In 2025, growth for fresh food in India was driven by rising consumer focus on convenience, safety, and nutrition, despite challenges from weather-related supply disruptions and price volatility. Urban consumers prioritised quality and transparency, boosting demand for premium, hygienic, and functional fresh food products accessed through expanding retail e-commerce and quick commerce platforms. Government interventions and investments in cold chain infrastructure, digital traceability, and resi

The world’s largest packaged foods companies are entering a period of heightened focus on their most promising brands and categories. This has involved a willingness to cut SKU counts, sell off iconic brands, or even split apart entirely. Long-term market shifts will continue to push companies in this direction, meaning the future of packaged food is a more fragmented one than it is today.

The rise of Gen Alpha in Asia is redefining consumer behaviour, with a focus on ultra-convenience, digital integration, and health and wellbeing, creating opportunities for brands to innovate and capture a significant share of the region's growing consumer market, worth over USD10 trillion.

Fresh food in Brazil posted modest but broad-based volume growth in 2025, as households prioritised affordable staples and trade down within animal proteins amid food inflation that remains high versus income gains. Consumers shifted spend from beef towards poultry, pork, eggs and more price-competitive fish, while beans and sweet potatoes gained on improved harvests and lower prices after 2024 disruptions. Demand was also supported by a stronger preference for natural, minimally processed foods

Spurred by macro uncertainty and the cross-pollination of clinical, illicit and wellbeing trends, transgressive wellness is prompting consumers to re-examine their relationships with emerging and taboo substances, disrupting existing consumption routines across FMCGs and rebalancing the USD3 trillion wellness industry.

Fresh food in Vietnam enjoyed healthy volume and value growth in 2025 despite a challenging economic and environmental climate. Local consumers continue to place a high value on fresh food, a wide range of which is widely available at affordable prices in local wet markets in the country.

2025 was a tough year for Morocco’s fresh food market with supply chain issues and elevated inflation putting pressure on food prices. With locals consumers finding their household budget squeezed there was a move towards more affordable ingredients, while luxury and imported items suffered a drop in sales in many cases. Despite this, an uptick in inbound tourism boosted foodservice sales, while the growing focus on healthy living boosted sales of categories such as fresh vegetables, nuts and po

Volume sales of fresh food rose moderately in Mexico in 2025 as easing inflation, higher minimum wages, remittance inflows and social transfers helped households sustain consumption of core staples. Affordability measures, including extended zero-tariff access for selected products, supported demand but also increased exposure to import competition, while premiumisation progressed in areas such as origin-certified avocados and export-quality berries. Health awareness is reinforcing preference fo

Germany’s fresh food industry recorded a slight increase in total volume sales in 2025, led by eggs growing while meat and fish and seafood post only marginal gains. Health, sustainability and sourcing transparency continue to steer consumption towards plant-based options and lighter proteins, supporting nuts and pulses, vegetables, poultry and selected seafood. Meat demand remained under pressure as consumers reduce intake and shift from red meat to chicken, alongside a quality-over-quantity fo

Volume sales of fresh food in France increased in 2025, with growth concentrated in categories aligned with affordability, convenience and plant-forward diets, including eggs, nuts, tomatoes and select fruits. Cost pressure continued to shape choices, encouraging trading down within fruits and vegetables and constraining meat consumption, especially as beef inflation remains a deterrent. Concern about ultra-processed foods, alongside institutional requirements under the EGalim framework, further

Total volume sales of fresh food in Spain declined in 2025, with the sharpest falls in fish and seafood, starchy roots and sugar and sweeteners as price rises and preparation effort pushed some consumers towards processed options. Fruit, nuts and pulses proved relatively more resilient on perceived health benefits, while eggs and vegetables performed better as protein value and healthier eating priorities stayed relevant. Prolonged drought continued to constrain fruit and vegetable supply and ra

Volume sales of fresh food in Italy increased in 2025, although growth slowed, while current value kept rising as input, logistics and energy costs held unit prices at elevated levels. Consumers stayed cost conscious and traded down within proteins, supporting eggs, nuts, fish and seafood, and poultry, while red meat lost frequency as health and sustainability concerns persisted. Demand for local and seasonal produce remained strong, but climate volatility continued to disrupt supply and pricing

