Global demand for fruits and vegetables is expanding steadily, according to a recent report by Innova Market Insights.
In its study, “Global Fruit and Vegetables Trends,” Innova Market Insights said the category has posted an 8% compound annual growth rate in sales value over the past three years, underscoring the resilience of the sector even as broader food markets face volatility.
The research firm noted that both value and volume have increased, with sales value and volume averaging growth rates of about 8% and 4%, respectively, over the past five years. A key driver behind that growth is a shift in consumer priorities toward health and prevention. Innova reported that “more than 1 in 3 consumers take a proactive approach to prevent health issues,” a trend reflected in rising demand for products carrying functional health claims.
Among those claims, immune health leads the category, accounting for 38% of health-related claims, followed by benefits tied to energy, heart health, digestive health and cognitive support, according to “Global Fruit and Vegetables Trends.” The report also highlights the increasing importance of dietary inclusivity, with 29% of consumers globally saying they value inclusivity in their diet.
That shift is prompting food manufacturers to expand offerings that cater to a wide range of lifestyles and requirements, including plant-based, vegan and vegetarian diets, as well as halal, kosher, gluten-free and lactose-free options. “Innova’s 360 research highlights consumers’ inclusive dietary trends,” the report said, pointing to a broader transformation in how consumers define healthy eating.
Despite rising demand, innovation in the category has been relatively stable. Product launches have held steady over the past three years, with vegetables continuing to dominate the category. Fruit-based products, however, are gaining momentum, showing a 5% increase in launches over the past two years, according to the report.
That dynamic suggests a mature category that continues to evolve incrementally rather than through disruptive change, as companies refine product positioning and respond to shifting consumer expectations. The broader implications of the findings point to a category that is increasingly aligned with long-term consumer trends such as health optimization, dietary personalization and clean-label preferences.
As Innova noted in “Global Fruit and Vegetables Trends,” brands are adapting not only by expanding product ranges but also by aligning more closely with consumer values around nutrition, accessibility and lifestyle compatibility. Taken together, the data suggest that fruits and vegetables are moving beyond their traditional role as staple foods to become central components of a more tailored and health-focused global diet.
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