Welcome to the second edition of the SUBU Connect Market Insight Series.
SUBU Connect conducts market insight studies to provide market participants with timely updates and practical analysis across a range of food categories each month. From pricing trends and current challenges to emerging opportunities for suppliers and buyers, each edition provides an insightful view of current market conditions and future outlooks.
This edition of the market insight series is focused on the Irish Fruit and Vegetable Market.
1. MARKET OVERVIEW
Ireland’s fruit and vegetable market is an essential part of the country’s agri-food sector, balancing rich local production with strategic imports to meet growing consumer demand. While Ireland’s temperate climate allows for successful cultivation of a variety of mushrooms, root vegetables, potatoes, and some field-grown produce, approximately 83% of the produce is being imported from outside of the country. The Irish market relies heavily on imports to satisfy year-round demand, especially for exotic and out-of-season fruits and vegetables. The largest proportion of fruit and vegetable imports into Ireland comes from United Kingdom, Canada, Netherlands and Spain.
Domestic fruit and vegetables are produced largely for consumption within Ireland. In 2020, exports amounted to just over 100 thousand tons, which remains modest in comparison to the volume of imported fruit and vegetables. Currently, Irish-grown and -processed produce are regularly exported to the UK, Netherlands, Belgium and Germany. Exports for Irish horticulture products increased by 4% in 2024 reaching a total value of€325 million.
The processing sector, which includes washing, cutting, freezing, and canning, adds significant value to the raw produce, enabling Irish companies to tap into lucrative export markets and diversify their product offerings. The Irish fruit and vegetable market has the capacity to grow within the export market and this is supported by the high level of food waste within the food supply chain. Please see section 4 for more information on the future opportunities for exports in the fruit and vegetable market in Ireland.
Figure 1. A Breakdown of Ireland’s Fresh Vegetable Exports (Key Categories Only)
2. MARKET SIZE
Ireland’s retail fruit and vegetable market is worth over €1.5 billion annually, driven by strong household demand and health trends. Farm gate vegetable production adds another €90–100 million, while the processing sector contributes over €300 million in revenue annually through products like frozen, canned, and pre-prepared vegetables. The market size of the Fruit & Vegetable processing industry in Ireland has been growing at a compound annual growth rate (CAGR) of 9.4 % between 2019 and 2024.
The Irish fruit and vegetable market is made up of over 200 players, from small and medium-sized farms supplying local retail, farmers’ markets, farm-gate sales, and food service outlets, to larger producers servicing supermarkets, wholesalers, processors, and export markets, including airline catering.
Retail and catering continues to be a significant and growing channel for Irish horticultural produce. (Bord Bia, 2024.)This sector requires high-quality, consistent supply of fresh fruits and vegetables to meet the needs buyers operating in and out of Ireland, often demanding strict food safety and logistics capabilities.
Figure 2. A Breakdown of Ireland’s Fruit and Vegetable Exports (2023 – 2024) by Value and Volume.
3. INDUSTRY TRENDS
Ireland’s fruit and vegetable sector is increasingly shaped by sustainability policies, health trends, and innovation. Nearly 95% of businesses in the fruit and vegetable sector have adopted sustainable practices, while initiatives including Bord Bia’s seasonal calendar promote local, in-season produce. Consumer demand for plant-based and healthy options is driving reformulation. Technology adoption, including AI and digital supply chain tools, is accelerating to improve efficiency and meet consumer expectations.
Figure 3. The percentage of businesses in the fruit and vegetable industry adopting the following practices.
95% 76% 48%
Sustainability Practices Product Reformulations Planned. Digital/AI Technologies Integration
The priorities of Irish consumers are changing causing a shift away from brand loyalty. Irish consumers are
increasingly:
- Health-conscious: There’s growing demand for fresh, unprocessed, and plant-based foods, with fruits and vegetables seen as essential to a balanced diet.
- Sustainability-driven: Consumers prefer locally grown, seasonal produce with minimal packaging and a low carbon footprint.
- Convenience-focused: There’s rising interest in pre-cut, ready-to-cook, and snack-sized produce to suit busy lifestyles.
- Transparent: Irish shoppers value clear labeling, traceability, and certifications such as Origin Green, which reinforces trust in how and where food is produced
These trends are reshaping how fruits and vegetables are grown, marketed, and consumed in Ireland and providing opportunities for future development.
4. RECOMMENDATIONS
Despite its progress, the sector faces significant risks, including:
For the Irish fruit and vegetable market to remain lucrative and boost growth, it is recommended that the sector undergo a moderate amount of restructuring and explore new initiatives to support the sector, including:
- Increasing investment and research into horticulture expansion in Ireland. Ireland is classified as having ‘low vulnerability’ to climate change and ‘a high level of readiness and well positioned to adapt’. Irish imports come from countries and territories with different levels of vulnerability. In 2021, 22% of total fruit and vegetable imports came from countries classified as climate-vulnerable. This raises concerns for the food security prospects of Ireland and requires the sector to reassess their ability to produce fruit and vegetables currently being imported from overseas.
- Developing policies and strategies to target food loss and waste across the food system. Due to their perishability, waste and loss of fruit and vegetables throughout the food supply chain is generally high. Approximately 40-50% of fruit and vegetables are lost or wasted worldwide. The Environmental Protection Agency (EPA) estimated that food waste in Ireland in 2019 amounted to 1 million tons, not including waste from primary production. Increasing exports and shortening the food supply chain will aid the sector in reducing food loss and waste and boost revenue growth.
This article is provided for information purposes and is intended for general guidance only. It should not be regarded as comprehensive or a substitute for personalized business or investment advice. The
accuracy and reliability of the findings and opinions expressed in the article are conditional upon the completeness, accuracy and fair presentation of the information underlying them. As a result, we
caution readers not to rely upon any findings or opinions expressed for business or investment purposes and disclaim any liability to any party who relies upon them as such. Additionally, the findings and
opinions expressed in the study constitute judgments as of the date of the publication, and are subject to change without notice. SUBU Connect is under no obligation to advise of any change brought to
its attention which would alter those findings or opinions.
References:
Bord Bia (2025) available at: https://www.bordbia.ie
UniversityCollege Dublin (2025) available at: https://www.ucd.ie
