United States Fruit and Vegetable Market By Product Type (Fruits, Vegetables), By Type (Dried, Frozen, Fresh), By Distribution Channel (Supermarkets/Hypermarkets, Grocery Stores, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

United States Fruit and Vegetable Market was valued at USD 99.72 Billion in 2024 and is anticipated to grow USD 127.79 Billion by 2030 with a CAGR of 4.22% during forecast period. The United States fruit and vegetable market is a dynamic and essential segment of the country's agricultural economy, driven by growing health consciousness and demand for fresh, organic, and locally sourced produce. Technological advancements in farming, cold chain logistics, and packaging have significantly enhanced product quality and shelf life. Seasonal imports supplement domestic production, ensuring year-round availability. Retail channels, including supermarkets, online platforms, and farmers' markets, continue to expand access. Additionally, rising consumption of ready-to-eat salads, smoothies, and pre-cut produce is fueling growth.

Key Market Drivers

Rising Health and Wellness Awareness Among Consumers

One of the most significant drivers of the U.S. fruit and vegetable market is the increasing awareness among consumers about the importance of healthy eating. In 2024, the focus on wellness among U.S. consumers has grown significantly, with around 50% now prioritizing wellness in their daily lives, up from 42% in 2020. With growing concerns over obesity, diabetes, cardiovascular diseases, and other lifestyle-related health conditions, Americans are shifting their dietary habits toward fresh, nutrient-rich foods. Fruits and vegetables are promoted by nutritionists and public health agencies for their high vitamin, mineral, fiber, and antioxidant content, which contributes to disease prevention and overall well-being. Government initiatives like the “MyPlate” campaign and updated school nutrition programs continue to emphasize the inclusion of fruits and vegetables in daily meals. Furthermore, social media and digital health platforms have amplified wellness messaging, influencing younger generations to embrace plant-based diets and clean eating habits. This shift has led to a rise in the consumption of fresh produce, as well as value-added options such as fruit snacks, vegetable juices, smoothie kits, and salad bowls. The trend is not limited to urban areas; it is also expanding across suburban and rural markets as consumer awareness spreads and accessibility improves. Ultimately, the strong connection between wellness trends and fresh produce consumption continues to be a long-term growth catalyst for the U.S. fruit and vegetable market.

Technological Advancements in Agriculture and Supply Chain Infrastructure

The integration of advanced technology in agriculture and supply chain logistics has played a transformative role in strengthening the U.S. fruit and vegetable market. Precision agriculture tools, such as GPS-guided equipment, drone surveillance, soil sensors, and automated irrigation systems, enable farmers to improve crop yields, reduce waste, and enhance produce quality. In addition, genetic research and biotechnology have resulted in disease-resistant and high-yield fruit and vegetable varieties, ensuring consistent production despite changing weather patterns and pest threats. Equally important is the evolution of post-harvest infrastructure. Investments in cold storage facilities, temperature-controlled transport, and smart packaging solutions have drastically reduced spoilage and extended shelf life, allowing produce to reach distant markets while retaining freshness. Companies are also leveraging artificial intelligence and blockchain technologies to improve inventory management, traceability, and safety standards. These innovations enable real-time monitoring of supply chains, which helps mitigate disruptions and meet the demands of major retailers and export markets. As a result, both domestic and imported fruits and vegetables benefit from more efficient and reliable delivery systems, increasing their availability and appeal to American consumers year-round. Thus, technological innovation is a foundational pillar for sustaining and scaling the growth of the industry.

Expansion of Organic and Sustainable Produce Offerings

Consumer demand for organic, sustainably grown fruits and vegetables has seen a sharp increase, becoming a powerful driver of market growth in the United States. U.S. sales of certified organic products reached nearly USD 70 billion in 2023, setting a new record for the sector. This growth reflects increasing consumer demand for healthier, environmentally sustainable food options. Concerns about chemical residues, pesticide use, and environmental degradation have led many households to prioritize organic produce, which is perceived as healthier and environmentally responsible. As a result, the organic fruits and vegetables segment has transitioned from a niche market to a mainstream preference. Retailers like Whole Foods Market, Walmart, Kroger, and Amazon Fresh have expanded their organic offerings significantly, while many local farms and cooperatives now hold USDA Organic certification to meet rising demand. Furthermore, sustainable farming practices—such as crop rotation, reduced water use, regenerative agriculture, and minimal packaging—are becoming key selling points for both retailers and producers. Certification labels like “Non-GMO,” “Fair Trade,” and “Locally Grown” are increasingly influencing consumer choices and commanding premium prices. In response, supply chains are adapting to incorporate eco-friendly logistics, waste reduction strategies, and transparent sourcing. Federal and state-level incentives are also promoting organic agriculture and sustainability initiatives. The convergence of consumer ethics, environmental responsibility, and regulatory support has propelled the growth of this segment and is likely to remain a key driver for the foreseeable future.

