February 20, 2025 – Globally, consumers are opting for a healthy lifestyle and balanced diet. Fruits and vegetables are a key part of a healthy diet because they contain many nutrients, including vitamins, minerals, fiber, and antioxidants. It supports overall well-being, boosts immunity, and reduces the risk of chronic diseases. Innova’s 360 research highlights consumers’ inclusive dietary trends, brands promoting healthy eating, and preference for clean label products in the global fruit and vegetables market.
Market Size and Trends
There has been an 8% CAGR rise in global fruit and vegetables sales value over the past three years. The growth in sales value and volume of the fruit and vegetables industry averages 8% and 4%, respectively, in the past five years.
29% of consumers globally value inclusivity in their diet. In line with this, product ranges catering to different dietary needs and cultures are prevalent in the fruit and vegetables category. Brands are responding with options that cater to various lifestyles, including vegan, vegetarian, and plant-based choices. Religion-compliant offerings like kosher and halal, along with allergy-friendly selections such as gluten-free and lactose-free, are further driving market growth in the fruit and vegetable industry. This highlights the growing importance of inclusive nutrition in shaping consumer choices.
Fruit and Vegetables Launch Trends
Fruit and vegetables have displayed almost stable launch rates over the past three years in the fruit and vegetable industry. The vegetables subcategory leads within the category. Meanwhile, the fruit subcategory displays the fastest 5% rise in launches in the past two years.
Globally, more than 1 in 3 consumers take a proactive approach to prevent health issues. This is reflected in immune health claims, which account for 38% of health-active claims. This is followed by energy/alertness, heart health, digestive/gut health, and brain health in the past year.
Notably, options rich in vitamin C for boosting immune health, vitamin B and selenium for supporting brain health, and fiber-dense products for aiding gut health are significant in the market. This aligns with Innova’s top trend of 2024, ‘Prioritizing Prevention,’ highlighting the focus on preventative care is influencing consumer choices toward products that enhance wellbeing.
Leading Fruit and Vegetables Region
Globally, Europe leads with 46% of launches in the past year. This is followed by Asia Pacific, North America, the Middle East/Africa, and Latin America.
Consumers in Europe prioritize protein and fiber, with high/source of fiber and protein claims displaying significant launches in the past year. Naturally fiber and protein rich options, along with products formulated with protein from milk and grains and fiber from vegetables, are gaining attention. As consumers become more health-conscious, there is a shift toward products that offer functional benefits, with enhanced nutrition.
Top Brands and Companies in the Fruit and Vegetables Industry
Aldi, Del Monte, Auchan, Bonduelle, Lidl, Carrefour, and Pick N Pay are leading companies in the fruit and vegetables industry. These top 7 companies account for a total of 12% of fruit and vegetables launches globally in the past year.
Aldi and Del Monte are key players with 2% launches each in the past year. Aldi leads in fresh fruit and vegetables by providing affordable, quality options that promote healthy eating. They have various products ranging from local staples to exotic fruits in the fruit industry. Aldi encourages balanced diets through initiatives like ‘meat-free Mondays’ and convenient options like ‘courgette.’ By offering tips on nutritious choices and easy swaps, Aldi strengthens its role as a trusted, accessible source of healthy, affordable produce.
Positionings Trends
No additives or preservatives, organic, source of fiber, gluten free, and vegan are the top 5 claims for fruit and vegetables category launches in the fruit and vegetable industry. Asia Pacific, the Middle East/Africa, and Latin America display no additives or preservatives as the top claim.
Apart from the top 5 positionings, other positionings growing across Europe are low/no/reduced calorie, indulgent and premium, and plant-based. In Asia Pacific, consumers prefer GMO free, vegetarian, and low/no/reduced fat options. Whereas in the Middle East/Africa, vegetarian, low/no/reduced fat, and antioxidant claims are gaining attention. GMO free, vegetarian, and no added sugar claims are growing in North America. Meanwhile, in Latin America, consumers are prioritizing no added sugar, GMO free, and natural options in fruit and vegetables.
Flavor Trends in Fruit and Vegetables Industry
Herbs, parmesan cheese, spices, lemon, and cheese are the leading flavors in the fruit and vegetables industry. In the fruit and vegetables category, the spices and seeds flavor category leads, followed by herbs and grains. Additionally, ranges with a blend of cheese flavors like Caesar and parmesan cheese, cheese and ranch, and herbs and parmesan cheese offer diverse taste profiles to cater to consumer preferences.
What is Next in Fruit and Vegetables Industry Trends?
Consumers are increasingly mindful of sustainability, with 40% associating nature protection with sustainable farming. In response, products featuring sustainable practices have experienced 8% CAGR growth over the past four years. Sustainable growing produce, selections free from pesticides and herbicides, and products certified organic by the Soil Association Organic and Australian Certified Organic are gaining prominence.
Indulgence remains key in everyday treats in the fruit industry, driving interest in crystallized fruits, pitted varieties, and pineapple chunks in flavored syrups like vanilla, mango, and coconut. Premium selections, such as British-grown strawberries and red-pulp Italian kiwis, are likely to drive growth in the fruit subcategory.
Globally, clean labels represent 2 of the top 5 claims. 26% of consumers actively limit artificial additives. Brands can focus on using natural preservatives like vinegar, rosemary extract, and lemon juice, alongside organic formulations featuring natural thickeners and colors. As consumer preferences evolve, innovation in sustainable and clean label products is likely to shape the upcoming fruit-based offerings.
This article is based on Innova’s Overview in Fruit & Vegetables – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
