Leafy Greens Market Size was valued at USD 71.9 Billion in 2022. The Leafy Greens Market industry is projected to grow from USD 75.7 Billion in 2023 to USD 114.4 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 5.30% during the forecast period (2024 - 2032). With rapid urbanization, there is a growing trend towards urban farming, including hydroponics and vertical farming, and supportive government policies and regulations promoting healthy eating and sustainable agriculture are expected to be significant market drivers for the Leafy Greens Market.
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
Market CAGR for Leafy Greens is driven by the increasing consumer awareness of health benefits and the growing vegan population. The surge in consumer awareness regarding health and environmental issues has led to an increased demand for organically grown and sustainably produced vegetables. According to IFIC, in 2022, 52% of Americans reported adhering to a specific diet or eating pattern over the past year, marking a notable rise from previous years (39% in 2021, 43% in 2020, 38% in 2019). Among the most prevalent dietary preferences this year are clean eating (16%), mindful eating (14%), calorie counting (13%), and plant-based diets (12%). Farmers are embracing methods aimed at reducing pesticide usage, enhancing soil health, and conserving water resources. Concurrently, the farm-to-table movement is gaining momentum as consumers increasingly seek out locally sourced, seasonal vegetables. Collaborations between restaurants, retailers, and local farmers are flourishing, enabling access to fresh, regionally grown produce.
In 2022, sign-ups for the Veganuary campaign, where individuals commit to eating vegan for the entirety of January, reached unprecedented levels, with over 700,000 people registering from nearly every corner of the globe. This marks a substantial increase compared to previous years: 692,000 participants in 2021, 582,000 in 2020, 400,000 in 2019, 250,000 in 2018, 168,500 in 2017, 59,500 in 2016, 23,000 in 2015, 12,800 in 2014, and 3,300 in 2013. Moreover, recent studies indicate a significant rise in the number of vegetarians and vegans in Canada. According to data from 2018 and 2020, the proportion of vegetarians in Canada climbed from 6.9% to 7.6%, representing approximately 2,888,000 individuals. The number of vegans saw a remarkable 84% increase over the same period, with the vegan population rising from 2.5% in 2018 to 4.6% in 2020, totaling approximately 1,768,000 Canadians adhering to a vegan lifestyle. Vegan and plant-based diets heavily rely on leafy greens as a primary source of nutrients. With more individuals adopting these dietary preferences, the demand for leafy greens is likely to rise significantly.
As a result, it is anticipated that throughout the projection period, demand for the Leafy Greens Market will increase due to Increasing consumer awareness of health benefits and the Growing vegan population. Thus, driving the Leafy Greens Market revenue.
The Leafy Greens Market segmentation, based on Type, includes Chard, Kale, Mustard Greens, Radish Greens, Lettuce and Chicory, Spinach, Cabbages, and Other Brassicas, Cassava Leaves, and Others. The Lettuce and Chicory segment dominated the market, accounting for 58% of market revenue. The expansion of the lettuce and chicory market is fueled by several factors, including population growth, increased spending among the middle class, the shift towards veganism and vegetarianism, growing awareness of the health benefits of chicory, and the rising influence of social media. According to a study conducted by Vegetarian Times, approximately 9.7 million Americans adhere to a vegetarian diet, with one million of them being vegan. Among plant-based eaters in the United States, 59% are female and 41% are male.
The Leafy Greens Market segmentation, based on the Application, includes Retail, Foodservice, and Others. The Retail segment dominated the market, accounting for 58% of market revenue. Retailers are actively promoting the benefits of leafy greens through a variety of marketing channels, including in-store signage, social media platforms, and digital advertising. This concerted effort aims to raise awareness and stimulate consumer interest in leafy greens. The COVID-19 pandemic has underscored the importance of a healthy diet for maintaining immune health, leading to heightened consumer awareness. Consequently, there has been an uptick in interest in fresh produce, including leafy greens, thereby contributing to the growth of the retail segment.
Figure 1: Leafy Greens Market, by Application, 2023 & 2032 (USD Billion)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
By region, the study provides market insights into North America, Europe, Asia-Pacific, and Rest of the World. The anticipated expansion of the Leafy Greens market in North America can be attributed to several key factors. The surge in vegetarianism, veganism, and plant-based diets has played a significant role in the expansion of the leafy greens market in North America. According to The Good Food Institute's 2022 report, retail sales of plant-based meat products reached $6.1 billion. Research conducted by Rakuten in 2021 indicated that a large portion of consumers in the US have experimented with plant-based alternatives, with 82% trying plant milk, 40% exploring other vegan dairy options, 62% sampling plant-based meats, and 22% testing vegan egg replacements. The primary motivations for trying these plant-based foods include concerns about health (35%), curiosity about food trends (41%), and compassion for animals (23%). Additionally, the research revealed that 5% of respondents exclusively consume plant-based foods. In these dietary preferences, leafy greens play a central role as staple ingredients. They are increasingly incorporated into a variety of dishes to either replace or complement meat and dairy products.
Further, the major countries studied in the market report are the US, Canada, Germany, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.
