Fresh Vegetables - Asia
- Asia
- Revenue in the Fresh Vegetables Market is projected to reach €27.82bn in 2025.
- Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 9.08%, resulting in a projected market volume of €39.38bn by 2029.
- With a projected market volume of €20,350.00m in 2025, most revenue is generated in China.
- In the Fresh Vegetables Market, the number of users is expected to amount to 170.2m users by 2029.
- User penetration will be 3.1% in 2025 and is expected to hit 3.9% by 2029.
- The average revenue per user (ARPU) is expected to amount to €221.10.
Analyst Opinion
The Fresh Vegetables eCommerce Market in Asia is witnessing considerable growth, fueled by rising health consciousness, increased smartphone penetration, and the convenience of online shopping for a diverse range of vegetables, enhancing consumer access and satisfaction.
Customer preferences: Consumers in Asia are gravitating towards fresh, locally sourced vegetables, reflecting a growing preference for sustainable and organic produce. This shift is influenced by increased awareness of health and nutrition, alongside a desire to support local farmers. Moreover, younger demographics, particularly millennials and Gen Z, are driving demand for innovative eCommerce platforms that offer personalized shopping experiences. The convenience of subscription models and home delivery options further caters to busy lifestyles, enhancing the appeal of online vegetable shopping.
Trends in the market: In Asia, the Fresh Vegetables eCommerce Market is experiencing a surge in demand for organic and locally sourced produce, driven by consumers' heightened focus on health and sustainability. Countries like India and Japan are seeing an increase in online platforms that cater to this shift, providing fresh vegetables directly from farms to households. Subscription services are becoming more popular, as they offer convenience and a consistent supply of seasonal produce. This trend not only supports local farmers but also encourages innovation in supply chain logistics, presenting significant opportunities for stakeholders to enhance customer engagement and foster loyalty.
Local special circumstances: In China, the Fresh Vegetables eCommerce Market is flourishing, fueled by rapid urbanization and a tech-savvy population that increasingly seeks fresh produce through mobile apps. Japan's market is characterized by a strong emphasis on quality and aesthetics, with consumers willing to pay a premium for unique varieties and beautifully packaged goods. In India, local festivals and diverse cuisines drive demand for regional vegetables, while South Korea's focus on health trends has led to a surge in organic vegetable subscriptions, reflecting cultural preferences for fresh, healthy eating.
Underlying macroeconomic factors: The Fresh Vegetables eCommerce Market in Asia is significantly shaped by macroeconomic factors, including rising disposable incomes, urbanization, and digital infrastructure development. In countries like China and India, rapid GDP growth and a burgeoning middle class have increased consumer spending on high-quality produce. National policies promoting digital commerce and agricultural innovation further bolster market expansion. Conversely, fluctuating currency values and trade regulations can impact import costs and pricing strategies. Additionally, global trends towards sustainability and health consciousness are compelling consumers across Asia to seek fresh, organic options, driving market dynamics and competitiveness.
Methodology
Data coverage:
Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.Modeling approach / Market size:
Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Consumer Insights Global Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. 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 particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.Additional Notes:
The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.Visión general
- Revenue
- Analyst Opinion
- Sales Channels
- Users
- Global Comparison
- Methodology
- Key Market Indicators