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The fresh food market size is forecast to increase by USD 783.24 million at a CAGR of 4.23% between 2023 and 2028. The market is experiencing significant growth due to the increasing adoption of healthier food habits and rising demand for online retail of fresh produce, including fruits, vegetables, meat, and poultry. Logistics and supply chain management play a crucial role in ensuring the freshness and safety of these perishable items. Food safety regulations are stringently enforced to maintain the highest standards of hygiene and quality. Harmful practices such as over-fertilization and the use of harmful chemicals are being replaced with sustainable farming methods. Health awareness and dietary habits are driving the demand for clean eating and fresh produce. Online grocery services are gaining popularity, especially during the pandemic, as consumers prefer contactless delivery of fresh fruits, vegetables, and other perishable items.
Furthermore, blockchain technology is being implemented to enhance transparency and traceability in the supply chain, ensuring food safety and authenticity. The import of fresh produce, particularly fruits and vegetables, from various regions is also contributing to the market's growth. Overall, the market is expected to continue its growth trajectory, driven by these trends and challenges.
The market is experiencing significant growth due to the increasing health consciousness and dietary preferences among consumers. Fresh foods, including fruits, vegetables, milk products, and meats, offer superior nutritional value compared to processed foods. Consumers are increasingly seeking out fresh produce to maintain a healthy lifestyle and prevent lifestyle diseases such as obesity, diabetes, and high blood pressure. The markets are adapting to this trend by offering streamlined transactions and real-time inventory management systems to ensure a consistent supply of fresh produce. Fresh fruits and vegetables are in high demand due to their role in boosting immunity and reducing the risk of bone diseases.
Moreover, dairy products and milk are also popular choices for their calcium content, which is essential for bone health. Meats and seafood are preferred sources of protein for those following a non-vegan diet. The markets are also focusing on food waste reduction, microbial food safety, and agricultural management to ensure the freshness and quality of their produce. Organic produce is another trend gaining popularity due to its perceived health benefits and ethical production methods. Overall, the market is expected to continue growing as consumers prioritize healthy lifestyles and unprocessed, perishable foods over processed alternatives.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.
The fruits and vegetables segment is estimated to witness significant growth during the forecast period. The consumption of fruits and vegetables is on the rise due to increasing health consciousness and the desire for nutritious food. These natural food sources are rich in essential vitamins, minerals, antioxidants, and fiber, which play a crucial role in maintaining immunity and preventing various bone diseases. Veganism, a dietary trend that excludes animal products, has also gained popularity due to its numerous health benefits. Online grocery shopping and e-commerce platforms have made it easier for consumers to access organic produce free from agrochemicals and ensure food safety. Some of the most demanded fruits and vegetables include avocados, tomatoes, watermelons, citrus fruits, broccoli, carrots, spinach, and beetroots, which are high in nutrients like potassium, folic acid, and vitamins A, E, and C.
Furthermore, regular intake of these foods can help reduce the risk of chronic conditions such as high blood cholesterol, diabetes, heart diseases, and skin issues.
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The fruits and vegetables segment was valued at USD 1.8 billion in 2018 and showed a gradual increase during the forecast period.
APAC is estimated to contribute 56% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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The market is experiencing significant growth, with a particular focus on regions in Asia Pacific (APAC). Factors contributing to this expansion include the rising prevalence of bone diseases and other lifestyle conditions, such as diabetes, heart diseases, and digestive diseases. These conditions are driving the need for nutrient-rich, vitamin- and antioxidant-packed foods. Veganism and healthy eating habits are also gaining popularity, leading to an increased demand for organic, pesticide-free produce. Online grocery shopping and e-commerce platforms are increasingly popular in APAC, making it more convenient for consumers to access fresh, healthy food options. The region's organized retail sector is rapidly expanding, providing a platform for major companies to offer a wide range of fresh food products.
Furthermore, consumers in APAC are becoming more aware of the importance of nutrition and are seeking out fresh produce to maintain optimal health. However, it's essential to ensure the safety of fresh food, as the use of agrochemicals can pose potential health risks.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Growing adoption of healthy food habits is the key driver of the market. The global health landscape is witnessing a concerning rise in the incidence of lifestyle diseases, including diabetes, obesity, cardiovascular diseases, osteoporosis, and gastrointestinal diseases. For instance, diabetes affected approximately 463 million adults worldwide in 2021, representing a 9.8% prevalence among the population aged 20-79 years, according to The World Bank Group. Diabetes can lead to severe complications such as cardiovascular diseases, hypertension, stroke, and kidney failure. Similarly, the Centers for Disease Control and Prevention (CDC) reported that obesity prevalence in the United States increased from 30.5% in 2017 to 41.9% in March 2020. Consuming fresh foods, such as fresh fruits, vegetables, milk products, and meats, is essential for maintaining good health and preventing these diseases.
Moreover, fresh foods offer higher nutritional value compared to processed foods and contribute to a balanced diet. Incorporating these foods into daily meals can help individuals manage their weight and reduce the risk of developing lifestyle diseases.
Rising demand in online retail of fresh food is the upcoming trend in the market. The shift towards healthier eating habits has led to a significant increase in the demand for fresh foods, including fruits, vegetables, milk products, and meats, over-processed foods. This trend is driven by factors such as growing awareness about the nutritional value of fresh produce and the rising incidence of lifestyle diseases like obesity, diabetes, and high blood pressure. In response, food companies are expanding their reach by selling fresh foods through online retail channels.
Furthermore, the convenience of online shopping and easy access to a diverse range of fresh produce are major attractions for consumers, leading to an increase in bulk purchases. Major Platforms offer a wide selection of fresh fruits, vegetables, and dairy products at competitive prices, often significantly cheaper than traditional local companies.
Harmful practices of over-fertilization is a key challenge affecting the market growth. Fresh food manufacturers employ various methods to preserve the freshness, color, and texture of their products, often using chemicals. However, the excessive use of these additives can pose health risks, contributing to obesity, and lifestyle diseases such as diabetes and high blood pressure. For instance, fresh fruits and vegetables may contain residual pesticides, while milk products and meats can harbor hormones and antibiotics. Over-fertilization of crops can lead to an accumulation of harmful salts and excess nitrogen in the soil, potentially polluting waterways.
Furthermore, these substances are readily available over the counter, and farmers may use them without proper knowledge or supervision. It is crucial to prioritize sustainable farming practices and promote consumer awareness to mitigate the potential health risks associated with the consumption of fresh food products. Ensuring food safety begins at the farm level, where the misuse of agrochemicals, including pesticides, growth hormones, and veterinary drugs, can negatively impact human health.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Cal Maine Foods Inc: The company offers fresh foods that produce high-quality fresh eggs and egg products by commercial hens with red feathers, and red ear lobes.
The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market encompasses a wide range of unprocessed and perishable foods, including fresh fruits, vegetables, milk products, meats, and dairy products. Consumers are increasingly prioritizing fresh foods due to their nutritional value and potential health benefits. Fresh fruits and vegetables are rich in vitamins, antioxidants, and fiber, contributing to a strong immune system and reducing the risk of lifestyle diseases such as obesity, diabetes, and high blood pressure. The markets are evolving to cater to various dietary preferences, including veganism and clean eating. Health consciousness and the desire for healthy lifestyles have led to a increase in demand for organic produce, free from agrochemicals.
Furthermore, online grocery shopping and e-commerce platforms have streamlined transactions and enabled real-time inventory management, reducing food waste and ensuring food safety. Microbial food safety and agricultural management are critical aspects of the market. Food safety regulations are increasingly stringent to ensure the production, processing, and distribution of safe and healthy foods. Packaging innovation and logistics play a crucial role in maintaining the freshness and quality of perishable foods throughout the supply chain. Fresh fruit and vegetable imports have become commonplace in many households, with online platforms offering a wide range of options. Functional foods, superfoods, and alternative proteins are gaining popularity as consumers seek out healthy options. Plant-based diets and vertical farming are emerging trends in the market, with urban agriculture and agricultural activities playing a significant role in meeting the growing demand for fresh produce.
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Market Scope |
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Report Coverage |
Details |
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Page number |
168 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 4.23% |
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Market growth 2024-2028 |
USD 783.24 million |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
3.99 |
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Regional analysis |
APAC, North America, Europe, Middle East and Africa, and South America |
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Performing market contribution |
APAC at 56% |
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Key countries |
US, China, India, Russia, and Brazil |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
BRF SA, Cal Maine Foods Inc., Cargill Inc., D Arrigo New York, Danish Crown AS, Del Monte Pacific Ltd., Dole plc, Driscolls Inc., Greenyard NV, Grimmway Enterprises Inc., JBS SA, Madhav Fresh Foods., NH Foods Ltd., NS Brands Ltd., Perdue Farms Inc., Reynolds Catering Supplies Ltd., Rose Acre Farms, Sunkist Growers Inc., Sysco Corp., and Tyson Foods Inc. |
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Market dynamics |
Parent market analysis, market growth inducers and obstacles, market forecast, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market condition analysis for the forecast period |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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