Fresh Herbs Market Size, Share & Trends Analysis Report By Product (Basil, Cilantro/Coriander, Mint, Parsley), By End-use (Foodservice, Retail), By Region (North America, Europe, APAC, MEA), And Segment Forecasts, 2024 - 2030

Fresh Herbs Market Size & Trends

The global fresh herbs market was valued at USD 5.37 billion in 2023 and is expected to expand at a CAGR of 9.4% from 2024 to 2030. The market is experiencing robust growth, driven by several interrelated factors that reflect changing consumer preferences, health consciousness, and culinary trends. One of the primary drivers is the increasing demand for fresh and natural ingredients as consumers become more aware of the health benefits of fresh herbs. Studies indicate that modern consumers prioritize nutritious options, opting for fresh herbs over processed alternatives due to their antioxidant properties and other health benefits. This shift is evident in various retail settings, including supermarkets and online grocery platforms, where the availability of a diverse range of fresh herbs has expanded significantly.

The globalization of culinary practices has also played a significant role in the growth of the market. Consumers increasingly incorporate various herbs into their cooking to enhance flavor and authenticity as they explore international cuisines. Popular herbs such as basil, cilantro, and mint are now staples in many kitchens, reflecting a broader acceptance of diverse flavors. Meal kits and cooking shows have also played a pivotal role in shaping culinary trends related to fresh herbs. These platforms often introduce consumers to new recipes featuring fresh herbs, encouraging them to experiment with these ingredients at home. As individuals gain confidence in their cooking skills, they are more likely to purchase a wider variety of herbs when shopping, further boosting market demand. The visibility of fresh herbs in popular media has made them more appealing and accessible to everyday cooks.

The convenience factor must be considered in understanding how culinary trends affect the demand for fresh herbs. With busy lifestyles becoming the norm, consumers seek easy-to-use options that fit into their cooking routines. Pre-washed, pre-chopped, and ready-to-use herb products are gaining popularity as they save time and effort in meal preparation. This trend reflects a broader desire for convenience in cooking while still allowing consumers to enjoy fresh herbs' flavors and health benefits.

Health consciousness is another critical driver influencing the market. As consumers seek to improve their diets with nutrient-dense foods, fresh herbs are increasingly recognized for enhancing flavor without adding calories or sodium. This trend aligns with popular diet movements such as Keto and Whole30, which emphasize using herbs as a flavorful alternative to traditional seasonings. The connection between health benefits and culinary applications has led to a surge in interest in organic and locally sourced herbs as consumers prioritize transparency and sustainability in their food choices.

The rise in e-commerce has significantly impacted the market by making these products more accessible to consumers. Online grocery shopping allows customers to explore a wider variety of fresh herbs that may not be available locally. This convenience particularly appeals to health-conscious consumers who prioritize fresh meal ingredients. Furthermore, innovations in packaging and distribution have facilitated the availability of living herbs and potted plants in retail spaces, enhancing consumer engagement with fresh produce.

Sustainability concerns are increasingly shaping consumer preferences in the market. Many consumers opt for locally sourced produce to reduce their carbon footprint associated with transportation. This trend supports local farmers and fosters community development while ensuring consumers receive fresher products. The emphasis on sustainable agriculture practices aligns with broader environmental goals and reflects a growing awareness among consumers about the impact of their food choices on the planet. As these trends evolve, they will likely sustain the growth momentum within the fresh herbs market.

Organic fresh herbs are in demand as there is a heightened awareness of health and wellness among consumers. Many individuals are becoming more discerning about their food choices, opting for products free from synthetic pesticides and fertilizers. Organic herbs are perceived as healthier alternatives, as they are cultivated without harmful chemicals, which aligns with consumers' desires for clean and natural food options. This shift towards health-conscious eating is further supported by the recognition of the nutritional benefits associated with fresh herbs, such as their antioxidant properties and potential to enhance overall well-being. Regulatory bodies and certification organizations have bolstered consumer confidence in organic labels, further driving the trend toward organic fresh herbs. As consumers become more educated about the benefits of organic products, they are more likely to seek out certified options in their purchases. This increased awareness is supported by marketing efforts from producers and retailers who highlight the advantages of organic herbs, including their superior flavor profiles and health benefits. Consequently, retailers are expanding their range of organic fresh herbs to meet this escalating demand, tapping into a lucrative market segment that aligns with consumer values.

