The Future of Fruit and Vegetables 2024
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Produce brands will grapple with low consumption but find inspiration in new messaging. Farming, meanwhile, will push the limits to battle climate change. Melanie Zanoza Bartelme, Associate Director, Mintel…

The Future of Fruit and Vegetables 2024

£ 2,195 (Excl.Tax)

Report Summary

The Future of Fruit and Vegetables is a global market report that covers the latest innovations and consumer trends across the global fruit and vegetable industry in 2024. Our global future of report identifies evolving areas, consumer attitudes, and important advances expected across regions like EMEA, APAC, and the Americas over the next five years and beyond.

Global Fruit and Vegetables Industry Landscape


Frozen vegetable producers are innovating with paper packaging to improve their ecological credentials. Producers in the fruit and vegetable industry are increasingly flagging up ingredient provenance.


Producers in the fruit and vegetable industry are reacting to consumer interest in positive nutrition by highlighting both the inherent and added nutritional benefits of fruit and vegetable launches.


Brands in the fruit and vegetable industry are offering more convenient options to help consumers meet their fruit and vegetable intake. Clean label claims, such as no additives/preservatives, have gained share among fruit and vegetable launches.

The Future of Fruit and Vegetables in the Next Two Years

While there is no such thing as a perfect format or product size for all produce consumers, there will be greater focus from brands to help consumers through education to see more potential across all of the available fruit and veg.

Social media will be key in helping to expose and propel produce to become part of these consumers’ lifestyles and encourage them to keep searching for more fun fruit and veg to try.

  • 61% of Northern Irish Gen Z category users look to social media for inspiration on new ways to prepare fruit and veg.

Global Fruit and Vegetable Industry Trends in Five Years and Beyond

Climate change continues to affect crop production. This puts more pressure on companies and governments to go all in on promising solutions to maintain agricultural success. Regenerative agriculture and vertical farming will shift from emerging to mainstream as companies invest in these solutions.

  • 69% of South African consumers say climate change will have an effect on the foods/drinks they buy.

This is just a snapshot of the Future of Fruit and Vegetables, to learn more about future innovations and challenges facing the market, purchase our full report. To discover more about the global fruit and vegetable industry, read The Future of Juice and Juice Drinks 2024or take a look at our extensive Global Fruit and Vegetables Market Research.

Expert Analysis from a Food Specialist

This report, written by Melanie Zanoza Bartelme, a leading Food analyst, delivers in-depth commentary and analysis to highlight global fruit and vegetable industry trends and add expert context to the numbers.

Produce brands will grapple with low consumption but find inspiration in new messaging. Farming, meanwhile, will push the limits to battle climate change.

Melanie Zanoza Bartelme
Associate Director – Food & Drink

Table of Contents


    • Where we are now
    • In the next two years
    • In five years and beyond

    • Mintel's perspective
    • Increase consumption through permissibility
    • Consumption remains the core issue for produce
    • Health awareness isn't the barrier to consuming more produce
    • Other categories promise consumers easy fruit and vegetable servings
    • Give consumers permission to make their produce work for them
    • Show consumers that every fruit and veg counts
    • Hydration holds untapped potential for driving fruit consumption
    • Produce becomes a lifestyle
    • Fruit and vegetables are becoming part of consumers' lifestyles
    • Fruits and vegetables are trending on TikTok
    • Social media trends give fruit and veg new relevancy
    • Fruit and veg are being used to describe consumer identities
    • The produce lifestyle will push demand for new fruit and vegetables
    • Make every format feel versatile
    • Help consumers find the right way to purchase produce
    • It can be hard for consumers to find the right value from the produce they buy
    • Fresh options give consumers flexibility
    • Frozen will reinforce its value
    • Frozen products help consumers save time and money
    • Shelf-stable will shift beyond the side dish
    • Sauces and seasonings encourage consumers to transform leftovers

    • Mintel's perspective
    • Alternatives will mainstream in fruit and vegetable production
    • Emerging solutions will be put to the test
    • GMOs could become a reality, not a preference
    • Consumers are seeing potential for GMOs
    • Produce enters the next frontier: space

    • Key takeaways

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Future Of Sample Report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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