Fruits and Vegetable Cleaners Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Liquid and Sprays, Wipes, Others), By Category (Scented, Plain), By End Use (Household, Commercial), By Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Online, Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 12.06 Billion
CAGR (2026-2031)	7.36%
Fastest Growing Segment	Household
Largest Market	North America
Market Size (2031)	USD 18.47 Billion

Market Overview

The Global Fruits and Vegetable Cleaners Market will grow from USD 12.06 Billion in 2025 to USD 18.47 Billion by 2031 at a 7.36% CAGR. Fruit and vegetable cleaners encompass specialized liquid formulations, ultrasonic devices, and ozone generators designed to eliminate agricultural pesticides, wax coatings, and microbial pathogens from the surface of fresh produce. The primary market drivers include heightened global health consciousness and an escalating consumer demand for food safety assurance, specifically regarding the mitigation of chemical ingestion risks. This anxiety regarding contamination directly fuels the adoption of commercial residue removal solutions as consumers seek methods superior to standard rinsing. According to the International Food Information Council, in 2024, 46% of consumers ranked pesticides and pesticide residues as a top food safety concern, highlighting the critical consumer sentiment propelling this sector.

Despite these strong growth factors, the market faces a significant impediment regarding consumer skepticism and awareness. A substantial portion of the global population remains unconvinced of the incremental efficacy these products offer over washing with standard tap water. This perception challenges the value proposition of the product and creates a notable barrier to mass adoption in price sensitive demographics where traditional cleaning methods are deemed sufficient.

Key Market Drivers

Escalating consumer anxiety regarding pesticide residues and chemical contaminants acts as the primary catalyst for the adoption of fruit and vegetable cleaners. As agricultural practices continue to rely on synthetic protectants to maximize yield, the persistence of chemical traces on fresh produce has become a focal point of public health concern. This apprehension drives shoppers toward specialized washing solutions that promise a higher efficacy in removing hydrophobic residues compared to tap water alone. According to the Environmental Working Group, March 2024, in the 'Shopper’s Guide to Pesticides in Produce', 75% of all conventional fresh produce sampled contained residues of potentially harmful pesticides. Such alarming statistics directly reinforce the value proposition of commercial cleaners, as consumers increasingly view these products as an essential defense mechanism against long-term chemical exposure.

Concurrently, the rising incidence of global foodborne illness outbreaks and pathogen risks further accelerates market expansion. The frequency of contamination events linked to fresh produce has necessitated a shift from aesthetic cleaning to microbial sanitization in both household and commercial settings. This trend is amplified by the growing complexity of supply chains where tracking contamination sources remains difficult, thereby incentivizing end-stage sanitization by the consumer. According to the U.S. PIRG Education Fund, April 2024, in the 'Food Safety in 2024' report, total food recalls increased by 8% in 2023 to reach the highest levels observed since the pandemic. Furthermore, specific high-profile incidents heighten urgency; according to the Centers for Disease Control and Prevention, in 2024, a Salmonella outbreak linked to contaminated cucumbers resulted in 449 confirmed illnesses across 31 states. These events validate the necessity for advanced hygiene interventions.

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Key Market Challenges

The primary impediment restricting the expansion of the Global Fruits and Vegetable Cleaners Market is pervasive consumer skepticism regarding the incremental efficacy of these products compared to traditional cleaning methods. A significant segment of potential buyers perceives standard tap water as an adequate solution for removing residues, thereby questioning the necessity of specialized liquid formulations or devices. This deep-seated belief system severely limits market penetration, as the industry struggles to transition these items from niche safety products to household essentials. Without a shift in this perception, the addressable market remains confined to a hyper-aware subset of consumers, preventing the volume sales necessary for broader industry growth.

Furthermore, this skepticism is compounded by economic pressures that discourage spending on goods viewed as non-essential. When consumers are unconvinced of a product's superior performance, they are unlikely to allocate budget towards it, particularly within price-sensitive demographics where every expenditure is scrutinized. According to The Food Industry Association, in 2024, 70% of shoppers remained concerned with rising prices at the grocery store. This heightened financial anxiety reinforces the reliance on cost-free alternatives like tap water, acting as a direct brake on the adoption of commercial residue removal solutions and hampering the overall revenue trajectory of the market.

Key Market Trends

The proliferation of plant-based and natural ingredient formulations is fundamentally reshaping the market as manufacturers pivot away from synthetic chemicals like chlorine and alcohol. This trend is driven by the broader "clean label" movement, where consumers scrutinize product labels for recognizable, non-toxic components derived from sources such as corn, coconut, and sustainable palm oil. This shift is not merely aesthetic but structural, compelling brands to certify their supply chains to meet the rigorous demands of eco-conscious buyers who associate botanical ingredients with enhanced safety for food contact surfaces. According to the American Cleaning Institute, October 2024, in the '2024 Sustainability Report', 60% of member companies have committed to using palm oil certified by the Roundtable on Sustainable Palm Oil (RSPO), underscoring the industry's rapid transition toward verifiable, plant-derived feedstocks.