One of the most significant challenges in the fresh herbs market is the short shelf life of these products. Fresh herbs are highly perishable, requiring careful handling and prompt distribution to maintain their quality and freshness. Typically, they should be consumed within one to two weeks after harvest, which complicates logistics and inventory management for producers and retailers. This perishability can lead to significant waste if herbs are not sold quickly enough, resulting in financial losses for growers and suppliers. Furthermore, the need for a cold chain infrastructure adds complexity and cost to the supply chain, making it essential for producers to invest in proper storage and transportation solutions.

Fresh herbs are also subject to seasonal variability, significantly impacting their yearly availability. Many herbs have specific growing seasons influenced by environmental factors such as temperature and sunlight, leading to periods of scarcity. This seasonal limitation can create challenges in meeting continuous consumer demand, particularly during off-peak seasons when certain herbs may be unavailable or in limited supply. The fluctuations in availability can result in price volatility, with prices typically lower during peak seasons and higher during off-seasons, potentially deterring consumers from purchasing fresh herbs regularly.

The fresh herbs market faces stiff competition from dried and processed alternatives offering more prolonged shelf life and greater convenience. Dried herbs are more accessible to store and more cost-effective for consumers since they do not require refrigeration and can be kept for extended periods without losing flavor. This competition poses a challenge for fresh herb producers, who must continually innovate and emphasize the unique benefits of freshness in their marketing strategies to attract consumers.

Product Insights

Basil and cilantro/coriander were the two most widely consumed herbs and accounted for over 65% of the global market. The fresh basil market is experiencing significant growth driven by several key factors, primarily its culinary versatility and rising consumer health consciousness. Basil is a fundamental ingredient in many cuisines, especially Italian and Mediterranean dishes, where it is used in popular recipes like pesto, Caprese salad, and various sauces. The increasing interest in cooking at home, particularly following the pandemic, has led to a surge in demand for fresh ingredients, with basil being a preferred choice due to its ability to enhance flavor without adding calories. This culinary trend not only boosts sales in retail but also influences the food service sector, where restaurants and cafes incorporate fresh basil into their menus to attract health-conscious diners.

Another significant driver of the basil market is the growing consumer preference for organic and sustainably sourced products. As awareness of health and environmental issues rises, more consumers are seeking organic basil free from synthetic pesticides and fertilizers. This shift aligns with broader trends towards clean eating and sustainability, prompting retailers to expand their range of organic basil. The demand for locally sourced produce further complements to this trend, as consumers increasingly value transparency in their food supply chains and prefer herbs grown under environmentally friendly practices. This focus on organic products caters to health-conscious shoppers and supports local farmers and sustainable agricultural practices.

Innovation and product development are also key factors driving the growth of the fresh basil market. Advances in preservation techniques, such as freeze-drying and vacuum-sealing, have improved the availability of fresh basil throughout the year, addressing challenges related to its short shelf life. Additionally, new product offerings-such as basil-infused oils or ready-to-use herb blends-appeal to consumers looking for convenience without sacrificing flavor. The rise of meal kits that feature fresh basil encourages culinary experimentation at home, further stimulating demand. Collectively, these drivers reflect a dynamic market landscape where consumer preferences for flavor, health benefits, and sustainability converge to support the growth of fresh basil.

The fresh cilantro market is expected to grow at a CAGR of 9.7% from 2024 to 2030. The fresh cilantro (coriander) market is experiencing notable growth driven by several key factors, particularly its culinary versatility and increasing health consciousness among consumers. Cilantro is a staple ingredient in various cuisines, especially in Latin American, Middle Eastern, and Asian dishes, where it is used in salsas, curries, and salads. The rising popularity of these cuisines has led to a surge in demand for fresh cilantro as consumers seek authentic flavors in their cooking. Additionally, the trend towards home cooking, which gained momentum during the pandemic, has encouraged individuals to experiment with diverse ingredients, further boosting the market for fresh herbs like cilantro.