Growth of E-commerce and Direct-to-Consumer Sales Channels

The rapid expansion of digital retail platforms and direct-to-consumer (DTC) models has significantly reshaped the U.S. fruit and vegetable market. In 2024, retail eCommerce sales in the United States reached USD 1,192.6 billion, with USD 352.93 billion generated in the fourth quarter alone. E-commerce adoption accelerated during the COVID-19 pandemic and has since become a permanent part of consumer shopping behavior. Online grocery platforms like Amazon Fresh, Instacart, Walmart Grocery, and Target now offer fresh produce delivery with improved cold-chain logistics and real-time inventory management. Specialty produce delivery services—such as Misfits Market, Imperfect Foods, and Farmbox Direct—have capitalized on consumer preferences for convenience, sustainability, and local sourcing. These services often offer subscription models, curated boxes, and educational content, enhancing consumer engagement and loyalty. At the same time, farmers markets and small producers have launched their own digital storefronts, enabling them to sell directly to customers and bypass traditional intermediaries. This has not only expanded market access for producers but also helped consumers connect more personally with the origins of their food. Additionally, innovations such as QR code-based traceability and mobile app integration have enhanced transparency and consumer trust. As digital infrastructure continues to mature and consumer preferences evolve, the online and DTC ecosystem will remain a powerful enabler for the growth and diversification of the fruit and vegetable market in the United States.

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Key Market Challenges

Labor Shortages and Rising Operational Costs

One of the most persistent and critical challenges in the U.S. fruit and vegetable market is the shortage of agricultural labor. Fruit and vegetable harvesting is labor-intensive, requiring manual picking, sorting, and packaging, particularly for delicate crops that cannot be mechanized. Over the years, the industry has become increasingly reliant on seasonal migrant labor, much of it through the H-2A temporary agricultural workers program. However, restrictive immigration policies, higher costs of visa sponsorship, and concerns over worker conditions have limited the availability of skilled labor. Additionally, COVID-19 exacerbated the problem, highlighting vulnerabilities in the agricultural workforce. With fewer workers available, many farms are forced to leave produce unharvested, resulting in significant losses. Rising wages, compliance with labor laws, and the need for better housing and benefits further inflate operational expenses. While some producers are investing in automation and robotics to mitigate labor dependency, such technologies are costly and not yet viable for all crop types or farm sizes. As labor shortages persist and cost pressures rise, many small and mid-sized farms struggle to remain profitable, leading to increased consolidation in the industry and threatening long-term competitiveness.

Climate Change and Environmental Stress

The fruit and vegetable sector in the United States is increasingly vulnerable to the impacts of climate change, which poses a significant threat to consistent production and supply. Rising temperatures, erratic rainfall patterns, prolonged droughts, and more frequent extreme weather events like hurricanes and wildfires are disrupting planting and harvesting cycles across key agricultural states such as California, Florida, and Arizona. These environmental stressors can lead to reduced crop yields, altered growing seasons, and even complete crop failures in some instances. For example, California, which supplies nearly half of the nation’s fruits and vegetables, has been battling persistent drought conditions, forcing water rationing and shifts in crop choices. Water scarcity also intensifies competition between agricultural, industrial, and residential users. Additionally, increased pest and disease pressures linked to warmer climates further threaten crop quality and productivity. Farmers are being compelled to invest in more resilient crop varieties, advanced irrigation systems, and climate monitoring technologies, all of which increase input costs. Government support and climate-smart agricultural policies are being implemented, but their impact remains limited without widespread adoption. Ultimately, the increasing unpredictability of weather conditions continues to hinder planning and stability in the fruit and vegetable supply chain.

Food Waste and Supply Chain Inefficiencies

Despite being one of the largest producers and consumers of fruits and vegetables, the United States faces a significant issue of food waste, especially within this sector. A substantial portion of fruits and vegetables is lost or discarded at various stages of the supply chain—from farm-level overproduction and post-harvest losses to retailer rejections and consumer waste. These losses are often due to cosmetic standards, inadequate storage, poor inventory management, or lack of infrastructure, particularly in smaller or remote farming regions. Perishable nature of produce demands highly efficient cold chains and rapid distribution networks, which are not uniformly available across the country. Retailers also contribute to the problem by overstocking for aesthetic presentation or discarding items close to “best by” dates, even if still edible. For consumers, lack of awareness on proper storage and portion control adds to household-level food waste. Food waste not only affects farm profitability but also raises environmental concerns, as decomposing organic matter in landfills releases greenhouse gases. To address this, some companies are investing in improved logistics, smart inventory software, and partnerships with food recovery organizations. However, widespread systemic inefficiencies still need to be overcome to reduce waste, improve sustainability, and ensure optimal utilization of available produce in the market.

