U.S. Fruit and Vegetable Market Size, Share, Growth Analysis, By Product(Fresh, Dried and frozen), By Distribution channel(Supermarkets and hypermarkets) - Industry Forecast 2024-2031

U.S. Fruit and Vegetables Market size was valued at USD 63.40 Billion in 2022 and is expected to grow from USD 66.7 Billion in 2023 to reach USD 100.05 Billion by 2031, at a CAGR of 5.2% during the forecast period (2024-2031).  

The U.S. fruit and vegetable market is experiencing growth due to rising consumer health consciousness and the growing demand for nutrient-rich products. Consumers are increasingly seeking fresh and exotic fruits and vegetables, such as berries, avocado, mango, pomegranate, papaya, and sweet potato, due to their high nutritional value, including antioxidants, potassium, and vitamins A, K, C, and E. The market expansion is being driven by increased awareness about the benefits of fresh and natural products and the rising prevalence of chronic conditions such as type 2 diabetes and high blood pressure. This has compelled people to adopt healthier lifestyles, which include incorporating fruits into their diets, as fruits provide numerous health advantages. Companies' awareness campaigns regarding healthy eating have contributed to the growth of the market. For instance, the FDA launched an awareness campaign in March 2020, providing resources for healthcare professionals, schoolteachers, and dietitians to help people make informed food choices and adopt healthy diets. The CDC's 2020-2025 Dietary Guidelines for Americans also recommended daily consumption of 1.5-2 cups of fruits and 2-3 cups of vegetables for a healthy immune system and to prevent chronic conditions. A growing trend among U.S. consumers is to allocate a special budget for healthy eating, which includes spending on fresh fruits and vegetables. Furthermore, the rising preference for organic food in the U.S. is expected to benefit the market, as consumers become more aware of the harmful effects of pesticides, chemicals, and additives on human health. 

The fruit and vegetables market in the U.S is a vibrant and essential part of the county’s agricultural ecosystem, providing food for consumption within the country and also playing a significant role in international trade. The market is as diverse as it gets, from the common fruits such as apples and oranges to leafy vegetables and those varieties of fruit that are yet unheard of. The mission of this market is to meet the rising demand for new quality and healthy products among buyers, who prefer to eat fresh, healthy food, thus contributing their part in supporting the domestic agricultural industry. 

The major one of the driving factors for the growth of this market is the widening understanding by consumers about the need for proper balanced diets and health benefits that are accrued from regular intake of fruits and vegetables. In line with the increasing health awareness by people, there is now a high demand for a variety of quality produce. Besides, the growing interest in vegetarianism and eco sustainable foods have also contributed towards the market growth. 

Still, the market poses its own challenges and restraining elements. Weather variability and unpredictable natural disasters remain as one of the significant challenges in crop production. The danger of climate change needs to be a major concern with regards to market stability, as it affects production and distribution. Moreover, the time-sensitive nature of fruits and vegetables makes the movement imminent; as their freshness is crucial for transportation and storage. Moreover, the market offers vast opportunities in spite of various difficulties in the supply chain of the US fruit and vegetables market. This is because various technologies that were developed in recent times as solutions to solving the problems, which have been presented by the unfavorable environmental conditions for agricultural practices such as precision farming and controlled-environment agriculture can provide prospects in which efficiency can be improved and the negative impact of environmental factors eliminated. Further, the popularity of local and organic produce gives room for producers who embrace sustainable practices that integrate with the environment. 

US Fruit and Vegetable Market is poised to grow at a sustainable CAGR for the next forecast year.