Market Insights Consumer Food Vegetables

Fresh Vegetables - Indonesia

Indonesia

Revenue in the Fresh Vegetables market amounts to €26.81bn in 2024. The market is expected to grow annually by 7.33% (CAGR 2024-2029).
In global comparison, most revenue is generated in China (€93bn in 2024).
In relation to total population figures, per person revenues of €95.80 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 24.84bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 5.0% in 2025.
The average volume per person in the Fresh Vegetables market is expected to amount to 72.1kg in 2024.

Key regions: Japan, China, Spain, South Korea, United Kingdom

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Analyst Opinion

The Fresh Vegetables Market in Indonesia is experiencing minimal growth, influenced by factors such as fluctuating consumer demand, inconsistent supply chains, and increasing competition from processed alternatives, which challenge traditional purchasing habits.

Customer preferences: Consumers in Indonesia are increasingly prioritizing health-conscious eating, leading to a heightened interest in fresh vegetables as part of a balanced diet. This shift is influenced by rising awareness of nutrition, particularly among younger generations who value organic and locally sourced produce. Additionally, urbanization and busy lifestyles are driving demand for convenient packaging and ready-to-cook vegetable options. Social media also plays a significant role in shaping preferences, as influencers promote fresh ingredients and plant-based diets, further solidifying these trends.

Trends in the market: In Indonesia, the Fresh Vegetables Market is experiencing a surge in demand as health-conscious consumers increasingly prioritize fresh produce for balanced diets. The trend is propelled by a growing awareness of nutrition, particularly among younger generations who favor organic and locally sourced vegetables. Urbanization and fast-paced lifestyles have led to a preference for convenient, ready-to-cook options. Social media influencers are further amplifying these trends by promoting fresh ingredients and plant-based diets. This shift presents significant opportunities for growers, retailers, and distributors to innovate and cater to evolving consumer preferences.

Local special circumstances: In Indonesia, the Fresh Vegetables Market is uniquely shaped by diverse geographical conditions, with fertile volcanic soil and a tropical climate conducive to year-round crop production. Cultural factors also play a significant role, as traditional diets heavily feature fresh vegetables, reinforcing their importance in daily meals. Additionally, local regulations promoting sustainable agriculture and organic farming practices are gaining traction, encouraging producers to adopt environmentally friendly methods. These elements collectively enhance the market dynamics, fostering a robust ecosystem for fresh produce that meets the demands of health-conscious consumers.

Underlying macroeconomic factors: The Fresh Vegetables Market in Indonesia is significantly influenced by macroeconomic factors such as national economic health, trade policies, and agricultural investment. A growing economy with rising disposable incomes is boosting consumer demand for fresh produce, particularly among health-conscious individuals. Favorable fiscal policies promoting agricultural development and subsidies for sustainable farming practices further enhance production capabilities. Additionally, global trends in organic food consumption are creating export opportunities, while local inflation rates and currency fluctuations impact pricing and accessibility. Together, these factors shape a dynamic and resilient market for fresh vegetables.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on food, which comprises all private household spending on food that is meant for at-home consumption (out-of-home consumption is not accounted for).

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, and consumer price index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Food market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.