh Pro

• Sysco Corporation

• Tanimura & Antle Fresh Foods, Inc.

• C.H. Robinson Worldwide, Inc.

U.S. Fruit And Vegetables Market Report Scope

U.S. Fruit & Vegetables Market Report Segmentation

This report forecasts revenue growth at regional & country levels and provides an analysis of the latest industry trends in each of the sub-segment from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the U.S. fruit and vegetables market report based on product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2017 - 2030)

  • Fresh Fruits & Vegetables

  • Dried Fruits & Vegetables

  • Frozen Fruits & Vegetables

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • Supermarkets/Hypermarkets

  • Grocery Stores

  • Online

  • Others

• Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • U.S.

    • Northeast

    • Southeast

      • Florida

      • Georgia

      • Tennessee

      • North Carolina

      • Louisiana

    • Southwest

    • West

    • Midwest