Surge in Demand for Convenient, Value-Added Produce

One of the most prominent trends driving the U.S. fruit and vegetable market is the increasing consumer demand for convenient, ready-to-use, and value-added produce options. Modern lifestyles, characterized by busy schedules and an emphasis on time-saving solutions, have led to a preference for pre-washed, pre-cut, peeled, or packaged fruits and vegetables. Products such as salad kits, smoothie packs, chopped vegetables, and snackable fruit cups have seen a significant rise in popularity across both retail and foodservice channels. These options not only reduce preparation time but also encourage healthier eating by making fruits and vegetables more accessible and appealing. Retailers are expanding their fresh-cut offerings, often integrating complementary products like dressings, dips, and seasonings for added value. Innovations in packaging—such as resealable containers, vacuum sealing, and breathable films—are extending shelf life and maintaining freshness, further supporting this trend. As more consumers, especially millennials and Gen Z, prioritize convenience without compromising on nutrition, the market is witnessing strong growth in the value-added segment. This trend is also influencing packaging sustainability and branding strategies, with companies focusing on recyclable materials and clear labeling to appeal to environmentally conscious consumers.

Rise of Plant-Based and Flexitarian Diets

The increasing popularity of plant-based and flexitarian diets has become a powerful force reshaping the U.S. fruit and vegetable market. In 2023, 6 in 10 U.S. households purchased plant-based foods, maintaining a similar trend to the previous year. Despite the steady consumer interest, plant-based foods accounted for 1.1% of total retail food and beverage dollar sales in 2023. Driven by health concerns, ethical considerations, and environmental awareness, many consumers are reducing their meat intake and turning to plant-based alternatives, which has significantly boosted the consumption of fruits and vegetables. This trend goes beyond traditional vegetarians and vegans—flexitarians, or semi-vegetarians, represent a growing demographic that still consumes animal products but in smaller quantities. Fruits and vegetables now play a central role in a wider variety of meals, serving as the base for plant-forward recipes, smoothies, meat substitutes, and blended dishes. Restaurants and food manufacturers are adapting to this shift by incorporating more produce into menus and product lines. For example, cauliflower has emerged as a substitute for pizza crusts and rice, while jackfruit is increasingly used as a meat alternative. Social media influencers, health bloggers, and chefs are also driving this trend by showcasing creative, colorful, and nutritious plant-based dishes, further influencing consumer behavior. As the plant-based movement gains mainstream acceptance, it is expected to sustain long-term demand for a diverse range of fruits and vegetables across all age groups.

Growth of Local and Regional Sourcing Initiatives

There is a growing consumer preference for locally and regionally sourced fruits and vegetables in the United States, as people become more concerned about food miles, supply chain transparency, and supporting local economies. This trend has been amplified by the COVID-19 pandemic, which exposed vulnerabilities in global supply chains and encouraged consumers to seek out nearby producers for fresher and more reliable supplies. Local sourcing is associated with better taste, seasonal freshness, and reduced environmental impact due to lower transportation emissions. Farmers markets, community-supported agriculture (CSA) programs, farm-to-table restaurants, and direct-to-consumer platforms have all benefited from this trend. Retailers, too, are partnering with local growers and highlighting the origin of produce on packaging to meet consumer expectations for authenticity and traceability. Government incentives and public campaigns are also promoting local food systems to enhance food security and rural economic development. Additionally, urban farming and vertical agriculture in metropolitan areas are gaining traction as innovative solutions to reduce dependency on long-haul transportation. This trend toward localism is redefining how produce is marketed and consumed, adding a layer of community engagement and environmental responsibility to the fruit and vegetable industry.

Integration of Technology and Data-Driven Solutions Across the Value Chain

Another transformative trend in the U.S. fruit and vegetable market is the increasing adoption of technology and data-driven solutions throughout the supply chain. From precision agriculture on the farm to advanced logistics, inventory tracking, and retail analytics, technology is helping optimize efficiency, reduce waste, and improve product quality. Farmers are now using drones, satellite imagery, and sensors to monitor soil conditions, moisture levels, and crop health in real time, enabling more targeted irrigation and fertilizer application. Blockchain and artificial intelligence (AI) are being deployed to enhance traceability, food safety, and demand forecasting, allowing stakeholders to respond quickly to supply disruptions or shifts in consumer preferences. In the retail space, smart shelves, IoT-enabled cold storage, and AI-driven pricing models are transforming how produce is displayed, stored, and sold. E-commerce platforms are also utilizing predictive analytics and customer data to personalize recommendations and reduce perishability-related losses. On the consumer end, mobile apps and QR codes offer information about the origin, nutritional content, and carbon footprint of produce, empowering more informed purchasing decisions. As digital transformation deepens, it is reshaping the traditional fresh produce supply chain into a more responsive, transparent, and sustainable ecosystem, with long-term implications for growth and competitiveness.

Segmental Insights

Type Insights

The fresh segment continues to dominate the United States fruit and vegetable market, driven by strong consumer preferences for natural, unprocessed, and nutrient-rich produce. Fresh fruits and vegetables are widely regarded as essential to a healthy diet and are consistently promoted by healthcare professionals, government guidelines, and wellness influencers. Consumers associate freshness with higher quality, better taste, and increased nutritional value, making it the top choice across retail, foodservice, and direct-to-consumer channels. Supermarkets, farmers markets, and online grocery platforms prioritize fresh offerings with improved packaging and cold chain logistics to maintain shelf life. Seasonal promotions and locally sourced produce also boost appeal. As health consciousness grows, the fresh segment remains the cornerstone of produce consumption in the U.S. market.

Distribution Channel Insights

Supermarkets and hypermarkets dominated the distribution of fruits and vegetables in the United States due to their widespread presence, vast product variety, and convenient shopping experience. These retail formats offer consumers access to a broad selection of fresh, organic, and packaged produce under one roof, often supported by attractive pricing, promotional discounts, and loyalty programs. Their strong relationships with large-scale producers and distributors enable consistent supply and quality control. Additionally, modern supermarkets invest in advanced cold storage, attractive produce displays, and in-store sampling to enhance the shopping experience. With many outlets now integrating online ordering and curbside pickup services, they effectively cater to both traditional and digital shoppers. As a result, supermarkets and hypermarkets remain the primary choice for produce purchases across the U.S.

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Regional Insights

The Southern United States stands out as the dominating region in the country’s fruit and vegetable market, driven by its favorable climate, long growing seasons, and strong agricultural base. States like Florida, Georgia, Texas, and North Carolina are major producers of a wide variety of fruits and vegetables, including citrus, tomatoes, berries, sweet potatoes, and leafy greens. The region’s warm weather supports year-round cultivation, enabling consistent supply to both domestic and export markets. Additionally, the South’s proximity to key distribution hubs and major retail centers enhances logistical efficiency. A growing population, particularly in urban areas, further fuels strong consumer demand for fresh and local produce. Combined, these factors solidify the South’s position as a powerhouse in the U.S. produce industry.

Recent Developments

• In 2024, Fresh Del Monte was honored with a 2024 SEAL Business Sustainability Award for its JUNTOS Project—a collaborative initiative in Costa Rica and Guatemala focused on landscape restoration, water conservation, and community education, successfully reforesting 348 hectares and helping to set aside over 10,000 hectares for biodiversity.
• In 2024, SL Produce announced ambitious expansion efforts for 2025, building on its successful Tenderland branded line and bumper crops of green beans, cucumbers, bell peppers, squash, and sweet corn

Key Market Players

• Dole Food Company, Inc.
• Fresh Del Monte Produce, Inc.
• Sunkist Growers, Inc.
• Chiquita Brands International, Inc.
• General Mills Inc.
• Fresh Pro
• Sysco Corporation
• Calavo Growers, Inc.
• Tanimura & Antle Fresh Foods, Inc.
• C.H. Robinson Worldwide, Inc.

Report Scope:

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

• United States Fruit and Vegetable Market, By Product Type:

o   Fruits

o   Vegetables

• United States Fruit and Vegetable Market, By Type:

o   Dried

o   Frozen

o   Fresh

• United States Fruit and Vegetable Market, By Distribution Channel:

o   Supermarkets/Hypermarkets

o   Grocery Stores

o   Online

o   Others

• United States Fruit and Vegetable Market, By Region:

o   South

o   West

o   Midwest

o   Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United States Fruit and Vegetable Market.

Available Customizations:

United States Fruit and Vegetable Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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