Explore the latest innovations in fruit and vegetables in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the global produce market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global fruit and vegetables market. Understanding global trends in the produce market has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Mikolaj Kaczorowski, Innovation Analyst at Mintel. Mikolaj has 8 years experience working at Mintel and is responsible for analysing new product launches in food, drink and household categories, tying these back to consumer insights, and identifying emerging NPD trends.
Fruit and vegetable innovation is focussing on convenience, along with natural and better-for-you attributes.
Mikolaj Kaczorowski
Innovation Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: protein claims are growing in vegetable launches
- Consumers are seeking out plant-based proteins
- Protein claims are slowly growing in vegetable launches in Europe
- Beans and lentils take centre stage as affordable protein options
- Europe: fruit and vegetable brands are innovating around convenience
- Fruit and vegetable consumers are seeking out more convenient options
- ‘Ease of use’ and ‘microwaveable’ lead convenience claims in fruit and vegetable launches in Europe
- Graph 1: fruit and vegetable launches, by share of convenience claims, 2019-24
- Vegetable brands offer shortcuts to help consumers prepare flavoursome meals
- Frozen fruit brands highlight quick and convenient preparation options
- The Middle East & Africa (MEA)
- New fruit and vegetable launches in the region
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Asia Pacific (APAC)
- Asia: frozen fruit is a growing area of innovation
- Consumers are looking to ensure they eat enough fruit and vegetables
- Frozen fruit is taking a growing share of launches
- Graph 2: fruit launches, by share of storage, 2019-24
- Frozen fruit brands offer consumers a diversity of fruits and formats
- Asia: store brands are a growing presence in fruit and vegetable launches
- Consumers are increasingly turning to private-label fruit and vegetables
- Private labels are a growing presence in fruit and vegetable categories
- Graph 3: fruit and vegetable launches, by share of branded vs private-label, 2019-24
- Private labels launch upcycled, premium and chef-created fruit and vegetable products
- Australia & New Zealand
- Vegetable brands offer consumers flavourful and convenient options
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THE AMERICAS
- North America: fruit and vegetable brands are addressing consumer interest in more natural offerings
- Organic fruit and vegetables are in demand
- Organic claims see a resurgence in fruit and vegetable launches
- Graph 4: organic claim penetration in fruit and vegetable launches, 2019-24
- Vegetable brands innovate around natural and organic qualities
- North America: fruit consumption lags behind dietary requirements
- Smoothies are a popular way to boost fruit intake
- Fruit product launches made for smoothies are declining
- Graph 5: fruit launches, by share of launches with ‘smoothie’ in the product description with word variants, 2019-24
- Brands are tapping into consumer interest in making smoothies at home
- Latin America
- Private labels continue to account for a growing share of vegetable launches
- Graph 6: vegetable launches, branded vs private-label, 2019-24
- Branded vegetables innovate around innovative ingredients and sustainable and natural credentials
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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