The US vegetables market is already deeply embedded in consumers' diets, creating a growth challenge that is less about driving category entry and more about expanding usage, frequency and value.
"Vegetables' future growth will be defined not by what consumers buy, but by how seamlessly vegetables fit into increasingly convenience-driven, flavor-focused lifestyles."
Julia Mills, Food & Drink Analyst
The US vegetables market is already deeply embedded in consumers’ diets, creating a growth challenge that is less about driving category entry and more about expanding usage, frequency and value. Fresh vegetables are purchased by 89% of consumers, yet spoilage remains the category’s biggest barrier, cited by 34% of buyers, while 44% express interest in vegetables designed to stay fresh longer. Growth will come from helping consumers waste less, prepare vegetables more easily and engage with new value-added formats.
Convenience-led solutions will also be a factor for future growth: 61% wish vegetables were easier to incorporate into quick meals and 55% are more likely to purchase vegetables when recipe inspiration is provided. Millennials and Gen Z are driving demand for flavor-forward and innovative formats, creating opportunities to premiumize through snacks, globally inspired products and ready-to-cook solutions.
This Report covers the US market for fruits and vegetables, which are defined as follows:
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