Simultaneously, the sector is witnessing a decisive shift toward biodegradable and eco-friendly packaging solutions, challenging the dominance of single-use plastic bottles. This trend is characterized by the introduction of concentrated powders, dissolvable tablets, and refillable glass or aluminum vessels that significantly reduce plastic waste and carbon footprints associated with shipping water-heavy liquids. This evolution addresses the growing consumer dissonance between purchasing natural produce and using cleaning products encased in environmental pollutants, effectively making sustainable packaging a non-negotiable attribute for market entry. According to Shorr Packaging, January 2025, in 'The 2025 Sustainable Packaging Consumer Report', 54% of consumers reported consciously purchasing products with sustainable packaging in the last six months, highlighting the critical role of eco-centric design in driving purchasing decisions.

Segmental Insights

The Household segment is currently positioning itself as the fastest-growing category in the Global Fruits and Vegetable Cleaners Market. This expansion is primarily propelled by rising consumer anxiety regarding pesticide residues, wax coatings, and surface contaminants on fresh produce. As regulatory institutions like the Food and Drug Administration emphasize stringent food safety and the risks of foodborne illnesses, individuals are increasingly prioritizing advanced hygiene measures at home. Consequently, the demand for residential cleaning solutions has surged, with families seeking dedicated products that offer perceived superior efficacy over traditional water washing for ensuring safe daily consumption.

Regional Insights

North America holds a leading position in the Global Fruits and Vegetable Cleaners Market, primarily driven by heightened consumer awareness regarding food safety and pesticide residues. This demand is significantly influenced by stringent regulations and monitoring protocols from established bodies like the U.S. Food and Drug Administration, which maintain rigorous standards for agricultural chemical limits. Consequently, health-conscious households in the United States and Canada increasingly prioritize specialized washing solutions over standard cleaning methods to ensure produce hygiene. Furthermore, the region benefits from a highly developed retail infrastructure that ensures widespread accessibility to these products, sustaining consistent market dominance.

Recent Developments

• In January 2025, Sormac acquired a majority stake in Foodcons, a German manufacturer specializing in food technology, to strengthen its position in the fresh produce processing sector. The strategic collaboration allowed the company to integrate Foodcons' versatile machinery into its existing portfolio, thereby expanding its capabilities in processing and cleaning fresh-cut fruits and vegetables. This acquisition was aimed at offering more comprehensive solutions to customers by combining Sormac's expertise in peeling and washing with Foodcons' specialized equipment. The move also facilitated improved service delivery and operational efficiency for vegetable processors across the European market.
• In October 2024, Urschel announced the launch of the RockRepeller Impeller, a new technology designed to enhance the cleaning and processing of potatoes. This innovation utilized advanced centrifugal force to effectively separate and remove rocks and stones from the product stream before they entered the slicing equipment. By filtering out these hard contaminants, the device significantly reduced the risk of damage to cutting heads and minimized costly production downtimes for processors. The launch addressed a persistent challenge in the root vegetable cleaning process, ensuring higher operational efficiency and equipment longevity for food manufacturers.
• In June 2024, Wyma Solutions confirmed its participation in the OptiClean initiative, a collaborative research project in Denmark aimed at optimizing the washing and polishing of root vegetables. The partnership involved working with local researchers and industry stakeholders to develop advanced cleaning methodologies that extend the shelf life of produce and reduce food waste. By refining the mechanical washing process, the initiative sought to improve the quality of carrots and potatoes reaching the market. This development highlighted the company's commitment to sustainable post-harvest technologies that enhance food safety and resource efficiency.
• In June 2024, Tomra Food introduced the TOMRA 5B 800 COMPACT, a new belt-type sorting machine tailored specifically for the requirements of the Japanese market, at the FOOMA Japan exhibition. The machine was engineered to fit within the limited floor space of local processing plants while delivering high-resolution color recognition and foreign material removal for leafy greens and potatoes. This launch provided processors with a more flexible and efficient solution for ensuring food safety and quality in compact production environments. The system's advanced sensors enabled the precise detection and rejection of defects, optimizing the yield for fruit and vegetable lines.

Key Market Players

• Eco-Me
• Ecover
• Seventh Generation
• Better Life
• Mrs. Meyer's Clean Day
• Marico Limited
• Fruit and Veg Wash
• Elemen's Choice
• Fruit & Veggie Wash
• Veggie Wash

By Type	By Category	By End Use	By Distribution Channel	By Region
Liquid and Sprays Wipes Others	Scented Plain	Household Commercial	Hypermarkets/Supermarkets Convenience Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Fruits and Vegetable Cleaners Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Fruits and Vegetable Cleaners Market, By Type:

• Liquid and Sprays
• Wipes
• Others

• Fruits and Vegetable Cleaners Market, By Category:

• Scented
• Plain

• Fruits and Vegetable Cleaners Market, By End Use:

• Household
• Commercial

• Fruits and Vegetable Cleaners Market, By Distribution Channel:

• Hypermarkets/Supermarkets
• Convenience Stores
• Online
• Others

• Fruits and Vegetable Cleaners Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE