US Fruit And Vegetable Market Analysis, Size, and Forecast 2025-2029

US Fruit And Vegetable Market Size 2025-2029 

The US fruit and vegetable market size is forecast to increase by USD 38.9 billion at a CAGR of 8.5% between 2024 and 2029.

• The Fruit and Vegetable market in the US is experiencing significant growth dynamics, driven by government initiatives to boost agriculture production and the increasing adoption of smart agricultural practices. The former is aimed at ensuring food security and self-sufficiency, while the latter is a response to the growing consumer demand for fresh, high-quality produce. Key fruits and vegetables, such as wasabi, berries, papaya, and apricots, are in high demand due to their nutritional value and association with health and wellness. However, this market is not without challenges. The increased chances of food contamination pose a significant threat, requiring stringent regulations and advanced technologies to mitigate risks.
• Companies in this market must navigate these challenges while capitalizing on opportunities presented by the shifting consumer preferences and the government's focus on agriculture. To remain competitive, strategic business decisions and operational planning are essential, with a focus on sustainable farming practices, supply chain optimization, and technological innovation.

What will be the size of the US Fruit And Vegetable Market during the forecast period?

 Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.  
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• In the dynamic US fruit and vegetable market, precision irrigation and sustainable agriculture practices are gaining traction, prioritizing water conservation and energy efficiency. Pome fruits, such as apples and pears, and stone fruits, including peaches and plums, are popular categories, with consumer behavior influenced by dietary guidelines promoting plant-based diets and health and wellness trends. Tropical fruits, citrus, and leafy greens are also in demand, driven by ethical sourcing and food security concerns. Climate change and food policy shape the market, with an increasing focus on reducing food waste and carbon footprint through improved refrigerated transport and sustainable packaging.
• Supply chain disruptions, agricultural subsidies, and food regulations are key factors influencing the market, with organic farming and fair trade initiatives gaining ground. Cruciferous vegetables, root vegetables, and bulb vegetables contribute to soil health and nutritional recommendations, while international trade agreements and food labeling regulations shape global trade dynamics. Automated harvesting and food sovereignty are emerging trends, as the industry adapts to consumer preferences and environmental challenges.

How is this market segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

• Distribution Channel
  • Offline
  • Online
• Product
  • Non-organic fruits and vegetables
  • Organic fruits and vegetables
• Type
  • Fruit
  • Vegetable
• Geography
  • North America
    • US

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

The fruit and vegetable market in the US is characterized by a focus on nutritional value, retail distribution, and agricultural technology to meet the growing demand for healthy and convenient food options. Irrigation systems and quality control measures ensure the production of high-quality fruits and vegetables, while canned and frozen options extend their shelf life. Value-added products, such as Dried Fruits and vegetable juice, cater to various dietary trends. Precision agriculture and data analytics help optimize farming practices and improve food safety. Retail distribution channels, including supermarkets and hypermarkets, dominate the market due to their large shelf spaces and storage areas, enabling consumers to access a wide variety of fresh produce from various companies.

Consumers prefer these channels for their convenience and the ability to compare prices and brands. E-commerce platforms and local sourcing are also gaining popularity, offering consumers the option to purchase produce online or from local farmers. Food safety regulations and labeling requirements are essential considerations for companies, ensuring transparency and consumer trust. Organic produce and hydroponic produce are growing segments, catering to consumers' health and environmental concerns. Marketing strategies and pricing strategies play a crucial role in attracting and retaining customers. Food processing and supply chain management are essential to maintain the quality and freshness of produce throughout the distribution process.

Pest control and cold storage are critical components of the supply chain, ensuring the produce's longevity and reducing food waste. Harvesting equipment and precision agriculture techniques contribute to efficient and sustainable farming practices. The market's evolving patterns reflect consumers' increasing preference for healthier and more convenient food options, with sweet potatoes, fruit juice, and frozen fruits emerging as popular choices. Commodity prices and consumer preferences influence the market dynamics, with companies adapting to meet the changing demands.

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The Offline segment was valued at  USD 46.10 billion in 2019 and showed a gradual increase during the forecast period.

Market Dynamics

Our researchers analyzed the data with 2024 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.

The fruit and vegetable market in the United States is a vibrant and diverse sector, encompassing a wide range of producers, distributors, and retailers. From farm-fresh produce to imported options, this market caters to various consumer preferences and dietary needs. Seasonal fruits like apples, bananas, oranges, and pears, as well as year-round options such as avocados, berries, citrus, grapes, melons, mangoes, and pineapples, are all readily available. Specialty produce, including exotic fruits and heirloom vegetables, adds to the market's allure. Sustainable farming practices, innovative packaging solutions, and advancements in cold chain logistics ensure the freshness and quality of these offerings. Consumers can enjoy an abundant selection of fruits and vegetables, both domestic and imported, at their local grocery stores and farmers markets. Year-round availability, coupled with increasing health consciousness, drives the continuous growth of this essential market.

What are the US Fruit And Vegetable Market market drivers leading to the rise in adoption of the Industry?

• Government initiatives significantly drive the market by boosting agriculture production. These initiatives encompass various strategies, such as subsidies, research and development funding, and infrastructure development, all aimed at enhancing agricultural output and efficiency. Consequently, the market thrives on the increased production and improved agricultural sector performance. 

• The agricultural sector in the US has experienced significant advancements due to the integration of agricultural technology, improved irrigation systems, and enhanced retail distribution networks. These developments have increased the nutritional value and availability of fruits and vegetables for consumers. The USDA continues to prioritize American agriculture through policies that boost productivity and provide financial assistance during market fluctuations. For instance, in response to rising input costs and falling commodity prices, the USDA announced the Emergency Commodity Assistance Program (ECAP) in March 2025, providing up to USD10 billion in direct financial aid to agricultural producers. Additionally, the market for value-added products, such as canned vegetables, frozen vegetables, and dried fruits, has seen growth due to dietary trends.
• Quality control measures ensure the highest standards for these products, maintaining consumer trust. Agricultural technology continues to play a crucial role in the production and distribution of these foods, ensuring a consistent supply and maintaining their nutritional value.

What are the US Fruit And Vegetable Market market trends shaping the Industry?

• The increasing demand for smart agricultural practices represents a significant market trend. This trend is driven by the need for more efficient, sustainable, and technologically advanced methods in modern farming.

• In the realm of food production, the fruit and vegetable market in the US is witnessing significant advancements driven by the adoption of smart agricultural practices. Precision agriculture, a key trend, optimizes resource utilization by providing accurate irrigation, fertilization, and pest management. Modern technologies, including mapping software, variable rate technology, yield mapping software, and data management tools, are instrumental in enhancing land fertility, promoting sustainable farming, and increasing productivity. Food safety and shelf life are paramount concerns in the market. Stringent labeling requirements ensure transparency and consumer trust. Organic produce and canned fruits, as well as vegetable juices, cater to diverse consumer preferences.
• Pricing strategies are crucial in this competitive landscape, with product differentiation playing a significant role. Data analytics is another essential element, enabling farmers to make informed decisions based on real-time data. The integration of technology in agriculture is not only improving efficiency but also reducing costs, making it a profitable investment for farmers. In conclusion, the fruit and vegetable market in the US is undergoing a transformation, with technology-driven solutions playing a pivotal role in ensuring food safety, increasing productivity, and reducing costs.

How does US Fruit And Vegetable Market market faces challenges face during its growth?

• The food industry faces a significant challenge from the heightened risk of food contamination, which poses a threat to growth and consumer confidence. 

• The Fruit and Vegetable market in the US is subject to various market dynamics that impact consumer preferences, food safety, and supply chain management. Contamination of food products can occur at various stages, from farming to processing and distribution, leading to foodborne illnesses. Naturally occurring toxins, such as mycotoxins, can affect staple foods like corn and grains. Long-term exposure to these toxins can impact the immune system and normal development or even cause cancer. To mitigate these risks, food processing companies employ advanced techniques to ensure food safety and preserve the quality of their products. Supply chain management practices, such as pest control measures, are essential to prevent contamination.
• E-commerce platforms have become increasingly popular in the food industry, enabling consumers to purchase fresh produce and fruit juices from the comfort of their homes. Consumer preferences for organic and locally sourced produce continue to grow, necessitating marketing strategies that cater to these demands. Commodity prices and food safety regulations also influence the market dynamics, requiring companies to adapt and innovate to remain competitive. Overall, the Fruit and Vegetable market in the US is subject to various market forces, necessitating a proactive approach to food safety, supply chain management, and consumer preferences.

Exclusive US Fruit And Vegetable Market Customer Landscape

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

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, market forecast partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• B&G Foods, Inc.
• Bolthouse Farms
• Cargill, Inc.
• Chiquita Brands International Sàrl
• Conagra Brands, Inc.
• Dole Food Company, Inc.
• Driscoll's
• Fresh Del Monte Produce Inc.
• General Mills, Inc.
• Grimmway Farms
• Kraft Heinz Company
• Mann Packing Co., Inc.
• Ocean Mist Farms
• Pinnacle Foods, Inc. (now Conagra Brands)
• Ready Pac Foods, Inc.
• Sunkist Growers, Inc.
• Sysco Corporation
• Taylor Farms
• The Hain Celestial Group, Inc.
• US Foods Holding Corp.

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.

Recent Development and News in Fruit And Vegetable Market In US

• In January 2024, Whole Foods Market, a leading specialty food retailer in the US, announced the launch of its new "Farmers' 2 Families" initiative. This program aimed to increase sales of locally grown fruits and vegetables by 50% over the next three years, directly benefiting over 1,000 local farmers (Source: Whole Foods Market Press Release).
• In March 2024, Dole Food Company, a major player in the US fruit and vegetable market, entered into a strategic partnership with BrightFarms, a leading supplier of locally grown produce. This collaboration enabled Dole to expand its reach in the local and regional fresh produce market, leveraging BrightFarms' hydroponic farming technology and distribution network (Source: Dole Food Company Press Release).
• In April 2025, Driscoll's, a leading berry grower and marketer, completed a significant investment in automated sorting and packaging technology. This USD15 million investment aimed to increase production capacity and improve product quality, allowing Driscoll's to maintain its market leadership in the berry category (Source: Driscoll's Press Release).
• In May 2025, the USDA (United States Department of Agriculture) announced the launch of a new initiative, "Farm to School," which aimed to increase the amount of locally grown fruits and vegetables served in schools. This initiative, supported by a USD100 million federal grant, was expected to benefit over 30 million students and support local farmers (Source: USDA Press Release).

Research Analyst Overview

The fruit and vegetable market in the US continues to evolve, shaped by various factors including consumer preferences, agricultural technology, and food safety regulations. Retail distribution channels have expanded, with e-commerce platforms and subscription boxes gaining popularity. Irrigation systems and precision agriculture have improved shelf life and ensured consistent quality for canned vegetables and frozen fruits. Value-added products, such as vegetable juice and dried fruits, have emerged as key categories, driven by dietary trends and health benefits. Pricing strategies and labeling requirements have become crucial differentiators, with organic produce and value-added products commanding premium prices. Food safety remains a top priority, with regulations mandating stringent quality control measures.

Agricultural technology, including hydroponic produce and vertical farming, has enabled year-round production and reduced food waste. Food processing and supply chain management have become more efficient, with data analytics and cold storage solutions optimizing inventory and reducing spoilage. Pest control measures have also evolved, with sustainable and eco-friendly solutions gaining traction. Commodity prices and marketing strategies continue to shape the market dynamics, with sweet potatoes and frozen fruits experiencing increased demand. The ongoing integration of technology and consumer insights will continue to drive innovation and growth in the fruit and vegetable market.

Dive into Technavio's robust research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Fruit And Vegetable Market in US insights. See full methodology.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting between 2025 and 2029
• Precise estimation of the size of the market  and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming market growth and trends and changes in consumer behaviour
• Growth of the market across US
• Thorough analysis of the market's competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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