Figure 2: LEAFY GREENS MARKET SHARE BY REGION 2023 (USD Billion)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
Europe's Leafy Greens Market accounts for the second-largest market share as Advancements in agricultural technology have facilitated the efficient cultivation of leafy greens, even within urban settings. In 2020, approximately 1.5 million holdings across the EU oversaw fruit orchards, while about 0.7 million farms were engaged in the cultivation of fresh vegetables. During the same period, 3.7 million hectares of land in the EU were designated for fruit cultivation, with an additional 2.0 million hectares dedicated to growing fresh vegetables. Innovative methods such as vertical farming and indoor cultivation enable year-round production, mitigating reliance on seasonal variations and imports. Further, the German Leafy Greens Market held the largest market share, and the UK Leafy Greens Market was the fastest-growing market in the European region.
The Asia-Pacific Leafy Greens Market is expected to grow at the fastest CAGR from 2024 to 2032. Urbanization remains a dominant trend shaping the Asia-Pacific region, fueled by rapid population growth. Currently, over half of the urban population, exceeding 2.2 billion individuals, resides in Asia. Projections indicate a further 50% increase in the urban population by 2050, adding approximately 1.2 billion more people to Asia's cities. This migration to urban areas is generating heightened demand for fresh and healthful food choices, including leafy greens. Notably, in India, vegetable production rose from 209.14 million tonnes in 2021-22 to an estimated 212.91 million tonnes in 2022-23. Urban consumers, in particular, are actively pursuing convenient access to nutritious food options, consequently propelling the growth of the leafy greens market. Moreover, China’s Leafy Greens Market held the largest market share, and the Indian Leafy Greens Market was the fastest-growing market in the Asia-Pacific region.
Leading market players are investing heavily in research and development to expand their product lines, which will help the Leafy Greens market, grow even more. Market participants are also undertaking a variety of strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, the Leafy Greens industry must offer cost-effective items.
Manufacturing locally to minimize operational costs is one of the key business tactics used by manufacturers in the Leafy Greens industry to benefit clients and increase the market sector. In recent years, the Leafy Greens industry has offered some of the most significant advantages to the health and wellness sector. Major players in the Leafy Greens Market, including Little Leaf Farms, Kunming Chennong Green Products Co., Ltd, Grimmway Farms, Bright Farms, Tanimura & Antle, D'Arrigo California, Fujitsu, Living Greens Farm, Xiangyun Taixing Agricultural, Aero Farms are attempting to increase market demand by investing in research and development operations.
Based in Bakersfield, California, Grimmway Farms has its origins in a produce stand established by the Grimm brothers in the early 1960s in Southern California. Grimmway has emerged as a leader in produce and holds the distinction of being the largest producer of carrots worldwide. Additionally, Grimmway offers over 65 organically grown crops sourced from the USA under brands such as Cal-Organic Farms and Bunny-Luv. The company is dedicated to prioritizing the well-being of its customers and employees, upholding sustainable practices, and safeguarding natural resources for the benefit of future generations.
Bright Farms cultivates locally grown produce on a national scale, revolutionizing the food supply chain by removing time, distance, and expenses. The company finances, constructs, and operates local greenhouse farms in collaboration with supermarkets, municipalities, investors, and suppliers. Bright Farms has established a scalable blueprint for sustainable, community-based agriculture, significantly reducing energy, land, and water usage compared to traditional long-distance, centralized, field-grown methods. By employing local farmers and offering pesticide-free produce, Bright Farms ensures accessibility to all. Recognized by Fast Company as one of the "World's 50 Most Innovative Companies" and among the "Top 10 Most Innovative Companies in Food," Bright Farms continues to lead the way in agricultural innovation.
Leafy Greens Industry Developments
January 2023: Fresh Point Inc. acquired BIX Produce to broaden its customer base, introducing freshly cut items and promoting specialty offerings in previously untapped markets.
January 2023: Dole plc divested its Fresh Vegetables Division to Fresh Express Incorporated, with a focus on enhancing innovation, efficiency, and food safety standards to enhance future offerings and services.
| Report Attribute/Metric | Details |
| Market Size 2022 | USD 71.9 Billion |
| Market Size 2023 | USD 75.7 Billion |
| Market Size 2032 | USD 114.4 Billion |
| Compound Annual Growth Rate (CAGR) | 5.30% (2024-2032) |
| Base Year | 2023 |
| Market Forecast Period | 2024-2032 |
| Historical Data | 2019-2022 |
| Market Forecast Units | Value (USD Billion) |
| Report Coverage | Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends |
| Segments Covered | Type, Application, and Region |
| Geographies Covered | North America, Europe, Asia Pacific, and the Rest of the World |
| Countries Covered | The US, Canada, Germany, France, UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil |
| Key Companies Profiled | Little Leaf Farms, Kunming Chennong Green Products Co., Ltd, Grimmway Farms, Bright Farms, Tanimura & Antle, D'Arrigo California, Fujitsu, Living Greens Farm, Xiangyun Taixing Agricultural, Aero Farms |
| Key Market Opportunities | The increasing adoption of plant-based diets, including vegetarian and vegan lifestyles |
| Key Market Dynamics | Increasing health-conscious population |
Frequently Asked Questions (FAQ) :
The Leafy Greens Market size was valued at USD 75.7 Billion in 2023.
The Leafy Greens Market is projected to grow at a CAGR of 5.30% during the forecast period, 2024-2032.
North America had the largest share of the market
The key players in the market are Little Leaf Farms, Kunming Chennong Green Products Co., Ltd, Grimmway Farms, Bright Farms, Tanimura & Antle, D'Arrigo California, Fujitsu, Living Greens Farm, Xiangyun Taixing Agricultural, Aero Farms.
The Lettuce and Chicory segment dominated the market in 2023.
The Retail segment had the largest share in the market.
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