Health and wellness trends significantly influence the demand for fresh cilantro as well. Consumers are becoming more aware of the nutritional benefits associated with fresh herbs, including cilantro's antioxidant properties and potential digestive benefits. This heightened awareness aligns with broader dietary shifts towards natural and whole foods, prompting consumers to incorporate more fresh herbs into their meals for both flavor and health benefits. The growing interest in organic produce has also played a role, as many consumers prefer cilantro that is grown without synthetic pesticides or fertilizers, driving demand for organic options in retail and food service sectors.

Moreover, innovations in distribution and marketing strategies are enhancing the accessibility of fresh cilantro. The rise of e-commerce and subscription services offering fresh herbs directly to consumers has made obtaining high-quality cilantro year-round easier. Additionally, packaging technology advancements help maintain cilantro's freshness during transportation and storage, addressing challenges related to its short shelf life. As retailers expand their offerings of fresh herbs and emphasize convenience through pre-packaged or ready-to-use options, the market for fresh cilantro continues to grow, reflecting changing consumer preferences and culinary trends.

The demand for parsley is expected to exceed USD 1.1 billion by 2030. A key factor contributing to the growth of the parsley market is the rising prominence of private-label brands. Consumers are increasingly looking for affordable yet high-quality alternatives to traditional branded products, which has led to a surge in private-label offerings in supermarkets and convenience stores. This shift not only makes parsley more accessible to a broader audience but also encourages competition among brands, driving innovation in product quality and packaging. As private-label products often emphasize value and quality, they resonate well with budget-conscious consumers who prioritize fresh herbs in their cooking.

End Use Insights

The food service industry was the largest application for fresh herbs and accounted for a market share of over 55% in 2023. The food service industry is driven by the need for high-quality, fresh ingredients that can elevate culinary offerings. Chefs and restaurant owners prioritize fresh herbs for their ability to enhance flavor and presentation in dishes, making them essential components in both upscale dining and casual eateries. The trend towards farm-to-table dining has also led to more robust partnerships between restaurants and local herb growers, ensuring a reliable supply of fresh products that meet consumer expectations for quality and sustainability. Moreover, as culinary creativity expands with younger consumers seeking unique dining experiences, there is a growing interest in using diverse and lesser-known herbs to create distinctive flavors that attract customers.

The growing consumer demand for fresh, organic, and locally sourced products is a primary driver in the retail market. Consumers are increasingly health-conscious and prefer fresh herbs that are free from synthetic pesticides and fertilizers. Retailers are responding by expanding their offerings of organic herbs, often emphasizing local sourcing to appeal to environmentally aware shoppers. Additionally, the rise of home cooking, particularly during and after the pandemic, has led to increased interest in fresh herbs as consumers seek to enhance their meals with natural flavors. Retail strategies such as effective merchandising, recipe promotions, and smaller packaging sizes encourage impulse purchases and experimentation with various herb varieties, further driving sales in supermarkets and specialty stores.

Regional Insights

The North America fresh herb market has a revenue of USD 1.25 billion in 2023. It is expected to grow at a CAGR of 8.4% over the forecast period. The market is driven by a strong consumer preference for fresh, organic, and locally sourced ingredients, reflecting a broader trend towards health-conscious eating and sustainability. The region's well-established distribution networks, including supermarkets, specialty stores, and farmers' markets, ensure the widespread availability of a diverse range of fresh herbs throughout the year. Additionally, the increasing popularity of culinary diversity and gourmet cooking further fuels North America's demand for fresh herbs.

U.S. Fresh Herbs Market Trends

The U.S. fresh herbs market was USD 0.87 billion in 2023 and is expected to be driven by evolving consumer preferences and broader culinary trends. One of the primary drivers is the increasing consumer interest in health and wellness. Fresh herbs are recognized for enhancing flavor without adding calories, sugar, or sodium, making them an attractive option for health-conscious individuals. Diet trends such as Keto and Whole30 have further popularized using fresh herbs to add flavor to meals while adhering to healthier eating habits. Research indicates that a significant portion of consumers actively seek out fresh herbs to boost the nutritional profile of their dishes, with many reporting that they purchased fresh herbs in recent years.