Fresh food is being shaped by conflicting forces in Thailand. On the one hand, the ongoing rise in consumer health awareness and growing concerns about highly processed food are boosting interest in fresh produce. On the other, the rising demand for convenience in the midst of ever more hectic lifestyles is driving consumers towards processed options that require minimal preparation. Price also continues to play a key role, with budget consciousness encouraging consumers to be more cautious in t

Fresh food volume sales increased in Poland in 2025 as households cooked at home more often to manage budgets, supporting demand for staples such as vegetables, fruits and meat. Price sensitivity remained high even as inflation eased, keeping discounters the leading channel as frequent promotions reinforced their role in weekly shopping. A parallel shift away from ultra-processed foods supported fresh ingredient choices, although convenience continued to favour frozen options in some cases. Over

Among the most pertinent trends in fresh food is the ongoing movement in clean eating, partly driven by the rise of GLP-1 usage in the US. Fresh food producers are thus aligning themselves more closely to wellness and clean labels, partnering with key stakeholders and investing into more premium fresh food segments that can generate greater profit margins. This is further supported by physical retail grocery who are placing their strategic bets on the potential of fresh food.

Fresh food is predicted to exceed 2.3 billion tonnes in 2025 in total volume sales, strengthening growth compared to 2024 despite market uncertainties. Fruits and vegetables remain the largest and two of the leading growth categories as clean label trends develop further into 2025, aligning with the wider values of wellness and sustainability. These are key engines of growth especially in Asia Pacific, which contributes to 67% of global volume sales, driving global momentum up to 2030.

This report bring together results from Euromonitor’s Voice of the Industry Survey, fielded in March and October 2025, which tracks sales performance and expectation, innovation initiatives, digital trends and technology investment. It highlights insights from industry professionals to understand short- and long-term business priorities and growth strategies.

Total volume sales of fresh food in the US rose, albeit modestly, over 2025. However, growth performances varied significantly by category, ranging from a moderate decrease in sugar and sweeteners to a moderate rise in pulses. Retail volume sales increased slowly, while foodservice volume sales received a fillip as consumers continued to gradually increase dining out occasions. Nonetheless, restaurant visits remained below the pre-Coronavirus (COVID-19) frequency as home cooking habits establish

Fresh food sales in the UK continued to growth in total volume terms in 2025 despite rising prices and ongoing economic pressures, alongside disruptions to the supply chain. While value remained a key concern, sales were also influenced by the growing focus on healthy eating and sustainability. Grocery retailers continued to play a key role in the sale and promotion of fresh foods, with expanded offerings of locally-grown produce and private label lines winning over consumers.

Fresh food in China registered steady volume growth in 2025 amid rising health awareness and the growing fears surrounding ultra-processed foods. Economic uncertainty shaped purchasing decisions, with price sensitive shoppers trading down to more affordable lines, including local and seasonal options. Meanwhile, the overarching theme of convenience is evident through new formats addressing the complex needs of modern urban lifestyles.

Retail sales of fresh food stagnate in 2025 as prices rise putting further pressure on household income. Furthermore, the increasing demand for convenient meal solutions saw more consumers shift to packaged products. Added to this, Japan’s population continued to decline, further limiting the category’s growth potential. Foodservice sales saw a slightly stronger performance, backed by an increase in tourism.

Fresh food sales continued to see strong and steady growth in total volume terms in 2025, supported by a growing focus on healthy living, traceable ingredients, and an increase in tourism. While supply challenges remain, the United Arab Emirates is investing in new technology, local production, and trade agreements in order to meet demand and increase its levels of self-sufficiency.

Fresh food in Australia posted modest total volume growth over the year, aided partly by weaker inflation in 2025. Consumer purchasing behaviour was heavily shaped by affordability, as cost of living pressures remained high, resulting in downtrading across multiple categories. Health and nutrition were key factors driving demand with sustainability also bearing a stronger influence on product choices. Supermarkets reinforced their dominant position in fresh food with improved price transparency

Rising concern over ultra-processed foods (UPFs) is reshaping the foods landscape. This report examines the issue in detail, exploring where staple foods are most impacted by negative consumer sentiment, and – most importantly – which foods stand to benefit. This report also outlines UPF consumption across key markets, determines what the consumer thinks of the issue and examines what the future holds, identifying how food producers, brands and retailers can benefit from clean label demand.