Another key driver is the growing popularity of diverse cuisines and culinary experimentation among consumers. The rise of food television and social media platforms has inspired home cooks to explore new recipes and flavors, leading to increased demand for a variety of fresh herbs. As consumers become more adventurous in their cooking, they are more inclined to try lesser-known herbs alongside traditional favorites like basil and cilantro. This trend is particularly evident among younger generations, such as Millennials and Gen Z, who are more open to experimenting with different flavors and ingredients in their meals. Additionally, meal kits have introduced consumers to new herb varieties, encouraging them to purchase these herbs at retail stores.

Europe Fresh Herbs Market Trends

Europe was another significant market for fresh herbs. It is characterized by a rich culinary tradition that incorporates a variety of herbs into everyday cooking. Countries like Italy, France, and Spain have historically emphasized using fresh herbs in their cuisines. The European market is also growing toward organic produce, with consumers increasingly seeking high-quality, sustainably sourced herbs. The expansion of e-commerce platforms in Europe has further enhanced accessibility to fresh herbs, allowing consumers to purchase various herb options conveniently.

Asia Pacific Fresh Herbs Market Trends

The Asia Pacific fresh herbs market dominated the overall market with a revenue share of 45.0% in 2023 and is expected to grow at a CAGR of 10% from 2024 to 2030. The Asia Pacific fresh herb market is experiencing rapid growth in the fresh herbs market, driven by its diverse culinary traditions that heavily utilize fresh herbs. Countries like China, India, and Thailand have long incorporated herbs into their cooking and traditional medicine practices. As urban populations expand and consumer incomes rise, there is an increasing demand for local and imported fresh herbs varieties. The market in this region is characterized by a mix of traditional distribution channels like wet markets and modern retail formats such as supermarkets and online platforms, contributing to its dynamic growth trajectory.

Coriander is essential in many traditional Asian cuisines, including Indian, Thai, and Chinese dishes. Its leaves and seeds are used in various preparations, from curries and soups to salads and salsas. The increasing popularity of these cuisines globally has led to a heightened demand for fresh coriander as consumers seek authentic flavors in their cooking. Additionally, the rise of food culture and culinary experimentation among home cooks has further contributed to the growing use of coriander in everyday meals.

Another significant driver is the recognition of coriander's health benefits. Fresh coriander is rich in vitamins A, C, and K and antioxidants that support overall health. It is known for its potential to aid digestion, lower blood sugar levels, and provide anti-inflammatory properties. As health consciousness rises among consumers in the Asia Pacific region, there is an increasing preference for incorporating fresh herbs like coriander into diets for their nutritional advantages. This trend aligns with broader movements towards natural and wholesome food choices.

The Asia Pacific region is a significant producer of coriander, with countries like India being the largest cultivators. This local production ensures a steady supply of fresh coriander to meet domestic demand. Improvements in agricultural practices and distribution networks have enhanced the availability of fresh coriander in regional markets, making it more accessible to consumers. Additionally, the growth of online grocery shopping and farmers' markets has facilitated more accessible access to fresh herbs, further driving demand. As urban populations expand and consumer preferences shift towards fresh produce, the coriander market thrives in this region.

Key Companies & Market Share Insights

The market is characterized by a diverse landscape of companies actively involved in production, distribution, and innovation. Key players in this market include established agricultural firms and specialized herb growers. Notable companies such as Vitacress Salads Ltd., Rocket Farms, Inc., Shenandoah Growers, Inc., and Pacific Botanicals, LLC are recognized for their significant contributions to the fresh herbs supply chain. These companies leverage advanced agricultural practices and distribution networks to meet the increasing consumer demand for fresh, organic, and locally sourced herbs.

Fresh Herbs Market Report Scope

Global Fresh Herbs Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global fresh herbs market report on the basis of product, end use, and region.

• Product Outlook (Revenue, USD Billion, 2018 - 2030)

  • Basil

  • Cilantro/Coriander

  • Mint

  • Parsley

  • Others

• End Use Outlook (Revenue, USD Billion, 2018 - 2030)

  • Food Retail

  • Food Service

• Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • Australia & New Zealand

    • South Korea

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa